How to Use Video Marketing to Increase Ecommerce Sales

When it comes to buying products online, your customers want to see what they're getting.

You might have invested in high-quality product images, written irresistible descriptions, and got rave reviews of your products, but nothing tells the story quite like an engaging video.

Studies have shown that humans process images 60,000 times faster than text¹. Potential customers are more likely to fall in love with a product if they can see how it works and what the fuss is all about.

In this guide, we’ll talk through why you should use video in your ecommerce marketing. We’ll also show you some great video marketing examples and tips to get creative.

In this video marketing guide:

• Why should I use video in ecommerce marketing?
• The benefits of ecommerce video marketing
• What types of videos can I create?
• Best ecommerce product video examples
• How to use video marketing — 11 video marketing tips to increase online sales
• Frequently asked questions

Why should I use video in ecommerce marketing?

Creating ecommerce videos may seem like a big investment, but the payoff is worth it. In 2022, video marketing stats speak for themselves.

• Video will make up 82 percent of global consumer internet traffic ² in 2022.
• 86 percent of businesses use video as a marketing tool³.
• 78 percent of people watch online videos every week and 55 percent watch them daily⁴.
• YouTube is the second most trafficked website on the web⁵.
• TikTok is projected to reach 1.5 billion users by the end of 2022⁶.

Make no mistake — the majority of people watch videos online regularly. There’s no doubt this shapes the way that customers interact with content, absorb information, make buying decisions, and share content across the web. Those are eyes that you want to see your ecommerce brand and products.

Not only does video content receive a lot of traffic, it can also play a role in conversions. Landing pages with video content have been shown to experience an 80 percent increase in conversions ⁷. For email campaigns, even the mention of “video” in the subject line shows a 19 percent higher open rate⁸.

Here’s the bottom line. Video content is no longer just a tactic for showcasing your products online — it’s an entire strategy. Video marketing is especially effective for ecommerce businesses. Here’s why.

The benefits of ecommerce video marketing.

Video marketing allows you to tell a story about your products and engage your potential customers in a unique way. Videos bring your products to life.

While a still photo and a short description give an idea of what your product is about, in a video, you can demonstrate all of the benefits and features.

This helps your potential customers become more comfortable about your product. For example, endorsements can create a psychological phenomenon called social proof⁹. When people don’t know how to act in a social situation, they take their cues from others. In the world of ecommerce marketing, shoppers do something very similar. They seek reassurance from others to make sure they’re making the right purchase.

Let’s go through the benefits of video content in more detail.

The benefits / Why they work

• Provide better guidance on installations and assembly.
  Almost everyone has struggled to assemble, install or get started with a product. Clear visuals and explanations can make your customers’ lives a lot easier.
• Describe features and functionality.
  Once your customers are up and running, show them how to use the product with a user guide. With a video, you can inject interest and information all at once.
• Share happy customer reviews.
  Great reviews are hugely important to ecommerce. So much so that that 91% of shoppers say they read online reviews before making a purchase¹⁰. If your customers love your products, why not capture their excitement on film? A video review can capture emotion much better than a written testimonial.
• Create a story around your product.
  What makes your product stand out from the rest? How did you come up with the idea? If you’ve got something interesting to say about the backstory or USPs of your product, a short film is a great way to go.
• Create case studies.
  Video case studies are an opportunity to tell a compelling story about your products. If you’ve got customers out there who swear by your products, get them to talk about it on camera.
• Compare your product to your competitors.
  In a crowded marketplace, you’ll need to demonstrate how you stand out. Show how your products stack up with the competition. Be careful not to make false claims or infringe on copyright.
• Build hype for a product release.
  Whether you’re releasing an upgrade of a much-loved classic or creating something completely new, a video teaser is perfect for promotion .
• Engage with influencers.
  Why not send your products out for review with social media influencers and let them create the video for you? From unboxing to product reviews, there’s plenty of scope to give your products a wider reach. Just remember you won’t be in control of the content here — so you’ll need to make sure your influencers love your products.
• Increase your reach.
  Videos make it easy for users to share your content on social media, increasing brand awareness and broadening your reach. Creating viral video content could mean major business benefits for your ecommerce business.

