Product video production is a service that creates short films focusing on the product itself: close-ups of the materials, demonstrations of usage, and final shots featuring the packaging. Unlike TV commercials, which tell a brand story, product videos answer the questions buyers are asking – what does the product look like, how does it work, and how does it differ from similar products? Right Media shoots in a studio or on-location, delivering both horizontal and vertical versions for websites and social media platforms.
Product video formats and usage scenarios
| Form | Duration | Where to use |
|---|---|---|
| Video demonstrating how to use | 30-90 seconds | Product page on the website, product details on the marketplace. |
| Product close-up video | 15-30 seconds | Facebook ads, TikTok ads, animated banners |
| Unboxing video | 30-60 seconds | E-commerce platform, product reviews |
| Comparison video, before and after. | 20-45 seconds | Cosmetics, household goods, products with visible effects. |
Three things that determine whether a product video will sell.
First, the first five seconds must showcase the product. People browsing social media move on very quickly, so there's no need to spend time guiding them like in a feature film.
Secondly, it must be viewable even when the sound is muted. Most viewers on phones don't have their speakers on, so important information needs to be displayed with images and text, not relying on dialogue.
Third, spin it once and use it in many places. Instead of reshooting from the beginning for each channel, a single recording session should be divided into horizontal, square, and vertical versions.
Product video production process
- Receive brief: Product, key point of sale, distribution channel.
- Storyboard: List each scene and its message, and review it before filming.
- Prepare the model and setting: The client sends the product first, and the team tests the lighting according to the material.
- Filming: Typically, it takes only one day for 1–3 products.
- Post-production: Editing, color correction to match the original design, adding copyrighted text and music.
- Hand over: The original version along with edited versions for each broadcast channel.
Cost of shooting product videos
Costs depend on the number of products, whether models are needed, and the number of cuts to be delivered. A single shoot for one product with a few cuts is the lowest-priced option in the packages. See Right Media's video production price list To estimate beforehand.
Related articles and services
- How to make a product introduction video – DIY guide for beginners.
- Product photography services – when a still image is needed.
- TV commercial for the product. – when a complete commercial is needed.
Frequently Asked Questions about Product Video Production
Product videos focus on the product itself and answer practical questions from buyers: what does it look like, and how does it work? TV commercials, on the other hand, tell a brand story, require a more complex script, actors, and setting, and therefore cost significantly more. Online businesses often start with product videos.
Typically, 1–3 products are processed if each requires a separate script and multiple manipulation shots. If only close-ups and simple product rotations are needed, 5–8 samples can be processed in a single session. The exact number will be finalized after reviewing the list and scene breakdown.
Yes, and it should be done from the start. Knowing in advance that a vertical version is needed, the crew can compose the shot to cut in all three aspect ratios (horizontal, square, and vertical) from a single take without losing detail. Adding it after editing usually involves cropping and reduces quality.
