Updated: January 2024

Ecommerce videos can be excellent information sources for consumers. They show how a product works and looks, which makes it easier for a consumer to imagine owning it. If you’re thinking of adding videos to your product pages, keep reading our guide to product videos in ecommerce to get tips and recommendations.

Are Ecommerce Product Videos The Key to Conversions?

Over two-thirds of consumers engage with product videos while shopping. Of those, most say the need for a product video depends on the product type (we discuss this in the next section). About the same number of consumers say they always look for product videos as the ones who don’t actively seek them out. 

Our product video statistics say that about one in every ten consumers always looks for product videos when shopping online, and another one in ten likes the videos but will buy without them. Only 1.69% of respondents said they would not buy a product without a product video available.

As you review your ecommerce store analytics, looking at conversions alone might be misleading. A recent test by Search Engine Land on 120 product videos showed that video significantly increases Revenue Per Visit (RPV), defined as the total revenue generated per visitor to the product page. Combine this with the conversion rate to arrive at the average order value (AOV). This is the preferred statistic for the online store equation.

What Product Categories Need Product Videos?

Nearly half of the respondents (491) said they don’t look for product videos.

Of the shoppers who do look at ecommerce product videos, electronics is the most popular subject. Clothing, appliances, and home decor also rate high.

In the “Other” section, folks mentioned automotive parts, makeup, and several product categories with a very low error tolerance threshold. The product either works or doesn’t, and a product video is needed to reassure the customer the item is, in fact, what they’re looking for.

Elements of Engaging Ecommerce Videos

What makes a product video in ecommerce interesting to watch? There are numerous factors, including:

• Close-up shots: Showing the tiny details of a product in a video brings that in-store experience to online shopping. 
• Product use: Whether it’s a product you interact with or wear, seeing a product in action makes for a more engaging watch because it’s easier to imagine yourself with that product. 
• Clear messaging: Explain the product’s purpose and why a consumer needs it in simple, concise language. This information should include clear CTAs and captions for those watching without sound.
• Interesting opening: You need to grab a consumer’s attention to get them to watch your video, so make sure your opening shots show your brand’s personality. You can do this through interesting visuals or by introducing a problem your product solves.
• Every second counts: Every second of a video needs to have a reason to exist. You can’t add fluff or “dead air” to a video because a bored consumer will leave. 
• Fun visuals: Videos are a visual medium, and incorporating bright colors and appealing shapes makes a video more appealing to watch.
• The right length: Finding the right length for a product video can be challenging. According to 39% of marketers, 30 to 60 seconds is the best length, followed by one to two minutes. 

People Want To See The Item Being Used

Interestingly, shoppers respond best to use cases–examples of how to use the product. The fashion store Mother does an excellent job at this, showing the model standing, walking — even using a treadmill — while wearing the clothing line.

The second thing folks look for is close-ups, which allow them to see details about the manufacturing quality, the type of buttons on a blouse, the type of connection ports on a piece of electronic equipment, and the type of hinge or sliding system on a credenza. Consumers also look for examples of sizing and fit, as well as getting a better understanding of the colors.

Do Ecommerce Brands Use Product Videos?

For the smaller ecommerce brand, a video might give your store a competitive advantage. Some top brands — including REI, Land’s End, Macy’s, Target, and Fashionova — do not offer product videos for their clothing lines.

Folks shopping for a handheld cordless drill will find product videos showing a person using the drill on both Lowe’s and Home Depot websites — but not at Grainger. Home Depot offers three different videos, all narrated by a friendly Home Depot employee, as well as a 360-degree video of the drill. Lowe’s displays a video by the manufacturer (Craftsman), with an off-camera narrator highlighting all the drill’s features, while a man that evokes Tim Allen’s Tool Time character uses the drill in his workshop. 

Should Your Ecommerce Store Offer Product Videos?

The insights that emerge from our survey of 1,300 verified online shoppers show that the choice to invest time, money, and effort into creating product videos should be guided by your ecommerce niche, your product line, and your ideal buyer persona. Does your online store focus on fashion or fashion accessories? In that case, product videos would be expected and have a high chance of contributing to the conversion rate. 

