3 Essential Features Every Successful Product Video Must Have

product video production

Product videos are basically taking the online marketing sphere by storm. Whether they’re how-to’s, demonstrations, kickstarters, or explainer videos, consumer reports show that these types of videos factor quite a bit in someone’s buying decision. It’s a product video’s job to effectively:

  • highlight the product’s features
  • list/prove their benefits
  • demonstrate the correct way to use it

Generally speaking, consumers don’t buy products unless they can see the benefits or advantages to having the product. Even self-proclaimed shopaholics who rely on retail therapy will justify a purchase, no matter how ridiculous or far-fetched the explanation (i.e., “I might need this in the future,” or “I have to try this – everyone says this works,” or similar expressions). Ergo, product videos need to focus on what the product is, how to use it, and – most importantly – why the consumer should get the product in the first place.

And they have to do all that in a way that entertains. Not an easy feat, but it can be done. Here are some essential, must-not-be-missed features of a kick-ass product video.



PadMapper’s video – created using Grumo Media’s video production services – does a wonderful job of this. It’s essentially a program that can help you look for a new apartment (or “pad”) in any city or country using search parameters like the zip code or city’s name. The available locations pop up on a map, making it easier for you to see where they’re physically, geographically located.

It also has other filters to work with, like price – for those on a budget – or number of bedrooms – for those with specific living conditions. The filter that really sells it, though, is the ‘crime rate’ filter. Once you click that, it shows you the areas with the highest crime rates on the map, making it easier for you to avoid.

By showing this feature in their video, PadMapper addresses the safety concern of people looking for a place to stay.



If you want your audience to stay engaged, don’t be afraid to inject a little bit of your personality – or your spokesperon’s personality – into your video. Dollar Shave Club CEO’s Michael Dublin caught people’s attention by being a sassy, no-nonsense, cut-to-the-chase spokesperson for his own company. With a touch of dry humor here and some sarcasm there, his video for Dollar Shave Club became a trending topic for a while.

Best part? He wrote the spot himself. Lucia Aniello, a comedian/director and a good friend of his, helped him produce it.



CouponCabin released a video showing their Newsflash page, where consumers can go to for instant updates on promos and coupons from their favorite stores. The video, created by Brandefy – a Los Angeles video production company – encourages the viewers to visit the website, repeating CouponCabin’s URL several times.

While it may seem like something obvious, never forget your Call to Action. A great video won’t go too far if it fails to give the audience a way to find more information. In fact, PadMapper’s video – the same one mentioned earlier – doesn’t have a CTA at the end. The company’s website isn’t even listed.

Don’t go overboard with your CTA – once or twice in a video is plenty – but don’t forget to include it either.