Video is vital to ecommerce marketing — here’s what marketers need to know

Video in ecommerce isn’t optionally available anymore — it’s the naked minimal. I don’t wish to learn novel-length product descriptions. I wish to see it, really feel it, belief it. And your prospects need the identical.

An excellent video does what ten blocks of textual content can’t. It exhibits off your product and convinces folks to purchase quick.

How will you make it work to your benefit? I’ll take you thru every little thing it’s worthwhile to find out about why video is vital in ecommerce advertising and how one can begin implementing it right now.

Desk of Contents

What’s ecommerce video advertising?

Ecommerce video advertising is using movies to advertise merchandise, increase on-line gross sales, and interact prospects on ecommerce platforms and social media.

I feel movies for ecommerce are tremendous vital as a result of shoppers can’t contact, see, or expertise the merchandise on-line like they’ll in bodily shops. Movies assist merchandise come alive so shoppers have a greater thought of what to anticipate earlier than shopping for.

For instance, Thrive Causemetics is a magnificence model with high-quality, cruelty-free make-up that makes use of ecommerce video advertising to share tutorials and behind-the-scenes clips of their merchandise in motion on Instagram, constructing a extra private reference to their neighborhood.

Some widespread kinds of ecommerce movies embrace:

• Explainer movies
• Shoppable movies
• Product demos
• How-to movies
• Unboxing movies
• Product comparability movies
• Consumer-made movies and testimonials
• Reside promoting movies

Video Advertising in Social Commerce

The next numbers are staggering.

In keeping with HubSpot’s State of Consumer Trends, 33% of respondents have found merchandise on social media up to now three months. Furthermore, 1 in 4 of them favor discovering merchandise by way of social platforms. That means, video advertising for ecommerce drives 25% of leads.

So, what kind of content material is working finest on social media proper now?

Quick-form movies.

In 2025, that is the content material driving the very best ROI, in response to our 2025 State of Marketing Report. And live-streamed movies take third place.

TikTok and Instagram have advanced from platforms for dancing and sharing trendy images to remodeling the best way folks store.

In 2024, TikTok Store hit $9 billion in sales, displaying the facility of video content material for ecommerce. Over 58% of GMV got here immediately from movies. This yr, the pattern has the potential to develop.

In the meantime, Meta’s additionally betting large on social commerce with Fb and Instagram, anticipating to tug in round $94 million in combined revenue.

These highlights simply urge you to take motion and begin filming, however let’s have a look at extra business-oriented advantages.

5 Advantages of Ecommerce Video Advertising

I’ll stroll you thru real-world examples of ecommerce video advertising in several niches so you recognize what advantages you’ll be able to anticipate.

1. Boosts Conversion Charges

Ecommerce websites utilizing video increase conversions by 34%. Product demo and unboxing movies, particularly, give shoppers higher confidence and intent to purchase.

Take NovaNude, a daring girls’s swimwear model that leaned into influencer and UGC content material by including shoppable movies to their homepage.

The actual-life product clips assist buyers join with the model, and so they reported a bump in conversion rates.

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Professional tip: Should you’re simply getting began with video advertising, obtain the Ultimate Video Marketing Guide.

2. Will increase Common Order Worth

Movies make it simpler for purchasers to see how merchandise work collectively, encouraging them to purchase extra, which boosts the common order worth.

For example, BarkBox, a well-liked U.S. pet subscription service, used video adverts to focus on its best-selling canine beds on Amazon and noticed a large 595% jump in sales and a 400% return on ad spend.

Finally, their merchandise ranked larger in Amazon’s search outcomes, drove extra prospects, and elevated their common order worth.

3. Enhances Buyer Belief

Our analysis proves that each era from Gen Z to X likes and trusts video greater than anything on social media.

Does that imply that each video delivers outcomes? After all not.

It comes all the way down to the message and the standard. Low decision, glitches on the display, or dangerous visibility are large turn-offs.

Truly, 87% of consumers say video high quality impacts their belief in a model, displaying that well-produced movies considerably improve model credibility and buyer confidence.

