Show, don’t tell: Crafting story-driven visuals in your product videos

When creating product videos, there’s one golden rule: show, don’t tell it. (Actually, apply this concept to all things communication. Demonstrate the practicality of the logic of something. Stop trying to tell me, i.e. sell me on an experience.)

We’ve all seen those videos that feel like someone is reading a brochure out loud — in fact, I've actually made some of these. And yes, I was reading from a script in my audio, but I've learned how to stop all that. People don’t want to be sold to; they want to see the product in action, understand its value without being spoon-fed, and imagine it solving their problem.

Why "show, don’t tell" works in videos

Video is a visual medium. So, why waste precious seconds on text-heavy slides or talking heads explaining features? Your audience will connect more with scenes that demonstrate how the product fits into real life.

If you sell a water bottle, don’t list its features. Show someone pulling it out of a backpack on a mountain trail, taking a sip, and clipping it back on. If you sell software, don’t just talk about its speed. Show an overwhelmed designer cutting down hours of work into minutes with clean, intuitive actions.

Story First, Sales Later

Your viewer doesn’t care about your sales pitch — they care about their own story. Great product videos show the product as a tool that helps the viewer become the hero in their story. The product isn’t the star; the customer’s transformation is.

• Start with a relatable problem.

• Show how the product naturally becomes part of the solution.

• End with a moment of satisfaction or relief.

All of this can happen without a single line of heavy-handed “selling.”

Visuals Over Voiceover

Voiceovers and on-screen text can add context, but they should never do the heavy lifting. Strong visuals — moments of action, close-ups of texture, clear before-and-after scenarios — do the job more effectively. Trust your visuals to tell the story: show hands opening, using, assembling, and enjoying. Let natural moments guide the viewer's imagination.

Think Like a Filmmaker, Not a Salesperson

When planning your product video, ask yourself:

• What will the viewer feel when they watch this?

• Where are the visual “aha” moments?

• Could this story make sense even on mute?

If the answer is yes, you’re on the right track.

Final Thought: People Buy Experiences, Not Bullet Points

Whether it’s a gadget, an app, or a piece of clothing, your product should be presented as part of a desirable experience. Don’t tell your viewers they need it. Show them why they’ll love having it.

Creative problem-solving