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Eight Ways to Use Video for eCommerce

Eight Ways to Use Video for eCommerce

Videos are very popular content. Did you know that YouTube is the second most-visited website next to Google? And what does YouTube offer? That’s right – videos. Millions and millions of people visit the platform to spend hours watching all types of videos.

eCommerce is also on the rise. This study predicts global eCommerce sales will reach about $4.2 trillion to make up 16% of the total global retail sales.

It might seem like investing in video marketing for your eCommerce website is a huge step and it surely is both time-consuming and expensive, but combining video content with eCommerce is a sure bet. Here is why:

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Reasons to Use Videos in eCommerce

Video marketing has been very useful for companies and businesses, especially in the past few years. 92% of video marketers claim that video marketing is a crucial part of their marketing strategy. They also say that using videos improves ROI. This study also found that using short and informative videos on landing pages can help increase conversion rates by about 80%.

Why should you consider video marketing for your eCommerce business

Why should you consider video marketing for your eCommerce business? Here is a short list:

  • Customers like seeing what they are about to get, especially if they are shopping
  • Videos help boost trust with your audience, explain how your products work briefly, and provide valuable information using visuals.
  • Videos can be used to address your audience’s questions and help them with decision-making regarding your products.

Video content has to be executed correctly though as you would like your videos to be engaging and relevant to both products and audiences. In this article, we’ll suggest how to make videos an effective marketing strategy for an eCommerce business.

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Four Types of Videos to Make for an eCommerce Store

Wondering what type of videos you should create for your eCommerce website and its promotion? Take a look at these four basic suggestions that we have compiled below.

Four Types of Videos to Make for an eCommerce Store

Animated Product Videos

An animated product video is a type of video that uses creativity and pure imagination to make-up characters, environments, and scenarios instead of using live actors. All you need is to use some good software and equipment, or if you aren’t very tech-savvy, a hired professional digital animator to create the animated videos for you, and you’re all set.

Make sure to include colorful and informative tips to keep your audience engaged. You want to catch people’s attention and not have them click away, so make sure to do your research first.

Take a look at these animated videos for some inspiration.

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Tutorial Videos on Your Products

Tutorial videos are videos that help customers use a product properly. It is similar to a handbook or manual, but instead of reading through the process, customers can enjoy a video that familiarizes them with the product.

Most products might come with a manual, but not all people are patient enough to read it. They often need something else that’s informative to help guide them through its usage and using explainer videos to do an excellent alternative

Additionally, you can also subtly introduce a new product in the video. You should make sure not to sell it too hard though as your customers might be turned off by such a tactic. Keep it short, simple, and straight to the point.

Testimonials and Reviews

Most people will look for useful recommendations and reviews before buying your product/s. You probably already have these testimonials on your eCommerce website, so why not repurpose them and turn them into videos?

You can also try contacting your past customers and ask them if they can provide you with a short testimonial video. You can offer them a simple gift or reward in exchange for their help. After, compile these videos and have a professional video editor edit it.

Story-Based Short Videos

Story-based videos are the most effective type of video content for eCommerce. They create a narrative around your products, which then entices your customers to view them, and maybe add a few to their cart.

Consider describing the benefits and features of your products. This will help create a sense of connection and trust between you and your customers.

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How to Increase Your eCommerce Sales Through Videos

Now that we have discussed the basic types, it’s time to make your videos work for you. Learn how to increase your eCommerce sales through videos by applying the tips below.

Know Your Target Market

You need to know who your potential customers are, and you have to know what your niche is. You have to know who your customers are and what exactly they are looking for in a product. Consider finding out what their struggles are and what solutions they are looking for.

Try talking to your past customers and ask them what they like most about your products. It will help your marketing strategies by making them relevant to your customers’ needs. These small, yet important, details can be added to your videos to increase its selling point.

Pay Attention to Your KPIs and Goals

You have to measure your videos’ success, and setting up goals and KPIs will help you do so. Be specific with what you want to achieve and write it down so you can cross it off your list once it’s done.

Decide what you want to achieve with your videos. Do you want to increase your likes on your social media pages? Do you want your videos to go viral? Do you want to increase your overall direct sales? Focus on measuring your goals and KPIs on your eCommerce website so you can apply it to your videos as well.

Keep the Video Brief

Ecommerce and marketing videos should be kept short. Longer videos tend to bore your audience, and you don’t want them to exit the video before you get to your point.

Most viewers can easily become distracted, and keeping your videos brief and informative will help keep them engaged.

Set a Strict Budget

You don’t want to overspend on your eCommerce videos, which is why you should determine what your budget is before starting the production. First, you should consider what your potential ROI will be for a specific video. Next, set a reasonable margin, in case you need to spend a little bit more. Lastly, set a limit so you know that you are not spending too much on a video.

Invest in High-Quality Videos

Invest in High-Quality Videos

Nobody wants to watch a video that’s not high-quality. With the technology that we have today, people are expecting to see high-resolution videos and photos. If it’s not 1080p or higher, then your customers might not even bother watching the video.

Make sure to mention this to your video editor and have them create a good high-quality video. They are most likely aiming for this already, but it would not hurt to mention it to them anyway.

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Invest in Your Video Equipment & Software

You would not be able to create high-quality videos without the right equipment. This might sound like a huge investment, and it is. However, if you are looking to create several videos in the future, then you might want to invest in high-quality equipment as it would pay off in a couple of months or years.

If you do not want to buy the equipment just yet, then consider renting it. Numerous video companies are renting their equipment out for a reasonable price, so make sure to search in your area to find the best deal. Using high-quality equipment will give you clearer videos, help reduce background noise, give you better lighting, and a lot more.

Include a CTA

You are encouraging your viewers to buy from your eCommerce website, and this will help you convince them to click on the website link. You can either ask your viewers to give you a call, send you a message on your social media account/s, or visit your website.

It is important to keep your videos short and precise as you want people to stay and watch until the end of your video. You’d also want them to take some type of action right after watching your video, and it would be easier for them if you could include a link that they can easily click to purchase your product/s.

Post it on Social Media

Post it on Social Media

You want to make sure that your target market will see the video that you have produced for them. Make sure to share it across all of your platforms and social media pages.

Consider doing a blog post and embedding the video as this will help you generate more organic traffic. If you have made product videos, then make sure to embed them onto your product pages.


The rise of video marketing is not going to slow down anytime soon, which is why you should make the most out of this trend. Start by applying the tips that we have mentioned above to make sure that you get the best possible ROI from the videos that you upload on your eCommerce website.

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