11 Product Promotion Video Ideas to Engage Your Audience

Video can help you tell stories, explain important processes, entertain, and much more. It’s also a great way to show what your product can do, how it can improve customers’ lives, and why it’s better than your competition. However, creating a great product promotion video needs a great concept to start with. Let’s take a look at product promotion video ideas.

11 Product Promotion Video Ideas to Engage Your Audience

There are many ways to promote a product. The best way to promote a product using video will depend on what type of product you’re working with, the voice of your brand, your audience, and more. Some of these product promotion video ideas might be ideal for your product and audience, and others might be off the mark. Consider your brand carefully as you consider your next promotional video.

1. Instructional

An instructional video shows the viewer how to complete a task or solve a problem. These types of videos are helpful, but they can also be promotional.

If your product provides a particular advantage when it comes to solving a problem or making a process easier, an instructional video can be particularly helpful. This type of video will allow you to showcase how your product can save your customers time, money, energy, and more.

2. Extreme Situation

Showing how your product holds up under extreme situations can be a perfect product promotion video. This can include a wide range of situations, and your product should be able to perform very well. Extreme situations can showcase your product’s durability, longevity, and performance overall. However, it’s important to state that this extreme situation is not the expected use case for your product, to be sure no one is confused.

One such video helped to catapult Stanley water bottles to fame. A user posted a video of their Stanley water bottle after it had been in a fire, and the bottle was, supposedly, still cold. This video not only showed the water bottle performing under extreme circumstances, but it was also organic. However, a video like this doesn’t have to be organic to be successful.

3. Customer Testimonial

A customer testimonial video can be a hugely valuable promotional video. When customers confidently and genuinely speak about your product’s advantages or benefits, it has the potential to connect with other customers more than any other video. While most people are understandably skeptical about claims a business makes themselves, they’re more open to videos that other customers make, especially if the video is earnest and trustworthy.

Collecting valuable customer testimonials can take time, but it’s worth it. There are many ways to ask for video testimonials, and strategies that you can use to get your first testimonials, if you don’t have any yet. Connecting with your best customers, providing incentives, and making the process as easy as possible are are key to collecting and using valuable customer testimonials.

4. Multiple Uses

Some products are only meant for one thing, while others are more versatile. Showing the many different ways that your product can be used can be a remarkably compelling promotional video.

These different uses don’t have to be extremely diverse—they might just be interesting or uncommon. For example, if you’re selling colorful or durable shoe laces, you might show the many different ways that shoes or boots can be laced to change the appearance. Simply adding uses that are creative, interesting, or uncommon can make your video more engaging.

5. Influencer

The use of influencer marketing has soared in recent years. Connecting with a popular influencer in your industry and forming a product promotion partnership can help to boost your brand significantly. This might require you to provide videos, provide video concepts and storyboards, or something similar.

Promotional influencer marketing videos can vary widely. The video might show the influencers using the product, unboxing it and showing excitement, providing information about the product and its uses, and much more.

6. Close-Up

Some product promotion videos focus on function, while others focus on style or aesthetics. Depending on your product and your brand, a carefully crafted close-up video can engage your potential audience and show them details about your product.

The rise of ASMR videos demonstrates that close-up videos can be engaging to some audiences. These videos focus on sensory experiences, including everything from sound to texture to movement and much more. If your product is particularly well-crafted or it has a unique appearance in some way, a close-up on these features can give your audience a good look. Be sure to use high-quality lighting and a camera that can really capture the details.

Bentley (and other, similar brands later on) tried a close-up video of their products and it went viral. Though some poked fun at the video’s style (we’ll cover this more in our Spoof section) it was simple and memorable. Since Bentley positions itself as a high-class, luxury brand, the close-up focus on the metal, leather, and craftsmanship of their cars makes sense, even if the presentation was a bit peculiar.

7. How It’s Made

Many brands, especially those that mass-produce cheap products, actively avoid trying to show how their products are made. If your product is made with care or made in a unique way, this can be a great way to stand out from the crowd.

Taking your audience behind-the-scenes and showing them how your products are made is not only interesting, but it can also show buyers that you don’t use flimsy materials, exploitative labor, or excessive waste. If your product uses recycled materials, you might also spotlight that feature. Product promotion videos that show how your product is made can help to highlight its best features without appearing overly promotional or sales-y.

8. Demo

A demonstration video is a classic product promotion video that has been used by brands of all kinds for decades. With so much more video content available and so many more ways to share it, there are even more opportunities for this type of video to make an impact, especially if the demonstrations are funny, clever, or interesting.

LucidChart has used demonstration videos to show how their software works, and their clever use of internet slang and jokes has made the product famous on social media. With millions of views on their demo videos, LucidChart has not only shown how their product works, but also made a huge impact on their potential buyers.

9. Spoof Video

Humor is a great way to engage your audience. Humorous videos are also more likely to get shared. A spoof video—one that satirizes or imitates a different video in a humorous and light-hearted way—can showcase your products while also providing entertainment. It’s important to choose your source material carefully, but a good match can really make your brand memorable.

Previously, we mentioned the Bentley ad that used ASMR elements to showcase their products. Many other brands, organizations, and individuals made their own version of the video. These other brands generally weren’t luxurious or high-class, making the Bentley ad a great source of a spoof.

10. Challenge

A challenge is another great way to promote your product while also engaging your audience. Many brands have leveraged challenges to show off the capabilities of their products in promotional videos, while also rewarding and engaging with their customers.

A product promotion video with a challenge element works best to spotlight functional advantages of a product. GoPro has leveraged this type of product promotion video successfully for years. These lightweight cameras are ideal for fast-moving, active videos taken while playing sports, doing stunts, or capturing fleeting moments. By rewarding customers with monetary prizes, GoPro encourages customers to submit their most exciting videos while also showcasing the extreme capabilities of their cameras.

11. Behind-the-Scenes (BTS)

Behind-the-Scenes or BTS videos give audiences a little glimpse behind the curtains and gives them a special look at a product, product, or businesses. The previously mentioned how-it’s-made video is one type of BTS video, but there are many other BTS video options. This inside look at your product can also be a great product promotion video opportunity.

A behind-the-scenes product promotion video can show off any aspect of your product that your customers might not normally know about. It might show off how your materials are sourced or an innovative process that makes your product different. It might also show interviews with your designers or other staff members that have helped to make the product possible. Or, you might show aspects of the creative process behind your product. Whatever gives your audience an inside look at your product can be great BTS footage.

Promoting Your Product with Video

There are many ways to promote your product with video. However, it’s important to consider what your audience is looking for and what will resonate with them. With careful planning, the right positioning, and a little luck, your product promotion video might just go viral in the best way.

Posted in: Sales & Marketing