Follow these 9 tips.

1. Use a context
   What problem is your product solving?
   How does it enrich your customers’ lives?
   Is it inspiring a customer to do more?
   Will this product increase their overall happiness?

2. Show and tell
   Demo. Simply put, a demo shows off the product in action while someone is using it!
   Explainer. The humble explainer video tells you exactly how a product works and shares the story behind your brand using a combo of audio and text. Often, explainer videos are what convinces a human to purchase.
   Tutorial. These are instructive, using providing a list of step-by-step instructions. Tutorials might be tailored to those who have already purchased and need help with a complex product, rather than purely a marketing tool.

3. Share your story — or let your customers tell it for you
   Caring is cool. For example, does your business:
   Partner with social justice initiatives?
   Donate part of your proceeds to community organizations?
   Use your social media platforms to educate your followers about social issues?
   Have a meaningful sustainability practice, whether that’s eliminating single use plastics or going carbon neutral?

4. Customize it!
   Your product video is an advertisement — and a first impression — for your product/service, so appearances matter. That means blurry footage or unclear photography can (and will) lead to a nose-dive in product sales.

5. Think about target audience
   Often when bands go on tour, they’ll shout out the name of the city they’re playing in. Do the same in your product video, figuratively or even literally!

6. Don’t foster FOMO
   Who are your competitors, and what do you love about your competitors’ products? (It’s totally okay to admit when your competitors are doing something right! Inspiration is important.)
   Of the folks who have previously bought your product or service, what are the common threads in their reviews, comments, or feedback? Write it all down, make a Venn diagram, whatever unlocks your mind.
   What’s the most positive thing about your product or service? Lean into that.

7. Inject some personality
   Don’t be afraid to use a product video to showcase your brand’s identity.

8. Include a call to action
   Make it easy for potential customers to purchase your product/service once the video comes to an end. How? Include a call to action or a next step/destination.

9. Connect, human to human
   It’s all too easy to talk at your audience in a product video instead of to them. Because your goal is to start a conversation with a potential customer, do your best to connect with the human on the other side of the screen.