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4. Larger Engagement Charges

Movies generate 1,200% more shares than textual content and pictures, leading to higher engagement and attain.

Furthermore, half the time folks spend on Instagram goes to watching Reels, says Zuckerberg. It exhibits simply how a lot consideration movies get in comparison with images.

On common, how-to movies underneath one minute get an 82% watch rate.

Even movies that final between 1 and half-hour nonetheless maintain over 50% of viewers’ consideration. This makes them a good way to spice up engagement with product tutorials, serving to potential prospects perceive how a product works earlier than buying.

For instance, take a look at this NutriBullet video the place the influencer makes a milkshake:

It’s brief, punchy, and grabs your consideration. You see the facility, the pace. It seems to be cool and easy. Kinda makes you wish to purchase one and mix one thing your self, proper?

And the outcomes communicate for themselves — over 80k views and fairly stable engagement:

5. Improves SERP Rankings

That further time on-site folks spend whereas watching movies sends a robust sign to serps that your content material’s value sticking round for.

I feel that’s truly fairly fascinating as a result of Google has been saying that behavioral alerts like dwell time don’t immediately increase rankings. However, SEOs and web optimization research report the alternative.

Take Backlinko’s 11.8 million Google search outcomes report. After analyzing this sheer quantity, they found that the common time on website for a Google first web page result’s 2.5 minutes. Furthermore, “rising time on website by 3 seconds correlates to rating a single place larger within the search outcomes.”

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What’s subsequent?

Learn on for detailed tutorials on the trickiest elements of ecommerce video advertising.

Amazon Video Advertising: An Overview

Amazon video advertising refers to using video content material like product demos, sponsored model movies, dwell buying streams, and influencer collaborations inside Amazon’s ecosystem.

The principle objective?

Interact buyers, showcase merchandise, and drive gross sales. This consists of video adverts positioned in search outcomes, on product element pages, inside Amazon Reside streams, and throughout Amazon’s increasing streaming platforms.

Amazon identified two important facts on this matter:

• Including movies to your listings can increase gross sales by as much as 9.7%.
• Customers who watch movies are 3.6 instances extra probably to purchase than those that don’t.

If I’m searching for a standing desk with adjustable top, I’d 100% go for one which has a video displaying how lengthy it takes to arrange and the way it truly seems to be in a room.

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Create an Amazon Video Advertising Technique

I’ve gone by way of tons of LinkedIn posts, knowledgeable guides, and video tutorials to tug out probably the most sensible, dependable suggestions on the market.

So on this information, I’ll present you the best way to construct a robust Amazon video advertising technique — step-by-step, from the bottom up.

1. Perceive your video placement choices on Amazon.

Movies can seem in a number of locations on Amazon, and every has completely different benefits. The position and sort of video you select will rely on your enterprise targets.

• Product element web page movies. These dwell within the “Associated video shorts” part. These are informational product movies that present how your product seems to be and capabilities. They’re good for folks within the consideration stage who’re on the lookout for a particular product and evaluating choices.
• Amazon storefront movies. Discovered in your model’s retailer web page, this placement is nice for top-of-funnel movies to introduce folks to merchandise you provide they won’t have been conscious of.
• Amazon Reside. Actual-time shoppable livestreams, these are perfect for demonstrating your product and for promoting to prospects prepared to purchase on the spot.
• Amazon posts with video (beta). Natural-style placements with video. Seize prospects’ consideration as soon as they’ve entered a search question.
• OTT (Over-the-top) video adverts. On Hearth TV, IMDb TV, and so forth., for bigger-budget manufacturers.
• Amazon sponsored manufacturers video adverts (SBV). These seem in search outcomes, however they’re paid adverts, not natural movies. Select this selection for further promotion.

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2. Outline your enterprise objective.

As at all times, you could resolve what you need the video to realize earlier than making it. Do you wish to:

• Drive clicks and conversions?
• Educate prospects to develop belief?
• Enhance product opinions?

The objective will information the kind and tone of your video content material, plus your placement alternative.

3. Know your viewers inside out.

Along with different viewers analysis instruments, I extremely suggest utilizing Amazon Analytics (Model Analytics, Search Time period Report, and so forth.) to grasp:

• Who your consumers are.
• What key phrases they search.
• What issues they’re making an attempt to resolve.

