The product video.
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PLATH: Visualizing the Future of Reconnaissance Technology
For our client PLATH, we produced an impressive product video for their keynote presentation at Intelligence Day 2024 in Oslo. The focus was on introducing the SDI Core, a groundbreaking technology that did not yet exist at the time of production.
To bring this vision to life, we combined footage from previous productions—such as the corporate image film and a product video—with photorealistic 3D animations. These animations visually depicted the SDI Core and were seamlessly integrated with live-action footage, giving the video its unique impact.
One highlight was the use of an AI-generated voice for the narration, which underscored the technical innovation and enhanced the presentation of the SDI Core. The SDI Core is a scalable system that uses artificial intelligence to improve efficiency and precision in crisis scenarios and reduce the workload on operators. The film impressively demonstrated how the SDI Core can be used in ground- and air-based operations and was a central component of the Intelligence Day presentation.
What is a product video?
A product video is a targeted video format that focuses on the precise presentation of a specific product, service, or module. Unlike more comprehensive promotional videos or complex training videos, a product video has the clear goal of conveying, in a brief and concise manner, how the advertised product solves a specific problem and why this particular solution is compelling.
Product videos have proven to be extremely effective, particularly in traditional sales marketing, and play a significant role in increasing sales. When planning a video, it is crucial to always keep the return on investment (ROI) in mind.
A product video demonstrates a product’s functionality and its practical application. This video format is an excellent strategy for product marketing.
Although product videos are often associated with physical products, they are just as effective for marketing services and SaaS products.
After investing a significant amount of time in designing a product, it’s now time to showcase it properly. Product videos are excellent marketing tools and can be shared on social media, embedded in blogs and on landing pages, or emailed to potential customers during sales pitches.
The primary goal of a product video is to build customer trust and thereby increase sales. A high-quality product video achieves exactly this goal by showing customers how the product meets their needs and enriches their lives.
Here's what our customers say.
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Philipp Wolfes ist ein leidenschaftlicher und kreativer Filmproduzent. Sein einzigartiges Gespür für Themen und sein Auge für Details ermöglichen … More filmische Umsetzungen, die meine Erwartungen stets übertroffen haben. Er ist eine engagierte Person mit einer positiven Einstellung und hat die Fähigkeit, innerhalb enger Timings zu arbeiten und definierte Budgets einzuhalten. Ich arbeite immer gerne mit ihm zusammen und schätze seinen Input sehr. Daher kann ich ihn und seine Firma PanFilm für alle Filmprojekte nur wärmstens empfehlen. -
Wir arbeiten seit Jahren erfolgreich und sehr zufrieden mit PanFilm zusammen. Sie haben uns bei vielen großen Projekten und Launches begleitet … More sowohl bei den Produktfilmen wie auch bei unserem Imagefilm im vergangenen Jahr. Wir hatten zu jedem Zeitpunkt das Gefühl das unsere Ideen und Wünsche, waren sie auch manchmal etwas ungewöhnlich, zu vollster Zufriedenheit umgesetzt werden können.Großes Lob an das gesamte Team in Hamburg und Berlin.
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Wir arbeiten seit Jahren erfolgreich und sehr zufrieden mit PanFilm zusammen. Sie haben uns bei vielen großen Projekten und Launches begleitet … More sowohl bei den Produktfilmen wie auch bei unserem Imagefilm im vergangenen Jahr. Wir hatten zu jedem Zeitpunkt das Gefühl das unsere Ideen und Wünsche, waren sie auch manchmal etwas ungewöhnlich, zu vollster Zufriedenheit umgesetzt werden können.Großes Lob an das gesamte Team in Hamburg und Berlin.
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Wir haben mit PanFilm super tolle Filmprojekte in Deutschland und international umgesetzt. Das Filmteam arbeitet schnell, genau und bringt kreative … More Ideen mit. Ein Team, auf dass wir uns absolut verlassen können.We have implemented great film projects in Germany and internationally with PanFilm. The film team works quickly, accurately and brings creative ideas. A team that we can absolutely rely on.
