How Product Marketers Are Using Videos?
Video has become one of the most powerful tools in product marketing. In the U.S., where customers are constantly bombarded with new products and information, video stands out as a format that is easy to consume, engaging, and memorable. Unlike long text descriptions or static images, videos allow marketers to communicate the value of a product quickly and effectively.
For product marketers, videos are no longer just an optional add-on. They play a central role in customer growth, retention, and product launches. A well-crafted video can show how a new feature works, demonstrate real use cases, and build excitement around a launch, all while saving the customer time. This makes videos especially valuable for software companies, startups, and brands that need to explain complex offerings in a simple way.
The demand for product videos is only growing. According to Wyzowl’s 2024 State of Video Marketing report, 91% of businesses now use video as a marketing tool, and consumers say they are more likely to purchase after watching a product video. This shows a clear trend: customers prefer to watch rather than read, and marketers who invest in video are seeing better engagement, higher retention, and stronger long-term growth.
Why Videos Are Essential in Product Marketing
Videos have become an essential part of how companies explain and promote their products. They offer a dynamic way to simplify complex information and create a stronger connection with customers compared to written copy or static visuals.
Videos as an Engaging Way to Communicate Complex Product Features
Not every product is easy to explain in words. Software tools, apps, or services often come with multiple features that may confuse new users. A short video demo can break these down visually, showing customers exactly how the product works. Instead of reading through a manual, customers can see the product in action, which makes it easier to understand and remember.
How Videos Help Shorten the Learning Curve for Customers
For new customers, the first few days of using a product are critical. If they get stuck or feel overwhelmed, they may abandon it altogether. Product videos, especially tutorials and walkthroughs, help speed up the onboarding process. By watching a quick explainer, customers can start using the product effectively right away. This not only improves customer satisfaction but also reduces the need for support calls and FAQs.
Role in Building Trust and Credibility
Videos also play a key role in establishing trust. When customers can see real demonstrations, team members explaining features, or testimonials from existing users, it makes the product feel more authentic and reliable. A professional product video shows that the company is invested in helping its customers succeed, which strengthens credibility and encourages long-term loyalty.
Using Product Videos for Launches
Product launches are one of the most important moments in a marketing strategy. They set the tone for how customers will perceive the new product and determine how quickly it gains traction. Videos play a central role in this stage because they can create excitement, deliver clear information, and help customers immediately see the value of what’s being introduced.
Explainer Videos for New Product Launches
Explainer videos are a go-to choice for launches. They use simple visuals and storytelling to highlight what the product does and why it matters. Instead of overwhelming customers with technical details, explainer videos focus on the core benefits and show how the product solves a real problem. This makes them perfect for social media campaigns, website landing pages, and email announcements.
Demo and Walkthrough Videos to Highlight New Features
Demos and walkthroughs go a step further by showing the product in action. These videos let customers see exactly how a feature works and what they can achieve with it. For software or apps, a screen recording demo can show step-by-step navigation, while for physical products, a hands-on demonstration builds confidence in usability and quality. Walkthrough videos are particularly effective for retaining customers who are already familiar with the product but want to understand new updates quickly.
Event/Live Launch Videos for Creating Excitement
Live video has become a powerful way to generate buzz around a launch. Whether it’s a live-streamed event, a webinar, or a product reveal, going live gives the audience a sense of exclusivity and urgency. Customers feel like they’re part of a community, experiencing the launch in real time. Replays of live events also serve as valuable evergreen content for people who missed the initial announcement.
Example: Tech/Software Companies Showcasing Updates
Tech companies often lead the way in using video for launches. For example, major software brands release detailed walkthroughs whenever they roll out updates, pairing them with explainer clips that highlight the most exciting features. These videos not only inform customers but also build anticipation, keeping users engaged with the product roadmap and future developments.
Videos for Customer Success and Growth
Beyond product launches, videos play a critical role in helping customers succeed with a product over the long term. When customers feel supported and can see value quickly, they’re more likely to stick around, upgrade, and even recommend the product to others. That’s why many companies use video as a foundation for customer success and retention strategies.
Onboarding Tutorials to Help Customers Adopt Quickly
The first days after a customer signs up are crucial. If the product feels confusing or difficult, adoption rates drop. Onboarding tutorials, such as short step-by-step videos, make the process smoother. Instead of reading long guides, customers can watch a tutorial that visually shows them how to set up, customize, or use key features. This helps reduce frustration, speeds up time-to-value, and encourages long-term use.