What types of videos can I create?

The potential for your video content ideas is limited only by your imagination.

As an ecommerce store, you likely offer a range of products, and each one could be marketed differently, in many types of videos.

If you have a solid understanding of what your potential customers want and need and what your existing customers love about your products, you can brainstorm what type of video content will resonate with them most.

Here are a few types of videos that you can create to engage potential customers and increase online sales.

Short marketing videos.

You don’t have to have a fancy camera or video production team to make great marketing videos. Today it’s easier than ever to make high-quality videos from your computer or smartphone.

You can address common questions that customers have, talk about what makes your brand unique, or announce the release of a new product. Just as you would plan out your content marketing, you can plan out your video content with a script, an offer, and plan for where to share your content.

Sometimes short, concise, authentic videos work best for getting potential customers to trust your brand. No need for all the bells and whistles. Just put your best foot forward.

Product tutorial or how-to videos.

Current and potential customers can both benefit from product tutorial videos. You can show a new customer how to use a product, the benefits, and address any questions people may have.

Animated product videos.

If you don’t want to be in the video yourself or hire an actor to be in the video, animated videos are also an option. You can find digital animators online to create fun and colorful videos that are sure to catch a potential customer’s attention.

Set-up/installation or product manual.

No one likes to read a lengthy manual. By creating product set-up and installation videos, you can better explain to customers how to set up their new product.

Users are constantly searching for information about products they are already using. Having videos around their common questions is great for search engine optimization (SEO), which will drive more traffic to your ecommerce store or YouTube channel.

Product reviews and testimonials.

While there are many places where users can check out reviews of your products, nothing is quite as convincing as a video testimonial.

For one, it’s much harder to fake video testimonials, so potential customers are more likely to trust the reviews as authentic. Further, videos are much more engaging than reading reviews online. Once users see those smiles on your customers’ faces, they’ll feel inclined to shop at your online store too.

Expert interviews.

Interviewing experts, either about your products or a topic that is of interest of your audience, is a great way to build authority in your industry. People love to learn new things and hear about upcoming trends from the best-of-the-best.

Plus, you may even broaden your reach if the expert shares your video with their own audience.

Facebook or Instagram Live.

With the emergence of live video, such as Facebook Live and Instagram Live, there’s no need for your videos to be pre-recorded.

Simply log into your social media account, plan your message, and go Live. Not only can you talk to your followers in real-time, but you can then share your video on social media or upload it to YouTube to be repurposed into more content.

Live video is incredibly interactive and is a great way for followers to connect with your brand.

Story-based videos.

The most effective type of video content is story-based videos. These videos don’t just describe your product, they create a narrative around it that your potential customers will remember.

Think of Nike shoe ads. They don’t just describe the features and benefits of the shoe. They show someone playing sports, enjoying their life, and connecting with friends, all while wearing Nike shoes. With that approach, the enjoyment on the actor’s face is all users need to see to be convinced that Nike products will improve their life.

With story-based videos, you can create that sense of connection with your potential customers.

Best ecommerce product video examples.

Looking for some examples of ecommerce videos to get you inspired? Here’s how Magento ecommerce clients are using video marketing to increase sales.

Helly Hansen blends commerce with content.

Cabinets.com tutorials.

The Little Lovely Company marketing video.

Soak&Sleep product video.

How to use video marketing — 10 video marketing tips to increase online sales.

Creating amazing, high-converting ecommerce marketing videos takes work, but the return can be highly beneficial.

Video content can work wonders when it comes to attracting more traffic to your ecommerce website and converting users into paying customers. Even if you have never made a video before, it’s worth it to try your hand at this effective form of marketing.

