Ever tried shopping for a specific item online just to end up confused about whether the product has certain features you want? A majority of online stores only use product images to show shoppers what the product looks like.
But, are images enough for shoppers to get a comprehensive understanding of your product?
Video has proven to make a positive impact on every stage of the customer journey. Search engines have now evolved to include even video results from Youtube. By adding eCommerce product videos, you can help your brand rank better on Google.
A website is 53 times more likely to reach the front page of Google if it includes video. Having rich media like video on product pages as well as on distribution platforms, you can easily acquire new audiences already looking for your products.
Your eCommerce product videos will also help you attract and nurture your interested shoppers better. Internet users prefer visual content to text because of how easy it is to digest.
Unlike text descriptions, a video on product pages would relay the message to the shopper better, using multiple senses to deliver a satisfying experience. And this works— 81% of people have been convinced to buy a product or service by watching a brand’s video.
By adding videos on product pages, you can rank higher on search engines, engage your shoppers better and give them a nudge to buy your product, increasing Shopify sales.
Let’s dive into what kinds of eCommerce product videos you can create, best practices, and how you can maximize this visual content piece.
As the store owner, you would surely have your own notions about what the product represents and how you want to portray it to your viewers.
Your eCommerce product videos would reflect this idea. If you prefer to be straightforward and quick, you would opt for a product-in-use video. If your product is complex to set up, an installation video would make it simpler for viewers. If your product is complex to use, a how-to video will clarify all doubts.
Simply put, there’s no one-size-fits-all approach to product videos. What might work for one store, may not be for you. So feel free to test different formats, types and storylines!
But to give you a headstart, we curated a list of 6 different eCommerce product videos, along with examples. Get inspired and take your pick!
Every product has a use and this simple video type can help you show what that is.
Fjällräven is a popular lifestyle brand. Their product videos show the different features of the product and how they see their shoppers using it. In the video below, they show their special edition bag, showing the compartments, the special additions, and what they are carrying within the bag.
Why it’s for you: You want to show how the product functions. This video type is suitable for every kind of product.
If your product needs to be explained, a how-to video can allow you to show your viewers how to use the product to achieve their goal. Brands that usually create this type of video have a slightly complex product.
Unlike seeing the product in use, how-to videos show viewers the product in action. You’ll see that in the video below, the product is being used to accomplish a task— brewing coffee. While showing viewers how to brew the coffee, the brand uses its own product to prove how easy it is to use.
But, your product doesn’t have to be complex for you to create a how-to video. See how Levis creates how-to videos about their products to show shoppers how they can mix and match their style with one pair of Levis jeans. In this case, the how-to video is more fun, giving shoppers options on how to use the product in different ways.
Why it’s for you: Your product is not easy to use or a how-to guide can enhance the way your shoppers would use it.
If your product has multiple features or detailed work, you should create close-up videos of your products. With a detailed video, you can show your viewers why your product is special.
Peak Design shows the different compartments in their backpack with close-up shots, along with how users can customize the product and how the backpack can be expanded. The brand chose to use close-up shots to highlight the features of their product.
On the other hand, a close-up video will be great even if your product has very few features but is extensively detailed. Apple’s ads use close-up shots to show the sleek design and quality built of the iPhone, iPad, and even their Airpods.
Why it’s for you: Your product has multiple features or has specific details that make it special.
If you sell products like furniture, an installation video can help your shoppers understand how the product arrives for them and how it looks once it’s built. Ikea’s installation video on how to put together their speakers is especially helpful to shoppers to get visual instructions and also learn how the product looks and works.
Why it’s for you: Your product has a few installation parts or is not easy to set up.
If you want to give your product a little personality, story videos are your answer! Show how a typical customer would use the product and how it fits into their daily life. Away adds character to its collection of luggage. In their ad for the Weekender bag, they build a narrative about their duffel bag in their customer’s life and how the bag travels with them during their short weekend getaways.
Besides building a narrative about the product within the shopper’s lifestyle, story videos can also focus on the history of the product.