What are the criteria for a product video?
The formula for success in creating an effective product video.
Product videos are an extremely effective way to expand your reach among your target audience and significantly increase your conversion rate. The visual presentation of your product not only makes it more appealing to potential customers but also helps them understand it better. Product videos are powerful tools for attracting new customers and significantly increasing sales. They are the key to effectively presenting your product or service in a way that leaves a lasting impression on customers.
Target Audience Focus
The product video should be clearly tailored to the needs and expectations of the target audience. Whether the audience consists of end consumers, business customers, or partners—the tone and the information presented vary depending on the objective and the platform on which the video is published, such as the company website, LinkedIn, or YouTube. A targeted approach increases the relevance and success of the product video.
Focus on Product Benefits
A compelling product video highlights the product’s unique features and benefits. It shows how the product can improve the lives of the target audience and how it stands out from the competition. Clear and precise messages, along with vivid demonstrations of the product’s features, capture viewers’ interest and increase their willingness to buy.
Clarity and Structure
An effective product video is clearly structured and focused. The most important product features should be conveyed concisely and in an easy-to-understand way, without getting bogged down in too many details. A clear structure helps reinforce the main messages and keep viewers engaged until the end.
Professional Quality
The quality of the product video plays a crucial role. High-quality footage, clear audio, and well-thought-out editing lend the video a professional look and feel and boost trust in the company and the product. Professional quality shows that the company pays attention to detail and underscores the high standards it sets for its own product.
Visual Introduction
A captivating opening is crucial for immediately engaging the audience and encouraging them to keep watching. A creative and appealing opening that is visually striking—whether minimalist or dynamic—ensures that viewers will remember the product and the company in a positive light.
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Manufaktur13: Handmade streetwear from Berlin
Manufaktur13 is a Berlin-based fashion label that specializes in streetwear for young people. During an exciting day of filming on the streets of Berlin, we worked with a model to capture stunning scenes that perfectly capture the brand’s vibe. Our product videos are specifically designed for social media platforms like Instagram and TikTok, where they generate a tremendous amount of interest. To ensure they’re presented in the best possible way, we offer the videos in various aspect ratios that are perfectly tailored to each platform.
Why do you need a product video?
Product videos are an extremely effective way to expand your reach among your target audience and significantly increase your conversion rate. The visual presentation of your product not only makes it more appealing to potential customers but also helps them understand it better. Product videos are powerful tools for attracting new customers and significantly increasing sales. They are the key to effectively presenting your product or service in a way that leaves a lasting impression on customers.
Long-term customer loyalty
Product videos not only influence short-term sales but also foster long-term customer loyalty. They not only strengthen your image but also build trust and loyalty by enabling customers to identify with your brand. The uses of a product video are very diverse and should be clearly defined at the start of production. A product video can be used in online communications, direct mailings, on-site presentations, meetings, trade shows, and as a giveaway. Each use case has its own specific requirements, including special edited versions such as silent versions for trade shows.
Several movies
Many of our clients need not just a single product video, but several. This is partly because they want to highlight different aspects of a product in more detail, or simply because they have multiple products. The cost for each additional video naturally decreases when certain elements of a video can be reused, such as video scenes, logo intro and outro animations, templates for text overlays or tag clouds, music, and voice-overs.
Sales Tool
A product video is a great way to showcase your product to potential customers and make it appealing to them. We tell a story with your product that shows customers how they can benefit from it. Product videos support the purchasing decision by presenting or explaining the product in an engaging way. Videos attract more attention, are shared more often, stick in viewers’ minds, and can evoke specific emotions in users.
Marketing tool
Product videos are a key component of your marketing strategy. They explain your product in a clear, understandable, and modern way and provide customers with all the information they need. High-quality animations and graphics can be a key design element. By skillfully integrating product videos into your marketing strategy, you can not only capture your target audience’s attention but also strengthen customer trust and loyalty, which ultimately leads to higher sales and an increased conversion rate.
