How to make product videos for an online store

Step by step

1. Start with the product in use

   The first second shows the product doing its job: the shirt worn, the bottle poured, the phone in a hand. A still product on a white table loses the scroll. Motion tells the viewer what it is before any text does.

2. Answer the buyer's questions on screen

   Size, material, colour options, what is in the box. Put each answer as a few words of text on its own shot. These are the questions that stop a sale on the product page.

3. One benefit per shot

   Each shot proves one thing: it folds flat, it fits in a pocket, it stays cold. Change the shot every two to three seconds. If a benefit has no shot, film one or cut it.

4. Show the price or the offer

   A clear price, a bundle or free shipping on screen helps people decide. Place it after the product has earned interest, about two thirds of the way through.

5. Put the product in its world

   Show where it is used: the linen shirt on a balcony, the bag on a trip, the lamp in a living room. A changed background or a short lifestyle shot does this without a new shoot.

6. End on the brand and where to buy

   Close on the brand name and one action, such as shop the link in the profile. Keep it short, so the video loops back to the product in use.

7. Make every shape from one edit

   Export 9:16 for Reels, TikTok and Shorts, and 16:9 or square for the product page and ads. Keep the product centred so every crop still shows it.

What makes a product video sell

A product video replaces the moment a shopper picks up the product in a store. It must show scale, texture and use. The buyer wants to know if it fits their life, so show real hands, real rooms and real use.

• Show the product next to something familiar, so the size is clear.
• Film texture up close: the weave, the finish, the stitching.
• Show every colour option side by side in one shot.
• Use real customer clips when you have them, with their permission.
• Keep text short and large, in the middle of the frame.

Product video formats that work

• Unboxing: the box opens, each item comes out, the product in use.
• Problem and fix: the annoying problem first, then the product solving it.
• Comparison: a split screen with your product and the usual one, with a price pin.
• Hero film: one product, a dark set, moving light and one line of copy.
• Founder talks to camera: why you made it, with cutaways to the product.

How Vidova makes one

Send your AI video team your product photos and clips and say who buys it. It writes the hook and the script, plans each shot and builds the video on a real timeline. It can change a clip's background or colours while keeping the motion, put your product or website on a phone or laptop mockup, add stock footage, titles and a voiceover, and make its own music and sound effects. It adds word-by-word captions and checks the cut before it hands it to you.

Ask for several hook versions to test in ads, and a 9:16 and a 16:9 from one project. Change anything in plain words: a new price, another colour, a shorter end.

Frequently asked questions