Then, craft movies that match their ache factors and stage within the funnel.

Professional tip: Amazon’s search term reports in bulk sheets present what buyers searched when your advert appeared, serving to you rapidly spot profitable or weak key phrases. They’re constructed into the file and make it simpler to replace concentrating on with all the important thing IDs in a single place.

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4. Align video format along with your targets.

As soon as you recognize your enterprise objective and viewers, it’s time to decide on the format. In my analysis, I discovered these are the strongest performing codecs for Amazon:

• Explainer or Demo Movies. Present how the product works.
• Comparability Movies. Present your product vs opponents.
• Testimonial Movies. Actual customers sharing outcomes.
• How-to Movies. Particularly helpful for instruments, devices, or meals.
• Fast 30-45s Adverts. Optimized for SBV (autoplay muted in search).
• Unboxing Movies. Nice for premium or advanced merchandise.

I recommend deciding on a number of codecs and experimenting to see what works finest to your product and viewers.

5. Observe Amazon’s video tips.

Amazon Video adverts allow you to run autoplay (muted) movies throughout Amazon’s websites, apps, and Hearth tablets.

Your video exhibits up in spots just like the homepage and product pages, and it begins enjoying when it’s a minimum of midway seen.

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On the subject of video adverts, there are specific rules and fundamentals it’s worthwhile to know:

• Go together with 1920×1080, underneath 500 MB, max 3 minutes (however 15 sec is good).
• No clickable buttons contained in the video — Amazon handles the CTAs.
• You’ll want a model emblem, brief headline (as much as 50 characters), and a CTA like “Store now.”
• Hearth pill adverts can have customized backgrounds and poster pictures, however they should comply with Amazon’s format guidelines.

6. Optimize movies for search and conversion.

To realize probably the most visibility, I like to recommend optimizing your movies with the next these finest practices:

• Embrace high-ranking key phrases in your video headline/title.
• Use clear CTAs like “Be taught extra,” “Purchase now,” and so forth.
• Spotlight key options and distinctive advantages within the first 5-10 seconds.
• Add textual content overlays to spice up readability since movies autoplay muted.

7. Launch and check.

Now it’s time to see how your movies carry out! I’ve discovered these checks and metrics assist optimize efficiency:

• Use A/B testing to match completely different movies (e.g., completely different eventualities or colours).
• Observe efficiency through Amazon Adverts Console: CTR, CVR, ROAS.
• Pause underperformers and double down on winners.

8. Reuse and repurpose.

Spot a profitable video that strongly delivers ROI?

Right here’s what I recommend you do subsequent to make extra out of those movies:

• Add profitable movies to product pages.
• Add them to your Amazon storefront.
• Lower shorter clips for Amazon Posts or social media.
• Use for Amazon Reside streams or influencer campaigns.

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9. Monitor and iterate.

A video technique for Amazon shouldn’t be a one-and-done factor. Maintain tabs on:

• Engagement metrics (views, watch time, clicks).
• Conversion price carry from pages with video vs with out.
• Evaluation buyer questions — flip them into new video subjects.

Then tweak and iterate your technique for future movies to maintain enhancing their efficiency and ROI.

Now, your job is to take a pen and map out your technique, adhering to those 9 steps. However one query may nonetheless linger…

make Amazon product movies that really convert?

I watched a fantastic video by Ian Smith, who breaks down the best way to create high-converting product movies to your Amazon listings. It’s full of sensible suggestions, particularly for those who’re doing it your self or on a finances.

Here’s a recap of how to replicate his strategy:

Step 1: Nail the basics — lighting, angles, and quality.

• Use the highest-resolution camera you have (newer iPhones work great).
• Bright white lighting is key — no dim, moody setups here.
• Show every angle of the product. Get in close with smooth pans (use 60-120 fps to slow it down in post and make it look pro).
• Clearly show what’s included in the box — no surprises, no returns.
• Add scale references (like a dollar bill or a person’s hand) so shoppers understand the size.

