Create outstanding product videos
Three selected product video cases and what you can learn from them.
Did you know that the human brain can process images 60,000 times faster than text? So it's no wonder that more and more companies are turning to videos to communicate with their target group.
Take a look instead of reading through.
On websites or on the company intranet, most people hardly take the time to read paragraph after paragraph of text, but they love to click on a video link, both inside and outside the company.
This is where animated videos can shine. They summarize the overarching message of a project, product or service in a short, simple video.
However, short and simple is the crux of the matter. Because achieving this requires a lot of work in the disciplines of concept, text and design.
Attention is essential
Then there is the attention factor: the human attention span is estimated to be just eight seconds. And the trend is decreasing.
So the time window in which you can capture and hold the attention of viewers is extremely short. The good news, however, is that animated videos are a proven medium for increasing viewer attention. In fact, 84% of consumers have decided to make a purchase after watching a product video.
And now let's get into the fun - here are three outstanding examples of what perfect product videos can look like - including extensive analysis!
In a nutshell:
- Humans process images 60,000 times faster than text
- The average attention span is approx. 8 seconds
- Videos convert over 80% of viewers
Apple not only has ingenious products, but also explains them ingeniously.
With a potentially complex topic, it is important that the animation serves to simplify and not distract from the explanation. It should visually complement the key messages of the video and use a style that fits the company's brand.
This video from Apple does a great job of explaining the sustainability factor in their products. It's a topic that could easily lose most viewers if presented in an overly image and info-heavy, "scientific" format.
Not so with Apple - the video engages viewers with excellent, slightly tongue-in-cheek text complemented by a few scribbled elements. The whole thing is then animated to match the speaker and carried by a cool soundtrack. The script contains exciting facts and statistics to underpin the main points of the video. It also uses simple, conversational language to explain the benefits and results of Apple's efforts to produce and operate in a truly sustainable way. Finally, the background music underscores the voiceover and graphics rather than overpowering them. The subtle use of sound effects also helps to emphasize important points without distracting from the overall message.
Conclusion:
A brilliant text, illustratively and typographically perfectly staged - here a real dialogue is established with the viewer, which does not let go until the end of the video and with which Apple impressively underlines the sustainability of its products.
Google is breaking new ground, including its product video.
Of course, when a product is revolutionary, it's easier to create a corresponding video. But what Google has done for the launch of its AI Gemini is truly unprecedented. Google Gemini is an AI-based, multimodal chatbot developed by Google in direct response to the success of ChatGPT.
The product video actually does nothing other than showcase these chatbot features and even manages without a voiceover.
But now to "how" the Google designers implement this: firstly, there is the incredibly dynamic typo animation that literally draws you into the video. In a wild mixture of UI and photo/video snippets, it quickly becomes clear what Gemini is capable of. But that's not all, the soundtrack is a rousing game changer that almost makes you tap along to the beat.
Everything done right and a clear 10/10 - this is what makes product videos fun.
Conclusion:
Even a product demo can set standards - but the product really has to have killer features. Gemini can do this and implements it consistently and enthusiastically in the video. A new benchmark in the product video world that is sure to inspire many imitators.
Lufthansa's gigantic communication for a gigantic aircraft.
What do you do when there are virtually no images of a new product, but an endless number of superlative technical features? Then you have to get creative and break down all the product components in terms of info-graphics and typography so that they evoke one wow after another.
Reduced vector graphics and lively typography help here. In less than 90 seconds, Lufthansa's Boeing 777-9 product video manages to set off a veritable firework display to a rousing percussion soundtrack.
Of course, the many superlatives that this gigantic aircraft has to offer also help with this product video - but you still have to get them across in such an exciting and entertaining way.
Conclusion:
Typography can do more than you think by using it expressively and moving expressively with the content it conveys. Coupled with striking infographics and a little real image, this can be the formula for success for an outstanding product video format.
Conclusion: the formula for outstanding product videos
Great animated and successful product videos follow a basic formula:
- they are based on a very good script
- they are short (60-90 seconds)
- they solve a problem
- and they work with brand-appropriate graphics, music and messages
A good product video agency must be able to turn any topic into a compelling story that turns casual viewers into an engaged audience. And better still - win the audience over to their topic.
If you are also thinking about producing a product video, nutcracker is an ambitious team at your disposal.
Thanks to our work for clients such as Lufthansa, Swiss, AOK and Zeiss, we know exactly how to stand out from the crowd of videos and how to present a product to the point.
Your product video success formula:
Top script + length max. 60-90 sec. + problem solution + brand-appropriate design =
Topproduct video
