We’ve covered why you need product videos, types of videos, creation, placement and other tips in parts one and two of this guide. Still, it can be challenging to create your own without seeing some examples at work.
This list of product video examples reveals how 14 successful companies push potential buyers through the consideration stage into the purchasing stage.
Whether your business is brand new with limited resources or has been around the block, whether you sell tangible products or software services, we’ve included something for you.
Baggu is a fun company that “makes simple, playful things for everyday living.” They sell bags and hats among other accessories, and they make fantastic use of product demo videos in the process. Each of their product pages includes a video in the image gallery of an individual using the product in question.
Baggu’s product page videos are notable for a few reasons:
- They are simple and short
- They clearly show off the product
- They subtly promote other products in the process
- They inject a little brand personality
Take, for instance, the product demo they use for their bags. The individual in the video shows the viewer how to unfold and fold the bag into convenient, tiny dimensions—one of its benefits—and demonstrates filling the bag to show off just how much it can hold.
One of our favorite features of Baggu’s demo examples is how they casually work towards increasing average order value. Notice how the demonstrator wears one of Baggu’s masks while demonstrating their bags, encouraging viewers to view their masks as well.
These videos are also a fantastic example of how to subtly include an authentic brand personality. Everything from video simplicity, the demonstrator chosen, their outfit, and using produce instead of other food products contributes to Baggu’s message. In another video for one of their hats, they have a little playful fun with the demonstrator on a rope swing.
Vat19 is renowned for having some of the best ecommerce product demo videos around. Their video for their five-pound gummy bear does this reputation justice.
This product video is about as absurd as the concept of a five-pound gummy bear, and it’s completely on-brand. Filled with joke after joke, Vat19 doesn’t forget to include critical information–like gummy bear dimensions, calorie count, how to store it, and the fact that it doubles as your personal joy or the best gift ever.
It’s also a great example of a combination video, utilizing live-action and animation for a captivating experience.
3. Solo Stove
The video Solo Stove created for their Bonfire product is another excellent demo sample.
In this video, they pack a lot of great information in just over 2 minutes. They shoot the product at different angles, show friends and family enjoying the bonfire in various settings, and casually include shots of other products.
Most importantly, the narrator reviews product features with benefits attached, including the unique patented design that doesn’t require bulky batteries, the double-walled airflow that results in minimal smoke and a longer-lasting fire, and the product’s lifetime warranty.
The narrator also takes a moment to review the brand’s mission: making it easier to spend time together outdoors. In good fashion, all of the video imagery matches this sentiment. Additionally, the background music contributes to the video’s feel without distracting from the narrator.
One thing we like about this product page, in particular, is how they include supplemental product demo videos next to this one. These videos include a fire-starting demo and a side-by-side burn comparison to a regular fire.
As far as ecommerce product videos go, this one is easy to copy for yourself.
Kelty’s video for their Asher 55 bag starts with a mini description of their business goals (yes, ones that also benefit customers) while showing some outdoorsy fun to set the mood. The demonstrator proceeds to quickly review and explain the product’s best features.
You can use this video style for yourself by mimicking the simple explainer shots with only the demonstrator and the product in a plain room. Or, you can bring it up a notch by throwing in a couple of branded clips like they do at the beginning.
Even if you stick with a straightforward demo video, add some branding in small ways. In Kelty’s case, they dress their demonstrator in some good ol’ fashioned flannel and use a room with wooden walls that feel outdoorsy.
This video is also another example of using background music correctly.
To mix things up a bit, Slack is a software product that uses product videos throughout its website. A SaaS product video may distinguish itself in two primary ways, and Slack is an exemplary example of both.
- It’s common for service or software product videos to be completely animated or screencast because the viewer doesn’t need to see a tangible product.
- It’s common for these product videos to appear in places other than product pages. When you sell only one product or service, you can place demos on your homepage or landing pages.
One branded video that used to be on their homepage was this one:
Now, Slack uses this demo video on its Channels landing page to share the many uses and benefits of its channels feature:
Slack also utilizes demos and how-to videos, and if you sell software, we highly suggest doing the same. Throughout their website are short 15-second tutorials, like this one on pausing notifications:
They also have other short demos on how to edit messages after sending, add external partners and more. Use videos like these in FAQs, on landing pages to demonstrate features, or on any other pages to support benefit copy.
Another tech company you may have heard of (Google) uses product demo videos to promote products and services to users. Take, for example, this video they used to have embedded on their Google Translate About page:
As an online tool, Translate gets away with another fully animated video. In it, they effectively address an old pain point within their service and how they’ve fixed it by making Translate available within any app, like Messages. Then, they tell you how to use it.
They have since replaced that video with demonstration videos covering their newest features: the ability to translate through speaking, snapping pics, writing text or typing.
These new demo video examples are all under 15 seconds. Instead of sharing all four translation methods in one video, Google lets the user toggle between them.
Each is a reminder that sometimes a precise product demonstration is the best route.
Each of Adidas’s shoe products has a video or provides a 360-degree rotating view of the shoe. (This is another option if you don’t have a video in the budget.)