To learn how to use video marketing increase sales through your website, follow the steps and video marketing tips below.

1. Know your audience.

Before you jump into making product videos, we recommend conducting market research to test some concepts. If you’re going to invest time and energy into high-quality videos, you want to be sure they are set up for success.

Make sure you know what your potential customers are really looking for in a product. What are their biggest struggles with solutions or products they have tried in the past? What problem are they trying to solve (if any)?

You can also ask happy customers what they like about your products. All of these can be addressed as benefits and selling points in your videos.

2. Know your goals and KPIs.

What are you trying to achieve with your videos? Do you want more subscribers? Social shares? Direct sales? Knowing your Key Performance Indicators (KPIs) will help determine your approach and how you plan to measure success.

For example, if you want to raise brand awareness, you may choose to create a more “viral-worthy” video that’s highly engaging, as opposed to an interview or product tutorial.

If, however, your goal is to drive more traffic through SEO, you may choose to create videos around the keywords “best [product] online” or “[brand] vs [brand] review”.

You should also think about where you’re posting your videos. This will affect both the subject matter of your video and the way you shoot. For example, TikTok and Instagram videos should be shorter, shot vertically and appeal to a younger demographic¹¹.

3. Set a budget.

It’s easy to drop a pretty penny on video marketing for ecommerce, especially when your brain is overflowing with creative ideas. But like with every other form of marketing, you need to consider your potential ROI.

Having a budget will help you keep a reasonable margin and set a limit on how much you are able to invest in video creation.

4. Invest in high-quality.

Your budget will determine how much you can spend on video production, but this is also not a place to cut corners. Since your main goal is to make more sales through your ecommerce website, it’s worth it to invest in high-quality video.

You can also look to your competitors to see where they have set the bar. Then you can decide how you can create videos that will stand out from the rest.

5. Keep it short.

Generally, shorter is better. You want to drive home the main benefits of your product and not distract viewers from the main point. Include too much filler content and the main objective may be lost.

6. Create a script.

Whether you are creating a pre-recorded video or ‘going live,’ you will want to create a script to keep you on track. Again, this will ensure that you don’t veer from the main point or spend too much time rambling.

Much like copywriting, your video will need a “hook”, to appeal to your audience, and a call-to-action. It’s recommended that you work with a video marketing professional if you aren’t sure how to cultivate a narrative that’s made to sell.

7. Find the right camera.

Even if you don’t have state-of-the-art equipment, you can use a smartphone camera to record videos for your ecommerce store.

However, if you have the means to invest in better equipment or a production team, you will surely reap the rewards.

• A prosumer camera can bridge the gap between a smartphone and a pro camera. Often, all you need to do is click record.
• A professional camera like a DSLR gives you better flexibility to fine tune. However, you’ll need some technical know-how to get the best from your device. You’ll need to have a solid understanding of frame rates, shutter speed, ISO and more.

Learn more and get inspiration with Creative Cloud

8. Audio and lighting.

Cameras are important, but bad audio can be a deal-breaker. Investing in or renting a decent microphone is essential to producing a clear message.

• Shotgun mics are a great all-rounder. They do a great job at recording the sounds directly in front of them and excluding the peripheral noise. If you’ve got your mic pointed directly to your subject, you should be good to go.
• Lavalier mics attach to the lapel or collar of your speaker and produce crystal-clear audio. However, they’ll only work for interviews and other speech-based recordings.

Natural light can be unpredictable, so it’s a great idea to invest in some lighting equipment. If you’re shooting a single focal point or person, traditional set up includes:

• A key light, placed 45 degrees to the left or right of your subject. This provides the main illumination.
• A fill light, as the name suggests, fills in the shadow. Place the 45 degrees to the other side of you subject.
• A backlight. This adds depth to your shot and helps your subject stand out from the background.

Of course, not all your videos will require a lighting set up. Some types of videos might be better suited to a rougher, gonzo approach. But if you want to create more polished content, such as case studies, then decent lighting is essential.

