How to prepare a product video before hiring

1. Decide what the video must do

Start with the job. Is it to explain how the product works, show it in use, build trust, support an advertisement or answer common questions before purchase? A video for a product page usually helps shoppers decide, while a video for an ad must catch attention in the first seconds. Choose one main purpose and one action for the viewer afterward, such as adding the item to the basket or visiting a page.

2. Describe the buyer

Write a few sentences about who buys the product and what worries them: size, quality, setup, safety, delivery or value. The best product videos answer the questions customers ask most. Collect real questions from reviews, messages and support emails. If you can say which concerns stop people from buying, the creator can place the answers in the video.

3. List the key points

Choose three to five things the video must show or say, ranked by importance. Resist the urge to include every feature. For example, a kettle video might focus on speed, easy cleaning and safety shut-off. Mention anything that must be shown accurately, such as dimensions, materials or how to use it, and anything that must not be claimed, such as unproven benefits.

4. Plan the shots

Think about what viewers need to see: the product alone, in use, in a real setting, next to something that shows its size, close-ups of details and any before-and-after comparison. Describe the setting you want, such as a kitchen, an office or a plain studio background. If you are unsure, share examples of product videos you like and let the creator suggest a shot list for your approval.

5. Sort out samples and materials

For filmed videos, ask how the product will reach the creator, who pays for shipping and what happens to the item afterward. Provide extra parts, packaging, instructions and any props you want to appear. For animation or 3D work, gather product files, drawings, photographs and brand assets, and ask which file types the creator can use.

6. Prepare words and formats

Provide a short script or bullet points, along with the tone you want: friendly, technical or premium. Confirm the spelling of the product name and any required legal text. Decide the formats you need and where each will be used, and ask for captions as well as a version without text so that you can add translations or offers later.

Questions to ask the creator

• Can you show videos for products similar to mine?
• Who writes the script and shot list, and do I approve them first?
• How many revision rounds are included?
• Which formats, lengths and captions are included?
• Are music, voice and stock footage licensed for commercial use?
• Can I receive the project files for later updates?

Budget and timing

Costs depend on length, the number of setups, whether people appear on camera, editing complexity and the formats you need. Ask for a quote that lists what is included. Allow extra time if the product must be shipped to the creator or if you need approvals from others. If you sell several similar products, ask whether a reusable template can reduce the cost of later videos.

After delivery

Watch the finished video on a phone with the sound off, then with sound on, and check every claim against your product. Place it where shoppers decide, such as near the top of the product page, and compare conversion and questions from customers before and after. Keep the final files, captions and any raw clips organized in one folder so that you can make shorter cuts, new offers or seasonal versions later without starting over.

Common mistakes

• Trying to show every feature in a short video.
• Sending a product with missing parts or dirty packaging.
• Forgetting captions for viewers who watch without sound.
• Making claims in the video that the product page does not support.