Clothing and accessories eCommerce businesses can easily create such how-to style guides Levis is a genius with eCommerce video marketing. Their story video of one of their classic pairs of jeans, in particular, talks about the history of the jeans and what makes it a part of popular culture.
Why it’s for you: You want to tell a story about your product and how it caters to a lifestyle. Or, your product has a rich history.
Show what makes the product so special by giving your shoppers a peek into what goes into making the product. Behind-the-scenes videos show how the product comes to life and while it may not seem like a traditional product video, such videos are a great option if you think that your product doesn’t have enough features to boast about.
Chanel proves why their clothes are so expensive by going into the making of their collection, showing their tailors stitching the pieces together and emphasizing the effort it takes to make their collection look the best.
Why it’s for you: Your product has a unique story about how it’s made.
Once you’ve figured out the kind of eCommerce product video you want to create, it’s time to get started on video creation! Most merchants have little to no expertise in shooting and editing videos. But, with Typito, even non-videographers can create a well-edited video!
We’re simplifying video creation with our drag-and-drop video editing tool. Here are 3 easy steps for you to create your videos for product pages:
Your storyboard is a graphical representation of how your video will look, shot by shot. Set up your storyboard by defining your video with 3 sections— text, visuals, and intent.
You are now ready to shoot the visuals defined within your storyboard! Source a space to shoot the video, pick up requirements for your videos and most importantly, keep your product ready. Since you have the list of visuals (footage) you need, shooting it would be quick.
If you have a DSLR in hand and know how to use it, go ahead and get hi-res visuals. However, DSLRs are not a mandatory requirement. You can instead use a smartphone to capture your visuals and still be able to put together a high-quality video.
Use Typito to edit the video, putting the visuals together and adding text and audio to finally end up with an engaging eCommerce product video. On Typito, you can drag and place the visuals in a sequence, crop them based on your preference, add text with motion animation, and insert audio. Here’s how your project file would look on the video editor:
When editing your video, ensure your design is aligned to your own branding. Keep these elements in mind when putting your product video together:
Your video is ready to go live!
Creating a product video is as easy as 3 steps but creating a product video that converts may be a little more time-consuming. Since these videos will be used to attract more shoppers, it’s important that you put more thought into the video, its goal and the elements that make it worth a watch. Here are 6 tips to help you create eCommerce product videos that convert:
Before you create the product video or even start working on a structure for the video, you need to first know what it would solve for your shoppers. What questions do your shoppers ask about your product that the video would be able to clear? Understand how the video will help shoppers by conducting a survey,
You can talk to your existing customers and ask them what they would have liked to know about the product before they bought it. Conducting this survey will help you create product videos that will surely convert. Moreover, you can visit forums to understand problems that shoppers who buy products like yours have. Dig into what your competitors are doing to learn what works well for them.
If you aren’t sure how to create eCommerce product videos, one way to give yourself inspiration is to ask yourself two questions:
The answers to these questions can help you figure out how to shoot the product and the kind of shots you need to create an enticing eCommerce product video. You may find that people like certain features about the product or there are USPs about your product that your competitors don’t have. Leverage these highlights within the video to create eCommerce product videos that convert the shopper easily.
People barely watch 5-minute videos online these days. Your product videos should take very little time to watch and comprehend. The ideal length of product videos would be 1 to 2 minutes long. You want to pack as much information into the video within those few minutes.
Video content seems like a time-consuming and expensive project. As a business owner, you may find it to be too much of a hassle to create eCommerce project videos. Instead, here’s how you can simplify how you create these videos— show the product in action.
It doesn’t have to be a highly choreographed video of your product in use either. Your product video just needs to show what the shopper can do with it— it’s special features and why people love the product. Here’s how simple it can be:
You can use text to highlight the different features as the product user in the video is using the feature. You can even add some creativity to your video by making one of your own customers model the product’s use. For instance, if you sell durable travel bags, you can show the product in different environments to prove its versatility.