9. Edit and add music.

After you have recorded a video, you can then edit it and add music and other features. You can remove awkward moments, reduce background noise, improve quality, and add subtitles and captions.

Proper editing will make your videos more aesthetically pleasing and engaging. If you don’t know how to edit videos yourself, work with a professional video editor to help you.

Remember, editing isn’t just about piecing together footage form a shoot. You can add animations, captions, voice over and much more.

Adobe Creative Cloud Express is a great place to do this if you’re an amateur.

10. Include a call-to-action.

Once viewers are done watching your video, it should be made very clear what action they are supposed to take next. Be sure to ask them to visit your website, give you a call, click on a button, or take an action to engage with your content.

It may seem like a no-brainer, but users can get confused if your video is left open-ended. Make it easy for them to find you and buy your products online.

Learn how to create a video outro.

11. Share across platforms.

Since you have invested the time, money, and energy into creating amazing video content, you will want it to have as wide of a reach as possible.

You can repurpose your videos to be featured on your website and incorporate it into your email campaigns. You can do a blog post and embed the video to generate even more organic traffic. If you created product videos, feature these on your product pages.

There are many specific platforms, apps and websites out there to share your content. So, which should you choose? Here are some of the big hitters.

• YouTube allows you to create a channel. This is great for organizing your videos into playlists and build up a loyal base of subscribers. There’s no real upper limit to your video length. What’s more, you can optimize your video captions for search. Just like you would on Google. In fact, YouTube is the second-largest global search platform¹².
• Facebook is great for light-hearted, community-based videos. Use it to show your followers you’re engaged with your customers, and your customers are engaged with you. But don’t just share your YouTube videos on Facebook. Native uploads have better reach and engagement¹³.
• Instagram. This mobile platform is all about aesthetics. So, make sure your videos look great, are shot vertically and have a youth-oriented or aspirational bent. As the first platform to implement silent, auto-playing videos, Instagram is the place to grab attention from the very first frame. If you don’t, your audience won’t stick around to watch.
• TikTok. Once the new kid on the block, TikTok is now an institution. It’s had a profound impact in its relatively short lifespan — changing the way we consume music and culture¹⁴. TikToks are energetic, short vertical videos with a great soundtrack. After that, there are no rules. Try out product videos, behind-the-scenes glimpses and influencer content.
• LinkedIn. If you’re selling to businesses, LinkedIn is a great place to generate leads and show off your products. This is the place to go deep with one-to-one interviews with clients and demonstrate your corporate ethos. If you’re posting on LinkedIn, you’re not alone. 68% of video marketers are incorporating the platform into their strategy in 2022¹⁵.

Whatever platform you choose, remember that video marketing for ecommerce involves marketing. So, it is best that you have a plan for how to market your content in multiple ways. This will help you generate the best possible ROI through online sales on your ecommerce store

Remember, creating product videos is just one part of your eComerce strategy. Adobe Commerce, powered by Magento, helps you integrate your marketing with the logistics and back-end of your operation.

Find out more about Adobe Commerce or head over to our blog for more tips for ecommerce success.

Frequently asked questions about video marketing.

Why use video in ecommerce marketing?

Video is a great way to capture your audience’s imagination. You can use video to demonstrate products, show testimonials and market your range to new audiences. Video platforms like YouTube and TikTok are some of the most popular websites in the world with billions of users.

What are the advantages of video?

Videos are popular, engaging and can be easily viewed on mobile devices. In fact, Facebook state that users are 150 per cent more likely to watch a video on their smartphone¹⁶. If you create engaging content, you can reach your audience wherever they are.

Why is video the next big thing in ecommerce?

Videos can provide your audience with a better understanding of your products. You can delve deep into functionality and technical points without the need for an instruction manual. You can also create engaging, short social media content to bring your products to a wider audience. Video user reviews an influencer content are also important to persuading new customers to convert.

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