In the era of social media, short videos have become the most powerful “weapon” for brands to attract attention and create conversions. Especially on TikTok and Instagram Reels, videos of only 15-60 seconds can help your products go viral quickly, bringing in thousands of views, interactions, and orders.
But not all videos are effective. So what are the “hot trend” short product video types that brands should try? Let's explore with M&M Communications the 7 most popular and effective formats.
1. “Unboxing” Video – Unboxing to arouse curiosity
Why is it hot: Viewers are always curious to know what the product really looks like when unboxed.
How to do it: Close-up the unboxing process, the feeling of “tearing the seal”, opening the lid, taking out the product.
Applications: Suitable for cosmetics, technology, fashion accessories.
Tip: Focus on realistic sounds (ASMR) and small details to increase the sense of authenticity.
2. “How-to” videos – Instructions for use
Why it’s hot: Consumers like short videos that clearly explain how to use the product.
How to do it: Shoot the product in a real-life setting, combine on-screen text to guide each step.
Applications: Cosmetics (how to apply serum, lipstick), household items, mixed drinks.
Tip: Keep the pace fast, concise – under 30 seconds.
3. “Before & After” videos – Compare before and after
Why it’s hot: Visual effects create a sense of trust.
How to do it: Split the frame into “before” and “after”, or shoot seamlessly with transition effects.
Applications: Beauty, skin care, home cleaning, “transformative” products.
Tip: Combine the caption “You won’t believe the difference!”.
>>> 5 Camera Angles To Make Your Product Videos Look As Professional As Commercials
4. “Lifestyle” Video – Attach the product to life
Why it’s hot: Viewers can easily imagine the product suitable for themselves.
How to do it: Film real people using the product in everyday contexts (eating breakfast, going to work, going out).
Applications: F&B, fashion, accessories, household appliances.
Tip: Use trending music on TikTok/Instagram to increase the chance of going viral.
5. “Close-up & Detail” Video – Zoom in on the material
Why it’s hot: Close-up of texture, color, and small details to create a realistic and “craving” feeling.
How to do it: Use good lighting, slow-motion filming of details such as smooth cream layer, fabric layer, water drops.
Applications: Cosmetics, F&B, fashion.
Tip: Use a slow-motion or macro lens to increase the artistry.
6. “Trending Challenge” Video – Catch the trend
Why is it hot: TikTok & Instagram are the platforms for trends. Combining products with hot challenges will help reach naturally.
How to do it: Insert the product into the context of the trend – dance, add hot music, viral effects.
Application: Fashion, F&B, products for young people.
Tip: Do it quickly when the trend is hot, avoid delays.
7. “Real Test/Review” Video – Experience evaluation
Why is it hot: Viewers trust real feelings, especially from users or KOLs/Influencers.
How to do it: Record short experience videos, highlight clear advantages, with genuine emotions.
Application: Almost every industry, especially cosmetics and F&B.
Tip: Keep your voice natural, don't script it too much.
Conclusion: Choose the right video for your goals
Each video type has its own strengths, but the common points are: short, intuitive, eye-catching and authentic.
If you want to increase engagement → Try a trend or lifestyle.
If you want to increase conversions → Focus on unboxing, reviews and before-after.
If you want to build a long-term brand → Regularly combine many video types to maintain diversity and freshness.
M&M Communications – Accompanying brands through every frame
With experience producing hundreds of product videos for TikTok and Instagram, M&M Communications helps brands:
Develop creative concepts suitable for each industry.
Professional filming, optimized for short videos.
Incorporate music, effects, and trends to increase viral potential.
Professional post-production, ready to post on multiple platforms.
Let your product become the next star on TikTok & Instagram!
>>> Product Video: The Rising Trend To Boost Engagement And Sales
