eCommerce product videos are similar to movie trailers—short, captivating, and designed to leave a lasting impression while showing what audiences can get. Like a trailer for a blockbuster movie, your eCommerce product videos showcase your product in action, providing a more dynamic look.
Simply put, an eCommerce product video isn’t just a flashy showpiece; it’s an opportunity to win over hearts and wallets by providing value. The better your ‘trailer’ is, the more likely people will buy tickets for the movie. To improve your eCommerce video, it is important to understand it and learn a few tricks – this blog provides precisely that.
What are eCommerce Product Videos?
eCommerce product videos are short and engaging videos created by video content creators to show brand products. They are made to give potential customers a closer, more interactive view of the product, what features it has, and what it would be used for.
The videos aim to improve the shopping experience by engagingly conveying information, allowing greater customer assurance toward purchases and, thus, greater potential for conversions. But a question will surely come to your mind: “ What does it take to make a successful eCommerce product video?” The answer lies in the next section.
How are Product Videos Made for eCommerce Brands?
1. Planning & Strategy
Knowing the objectives of your video’s entire strategy and planning is essential. Objectives can differ, and hence, to know about yours, answer these questions: What is the purpose of the video? Who is the target audience? Your purpose can be a product launch, sales, or brand awareness, whereas the target audience can be GenZ, corporate employees, etc.
Planning also includes determining the platform where the video will be published. This is important, as each platform has its own identity.
For example, if you are using Instagram, aim to make short videos, while for YouTube, you can take a storytelling approach to making long videos.
A clear focus on objectives and duration can help in the development and even make it more manageable.
Write the script? Yes! It is important to have a script to make an impactful and effective ecommerce product video. You can’t let your improv skills take charge. With scripting, you can circle around the objective.
You can even create a storyboard, which is a visualization of the video, to make your vision clearer for the video. Storyboards and scripts make the whole video-making process smoother.
2. Production
Quality is the king! The production of your ecommerce product video plays a massive part in how the video will pan out and how your brand is perceived. For example, if your video starts with shaky footage, then it is more likely that the audience will not be interested in watching the whole video.
Invest in a good camera or get a smartphone with a high-resolution camera, and complement it with proper lighting. This will make your product look better.
Once your visuals are sorted and as per requirement, it’s like a cake, but the cherry on the cake is the audio. You can use an external microphone to improve clarity and make your video’s message clear and professional.
Rather than listing product features, it is recommended that you demonstrate them. To give your audience a better understanding of the product, show it in action, highlight its benefits, and show your viewers why they need it. If possible, you can even compare your product side-by-side with your rivals.
3. Editing and Post-Production
You might have heard the phrase, “A movie is made by editing. ” Editing is important, and it has the same essence for your eCommerce product video. Editing is where the raw footage is transformed into a compelling story. Make sure you use editing software to give your video a better look and feel.
You can use professional software like Adobe or even beginner-friendly CapCut; make sure you are used to it so your video has sharp visuals, clear transitions, and a well-paced pace.
Also, ensure that you add subtitles to your video, as there is a possibility that your viewers might be watching the video on mute. Subtitles make your video accessible even without audio. Talking about audio, use the right background music to set the mood of your video.
Remember to add CTAs while you edit your video. It is important to tell your viewers what to do next. You can add CTAs like “Shop Now,” “Learn More,” “Follow Us,” etc. The CTA should be short, concise, compelling, and give clear messaging.
4. Key Elements for eCommerce Product Videos
Your eCommerce product video shouldn’t be just visually appealing—it needs to be persuasive. To make it persuasive, make sure you sell the “solution.” Keep in mind that people don’t buy products; they buy solutions.
Show them how your product addresses a pain point or enhances the customer’s life. If viewers can relate to the problem, they’ll be more inclined to purchase the solution.
Customers are more likely to buy from brands they trust, and your eCommerce product video can be a medium to build that trust. To reinforce credibility, include user testimonials, expert endorsements, or real-life demonstrations. Social proof can make all the difference.
Get to the point quickly and keep your video engaging throughout. The ideal length is 15-30 seconds for social media and up to 90 seconds for in-depth explainers. Every second should add value.
Best Practices to Follow While Creating an eCommerce Product Video
Now that you know the basics of making an eCommerce product video, it is essential to follow some practices to ensure that your video reaches a larger audience.
1. Don’t Just Tell, Try to Engage
Content is the king, and there is no alternative. When creating your eCommerce product video, ensure your content tells a story, not just lists features. When correctly done, storytelling connects the audience with the product emotionally and makes the video more interesting.
A compelling story usually discusses a problem, presents the product as a solution, and ends with a happy solution. This draws the viewers’ attention and stores the product in their brains. Using real-life situations or customer experiences can make videos relatable.
Viewers who identify with the story are more likely to trust the brand and consider buying. A story-led video will also stay with the viewer longer, enabling them to remember essential benefits at purchase.
