How Product Videos Work
When you attach a video to a menu item, it automatically replaces the product image:- Auto-plays when visible on screen
- Loops continuously - no play button needed
- Muted by default - respects user experience
- Falls back to thumbnail - shows a poster frame while loading
Technical Requirements
Video Specifications
| Specification | Requirement |
|---|---|
| Format | MP4 (H.264 codec) |
| Aspect Ratio | 1:1 (square) or 16:9 (landscape) |
| Resolution | 1080p recommended (1920x1080 or 1080x1080) |
| Duration | 3-10 seconds ideal |
| Maximum Length | 30 seconds |
| Maximum File Size | 100 MB |
| Frame Rate | 24-30 fps |
Why Square or Landscape?
Product videos sit in the same space as product images, which display as squares on the menu. A square (1:1) video fits perfectly. Landscape (16:9) works too - it will be cropped or letterboxed depending on the layout.| Aspect Ratio | Best For |
|---|---|
| 1:1 (Square) | Menu items - fits perfectly in the image slot |
| 16:9 (Landscape) | Hero banners, wider shots |
| 9:16 (Vertical) | Stories only - not for product videos |
What Makes a Great Product Video
Keep It Short
The best product videos are 3-6 seconds. You’re not telling a story - you’re creating a moment of appetite appeal. Show the hero shot and move on.Focus on Movement
Capture what makes the dish come alive:- Steam rising from hot dishes
- Cheese pulling on pizza or burgers
- Sauce drizzling over a finished plate
- Bubbles fizzing in drinks
- Sizzling on a hot pan
- Breaking into crispy items to reveal the inside
Loop-Friendly Editing
Since videos loop continuously, edit them to be seamless:- Avoid abrupt starts or endings
- Don’t include audio cues that repeat jarringly
- Consider a subtle fade or the action naturally resetting
- Test how it looks when it loops 3-4 times
Filming Tips
Equipment
You don’t need professional gear - a modern smartphone works great:- Use the rear camera - better quality than front-facing
- Clean your lens - fingerprints ruin footage
- Use a tripod or stable surface - shaky video looks amateur
- Shoot in good light - same principles as photography
Camera Settings
| Setting | Recommendation |
|---|---|
| Resolution | 1080p or 4K (you can downscale later) |
| Frame Rate | 30fps for smooth motion, 60fps for slow-mo |
| Focus | Lock focus on the dish before recording |
| Exposure | Lock exposure to prevent flickering |
Lighting
- Natural light is best - shoot near windows
- Avoid mixed lighting - stick to one colour temperature
- No harsh shadows - use diffused or bounced light
- Consistent lighting - match your product photos
Content Ideas
The Hero Shot
A simple, beautifully lit shot of the finished dish with subtle steam or movement.
The Pour
Sauce, gravy, or dressing being poured over the dish. Classic and effective.
The Reveal
Cutting into a burger, breaking a cookie, or slicing through a steak to show the inside.
The Sizzle
Capture food actively cooking - the sound may be muted but the visual sizzle sells.
Common Mistakes to Avoid
Video too long
Video too long
Keep it under 10 seconds. Customers are browsing, not watching a cooking show. Get to the appetising moment immediately.
Vertical orientation
Vertical orientation
9:16 vertical videos break the menu layout on mobile. Use square (1:1) or landscape (16:9) for product videos.
Shaky footage
Shaky footage
Use a tripod, phone mount, or stable surface. Handheld footage looks unprofessional and can be distracting.
Poor lighting
Poor lighting
Dark or unevenly lit videos don’t appetise. Follow the same lighting principles as product photography.
Too much happening
Too much happening
Focus on one moment - one pour, one sizzle, one reveal. Busy videos with multiple actions are confusing.
Bad first frame
Bad first frame
The thumbnail (poster) is generated from the first frame. Start your video with an appetising shot, not a black screen or logo.
Editing Basics
You don’t need professional software. Free mobile apps like CapCut, InShot, or the built-in Photos app can:- Trim to the best 3-6 seconds
- Crop to square aspect ratio
- Adjust brightness and contrast
- Export at 1080p in MP4 format
Export Settings
When exporting your final video:- Format: MP4
- Codec: H.264
- Resolution: 1080x1080 (square) or 1920x1080 (landscape)
- Bitrate: 8-12 Mbps for quality
- Audio: Can be included but will be muted on playback
Uploading Videos
To add a video to a menu item:- Go to Menu in your storekit dashboard
- Select the product you want to add video to
- In the media section, click Add Video
- Upload your MP4 file
- Preview how it looks and save
Video vs Stories
| Feature | Product Videos | Stories |
|---|---|---|
| Location | Replaces product image | Carousel at top of menu |
| Aspect Ratio | Square or landscape | Vertical (9:16) |
| Duration | 3-10 seconds | Up to 60 seconds |
| Audio | Muted | User can unmute |
| CTA | None (click opens item) | Add to basket, view item, etc. |
| Best For | Showcasing individual dishes | Storytelling, promos, behind-the-scenes |
Want to create immersive, full-screen video experiences? Check out Stories for vertical video content with interactive CTAs.