Step 2: Build trust with realistic, honest videos.

• Don’t go too polished — overly produced videos can actually make shoppers skeptical.
• Keep it real. Show the product how it actually looks when unboxed.
• Include a demo. Show how to use it, set it up, and turn it on.
• Use lifestyle shots. For example, put a kitchen product next to everyday items to help people imagine it in their space.
• Show actual dimensions and consider adding text overlays with measurements.

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Step 3: Deal with objections earlier than they occur.

• Set expectations clearly. No batteries? Say so.
• Keep away from utilizing any props in your video that aren’t included within the package deal.
• Handle widespread issues by checking your opponents’ destructive opinions and FAQs.
• Speak about how briskly outcomes come or how straightforward the setup is — reply these silent questions in your purchaser’s head.

Should you’re an Amazon vendor, this technique may also help flip informal browsers into precise prospects. It’s all about readability, belief, and making it as straightforward as doable for somebody to say “sure” to your product.

With that, let’s discover one other nice video advertising tactic for ecommerce.

Reside Stream Product Advertising: An Overview

Reside stream product advertising is a real-time video advertising technique the place manufacturers showcase their merchandise dwell. It usually occurs on Instagram, Fb, TikTok, YouTube, or Amazon Reside.

It’s a mixture of leisure and gross sales, the place hosts (influencers or model reps) have interaction viewers, present merchandise, reply questions, and provide unique offers. In the meantime, viewers watch and store immediately.

• Reside buying pulls in conversion charges between 9% and 30% — manner larger than the standard 2-3% you see on common ecommerce websites.
• The identical research reveals that 73% of buyers say they’re extra probably to purchase one thing after watching a dwell buying occasion.

Why does it work?

I discover shoppers crave actual, unfiltered content material. It builds belief, drives urgency, and encourages instantaneous purchases — particularly when there’s a countdown, restricted inventory, or particular promo code concerned. It’s additionally interactive, which retains audiences engaged longer than conventional adverts.

Create a Reside Video Advertising Technique in 5 Steps

I picked these tips directly from TikTok and turned them right into a easy information to your ecommerce dwell video advertising technique.

Observe: It doesn’t apply solely to TikTok, but in addition to Instagram, Fb, and different platforms.

Step 1: Craft your dwell script.

Have a script prepared, however be sure you don’t sound like a TV host. I like to recommend utilizing it to remain on observe in the course of the stream, however maintain it pure. Be assured and genuine.

A script is your basis.

For every product, I like to recommend you clarify:

• What drawback it solves.
• The way it works.
• Actual buyer tales or opinions.
• Social proof.
• Why they need to purchase now, not later.

Add giveaways, enjoyable prompts, or viewer targets to spice up engagement.

Step 2: Schedule your lives.

Go dwell a minimum of as soon as per week (30-60 minutes).

• As you develop, goal for 2-3 lives per week.
• Work out when your viewers is most lively on TikTok or your platform of alternative.
• Stick with a daily schedule so viewers know when to tune in.

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Step 3: Promote earlier than you go dwell.

For a dwell video to work, prospects want to indicate up. So it’s your job to inform them whenever you’ll be dwell. Begin selling 2 weeks forward, in response to TikTok’s analytics.

I recommend some artistic promotion, like:

• Tease flash gross sales, unique offers, or live-only provides.
• Put up preview movies to construct hype across the merchandise.
• Create curiosity so individuals are excited to hitch and store.

Step 4: Go together with seasonal traits.

When you can promote dwell all yr spherical, I feel aligning some dwell classes with buying occasions like Black Friday, holidays, back-to-school, and so forth., may be tremendous worthwhile. Think about:

• Creating seasonal provides and restricted reductions.
• That includes related merchandise and particular bundles.
• Going dwell throughout peak buying instances to faucet into the excitement.

Step 5: Combine your merchandise well.

I like to recommend beginning along with your best-seller (your “hero” product), then throwing in others that supply extra worth to your prospects. You’ll be able to:

• Add a low-cost, high-value merchandise to draw new prospects.
• Provide unique offers for loyal followers.
• Bundle merchandise to extend gross sales and encourage greater carts.