2. Use Multiple Platforms
One cannot undermine the power of social media. With various platforms available and a vast user base, it can be your weapon to reach a wider audience. A product video should be optimized for the platform you will upload it on. A longer, in-depth video may work well on YouTube, but for Insta Reels or TikTok, you can create shorter, snappier versions.
It’s also necessary to consider aspect ratios— 16:9 for YouTube videos, 9:16 for Instagram reels, etc. Ensuring the video has text makes it easier for most people to watch without sound.
3. Hire UGC Creators For the Win
UGC creators will push you to reach more audiences, as followers of such influencers can also see your product through them.
When you hire a UGC creator for your products, they resonate better, and the audience trusts and engages with the video more. The UGC creators can showcase your product to fit their style and audience. This can be an unboxing, tutorials, or a testimonial to make it more relatable.
By teaming up with the right creator—one whose audience overlaps with your target market—you put your product video in front of genuinely interested potential customers. To find the best ugc creator for your product, you can use platforms like Tagshop that help you connect with a ugc creator for products.
4. Take Care Of The Duration
You will indeed have many competitors all making videos, and the audience has options to look for. To keep your audience engaged, your video must have the right duration. Your product video needs to be the correct length for the audience and the platform. Generally, you should keep your promotional video under 60 seconds, while explainer videos can range between 2 and 3 minutes.
If the video is too long and unstructured, viewers may drop off. Short, engaging videos, on the other hand, keep them hooked.
As we mentioned, the competition is fierce. Hence, you need a good opening to gain attention and keep the audience hooked. Once you have the attention, keep your audience hooked with an engaging middle, where you can show the benefits and how to use the product. Towards the end, have a strong CTA. You can also test varying lengths of videos across platforms to see what works best.
5. Build Trust
Customers would trust actual users’ recommendations rather than the brand’s. Adding video testimonials or user-generated content (UGC) in the product video helps enhance credibility significantly. When prospective customers see actual people using the product, they are more likely to believe in its effectiveness.
To make the video more trustworthy, one can include star ratings,ngs, accolades and media mentions. If you can, add a few online reviews or influencer comments. This makes the item appear like a real and trustworthy one based on past experience rather than a mere advertisement.
What are the Advantages of E-commerce Product Videos?
E-commerce product videos have other advantages for you besides providing your audiences with detailed information about your product, which are:
1. Increased Conversion Rate
According to stats, 73% of customers who view a product video make a purchase as it offers a clear understanding of the product. Videos enable buyers to see the product in action, unlike images or text descriptions, which helps them make quicker decisions. Shoppers are more likely to buy a product after viewing a video than reading the product description text.
Also, product videos for ecommerce create a sense of urgency and excitement for the product. A powerful CTA at the end of the video is like a cherry on top. Usi, ng CTA, you can urge users to “Shop Now” or “Limited Stock Available,” which makes them much more likely to convert.
2. Better Customer Engagement
Videos have the power to hold audiences longer, and 80% of individuals prefer video content over written text. Therefore, a high-quality e-commerce product video can engage consumers. Also, customers connect better with brands who tell behind-the-scenes stories or product demos.
Videos that connect with the audience and encourage them to join the brand’s journey help them bond better with the brand. When people watch something engaging, they are more likely to share and offer their opinions. This helps create brand awareness. When consumers connect with the brand, they are encouraged to return and purchase again.
3. Reduced Product Return
With static images and text, there can be a possibility that customers might fail to understand the product and, hence, upon purchase, might return it. Product videos greatly reduce this issue by showing how the product actually looks, as well as its size, features, and functionality. When customers know exactly what they are buying, they are unlikely to feel disappointed when they receive it.
Additionally, videos can show how to use the product properly, so there’s no confusion. For example, a fashion brand can demonstrate how a dress fits various body types. At the same time, a tech brand can offer a tutorial for setting up a gadget. When customers watch videos, they get to see things in more detail. So they will not return the product.
4. Enhanced SEO
We can all agree that videos can engage the audience; hence, search engines like Google prioritize videos. When users stick around longer on video content and don’t back out after a few seconds or minutes, search engines take that as a good sign. Because of this, e-commerce sites that have product videos tend to rank higher on Google, which enhances visibility and organic traffic. Also, YouTube is the second most popular search engine.
Consequently, product videos posted there can help you get extra traffic to your website. Using relevant keywords in your video titles, descriptions, and tags makes it easy for customers to find your products. If you have a strong video SEO strategy in place, you can expect your website traffic and sales to grow steadily over time.
5. Improved Social Media Engagement
Similar to search engine algorithms, social media algorithms also support video content. Incorporating product videos in your marketing strategy and more. Enticing product videos can get a lot of likes, shares, and comments, which helps to expand the reach organically.
Short videos have a good chance of going viral, bringing in new potential customers. Video advertisements in social media outperform static ads and produce higher CTR as well as lower CPC. Polls, live demos, or influencer collaborations are examples of interactive videos that enhance engagement and develop a strong community. Product videos designed for social media can make casual viewers become loyal customers.