“How-to” Content for Customer Retention
Retention depends on customers continuing to find value in the product. Regularly releasing “how-to” videos that teach advanced tips, hidden features, or creative use cases helps customers get more from their purchase. For example, a project management tool might release a video on organizing workflows more efficiently. These videos act as ongoing education, keeping users engaged and less likely to churn.
Case Studies/Testimonials in Video Form
Hearing from other customers is one of the most persuasive forms of content. Video case studies and testimonials let real users share how the product improved their business or solved a specific challenge. Seeing a customer’s story in their own words feels authentic and relatable, building trust among potential buyers while reinforcing loyalty among current customers.
How Personalized Videos Can Drive Deeper Engagement
Personalization is becoming a major trend in video marketing. Instead of one-size-fits-all tutorials, companies can create tailored videos for different customer segments or even individuals. For example, a personalized onboarding video might address a customer by name and show them features most relevant to their industry. This level of customization makes customers feel valued and increases the chances they’ll engage more deeply with the product.
Videos as a Tool for Customer Retention
Customer retention is one of the biggest challenges in product marketing, and video has become a reliable way to keep customers engaged long after the initial purchase. When customers continue to learn, feel connected, and see value, they are far more likely to stay loyal.
Continuous Education Through Video Updates
Products evolve over time, and customers need to stay up to date. Short educational videos that explain new workflows, integrations, or best practices help customers continue growing with the product. This ongoing education builds confidence and prevents frustration when changes are introduced.
Sharing Feature Upgrades via Short Clips
Every new feature is an opportunity to re-engage customers. Quick product update videos, often under two minutes, highlight what’s new and why it matters. Sharing these across email, social media, and inside the product itself makes upgrades feel exciting rather than overwhelming, ensuring customers notice and use them.
Strengthening Loyalty Through Storytelling
Storytelling in video marketing goes beyond features. By sharing customer success stories, brand values, or behind-the-scenes looks, companies strengthen emotional connections. When customers feel part of a brand’s journey, their loyalty extends beyond the product itself, making them less likely to switch to competitors.
Advantages of Using Product Videos in Marketing
Videos aren’t just popular, they’re practical. They offer multiple advantages that text and static images can’t match, which is why they’ve become a core part of marketing strategies.
Videos Deliver More in Less Time (Easy to Consume)
A well-made video can explain in 60 seconds what might take 500 words of text. Customers appreciate efficiency, and videos let them quickly decide if the product fits their needs.
Flexible Formats
Marketers can adapt videos to suit any channel or audience. Short-form clips perform well on TikTok and Instagram, while long-form demos are ideal for YouTube or webinars. Live streams create immediacy, and embedding videos in emails or landing pages boosts engagement.
Easy Distribution, Can Be Played Everywhere
Unlike heavy documents or long presentations, videos can be easily shared across platforms. Whether customers are browsing on mobile, desktop, or within an app, videos play smoothly, making them universally accessible.
Personalization Opportunities
Videos can be customized for different customer segments, industries, or even individual users. A SaaS company, for example, might create one version of a video for small businesses and another for enterprise clients. Personalization increases relevance and engagement.
Future of Video in Product Marketing
Video is evolving rapidly, and marketers who stay ahead of the curve will benefit most. The future of product marketing is about making videos more interactive, personalized, and directly tied to customer behavior.
AI-Driven Personalization of Videos
AI tools are making it easier to automatically generate personalized videos at scale. For instance, AI can insert a customer’s name, industry, or usage data into a product video, making it feel uniquely tailored.
Interactive Product Videos
Static videos are giving way to interactive formats where customers can click within a video to explore features, access tutorials, or even make purchases. This creates a hands-on experience that mimics using the product.
Shoppable and Immersive Experiences
E-commerce and software companies are increasingly using shoppable videos or immersive formats like AR/VR demos. These allow customers to see how a product fits into their lives before making a purchase decision.
Why Brands Investing Now Will Stay Ahead
Video marketing is no longer optional, it’s the standard. Companies that invest in high-quality, innovative video strategies now will stay top-of-mind with customers and maintain a competitive edge as consumer expectations continue to rise.
Conclusion
Videos have become an essential tool for product marketers, helping them communicate new features, launch products with impact, and support customers throughout their journey. From onboarding tutorials to customer success stories, videos improve customer growth, retention, and long-term satisfaction.
For businesses focused on product marketing, customer success, product launches, and customer retention, video offers unmatched flexibility and effectiveness. It delivers more in less time, reaches customers wherever they are, and creates stronger connections through trust and storytelling.
If you’re a product marketer, now is the time to expand your video strategy. Whether through explainer clips, demos, or personalized onboarding videos, incorporating video into your marketing mix will set your brand apart and position you for long-term growth.