According to Search Engine Land, product videos help increase session time and thus reduce bounce rate. They also found a positive correlation between the users they brought to their test through Google Ads and the way this traffic responded to product videos. 

Preferred Platforms for Ecommerce Videos

What are the best platforms for product videos? We’ve broken it down based on those meant for creating versus sharing ecommerce videos.

Preferred Platforms to Make Videos

Here are some well-regarded video-making platforms for creating product videos.

Wistia

This simple platform for video marketing is accessible to many growing businesses. Wistia provides tools for video creation and analytics, along with a video player that’s easy to implement on your product page.

There are a variety of plans and pricing, including a free plan to give the platform a try. However, the free plan is limited in what it offers.  

Clipchamp

Clipchamp, now owned by Microsoft, is available in browser, mobile, and desktop apps to serve various users. It can capture screen recordings and offers access to stock images, footage, and templates to help you create videos. It also includes a variety of editing and post-creation tools to enhance your video.

There is a free version to try, and you’ll have to contact Clipchamp to learn about the paid plan prices. 

Vimeo

Vimeo is an excellent platform for those with small marketing budgets. It provides many video creation and editing tools with a user-friendly interface. This option also includes analytical tools for a complete video marketing experience. 

It also features a free version of the program, along with three other paid plans.

Preferred Platforms to Share Product Videos

Where are the best places to share ecommerce product videos, aside from your product pages? Here are the top platforms to share product videos.

YouTube

In 2020, 70% of people said they bought a product after seeing it on YouTube. You can add links to product pages that are easily accessible without ruining the viewing experience. 

Instagram

Instagram is one of the best-known visual social media platforms, so it makes sense to share your videos there. You can choose to share as a post, story, or ad to its two billion monthly users.

TikTok

This platform is literally designed for short videos, making it perfect for product videos. TikTok users are 1.3 times more likely to purchase a product as retail therapy than users on any other platform. 

Going Beyond the Ecommerce Video

Depending on your niche, you might think beyond product videos. 

Who can forget the hilarious DollarShaveClub commercials? A highly engaging video that shows your product line while also highlighting your brand story, brand values, and personality can create a cult following. Such a video could even go viral — exactly what happened with DollarShaveClub.

Ecommerce Videos FAQs 

Here are some common questions regarding ecommerce product videos and marketing. 

What Types of Product Videos Resonate Most with Consumers?

Two types of product videos that resonate the most with consumers are product hero and testimonial videos. Product hero videos focus solely on highlighting a product’s details, which can help a potential buyer understand how to use it. Testimonial videos may include multiple reviews or come from a customer’s perspective when using the product. 

Are There Specific Industries Where Product Videos Are More Effective?

Product videos are especially effective in the real estate, retail, healthcare, and education industries because they fully display a product’s details or teach consumers how a particular product or service works. In these sectors, customers are often looking for more detailed information.

Do Consumers Trust Product Videos More than Other Forms of Advertising?

Consumers trust videos more than any other form of advertising after social proof. But considering that 82% of consumers have been convinced to buy a product after watching a video, it’s evident that this tactic is worth pursuing.

How Can Businesses Measure the Success of Their Product Videos?

Businesses can measure the success of their product videos in various ways, the most important of which is the return on investment (ROI). According to a survey, marketers measure ROI through:

• Video engagement (60%)
• Customer engagement and retention (42%)
• Video views (40%)
• Brand awareness (39%)
• Sales (32%)
• Leads or clicks (28%)

Meeting Customer Expectations 

How do you know if you’re meeting customer needs and expectations? The answer is surprisingly simple — you ask them. Ideally, you ask them through an automated, seamless process that can scale easily without effort on your part.

Bizrate Insights specializes in automated customer feedback processes that capture vital product video statistics — from demographics to net promoter score. We do this seamlessly AFTER the sale. And most importantly, we do it at no cost to the ecommerce merchant.

How do we do all this? Let us show you. Contact us today.