According to a recent study by Wyzowl, 87% of marketers credit video for increasing their sales, with product videos producing the highest ROI compared to other types of videos.
That’s not just impressive—it’s a wake-up call for marketers still relying solely on photos and copy.
In a world of shrinking attention spans, video does what static content can’t. It stops the scroll, tells a story, and connects emotionally in a matter of seconds. A great product video doesn’t just show what something looks like—it shows what it feels like to use it, to own it, to need it.
Because at the end of the day, seeing really is believing. And when customers can visualise the value of your product, they’re far more likely to take action.
But what exactly does a "product video" look like? And how can you use them effectively in your marketing strategy?
In this article, we’ll break down the top types of product videos, show real-world examples, and explain why they work so well.
What are product videos?
A product video is a short video that showcases a product's features, benefits, and use cases. It can take many forms—from simple demos to high-production storytelling—and is designed to give potential customers a clear and engaging look at what you're offering.
These videos help bring your product to life by providing context, visual details, and emotional appeal that static images or written descriptions often can't convey.
Product videos can be used at various stages of the customer journey: raising awareness, answering questions, demonstrating value, and encouraging action.
They're especially effective in helping people quickly understand what a product does and why it matters to them.
Why product videos matter in marketing
When asked how they’d like to learn about a product or service, 78% of people say they’d most like to watch a short video. Why?
Because video makes information easier to absorb. It simplifies the complex, demonstrates real-world use, and helps people experience something visually and emotionally—far beyond what static images or written text can achieve
Whether it's on a product page, a social feed, or in an email, video brings clarity, context, and connection—fast.
The 3 types of product videos you should be making
So, what makes a great product video?
While there are many creative ways to showcase your product on video, three core formats consistently deliver results: demo videos and explainer videos and testimonials.
These are your go-to tools when you want to inform, engage, and convert your audience—all in a matter of seconds.
Explainer videos
Explainer videos are a powerful way to communicate the value of your product—especially when you're solving a specific problem. They’re not just about telling your audience what your product is, but why it matters.
These videos often lean into storytelling to help viewers connect with your solution on a more emotional level.
Whether you're walking through features or using testimonials to highlight real-world impact, explainer videos help simplify the message and spotlight the benefits. They’re especially effective for complex offerings, and the numbers speak for themselves: 85% of users say they’re more likely to make a purchase after watching an explainer video.
Take Azelio, for example. Their energy storage solution isn’t exactly something you can explain in a sentence—but their explainer video breaks it down clearly, showing exactly how their product solves a real problem in the industry.
→ Check out the full case study here to see more awesome examples!
Product demos
If your product has features or functions that need a bit of explaining, demo videos are your best friend.
These videos walk your audience through what your product does and how it works—step by step. Think of them as a guided product demonstration that puts the viewer in the driver’s seat.
They’re great for showing off the interface of a digital tool, the performance of a gadget, or even how to assemble a physical product.
The goal? Make it easy to say, “Ah, now I get it.”
And it's not just us saying this — 69% of consumers actually consider product demos to be the most helpful tool when making a purchase decision.
Here’s an example of a great 45 second product demo video from Slack, showing exactly what you need to get started.
Testimonial videos
Testimonial videos are some of the most persuasive content you can produce. They showcase real customers sharing honest feedback, which builds trust and adds credibility. These videos bring your product to life from the customer’s point of view and offer the kind of relatable validation that’s hard to ignore.
Here is an example of a customer testimonial video from Preem, explaining how they use Storykit to create videos for their press releases.
Why should you create product videos yourself?
The easy answer? Because you know your product better than anyone else. That deep understanding makes you the most qualified person to tell its story—and do it in a way that’s authentic, flexible, and fast.
Many marketers hold back from creating their own product videos, thinking they need cinematic footage, polished voiceovers, and a professional studio setup. But here’s the reality: that mindset leads to big budgets, long timelines, and content that often becomes outdated the minute your product evolves.
While having one or two high-production videos might feel like a safety net, it’s not enough.
Your product is constantly improving. Social platforms move fast. Your target audience is evolving. And to really educate and stay top of mind, you need volume—lots of short, focused videos that are easy to create and quick to publish.
Creating videos in-house gives you that freedom. You can respond to trends, update messaging, and highlight different product angles without starting from scratch or waiting on an agency. The goal isn’t perfection—it’s relevance and reach.
And don’t forget: most people are watching on their phones. That means long, complex videos buried on your website aren’t going to cut it. Keep it short. Keep it shareable. Keep it moving.
