Keep in mind that the product video is not the same with brand video.
Brand videos are purposely made to introduce the audience to the company’s brand and image. Meanwhile, the product videos are focused on the product or service introductory.
Branded videos are animated as well, but these present the face of the company. The videos for the product rather describes how a product can be useful for clients in the real life.
Product videos are not screencast video or tutorial video as well. You might have seen that there are many ads showing someone browses the web to find the product, and encourage you to do the same.
The good example for this is the look-over-the-shoulder of a talent who uses your company’s product including the easy step-by-step instructions, Q & A, reviews, or customer support videos. While this kind of video indeed provides the solution for customers, it is still less effective than product video.
What is the bottom line?
A good video for product is one which engages the users and gives the sensible reasons why they need to consider purchasing your product.