SEO Optimization
Product videos contribute to your website's search engine optimization, as Google considers video content to be more relevant than plain text. They increase the likelihood of being listed as a rich snippet with a preview image in Google's search results.
Proper Use
Nevertheless, it's important to note that product videos aren't always the best choice, especially if you're trying to subtly persuade your customers. In such cases, everyday or testimonial videos are often more effective at building credibility.
Customer Satisfaction
Product videos significantly reduce the return rate by giving customers an accurate picture of the item before they make a purchase. Custom voice-over scripts provide a wealth of information to explain the product's features, which makes the purchasing decision easier.
Building Trust
Customers are more likely to trust a company that showcases its product in advertisements. Product videos help convince customers and significantly reduce the return rate.
Information Gain
Product videos in online stores give your customers an accurate idea of what the item looks like, helping to avoid surprises. These videos not only highlight the product but also enhance the entire store and the shopping experience. Product videos help prevent showrooming and serve the same advisory role as a specialty retailer.
Customer Communication
Product videos are particularly effective at answering customer questions during the consideration and evaluation phases. They highlight the product’s strengths—such as quality, efficiency, and ease of use—and thus help reduce returns.
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Landbeck Ceramics: Ceramics made in Berlin
The products from the Berlin-based ceramics manufacturer Landbeck Keramik stand out for their simplicity and elegance. Inspired by shapes and colors found in nature, these engaging product videos were created for social media platforms and the Landbeck Keramik website. These three clips were filmed over two days in the studio and on location in nature.
Transparent pricing.
The cost of a production video varies depending on its scope and quality. With us, you can get an “All-Inclusive” package starting at €4,900, which includes all the essential services such as filming, editing, voice-over, and more. More elaborate production videos with animations and extensive filming may cost more. We tailor our offers to your needs.
More elaborate product videos—supplemented by explanatory animations and perhaps even filmed over several days—can cost 20,000 or more. As is always the case with film, it depends on what is desired and the format and quality in which we are able to produce it.
Below, we would like to explain the various factors that influence the cost estimate for your product video:
Pre-production
The pre-production phase includes client support and consultation, the development of the content and visual concept, coordination of the team and the necessary equipment, the selection of actors and filming locations, and obtaining the required filming permits. This phase also includes the creation of a storyboard and comprehensive meetings with the entire team.
Technical Equipment
The quality of the film also depends on the equipment used. This includes high-quality cameras, lighting equipment, tripods, camera accessories such as sliders or cranes, monitors, and transmission modules for the control room. In some cases, the use of a drone may also be necessary.
Acting and Voice-Over
The costs for actors and voice actors vary depending on their level of fame and the film's requirements. Being affiliated with an agency may result in additional fees, and the film's runtime also affects the costs.
Filming
The actual filming, the number of crew members involved, and the technical equipment required depend on the size and complexity of the film. The core team typically consists of the director, cinematographer, lighting crew, and sound crew. Larger productions may require both technical and creative staff.
Post-production
During post-production, the footage is reviewed, edited, color-corrected, and processed in other ways to bring the planned concept to life. Animation and sound design can also play a role in this process.
Music Licenses
Music is an important part of many product videos. It can be selected from existing GEMA-free tracks or composed specifically for the video, which incurs additional costs.
Correction Loop
The client usually has the opportunity to review the video and suggest changes. These revisions may pertain to the video's length, the selection of scenes, and the music.
Additional Costs
Additional costs include expenses such as travel expenses, lodging costs, rental fees for filming locations, meals for crew and cast, props and costumes, and administrative fees.
The cost of a product video depends on many individual factors and cannot be determined on a flat-rate basis. Every video project is a unique work of craftsmanship and art that consists of numerous steps. Appropriate compensation for these steps is crucial to ensuring that both the client and the contractor can enjoy their work. Price quotes may vary depending on the experience and efficiency of the producers involved. It is important to keep in mind that fixed-price quotes often involve standardized productions.
