1. Define the purpose first
A website hero video is not the same as an Instagram Story. Aspect ratio, duration, movement speed and negative space all change.
2. The source image sets the quality ceiling
A sharp photo with a clear label and correct product shape produces a more reliable result.
- the product should be large and sharp
- the label should be readable
- there should be negative space around the product
3. Less movement is often safer
A slow push-in, controlled lighting change or gentle background shadow is often more commercially usable.
Practical rule: one product, one main camera movement and one lighting event.
4. Labels and logos need control
Generative video can alter fine text, so the result should be checked frame by frame.
5. Duration should follow the content
Six seconds is often enough for a simple product hero. Longer is not automatically more professional.
6. Add sound after the visuals work silently
The visual idea should work without sound; sound should only strengthen the atmosphere.
7. Adapt the video to the channel
- 9:16 for Reels, Stories and TikTok
- 1:1 for selected feed placements
- 16:9 for website hero sections