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  • Writer's pictureMatt Middleton

How to Plan a Product Video in 7 Steps

Updated: Jul 9

How to plan your product video

Product videos can be incredibly effective in achieving more sales and awareness, but the importance of good planning cannot be overstated. As a video production company dedicated to delivering exceptional visual content, we understand that a well-planned product video is necessary to achieve your objectives.

In this article, we'll guide you through the planning process to ensure that the video not only meets but exceeds your expectations, and achieves the results you’re looking for.

Keep reading and discover the seven key considerations you should make before embarking on a product video marketing campaign.

Behind the scenes on a product video shoot

How to Plan a Product Video in 7 Steps

1. Set Clear Objectives

The foundation of any successful product video is a well-defined objective. What do you hope to achieve with your video? Whether it's boosting sales, enhancing brand awareness, educating your audience, or something else, having clear goals will guide every decision in the production process. Clearly stated objectives help us understand your vision and work more effectively to produce a video that aligns perfectly with your desired outcomes.

2. Know Your Audience

In the world of video production, understanding your target audience is a fundamental step. In-depth knowledge of your audience's demographics, preferences, and pain points is vital for crafting content that resonates with them. When you enquire with Glowfrog, we’ll ask you to describe your target audience, ensuring that together we can craft a compelling product video that actually achieves the sales or awareness you require.

3. Craft a Persuasive Message

Your product video should deliver a compelling message that showcases the unique selling points of your offering. We'll collaborate with you to ensure the message is not only engaging but also persuasive. Put yourself in the shoes of your potential customer and think about what might appeal to them in terms of messaging. A well-crafted message serves as the cornerstone of your video.

4. Location, Set, and Cast Selection

The backdrop, setting, and cast of your video play a pivotal role in conveying your product's appeal. If your video requires specific locations or sets, we'll assist you in selecting the perfect settings that complement your product's story. You may want to have a think in advance about your ideal filming location, be this a real life setting or a coloured backdrop. Additionally, if actors are a necessary part of your product video, and you want professional actors to be involved, we'll help you choose talent that not only aligns with your brand image but also appeals to your target audience. Our aim is to create an immersive and relatable experience for your viewers.

Lights on a product video shoot

5. Select the Right Visual Style

The visual style of your product video is a critical element in communicating your message effectively. You could opt for live-action – with actors, or against a backdrop – as well as animation, 3D motion graphics, or a combination.

The choice should be aligned with your brand and the preferences of your target audience. If you’re unsure, Glowfrog can provide expert guidance on selecting the most suitable visual style, to ensure it resonates with your audience and enhances the impact of your video.

6. Music and Voiceover

The auditory elements of your video, such as background music and voiceovers, set the tone for your video. You may want a professional voiceover artist, for example, or to just have music.

With regard to music, we typically source this from where you can even make your choice of music before you enquire with a production company – this will help you to get a good feel for the vibe of the video in advance.

The right musical accompaniment and voice talent contribute to the overall effectiveness of your video, and if you enquire with Glowfrog we will help you decide.

7. Distribution and Promotion

Where do you plan to distribute the video once it has been produced? This is a really important question – not only because it needs to align with your target demographic and your objectives, but also because it can have a big impact on the video production itself – such as which aspect ratio to use, how long it should be, and how energetic it should feel.

Are you planning to post to TikTok? We need to capture the viewer’s attention from the first second. Will the video be embedded on your website homepage? We need to really push the features and solutions that the product offers, to help get that potential customer over the line.

If you’re unsure where best to distribute your product video, we can guide you. Our goal is to help your video reach its intended audience and maximise its impact.

Camera operator on a product video shoot

Planning a successful product video requires a thoughtful approach that aligns with your objectives, audience, message, and creative elements. By choosing Glowfrog Video Production, you can rest assured that your vision will come to life.

If you’re looking for high quality product videos, enquire now using the form below and we’ll contact you to arrange a free consultation. Let’s work together on your product videos and achieve the results you’re looking for.


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