Here you can find more information on the topic: “How much does a film production cost?”
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Schirmacher: Innovation in Welding Technology
Here’s another product video that’s quite different from the others—one we produced for our Trittau-based client, Schirmacher HF. The company is a powerhouse of innovation in its specialty: the manufacture of plastic welding machines.
From technical consulting in welding technology to the design of systems and assemblies and on to manufacturing, the company offers a full range of services under one roof. Its customers are primarily from the automotive and medical technology industries.
This product video was shot in a single day by a three-person team consisting of a director, a cameraman, and a camera assistant. The machine shown is designed for welding heel pads onto car floor mats. With its rapid movement, the turntable welding machine offers the shortest cycle time in Schirmacher HF’s machine lineup. For automation, turntable systems with 3 or 4 tables are also available from this innovative machine manufacturer based in Trittau near Hamburg.
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PATRIZIA GrundInvest: A School as an Investment Property
We produced a unique product video for PATRIZIA GrundInvest, a subsidiary of PATRIZIA AG. This video marked the beginning of our collaboration, which led to the creation of additional product videos. The property in Munich’s Schwabing district, which is leased to the Bavarian International School, was the focus of this project.
In collaboration with the client, we came up with the idea of having two children showcase the property, since they are its primary users. The Walcher Agency in Walchstadt introduced us to Aziza and Luca, two talented young actors. On each day of filming, we worked with them for four hours, as the Youth Protection Act prohibits longer working hours. Thanks to their preparation, everything went smoothly. During filming, spontaneous ideas arose that weren’t in the original script. Since we were on schedule, we were able to incorporate these ideas. After all, filmmaking is always a continuous process.
Despite freezing January temperatures of -15°C, we were lucky with the weather. The result was a sunny video that helped PATRIZIA GrundInvest successfully market the AIF to high-net-worth private clients.
Product video or commercial?
While a promotional film or TV commercial aims to capture maximum attention in the shortest possible time, a product video focuses on demonstrating a product’s benefits, features, and specific characteristics. Airtime for a commercial on television can be expensive, especially for longer spots. As a result, products or services are often presented in a condensed form, conveying only the essential information.
In contrast, a product video focuses on the features, benefits, and value of a product, as well as its added value. It presents a product visually, comprehensively, and in detail to convince the audience of its merits and encourage them to make a purchase. A product video is a short film designed to describe a product and, as a rule, to increase the incentive to buy. Compared to a commercial, a product film or product video is distinguished by two main differences: First, product films are usually longer than commercials, which typically last between 15 and 30 seconds.
This leads to the second difference: product videos offer a more detailed look at the product. They explain in detail how a product works and describe its benefits, as is the case, for example, with the machine from our client Schirmacher HF.
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AVANOZ: The Innovative Hookah Bowl
The Berlin-based startup AVANOZ has set itself the goal of designing and manufacturing high-quality hookah bowls. We actively supported the company during its launch by creating a product video and a teaser. AVANOZ uses these videos not only on social media platforms but also on its website. The hookah community has embraced them enthusiastically, contributing significantly to a successful sales launch.
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DOGGIEWALKER: A Bag for Dog Leashes
Our product video showcases the benefits of the DOGGIEWALKER—a highly innovative bag designed for the world’s most successful dog leash—in an emotional 60-second spot. The product’s biggest advantage: it keeps your hands free while walking your dog. The video’s target audience is not end customers, but rather large retail chains. We shot the video in one day in Hamburg with many furry, four-legged stars and their two-legged owners.
Put your product in the spotlight!
Why a professional product video is crucial, and how we can showcase your project.
If you realize that a product video could benefit your product, we’re the right partner for you. Contact us to discuss your video project, and together we can develop the best solutions. Our range of services extends not only to product videos but also to corporate videos, recruitment videos, training videos, and various other forms of video content. We offer flexible packages tailored precisely to your specific needs. We’re happy to provide a free consultation during the initial stages and create a customized cost estimate that includes all prices, services, and relevant examples that fit your budget.
