Should Your Brand Use Product Videos? Here’s What You Need to Know

“Product video” is probably a term you've heard tossed around in your company’s meeting room, especially during talks about customer journey or product education. It's one of those buzzwords that gets used so often, the meaning can shift depending on who's saying it.

So, what exactly is a product video?

Before we answer that, let me ask you this. Have you ever come across a video online or on a website that walks you through a product? One that highlights the features, explains the benefits, maybe even shows how it works... but isn’t trying too hard to sell you on the spot?

Chances are, you were watching a product video.

This article is your guide to understanding what a product video really is, and whether or not your company should be using them. We’ll cover what defines a product video, how it differs from other formats, the benefits, types, planning tips, and the tools you’ll need to create one.

We also talked about how to make a good product video and how to utilized them for your brand in our blog “What Makes a Good Product Video?”. So, if you want to know more about this type of video, please check it out!

Definition and Where to Find Them

Okay, now let’s talk about definition. A product video is a short video created to engage the audience by showing how the product works, its features, and other highlights. Usually, the purpose of a product video is to inform the audience more about the product.

So, where does the product video come from? Well, to answer this question we’ll have to go back to the 50s, television was becoming the dominant platform where people got their information, and that included learning about what products were available. Companies started creating commercials that explained what features their products had.

This continued into the 90s and 00s, where the development of the internet gave brands a new platform to share product demonstrations. And that momentum kept growing into the kind of video production we see today.

Now you might be wondering, “okay if product video is part of marketing, then what makes them different from other marketing video?”

Well, a video can be created for multiple purposes at the same time, so it makes sense that these formats are often closely related. But as we’ve mentioned before, unlike other marketing videos, the main purpose of a product video is to share a message or deliver information rather than to market or sell.

Product Video vs. Explainer Video vs. Commercial

Before we start this section, we need to put a little disclaimer, there are multiple types of video marketing that we can’t possible talk about them all. These three video type we chose because these are the three types that our client asked the most for, and these are the one we are the most familiar with.

First, product video is all about the product itself. It shows how it looks, what it does, and why it matters. You’ll usually see this type of video used for physical products or tech gadgets, especially in eCommerce. The goal is to give viewers a clear feel for the product, often using clean live-action shots or 3D animation to bring out the details.

Moving on to explainer videos. Although they’re also designed to deliver a message and inform the audience, they’re a bit different from typical product videos. Instead of showing off a product, an explainer video focuses on breaking down an idea or a process. It’s perfect for things like SaaS tools or services that need a little more context to understand.

These videos often use 2D animation, screen recordings, or simple visuals to walk people through how something works or why it solves a specific problem. If you’re not sure when to go with 2D or 3D animation for your explainer, we covered that in our blog "2D vs 3D Product Videos: Which Animation Style Fits Your Brand Best?" where we break down which style works best and when to use each.

Now, last but not least, ads or commercials. These are the big attention-grabbers. They’re designed to create emotion, spark interest, and build brand awareness. You won’t always get deep product info here, but you’ll walk away remembering how it made you feel. Think Nike, Airbnb, or Apple launch spots. These videos are fast, energetic, and often more about the vibe than the product. They also tend to be videos that cannot be reuse as they are usually campaign or promo specific unlike the other two.

At the end of the day, each type of video plays a different role depending on what you're trying to say and who you're saying it to. Knowing which one to use can make a huge difference.

Benefits of Product Videos

We actually talked in a more depth in our blog “How Brands Use Product Videos” about how product video, although does not necessarily focus on selling the product, actually increase sales. In this article we will discuss something slightly different, we will see it from the perspective of “sharing information” aspects of product video.

Increase Audience Attention to Buy

Let’s be real, most people don’t want to scroll through endless product descriptions or tech specs. They just want to know, “Is this going to work for me?” That’s exactly what a good product video does. It shows your product in action, makes it easy to understand, and helps potential buyers picture themselves using it. When people can visualize the product solving a problem in their own life, they’re way more likely to want it.

It’s also about confidence. Product videos remove a lot of the guesswork. Instead of wondering if the product is worth it or how it actually works, viewers get the full picture in under a minute. That clarity makes the buying decision feel easier, and when the experience feels easy, people are more likely to follow through with a purchase.

Help the Audience Retain Information

Here’s the thing, people remember what they see way more than what they read. In fact, viewers retain 95% of a video’s message, compared to only 10% when reading it in text. That’s a massive difference. So if you’re trying to explain what your product does or why it’s worth buying, video gives you a way better shot at making it stick.

And it’s not just about showing cool visuals. When you combine motion, sound, storytelling, and even just simple on-screen text, you’re engaging people on multiple levels. That helps them actually absorb the info instead of just skimming past it. It’s especially useful if your product has a few moving parts or needs some explaining, because a well-made video doesn’t just teach, it makes people remember what they learned.

Build Trust and Transparency

People don’t just want to be sold to, they want to feel like they’re making a smart decision. And nothing builds that trust like showing your product upfront. A solid product video gives people a transparent look at what they’re actually getting, no filters, no fluff. It shows that you stand behind what you’re offering.