6. Mobile-Friendly
The statistic shows that mobile eCommerce contributes 60% of overall ecommerce sales. The study tells us that most people are adopting the mobile shopping culture. Customers are now choosing to go through e-commerce sites or social media feeds to make their purchases. Hence, videos are the best format to attract such shoppers.
eCommerce product videos can better show the product than still images since screens are smaller. eCommerce product videos that are optimized vertically for Instagram and TikTok are great for viewing by audiences on these platforms.
7. Trust and Credibility
Consumers are likelier to buy from a brand they trust, and ecommerce product videos help establish trustworthiness. A high-quality video showing practical use cases, customer testimonials, or expert reviews further establishes trustworthiness. Seeing a product work removes doubts and gives buyers confidence about its quality and functionality.
Examples of E-commerce Product Videos
If you are looking for inspiration, here are some real-life examples of eCommerce product videos.
1. Patagonia
The product video for ecommerce that Patagonia created is an excellent example of how simple and clean can bring a product’s features to life. It emphasizes function over flair. We see features being shown engagingly.
The voiceover communicates clearly and effectively with unembellished detail; it captures the intended detail clearly and concisely. This easy, no-frills product video is an impactful model for products with technical features that customers need to understand before purchasing. Patagonia shows us how to focus on utility and practicality, not on a fashion show or high-end production, to promote engagement and sales from an e-commerce product video.
2. Temple and Webster
We mentioned the duration of the video in this blog, and Temple & Webster complies with that perfectly. The ecommerce product video of the brand is a quick-hitting piece of content, paced under 30 seconds. The business does not provide heavy narration or excessive details; instead, it allows the products to speak for themselves entertainingly.
This video works and separates it from others because it packs in multiple key-selling properties within seconds. The video is put together in an installed situation around the home, almost allowing the viewer to imagine those products in their own home. Towards the end, the last few seconds highlight the fast delivery and product variety, leading to brand appeal.
3. Hero Cosmetics
Hero Cosmetics innovatively displayed a comparison e-commerce product video. Since they have multiple solutions for skin care, this format was especially effective in assisting the shopper through the decision-making process.
The video shows two friends exchanging their skin care products, establishing Hero Cosmetics as a ‘one-stop-shop’ for skin care treatment needs. They talk about products, explaining them in detail and sharing their experiences.
4. Onzie
Music and audio play a vital role in e-commerce product videos, and Onzie proves this. The upbeat, energetic song complements the brand’s active and energetic identity, creating an immediate emotional connection with the audience. Instead of narrating or displaying only text, the rhythm and vibe of the video emulate the movement of the athletes wearing Onzie’s apparel.
One bonus feature of this video is that it was Onzie’s first attempt to showcase a new audience segment—it seems neat and intentional. The artful choice of music helps develop a brand identity while still being fun and creative. Onzie uses movement, expression, and motivation to create a product video that the target audience members want to interact with; this action could be just finding the brand or purchasing it.
5. Redbaby
The foundation of every e-commerce product video is to create a bridge between shopping for something online and shopping for something in a store. A good product video presents all the answers the customer might have if they could physically look at the item instead.
This includes simply showing the product’s size, material, and features and how to use the product in real life. It eliminates doubt and instills greater confidence in the buyer.
One of the best ways is to show the product in action rather than simply pointing out its features through narrative. A live-action video displaying the product utilized in real life details a far better overarching scenario than a static photo. This method also reduces doubt, adds engagement, and increases your brand’s chances of conversion.
Conclusion
Ecommerce product video can be a game changer for your business. Delivering the perfect video indeed takes skill, but it can pay off nicely when done thoroughly. Using the tips and examples mentioned above, you can make great strides towards making product videos for ecommerce that can be the talk of the town.
Frequently Asked Questions
eCommerce product videos are short, engaging videos created by brands. The primary purpose of these videos is to showcase their products to potential customers, helping them make informed purchasing decisions. These videos can be demonstrations, testimonials, unboxings, or comparisons.
The significance of creating a product video for any e-commerce business cannot be understated, as it increases conversion rates, allowing customers a better understanding of the product. Product videos also contribute to improved SEO rankings, contributes in social media success and eventually help in building brand recognition.
To make a successful e-commerce product video, you need:
- Product Overview: Show the item from various viewpoints, showcasing design, size options, and color variations.
- Key Features & Benefits: Present how the product provides a solution or convenience.Real-Life Demonstration: Show your product being used to help customers visualize how your item will function.
- Customer Testimonials & Social Proof: Include reviews or other real-life experiences to establish credibility.
- Call to Action (CTA): Give viewers a clear measure of what they can do next, such as “Buy Now,” “Learn More,” or “Visit Our Website.”
Thanks to social media, you now have multiple platforms to share your ecommerce product video. Hence, to showcase your product video for ecommerce, you have product pages, social media channels, marketing campaigns, and paid ads.