Need extra steerage only for Fb Reside? This comprehensive guide will assist you to succeed.

4 Suggestions for Excessive-ROI Ecommerce Movies

With content material flying all over the place, your movies want to really earn consideration. Right here’s how I’ve discovered you may make that occur.

1. Use short-form video and visible storytelling.

Nobody’s received time for long-winded content material anymore. They need one thing quick, actual, and crowd pleasing. In 2025, short-form movies and influencer partnerships are driving the biggest ROI.

For example, have a look at manufacturers like Gymshark. Their Instagram is stuffed with brief, impactful exercise clips and influencer-driven campaigns.

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We’re well past simply filming merchandise on cabinets or hangers. If you wish to seize consideration, you’ve received to:

• Present it in motion — how does it look on an actual particular person?
• Present somebody truly utilizing it — folks wish to see the expertise.
• Make it enjoyable — humor sells and retains folks hooked.

Take a look at our short-form video guide for extra suggestions.

2. Put up your content material on the proper time.

Working with so many manufacturers has taught me one factor: The timing of your posts issues as a lot as their high quality. Miss that candy spot, and it’s like your content material doesn’t even exist.

So, what’s the very best time to submit?

Based on our research, right here’s a fast information to posting frequency and timing for every platform.

• Fb: 12–3 PM, Saturday. Put up 1-3 instances a day.
• Instagram: 12–3 PM, 6–9 PM, Saturday. Put up a number of instances day by day.
• TikTok: 6–9 PM, Saturday. Put up a number of instances a day.
• Pinterest: 12–3 PM, Saturday. Put up a number of instances a day.

Professional tip: Use instruments like HubSpot Social Media Management Software to schedule your posts and guarantee your content material is printed at prime instances for the very best engagement.

With its bulk scheduling feature, you’ll be able to plan and schedule as much as 300 posts with a single add.

Watch HubSpot’s tremendous information on the best way to automate your total social media presence in simply 2 hours! From AI-powered content material creation to scheduling and customer support automation.

3. Write superior scripts.

No script, no good video. Easy as that. You’ll simply ramble, miss the purpose, and throw in a bunch of ineffective clips.

If you’d like your video to carry out effectively, do correct analysis and write the script your viewers will love.

In comparison with earlier than, it’s simpler than ever to get the right script, scenes, voiceover, and every little thing due to AI. Practically 50% of marketers agree and use it precisely for this function. One other 59% use it to auto-generate captions and transcriptions.

Professional tip: HubSpot’s AI Content Writer helps you draft video scripts, outlines, or catchy hooks in seconds with a single immediate. It’s constructed proper into the platform, so you’ll be able to create and edit scripts with out switching instruments. Excellent for saving time + beating author’s block.

However don’t rely too closely on the robots. I extremely suggest you learn it out loud to identify bizarre wording or robo-flow. You should definitely add “you” to the script.

4. Don’t make your movies and intros too lengthy.

In keeping with Wyzowl’s 2024 report, 39% of marketers discover 30-60 seconds to be the best video size, adopted by 1-2 minutes (28%).

Movies underneath 30 seconds are most well-liked by 18%, whereas solely 5% discover movies over 3 minutes efficient. ​

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Folks don’t like sluggish, boring, and lengthy intros both. In case your hook doesn’t seize consideration, it doesn’t matter how lengthy, brief, good, or dangerous the remainder of the video is — folks simply received’t watch it.

TikTok research exhibits that over 63% of top-performing movies with the very best CTR get to the primary message or product within the first 3 seconds.

This yr, ecommerce revolves round video.

As I stated from the very starting, video shouldn’t be an possibility however a necessity for ecommerce.

What’s going to work finest for your enterprise, you’ll solely know by testing and following step-by-step tutorials I created for you. Use AI instruments to streamline your efforts and save time in abundance. Construct a method for each transfer you make. Implement it. Regulate as wanted. Observe your outcomes.

And take note: Your prospects right now wish to see extra and skim much less. Give it to them, and also you’ll win.

Editor’s notice: This submit was initially printed in February 2016 and has been up to date for comprehensiveness.