The text you add to your product video serves to create more context as the viewer watches the video. For instance, a video about travel pants can use text to show what each pocket is designed for.
By adding copy at relevant parts of the video, you can convey your message to your viewers— whether you want to let them know about the multiple features it has, its USP, or its benefits. Ensure your copy is easy to read, using fonts and colors that your brand commonly uses, and in either white or black.
Some people prefer to create landscape videos to make it compatible with video players. In the age of Instagram, more people are opting for vertical videos because of the clarity it provides and because of how well vertical videos fit the phone screen. How you want to size your product videos is up to your preference and how you’ll be using it.
Ensure that all your eCommerce product videos are sized the same way, maintaining consistency.
Videos are a versatile format for eCommerce stores, especially new businesses who are juggling Shopify store optimization with marketing and growth. The eCommerce product video that you create can be used in multiple places to help you reach new audiences.
Here are 5 different types of platforms where you can distribute your eCommerce product videos:
Adding a video on product pages is a priority! With video, shoppers can get more context to the product they are interested in, learn about its features and engage with your brand for longer. Product pages are your make-or-break point to turn your qualifying leads into customers. You can follow the steps of popular fashion stores and add videos within your image gallery.
Ensure that your video on product pages are optimized for mobile. The video player must not wrap over the text on mobile nor extend outside the screen. Here’s how Myntra, a top Indian fashion app frames videos on their product pages on mobile.
Contrary to popular belief, Youtube is more than just for entertainment. People use Youtube as a search engine, finding answers, instructions, and even new products to buy. 90 per cent of people say they discover new brands or products on YouTube. By listing your eCommerce product videos on Youtube, you can broaden your reach, targeting people who are looking for products that you sell.
Having a brand presence on Youtube can also help you garner an audience which will prove to be useful if you create other kinds of videos for your brand marketing.
One eCommerce brand that successfully promotes itself on YouTube is Everlane. With 2.9K subscribers and fun videos about how to style their products, they consistently engage their shoppers and show their product in use. However, when the brand first started on YouTube, they were only posting product videos.
Most social media platforms are more friendly to video than text content. Facebook videos receive about 135% more organic traffic and engagement than images. Since Facebook auto-plays videos, users are compelled to stop and watch the video.
Even on Instagram, video posts receive 38% more engagement than image posts. This is because Instagram’s Discover page shows videos related to the user’s interest and continues to play video after video.
If you aren’t sharing your product videos on social media, you’re missing out on an easy opportunity to get more engagement and new audiences. Share snippets of your product video or even turn parts of your video into a gif to make your brand page more interactive.
Let’s face it— newsletters are seeing lower clickthrough rates these days. The common strategy of using conversational text within newsletters with a bunch of aesthetic images just isn’t cutting it. If you’re facing this issue, you may want to transform your newsletter to just be visuals. Adding video to your emails can increase click rates by 300%.
Make the most of the eCommerce product video that you created by using it within the newsletter to highlight your product. You can even go back to your video editor and collate different videos together to create a collection for your newsletter.
Video ads are dominating the paid advertising market. Youtube, especially, has users viewing video ads for longer than 30 seconds. You can increase your reach by setting up advertising efforts on Youtube. Use your eCommerce product videos as assets. Youtube will show your advertisements to users who have previously shown interest in products like yours.
However, if you are hesitant to set up ads on Youtube, social media is the perfect way to start. Facebook and Instagram have never seen higher engagement rates. 64% of consumers have purchased a product after seeing a Facebook video ad.
Leverage user attention by running advertisements with your product videos. This way, you can nudge audiences to follow your brand’s social profiles or even visit your store.
Videos are a powerful medium of communication and it is proven that a well-created video on a landing page can increase conversions by more than 80%. But, creating a video doesn’t have to be tough. Once you have your footage in place, you can simplify your editing process by using Typito.
With this smart video drag-and-drop tool, you can add text, music, and effects to your footage and edit your video without the hassle of a complicated video editing tool. Add videos to your product page on Shopify and grab shopper attention easily!