There are a lot of things to consider when you make a product video, or a promotional video for your company. Do we make it look polished? Or go with the amateur look popular on TikTok? Do we focus the viewer’s attention? Or employ the one-cut-every-second technique? Well, add one more to the list: Whether you should show your products being used in slow motion.

Anika Shtuppy is an Assistant Professor of Marketing at Tilburg University. She and her colleagues recently published some research looking at that very question, and she joined Tod for an extended discussion.

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