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Schirmacher: The Pioneer in Plastic Welding Machines
The Schirmacher GmbH, based in Trittau, specializes in plastic welding machines. For more than 35 years, the company has been developing, manufacturing, and selling machines and related accessories.
Our product video showcases our latest development. A A floor mat welding machine manufactured for automotive suppliers. What makes this machine unique is that, in addition to creating a welded bond between the floor protector and the carpet, it also punches holes in the carpet for securing the floor mats and immediately inserts the corresponding clips. The unique feature of these carpet welding machines enables semi- or fully-automatic installation of the clips into the car carpet. This eliminates the need for one workstation, as both welding and clip installation are performed in a single combined machine. Detection and monitoring systems are installed for quality control; these alert Schirmacher HF’s customers if a part is missing or incorrectly placed.
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CREATON: The Innovative Photovoltaic System
We produced this product video for our client CREATON, which showcases the new roof-integrated photovoltaic system.
The product video should be as short as possible while still highlighting the system’s key benefits: perfectly matched components, easy installation, safety thanks to low voltage, an aesthetically pleasing roof since the system is fully integrated into it, and a long warranty on the components. The video premiered at the DACH+HOLZ trade show in Stuttgart in early 2020. And since then, it has been shown at the Used on the Creaton website.
This product video has no narration and relies solely on typographic information, which, combined with striking images, helps to embed the desired messages in the viewers’ minds.
Our product videos.
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Manufaktur13: Handcrafted with Love
Manufaktur13 is a Berlin-based fashion label. From beanies to socks, everything is handmade right here in Berlin. True to the motto “Handcrafted with Love.” To showcase the high quality of the materials and fabrics, we used an endoscopic lens and a camera slider to capture extreme close-up shots. The result is a series of short product videos featuring very unusual perspectives.
FAQ: The Complete Guide to Product Videos
What is a product video, and what is its purpose?
A product video is a short, targeted video that clearly illustrates the features and benefits of a product or service. It is designed to inform potential customers, build trust, and help them make a purchasing decision.
What are the benefits of a product video for marketing?
Product videos increase visibility on social media and search engines, boost conversion rates, and make complex products easier to understand. They help build customer loyalty and can be used in a variety of ways on websites, at trade shows, or in emails.
How long should an effective product video be?
An ideal product video is between 1 and 3 minutes long. It should be concise and informative without overwhelming viewers with too many details.
How much does it cost to produce a product video?
Costs vary depending on the scope, quality, and desired features. A simple product video often starts at around €4,900, while more elaborate productions with animations and special effects can cost €20,000 or more.
How does a product video contribute to SEO optimization?
Google considers video content to be particularly relevant. A well-optimized product video increases the time spent on the website, improves search rankings, and can appear as a rich snippet in search results.
What elements make a product video particularly effective?
An effective product video is characterized by a clear structure, a focus on the target audience, high quality, a captivating opening, and an emphasis on the product’s benefits. Professional audio and video quality are crucial.
For which products or services is a product video suitable?
Product videos are versatile. They’re suitable not only for physical products, but also for services, software solutions, and SaaS products. They can explain complex processes in a simple way and build trust.
What is the difference between a product video and a promotional video?
A product video focuses on providing a detailed overview of features and benefits, while a promotional video is shorter and primarily aims to evoke emotions and capture attention. Product videos are often longer and more informative.
How is the target audience for a product video defined?
The target audience is identified through market research and target audience analysis. The video’s content, tone, and style are tailored to the needs and expectations of this group in order to achieve maximum relevance and engagement.
Where can a product video be used effectively?
Product videos can be used on company websites, on social media (e.g., YouTube, LinkedIn), in email campaigns, at trade shows, and during sales pitches. They offer a wide range of applications for different target audiences and platforms.
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