E-commerce Video Marketing 101: A Complete Guide For Brands

Ecommerce video marketing guide

Everyone in the E-commerce industry is talking about Video Marketing these days. Why? Because consumers love watching videos before making purchase decisions. In fact, studies say 96% of people watch videos to learn more about products. They watch product videos on YouTube, social media, product pages, and other sources. Unsurprisingly, E-commerce marketers are tapping into this trend and creating video content rampantly to attract potential customers to their websites. 

Now, while oversaturation could be an obvious challenge, it isn’t unsolvable. All you need to do is raise the bar of your content quality and adopt effective strategies to make it successful. To help you succeed in this endeavor, we will share insightful tips and tactics you can use to nail your E-commerce video marketing in this blog. 

Why Is Video Marketing Needed For E-commerce Brands?

Here are some key benefits of adopting Video Marketing in your E-commerce business- 

Video Marketing Increases Social Shares 

Videos are visually more engaging than text or static images. They can also evoke emotions more effectively than other content types. Whether it’s humor, informational, or inspirational, emotions are powerful drivers of social sharing. This means whenever people come across impactful videos, they are more likely to share them with their friends and families on social media platforms like Facebook and Instagram. 

“It was found that videos generate 12 times more shares than text and images combined.  Each social share of a video extends your store’s reach to a new network of potential customers.” 

Entices customers To Make The Purchase

Having a video on your landing page can increase your conversion rate by at least 80%. An immersive and well-made video can create a strong desire and interest in your products. It could be a video of a gadget being used or a sofa being assembled. Such videos provide a tangible view of your products as people can now visualize their use, functionality, and benefits. This makes customers more confident in their purchase decisions. Including video testimonials is another great way to create a positive impact on potential buyers. Hearing and seeing real people share their positive experiences can entice anyone to make the purchase. 

Must Read: How To Create Urgency In Sales

Improves SEO And Website Traffic

Besides being highly engaging, video content can lower bounce rates. Videos capture users’ attention and encourage them to explore more. A well-placed and interesting video can improve dwell time (the amount of time visitors spend on your website). These metrics send positive signals to search engines like Google which in turn lead to improved search rankings. 

“In a survey, 86% of marketers agreed that videos improved traffic to their website.” 

Must Read: E-commerce SEO: How To Drive Organic Traffic To Your Online Store?

Video Marketing Build Trust & “Brand”

Video content allows you to put a human face on your products and operations. When customers see real people behind a brand, it fosters a sense of connection and trust. For example, when you include a behind-the-scenes look at your warehousing operations or candid interviews with employees, you are automatically communicating sincerity and credibility. 

Brand video by Flipkart on Big Billion Day sales

Source: Flipkart 

A few other video content that you can include to build trust and “brand” include video testimonials from customers, explainer videos, and brand stories conveying your store’s journey, values, mission, etc. 

“In a survey, around 84% of consumers claimed they decided to buy a product after watching a brand‘s video.”

Appeals To Mobile Users

Mobile users often consume content on the go or during short breaks. Videos are an excellent choice for this, as they are easy to consume, particularly in small, manageable bites. This also makes them a convenient choice for users with limited time, as people can quickly absorb information without the need for extended reading. 

“More than 75% of global videos are consumed via mobile devices.”

Mobile users are also highly active on social media platforms, and since videos are easily shareable content, it makes them ideal for mobile users who like sharing interesting content with their networks.

Types of E-commerce Videos Brands Need (+Examples)

Video Testimonials 

Best-suited for: Building trust and credibility

Video testimonials typically feature satisfied customers sharing their positive experiences with your products or brand. These videos help customers in decision-making, especially when they are seeking social proof. Testimonial videos convey authenticity and can address common objections, making them highly persuasive. Wakefit, the popular mattress brand, has incorporated video testimonials right at their homepage to build instant trust among audiences. 

Use video testimonials to build credibility

Source: Wakefit

Product Close Up 

Best-suited for: Highlighting details or specific features of your products

These videos showcase your products in a close-up view. They are particularly useful when your customers want to thoroughly examine the product before making a purchase. Close-ups leave no room for doubt, providing a comprehensive view that instills confidence in your products. Apple has smartly showcased several features of their latest iPhone 15 with the help of short close-up videos. 

