Product videos for ecommerce: a shot list of what to film

Ecommerce product videos should show what a photo cannot: how the product looks in motion, how big it really is, how it works and what it feels like to use. Film a short shot list covering a hero shot, close ups, the product in use, scale, and what comes in the box. From one shoot you can edit a product page video, several social clips and ad creative.

Here is the shot list we give clients before a product shoot.

The core shot list

1. Hero shot

The product on its own, clean background, slow rotation or a smooth camera move around it. This is your opening shot and often your product page thumbnail.

2. Close ups

Texture, materials, stitching, buttons, labels, finishes. Move slowly and use good light. Close ups answer the question "is this good quality?"

3. In use

A real person using the product in a real setting. Hands opening, pouring, wearing, plugging in. This is the most persuasive footage you can capture.

4. Scale

Show the product next to something familiar, such as a hand, a phone or a coffee mug, or being held or worn. Size is one of the most common reasons for returns, so make it obvious.

5. Features in action

If the product does something, film it doing that thing. A zipper closing, a lid locking, a light turning on, a blender running.

6. Unboxing

What arrives at the door and how it is packed. Good packaging builds trust, and unboxing clips work well on social.

7. Variations

Each color, size or style, ideally in the same setup so viewers can compare.

Lighting and setup

• Use soft, even light from windows or two lights on either side

• Keep the background simple, plain or a real but tidy setting

• Wipe the product before filming, since dust shows up clearly on camera

• Use a tripod for the hero and close up shots

• Film both vertical and horizontal if the video is for product pages and social

How to edit for each use

| Use | Length | Edit style | |---|---|---| | Product page | Short loop or under a minute | Clean, no music needed, show features | | Instagram and TikTok | Short | Hook first, captions, trending or upbeat audio | | Ads | Several short versions | Problem, product, proof, call to action |

From one shoot, our editors usually cut a main product video plus several short clips that each highlight one feature.

Add text that sells

On screen text should name the benefit, not just the feature. "Keeps drinks cold for hours" says more than "double wall steel." Keep text short and inside the safe zone so app buttons do not cover it.

Check before you publish

• Does the video load fast on the product page?

• Do colors on screen match the real product?

• Can a viewer understand the product with the sound off?

For a full product page setup, our ecommerce development team builds fast product pages, and our video editing team turns raw footage into product videos and ads.