And when a brand shows up honestly like that, it leaves a strong impression. Instead of fancy hype or over-the-top claims, you’re giving people something real. That authenticity builds confidence. It’s like saying, “Here’s exactly what this product is, take a look and decide for yourself.” And that hits different. We discussed this topic from a different point of view more in our “How 3D Product Animation Can Help You Stand Out from the Competition” blog

Boost SEO Performance

Google loves video. Like, seriously. Pages with videos tend to rank higher because people stick around longer to watch them. And when people stay on your site, it tells search engines that your content is worth showing to others. So just by having a product video on your page, you’re already improving your chances of being discovered.

It gets better, if you upload that video to YouTube or other platforms, you open up more ways for people to find you. Someone might search for a review or tutorial and land on your product through video before they even hit your site. It’s like giving your product multiple doors for people to walk through.

Reduce Product Return Rates

Let’s be honest, most returns happen because the product wasn’t what the buyer expected. Maybe it looked bigger in photos, maybe it wasn’t as easy to use as they thought. A good product video clears all that up ahead of time. It shows what the product looks like, how it works, and what to expect from it.

That kind of transparency goes a long way. People feel more confident in what they’re buying, which means fewer surprises when it shows up at their door. Fewer surprises = fewer returns. And that’s a win for both your customer experience and your team behind the scenes.

Types of Product Video

So if you’re looking for more details about 3D animated product video types, we covered that in our blog "3D Animation for Product Videos*".*

In this article, we’ll focus on product videos that can be used in a more general format, not limited to 3D animation. These are the kinds of styles you can apply across different platforms and use cases.

For this specific topic, we also talked about these types in more depth in our blog "Explainer, Demo, Testimonial – Which Product Video Fits Your Stage?" where we break down how each format works depending on where your audience is in their journey.

Okay, let’s start.

Product Demo

Product demo videos are all about showing, not just telling. Instead of explaining what your product does in a paragraph, you’re actually walking people through it. You’re showing how it works, what the features are, and why it’s useful. It’s kind of like a virtual test drive for your product.

These videos are perfect if your product needs a bit of explaining or has multiple use cases. Whether it's a physical product or software, a demo video helps people understand it quickly. They’re great for your homepage, product page, or even follow-up emails after someone shows interest.

Review and Testimonial Videos

This is where your customers do the talking for you. Review and testimonial videos feel real because they are. It’s someone who’s used your product, sharing what they liked, what it helped them with, or why they’d recommend it. And honestly, that hits harder than any script.

People trust people. Hearing someone say, “This worked for me” carries more weight than any feature list. These videos are great for building credibility, especially on landing pages, in retargeting ads, or when someone’s close to making a decision but just needs that extra push.

Comparison Videos

If your audience is comparing different options, this type of video helps them figure out which one makes the most sense. You’re breaking it down clearly. Maybe it’s your product versus a competitor, or a new version compared to the old one. Either way, you’re helping people make a smarter decision.

This isn’t about bashing the other side. It’s about showing what makes your product stand out. If you can clearly show the differences in price, features, performance, or design, it saves people time and builds trust. Especially useful when your product lives in a competitive space.

Best Practice for Planning and Scripting For Product Video

Alright, before you hit record, you need to know what you're aiming for. Are you trying to get people to buy something? Just explain how it works? Or maybe you're trying to build brand awareness. Whatever the goal is, make sure it's clear from the start. And just as important, know who you're talking to. What does your audience care about? What problems are they trying to solve? When you know that, it's way easier to create a video that actually connects.

Now for the scripting part. Focus on both the features and the benefits. Don’t just list what the product does, explain why it matters. How does it solve a problem or make someone’s life easier? Keep it short, clear, and easy to follow. Toss in a simple call to action, like what you want the viewer to do next. And if you can, use real-life situations to bring it to life. When people see how your product fits into their world, it instantly feels more relatable and valuable.

Tools We Use (and What to Do If You’re Can’t Creating It Yourself)

If you're planning to create product videos in-house, there are a few tools we always recommend. For more advanced work, tools like After Effects, Blender, and Cinema 4D are solid choices. They're great for high-quality 2D and 3D animation, especially if you want full creative control. If you're just starting out or working on quick content for social, CapCut is a beginner-friendly option that’s surprisingly capable for short-form videos like TikTok, Reels, or simple demos. And honestly, if you're already using motion design tools for other projects, those can usually do the job for product videos too.

But if doing it yourself isn’t realistic, that’s where we come in. Partnering with a creative agency like ours can save you time and give you a polished result without the learning curve. Our subscription service gives you access to both 2D and 3D animated product videos, with unlimited revisions and a turnaround time of less than three days. Whether you're looking for a full product demo or a short looping visual for social, we’ve got you covered.

Conclusion

Product videos aren’t just a passing trend. They’re one of the most effective tools you can use to boost conversions, explain your product clearly, and build trust with your audience. When done right, they help people understand what you offer and why it matters, all in under a minute.

The key is choosing the right style for where your customer is in their journey. Maybe it’s a detailed demo to support the decision stage, or a quick loop to spark interest on social. Whatever the case, having the right format makes a big difference.

If you’re ready to bring your product to life through video, let’s chat. You can book a call with us or check out our animated product video service page to see what we offer and how we can help. Whether you need 2D, 3D, or something in between, we’ve got you covered.

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