Product videos are a powerful form of marketing. But using the right type of video can make the videos even more effective. This article will review the various types of product videos so you can determine which is right for you.

Real Videos

Here we are referring to videos that feature a person using the product. While these can be effective, they come with their share of drawbacks. Examples include their inability to shorten the time it takes to complete a certain function as well as their tendency to obscure actions.

They can also be difficult for companies to deal with. If a business wishes to film a live product video, they must hire actors who may not work out, rent locations, or go outdoors and possibly deal with wind and rain, and then get the video edited.

Animated Videos

Animated videos are preferable to real videos as they do not involve possible obstructions. They do not need to be shot on location and they do not require the hiring of actors. All you need is an animator and an editor, and you are good to go.

The videos are also preferable because the limitations of ‘real life’ do not apply. You can show just about anything in an animated video including a variety of colors, fantasy sequences and more.

You are also not limited by time restraints. That means that a process that can take 30 seconds in a live video can be sped up to take just a second in an animated video. This is incredibly valuable considering the short attention spans of most viewers.

3D Animated Videos

3D animated video is a type of animated video that can be particularly effective in product video applications. The 3D capabilities can show the product in a variety of locations including interior shots and underground. They show the inner workings of a product and how it’s built.

In doing so, 3D leaves nothing to the imagination when it comes to showing exactly how a product works. It is especially effective for complex products and applications.

Demos and Tutorials

A demo or tutorial shows the product in more detail. They explain how the item functions from a to Z. While they can be animated, they often have a person demonstrating how the product works and talking about the product as they go. If animation is used, narration will be necessary.

Casual Videos

Some businesses produce very simple videos with their iPhones that are just a few seconds or minutes long. They have a grassroots appeal, and they can be stylized to cater to the target audience. They are often posted on Instagram and other social media sites.

Casual Product Video


Screen Capture Videos

Screen capture videos work best for websites, e-commerce stores and software programs. They are valuable when you want to show someone how to do something step by step. They are often used for training and tutorials.

Testimonial Videos

Testimonial videos won’t explain how a product works. Rather, they will show what customers thought of your products and how they used them to find solutions to everyday products.

FAQ Videos

FAQ videos are a unique take on product videos. Instead of showing how a product works, they will provide key questions and answers concerning the product. While they can provide insight into the product’s functionality, they will work best if they accompany a more conventional product video.

Which Type of Product Video is Right for Me?

There are a few things you must consider when determining which type of product video is right for your company. The most important factor is your brand identity.

For example, if you are a fun company that makes kitschy products and those that appeal to children, 2D animation is the way to go. If you sell industrial products, 3D video is preferable as it’s ideal for showing complex inner workings in interior applications. A casual video may be suitable if you are going for a grassroots type of appeal.

You also need to think about what you will be using the product for.

If you are posting on social media, which tends to be saturated with video marketing, an animated format will really stand out. If you are trying to show people how a product works or a specific function of the product, a video or tutorial is best. The screen capture format is ideal for explainer videos that are often posted to YouTube and typically explain how the software works.

Product videos are a powerful marketing tool. But using the type that’s right for your company will make them even more effective. Now that you are familiar with the various types that exist, you can find the one that’s most suited to your professional needs. Which will you be choosing for your campaigns?