Making Videos That Showcase Your Products
Video is one of the strongest ways to show what your product can really do. A great product video shows more than how it looks. It shows how it moves, how it fits into someone’s life, and how it solves a real need. Done well, these videos make people feel something—they connect with the product and remember it.
But grabbing someone’s attention isn’t always easy. It takes planning, thoughtful choices, and skill behind the camera. If you want people to see your product and feel like it’s made for them, every decision matters. Here's how to plan product videos that feel natural but create a big impact, with a focus on commercial video production services offered in Salt Lake City.
Understanding Your Product And Audience
Before ever picking up a camera, you have to know what you’re filming—and who you’re filming it for. Product videos don’t work if they try to talk to everyone. They work when they speak directly to someone, show the right benefits, and solve the right problems.
Start with the product itself. What makes it stand out? Is it about style, strength, size, texture, or something else? If it solves a problem, which one? Nail that down first so you can build every shot around it.
Next comes your audience. Who buys this? Are they active outdoors in the Wasatch Range or working professionals who need something quick and polished? Think about:
- Age group and lifestyle
- How they normally use the product
- What setting they would expect to see it in
- Their pain points and how the product makes life easier
Let’s say you’re showcasing a cold-weather jacket. If it’s made for people spending hours outside in Salt Lake’s winter, you’d want to show it holding up in freezing snow, not just hanging on a display. The right message for that audience is comfort, durability, and warmth—in real situations. If the jacket is more of a fashion piece, the focus shifts. Everything from the tone to the footage length and voiceover needs to reflect that.
You don’t need loads of data to do this well. Basic research goes a long way. Look at your reviews, ask people why they like the product, and think through how they found you in the first place. That helps shape the story your video tells.
Planning Your Shoot
Once you know who you're talking to and what you’re showing off, it’s time to plan the shoot. Skipping planning is like heading into the woods without a map. You might get lucky—or you might waste time and gear without capturing what you need.
A solid pre-production process includes:
1. Writing out a clear rough script or talking points. Even a silent video benefits from planned ideas.
2. Storyboarding or sketching a shot list, so each shot supports one key idea about the product.
3. Picking a location. Whether inside or outside, aim for a place that feels genuine and supports how the product will be used.
4. Choosing the right time of day. Light shifts quickly in Salt Lake, especially during winter. Golden hour can make cozy scenes shine, while bright midday snow highlights rugged gear.
5. Prepping gear and backups. Double-check batteries, memory cards, and bring only what you’ll need—plus a little extra just in case.
One rule to keep in mind: shoot more footage than you think you need, but make sure it’s all intentional. A focused plan saves time and effort later. Experienced crews often prepare for snow, weather shifts, and even pack sleds instead of using camera carts. The goal is always to be ready without carrying too much.
Optimizing Lighting And Sound In Commercial Video Production
You can have the best product and clearest message, but if your lighting or sound isn't working, the video falls flat. Both play a much larger role than many realize, especially when you’re filming outside of controlled studio settings in Salt Lake City.
Lighting first. Natural light usually looks great on camera but changes fast. Even one cloud can throw off your shot. Inside, using the wrong LED panel can make everything look off or wash out color. The right lighting keeps attention on the product and helps texture, color, and shape stand out in each frame.
Some simple lighting tips include:
- Soft, diffused light to avoid glare and keep shadows from being harsh
- Bouncing light off walls or reflectors to fill in shadows without flattening detail
- Planning outdoor shots around the sun’s position—avoid mid-day when shadows are harsh unless that’s the desired style
For sound, clarity matters more than you think. Even high-quality video struggles to hold attention if the audio is muffled or disrupted. Whether you're recording dialogue or ambient sound, the gear and setup you use make a big difference.
Helpful sound tools and techniques:
- Lapel mics for clear speech in interviews and voiceovers
- Shotgun mics to isolate outdoor sound
- Always monitor audio with headphones during filming
- Record short takes when there’s wind or disruptive noise
- Capture a few seconds of clean ambient sound to layer beneath dialogue later
Professionals rarely rely on fixing audio or exposure later. Clean sound and lighting on location save tons of headaches when editing.
Editing For Better Viewer Engagement
This is where everything comes together. The right edit brings the shots to life and holds the viewer’s attention. Even great footage can feel dull without the right pacing, audio, and visuals to bring the product to the front.
Start by looking at pacing. If your product is built for movement—outdoor gear, for example—then quicker cuts give it energy. If it’s focused on softness or quality, slower transitions and closeups work better. Choose the pacing that matches not just the footage but the product’s purpose.
Other great editing tips include:
- Color correction: Make sure every clip shows the product the way it really looks. Adjust for snow, shadows, or mixed light.
- Clean visuals: Pay attention to sharpness and clarity. Even slightly fuzzy shots can feel careless.
- Useful text overlays: Use a light touch with labels or on-screen info to highlight features without cluttering the screen
- Add natural sound effects: Bring your edits to life with subtle zippers, button clicks, footsteps, or wind
One of our shoots in Salt Lake featured winter boots. The first cut captured great footage, but something was missing. Once we adjusted the color tone to warm up the snow scenes and timed cuts to better reflect natural movements, the final version had more personality and purpose.
Good edits support the product story—not the other way around. Keep revisiting what makes the product stand out and steer every piece of the edit back toward that.
Working With Commercial Video Production Services
Professional crews can make a real difference in both time and results. You can spend hours learning gear and editing basics, but working with a skilled team gives you better tools, more flexible shoots, and reliable results.
In Salt Lake City, working with a commercial video production service means access to the right gear and people who know how to adapt fast. Whether the light changes halfway through recording or sound gets interrupted, experienced crew members know how to fix things quickly and move on.
They also bring an eye for detail that matters during high-stakes commercial shoots. That might be making sure the fabric sits correctly for closeups or adjusting gear before you even realize something’s off. It keeps your shoot moving and your content quality high without doing the same shot over and over.
Post-production is another place where pros make an impact. Editing isn’t just clip trimming—it’s expert pacing, sound mixing, on-screen graphics, and arranging everything into the best viewer experience. Professional editors make choices that reflect the product’s best side while keeping the tone and length perfect for your audience.
Local teams who know Salt Lake also help navigate weather changes, light cycles, and even equipment rentals more smoothly than a generalist crew would. That familiarity adds reliability, especially on tight schedules.
Show Your Product at Its Best
A standout product video starts with knowing what matters most about your product—then showing it clearly and with purpose. It’s not about fancy gear or one perfect shot. It’s about consistent choices throughout the process that connect with real people.
Every part helps tell that story. Good lighting shows texture. Clean sound keeps attention. Smart edits guide the viewer emotionally. All of it plays a part in whether someone watches to the end and feels like your product fits into their life.
Thoughtful planning, strong execution, and the right support can turn an average video into one that influences someone’s decision to buy. Taking time to do it right gives your product the spotlight it deserves.
For those looking to truly elevate their product videos, consider outsourcing parts of the process to seasoned experts. Our team at Après Visuals specializes in all aspects of video production. Explore our comprehensive commercial video production services to see how our expertise can enhance your visual storytelling. Whether it's capturing the perfect shot or refining the final cut, we're here to help your brand make a lasting impression.