How to make your own product videos with Storykit?
When it comes to video marketing, 30% of marketers say they simply don’t have the time, and another 18% don’t know where to start. If that sounds familiar, you’re not alone—and that’s exactly why we built Storykit.
Our mission is to remove the roadblocks so you can start creating product videos that actually make an impact—without the stress, the studio, or the steep learning curve.
With Storykit, making professional product videos is easy, fast, and scalable. No cameras, no editing software, no production crew—just your existing content turned into high-quality, scroll-stopping videos in minutes.
Here’s how you do it:
1. Write your script
At Storykit, we believe that your script should always come first. While visuals can certainly enhance your message, the priority should be on effectively communicating your core idea.
We know it's easy to get distracted during the creative process, so we've created a solution that simplifies things for you. Just copy the text from product page, paste it in our AI templates and a script will be made for you.
→ Further reading: How to use AI to turn your product pages into product videos
2. Insert your background imagery
If you're creating an explainer video, our extensive library of stock footage and images is at your disposal. You can easily browse and select the visuals that best capture the emotions and ideas you want to convey in your video.
By incorporating these carefully chosen images into your video, you'll enhance its overall impact and help your audience better connect with your message.
If you're creating a demo video, you can capture footage of your product by filming it with your phone or using a free screen recording tool like Screencastify or Loom.
Worried the quality isn’t good enough? Storykit makes raw footage look super professional — we’re pretty proud of that.
"I love the fact that not everything has to be uber-professional-looking before it goes into the tool and becomes part of your creative process. You can use mobile phone camera footage - then edit it and apply effects and styling options - and come out with something really authentic and effective," Kristian Flanagan, Content Manager at Azelio.
3. Add a catchy background track
Make your videos more engaging for viewers who choose to turn the sound on by adding catchy background music from Storykit's premium music library.
4. Render and export in the format you want
With Storykit, you have the flexibility to export your video in the exact dimensions that you need, ensuring that your content looks great on every platform and device.
5. Share! Share! Share!
Once you’ve created a great product video, don’t let it sit in your drafts—get it out into the world. Share it on social media, send it to your sales team, embed it on product pages, and include it in your emails.
The more visibility your video gets, the more it can do its job: educating, engaging, and converting your audience.
6 product videos example you can use for your marketing
To show what's possible, we used a standard Amazon product page—featuring the LANBENA Blackhead Remover Strips—and transformed it into six unique video formats using Storykit's AI-powered tools
1. Problem-solution video
This format targets the awareness stage. It gives viewers a quick look at the issue your product solves and why it matters. It's short, clear, and hooks people in immediately.
2. How-to tutorial
Also great for awareness and early consideration. This version walks users through the product step-by-step, showing them how to use it and what makes it effective.
3. Category explainer
This format helps viewers understand the broader product category, then introduces your solution as the standout option. Ideal for audiences who are browsing or comparing.
4. Top 3 features
For viewers closer to taking action, this video highlights your product’s three biggest strengths. It's perfect for those doing a quick evaluation before purchase.
5. Perfect match video
Showcase who your product is ideal for by pairing standout features with specific customer needs. This helps the viewer picture themselves using the product.
6. Straight-to-the-point video
Quick, punchy, and designed for social. This format summarises the product in a bold, benefits-led script—great for high-impact ads and fast-paced platforms
Tips for making high-converting product videos
- Keep it short: 30–90 seconds is the sweet spot
- Focus on benefits: Show how the product solves a problem
- Use captions: Many people watch with sound off
- Have a clear CTA: Tell viewers what to do next by including a clear call to action (buy, sign up, share)
- Optimise for mobile: Make sure it looks great on small screens
Where to use product videos
- On your website: Especially on product pages
- Social media: Instagram Reels, TikTok, YouTube Shorts, LinkedIn, and more
- Email campaigns: Boost click-through and engagement
- Online ads: Facebook, Instagram, and YouTube ads convert better with video
Create your first product video
Product videos aren’t just a trend—they’re a strategic advantage. They educate, engage, and inspire action faster than any other content format. And in today’s fast-moving digital world, creating video content regularly isn’t optional anymore—it’s essential.
You don’t need a big budget or a production team to get started. You just need the right tools, a clear message, and the confidence to hit “publish.”
With Storykit, turning your ideas into professional, on-brand product videos is as easy as writing an email. So go ahead—create, share, and scale your video marketing with confidence.
Ready to see what your next product video could do? Try Storykit and start creating today.
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