A product video shows the product in use, its dimensions, finish and functions in a way that a photograph cannot capture. In an e-shop it brings a dual benefit: it increases the likelihood of purchase and reduces returns, because the customer sees what they will actually receive and is less likely to be mistaken in their expectations. No production is needed for this – for most goods a short video shot on a mobile phone in good light is enough, showing the product from all sides and at a scale relative to an everyday object. For technical products, a demonstration of assembly and operation has the greatest value. The video should be supplemented with subtitles, since a significant proportion of customers watch without sound, and it should not be omitted for products that are returned most often – that is exactly where the investment pays back fastest.
See also: Product description, Returns and their cost, AI for Video Subtitling.