Types of ecommerce videos product closeup 

Source: Apple

Product Overview

Best-suited for: Introducing Products

As the name suggests, a product overview video offers a comprehensive view of your products. It could explain its key features or benefits or how it addresses consumers’ pain points. These videos are extensively used to capture the attention of potential customers and pique their interest. Boat, the wearables brand, uses videos to give an overview of all their products. This way, it ensures that customers do not have to go through long blocks of text to understand the product better. 


Product overview videos for e-commerce 

Source: Boat 

Product Tutorial & explainers

Best-suited for: Create awareness and educate customers 

These videos guide consumers on how to use your products effectively. They are valuable in the post-purchase stage when customers are looking for assistance and want to maximize the value of their purchase. These videos usually provide step-by-step instructions and tips, enhancing the overall customer experience and reducing support inquiries. Lenovo, the laptop retailer, has included several tutorial videos on their website to help customers with many of their post-purchase requirements and queries. 

product tutorial video example

Source: Lenovo 

Brand Videos 

Best-suited for: Storytelling

Brand videos provide an opportunity for you to convey your brand’s values, mission, and personality. These videos can be used in various stages of the customer journey, from creating awareness to strengthening customer loyalty. Brand videos aim to establish an emotional connection with your audience, making your brand more relatable and memorable. Ugaoo, the online nursery brand, has featured a brand-specific video on their homepage that talks about their vision and mission and how they are going about achieving them. 

Brand video a type of video marketing for e-commerce

Source: Ugaoo

Garmin, the sports watch brand, is another excellent example. In most of their videos, they have successfully showcased how their brand and products are making a change in the lives of different sportsmen and sportswomen. 

Ecommerce video marketing by Garmin 

Source: Garmin 

How To Include Videos In Your Marketing Strategy For Maximum Benefit? 

Here are some ways to include videos in your E-commerce Marketing Strategy for maximum effectiveness: 

Include Videos On Your Website

The simplest way to use videos in your E-commerce marketing strategy is by embedding them in relevant sections of your website. For example, you could include product-related videos on the product pages. You can also create different campaign landing pages and make them video-centric, where you succinctly give an overview of the promotion or offer with the help of videos. 

Post Created Videos On Social Media Channels

Besides uploading the videos on your website, you can post them on different social media channels like Facebook and Instagram. By posting brand-specific videos on these platforms, you essentially maximize your reach and engagement. So, it is very important to create videos that are not only appealing but also shareable. Content that evokes emotions, educates, entertains, or solves problems tends to perform exceptionally well on social media. 

Use Videos In Lead Generation And Retargeting Ads

You can also use videos strategically in your ads. This can help in driving more qualified leads and boost conversions. Include high-quality thumbnails in your ads, as it can significantly increase click-through rates. Also, make sure to include a clear and compelling call-to-action (CTA) along with the video. This will encourage viewers to take desired actions. 

Utilize Videos Throughout The E-commerce Funnel

You can serve different kinds of videos at various stages of the E-commerce funnel to build stronger relationships and drive higher conversions. For instance, 

  • At the awareness stage, you can capture the attention of potential customers with engaging videos that introduce your brand or products. 
  • At the Interest stage, you can use entertaining or educational content to pique their interest and make them aware of your offerings. 
  • At the desire stage, you can provide detailed product information through video demonstrations, comparisons, and customer testimonials. This is a great way to address common objections and concerns to help prospects make informed decisions. 
  • At the decision stage, you can use videos to instill confidence in your brand by showcasing customer success stories, case studies, and product reviews. 
  • At the re-engagement stage, you can create videos that act as user guides and tips on how to get the most out of their purchase.


As you have seen in this post, E-commerce video marketing offers an array of benefits for your online store. From building trust to improving your SERP rankings, video content has the potential to revolutionize your online presence. By keeping the comprehensive guide handy, you’ll be well-equipped to harness the full potential of video marketing in the coming days. But you need not be alone in this journey. ANS Commerce, India’s leading E-commerce service provider, can help in creating and executing the perfect video marketing strategy for your business. To know more, contact us now