Adidas makes some of the best product demo videos because they keep it simple, clean and practical.
In these videos, you see the shoes close up and from a distance as the model walks and poses in them to show how the shoe look and moves with the foot. This is particularly important for runners who rely on the fit and specs of their shoes to prevent injury over time.
Adidas follows best UX practices by including the video within their image gallery and using a play icon so viewers can identify the video for what it is.
In the clothing sector, Fabletics is one of the greats when it comes to simple demonstration video examples. If you’re a woman who is even remotely physically active, you’ve probably seen a Fabletics ad.
While the company sells all sorts of activewear, their leggings are their pride and joy. They’re comfortable, seamless and never see-through—or so they say.
Their demonstration videos emphasize these points via models pulling and stretching the fabric with various moves as the leggings hold up with ease. They also make use of simple overlay text that lists unique selling features as they are modeled.
Some product videos for ecommerce don’t look like a product video at all. Take, for example, the product page video Legos is currently using for its classic set.
This demo video is different from the rest covered in this article because it doesn’t explain anything about the legos themselves.
Presumably, everyone already knows what Legos are.
Instead, their lighthearted video spurs emotion with parent-child playtime in a naturally lit room. It almost feels nostalgic, even though you haven’t done it yet—like it’s the memory you will have.
That doesn’t mean the video doesn’t provide any information. It offers context regarding the variety of legos in the set and their size next to the actors’ hands. Legos also demonstrates some of the unique creations made possible with their set and an active imagination.
10. Beauty Bakerie
Beauty Bakerie creates food-themed makeup products and takes a simple approach to their videos with fast, non-verbal tutorials.
Their Lollipop Liner product includes two videos, both of which are a close-up tutorial of how to do winged eyeliner on one eye. One of the videos shows just the wing, and the other shows the eyeshadow process as well.
We like this second video because they take the opportunity to show off complementary products, like their Graham eyeshadow palette.
The only issue we see with Beauty Bakerie’s UX is that they are missing the play icon on the video thumbnail, so at first glance at the gallery, they look like more photos.
We decided to compare a demo example from two companies in the same industry.
Sephora is a renowned beauty product retailer that recognizes the importance of product videos. Theirs include play thumbnails for easy recognizability, and many of their product pages also have more than one.
Their Clean Glossy Lip Oil, for instance, has 3.
The first two are short tutorial clips, but unlike Beauty Bakery, they show the entire face for a look at how the product appears in full context. Their demonstrators also speak in their videos, explaining their choice of product and color.
The third video on this product page is longer—one full minute—and the demonstrator discusses the product in greater detail, including the number of shades in the line, the nice packaging and how you can layer colors. She then chooses two colors to use together, explains why she chose them and shows the viewer how to put them on.
Sephora’s style of video is more informative, but both are acceptable. Plus, each brand has some of the best product videos for demonstrating how to make use of other content, like how-tos.
As for best product demos, Apple’s landing page and demo video integration suits their slogan, “Think different.” Rather than present a gallery of product photos and video, Apple’s animation-driven landing page experience tells users everything they need to know as they scroll.
As you reach a new section of the page, you trigger a video or animation. Each showcases functionality or a product feature, from where a charging cable plugs in to how it looks to draw or play games on the screen.
Copy from headlines to explanatory paragraphs provides context for each.
By requiring action from the user, Apple’s pages are more interactive. Still, while fun with a high-tech product, this style might be a bit much for everyday items.
Right Channel Radios is a great example of how you can utilize effective product videos without being overly fancy.
Each product page presents a main video where they walk through the uses, features, and benefits of the product at hand. Production is simple with a few shots and angles at most, and the concept is simple: one guy telling you face-to-face what you should know.
For their COBRA 75 WX ST radio, the demonstrator quickly covers who the product works for, why it’s unique, each buttons’ functionality, how you set it up, and the one downside—in case a different radio would work better for you.
These demos prove that anyone can do it and that adding even a simple video is better than hoping a potential buyer will read everything you want them to in the product description.
The only products this video style may not work out for are high-end luxury goods that require equivalent video production, like Apple’s.
Not every Nutribullet product page includes a video, but when they do, they do it right. Their Immersion Blender product demo, for example, is kept to just one minute to cover the basics.
In this quick video, they review the benefits that matter to a customer and differentiate the product from others in their store: the ability to blend in any container, easy storage and fewer dirty dishes.
The imagery and text overlay tell the story visually while demonstrating the many ingredients this product can demolish.
We particularly like that Nutribullet includes captions to improve video accessibility and usability.
Have Fun With It
Upgrading your ecommerce store and sales with video doesn’t have to be a scary thing. If you need to, start with only a few products and keep your videos simple. Think about the value they provide your customers and consider your brand.
Once you see the impact of a video as small as that, you’ll feel ready to dive deeper.
When that happens, feel free to level up your inspiration to one of the more complicated product video examples above. Maybe provide more than one video with each product—if it makes sense.
Whatever you do, make sure it’s the best solution for your brand and product, and get as creative as you need to. These examples serve as guidelines, and while you can copy them shot for shot, sometimes the best angle for your brand is a unique one.