Where to place the video, how long to make it, what it must answer, and why it acts after the click and not before.
The video confirms, it no longer convinces
That is what separates a product page video from an advert.
By the time the person reaches the page, the decision to consider the product is already made: they clicked. What they are looking for now is a reason not to get it wrong.
Three consequences. The tone must be descriptive, never enthusiastic. The pace can be slower than an advert. And the video must answer objections, not create a desire that is already there.
Where to place it
Three positions, in order of effectiveness.
Under the image gallery, visible without scrolling on a phone.
A second, longer video further down, for those reading the whole page.
And a third, optional one, in the frequently asked questions block, where it serves as the answer to a specific question.
Never replace the first image with an autoplaying video: the page becomes slow and the visitor loses the visual anchor of the product.
How long
Two simple rules.
Thirty to sixty seconds for a simple product, two to three minutes for one that is assembled, installed or adjusted.
And the length shown on screen from the first second: knowing there are forty left makes people watch to the end, not knowing makes them leave halfway.
What it must answer
Five questions, in this order.
The real size, against an everyday object held in the same hand.
The operation, filmed for real and with no cut during the action.
Exactly what the box contains.
What the product does not do, which avoids a return.
And the upkeep: how it is cleaned, what damages it, what can be replaced.
The most frequent mistake
Reusing the advertising creative as it is.
An advert is made to stop somebody who was looking for nothing: blunt hook, fast cutting, loud music. On a product page, that same edit feels like being sold something when you had already decided, and it drives people away.
The rule: keep the advert's rushes, recut them calmly, remove the music and lengthen the shots.
What each shot must resolve
| Doubt | The shot | Length |
|---|---|---|
| The real size | The object next to a hand | 4 s |
| What is included | Everything laid out, from above | 6 s |
| The daily gesture | The full use, uncut | 12 s |
What stays identical across the whole catalogue
The background, the distance, the lens height and the order of the shots. Thirty references are shot in a day when nothing changes between takes.
What is checked before going live
The file name, the linked reference, the orientation, and that the first frame is neither black nor blurred.
The technical setting that counts
Four points, and they decide as much as the content.
Autoplay without sound, with burnt-in subtitles: a large share of visits happen in silence.
An opening shot readable without audio, showing the whole product.
A light file, because page weight bears on the sale as much as the video itself.
And a player that drops nothing before the visitor chooses, which supposes compliant consent handling, to be checked with a lawyer before going live.
