Ecommerce video: 8 creative ideas to boost conversions

The ecommerce landscape doesn't stay the same for long. The trends change as quick as new dance crazes. Can be hard to keep up, right?

This article delves into why video for ecommerce matters, the roles it plays, and how you can create standout content to boost your conversion rate. Let’s explore creative ideas that help your business thrive.

Why video is crucial in eCommerce?

When it comes to a regular video, we all know by now that it's a great tool for engagement. But what about ecommerce? Why is video so important in this field?

Consumers crave engaging, digestible content that tells them exactly what they need to know—and product videos do just that. A product description can be skimmed or ignored, but a video demands attention, offering a complete sensory experience.

A strong ecommerce video accomplishes the following:

Creates an instant connection

By weaving storytelling with visual elements, you foster a connection that mere text or images cannot achieve. And customers are more likely to build loyalty with a brand if they can see and hear the product being used in real life.

Furthermore, a well-crafted video can trigger various emotions among viewers, which can ultimately influence their purchasing decision. 

Take, for example, the famous “Will It Blend?” video series by Blendtec. The absurdity and humor of blending iPhones in a blender successfully captured viewers’ attention and made them remember the brand.

Demonstrates value

Video content is the perfect medium for showing if the product is actually valuable. What does your product look like when worn? How big is it in comparison to other items? Giving customers a sense of scale and perspective helps them understand the value of what they are investing in.

And since customers can't physically touch or try on products when shopping online, video provides a tactile experience that helps bridge the gap and make the product seem more tangible.

Boosts SEO

Search engine algorithms love videos, so including them on your ecommerce website can greatly help with ranking. By optimizing video titles, descriptions, and tags with relevant keywords, you increase the chances of appearing on search results pages. 

Plus, hosting videos on platforms like YouTube or Vimeo can also drive traffic to your site through backlinks.

Increases conversion rates

Videos address questions and concerns in real-time, helping customers make confident buying decisions. The best can boost conversion rates, proving their effectiveness in closing the deal. They also reduce the likelihood of product returns, as customers already know what to expect.

8 Creative ideas for eCommerce videos

The type of product video in ecommerce you choose to create depends on various factors such as product, target audience, and brand image. Here are a few creative ideas for YouTube (or any platform like your website) to consider:

1. Product demonstrations and tutorials

Feature your product in action through a step-by-step tutorial or demonstration. As the saying goes, seeing is believing. This is not only a simple demo video, but also a chance to highlight the unique moments your product can create that others cannot.

Apple’s clean, minimalist product demos emphasize the functionality of their devices,  while still maintaining a sleek and modern aesthetic.

2. Storytelling

Use storytelling to connect with your audience emotionally. This could involve showcasing how your product has helped improve someone’s life, or sharing the journey behind creating your product. A powerful story can stick in people's minds and make them feel personally connected to your brand.

You can, for example, check out how The Honest Company uses this technique in their video ads to connect with environmentally conscious parents.

3. Customer testimonials

Social proof is a powerful factor in influencing purchase decisions. Let a happy customer talk about how your product solved a problem or improved their life. Showcase these testimonials in a video format to give them even more credibility.

4. Storytelling

Take customers on an emotional journey by telling the story behind your brand and separate products. This could be through an animated explainer video, a behind-the-scenes look at your company, or a heartwarming customer success story.

5. User-generated content

Creating everything yourself can be time-consuming and expensive. UGC, with its unboxings, tutorials, and reviews, kills two birds with one stone as it provides fresh, authentic content while promoting customer engagement. Repurpose UGC into a video compilation and share it on your website or social media channels.

6. Lifestyle videos

Show your product as part of a bigger story. Clothing brands like Patagonia create videos featuring adventurers using their gear in extreme environments, making customers imagine themselves in similar scenarios.

7. Virtual try-on

For fashion or beauty ecommerce businesses, virtual try-on videos are a game-changer. This type of video also adds an element of fun and interactivity to the shopping experience.

By showing how the product looks on a real person or using AR technology for virtual try-ons, you give customers the confidence to make informed purchases without even  leaving their home to physically test or try on the product.

8. Collaborations and partnerships

Partnering with influencers or other brands always brings attention and credibility. Create a joint video showcasing your product and theirs, or ask an influencer to review and feature your product in one of their videos (it could be just an ad strategy or as part of a vlog).

Think of a collaboration of a popular K-pop group BTS with LEGO. It includes a scene and LEGO version of group members featured in their music video 'Dynamite'.

How to create a video that boosts conversions?

Creating a video that effectively boosts conversions is a balance of art and strategy. It’s not about following a checklist—it’s about crafting a piece that resonates deeply with your audience and inspires action. Here’s how you can make it happen:

1. Lead with curiosity

Curiosity works because it plays on the human desire for answers. The key is to avoid giving everything away immediately—tease the value proposition and encourage viewers to stay until the end. Think of your intro as a movie trailer: it sets the tone, highlights the best parts, and makes the audience want more.

2. Make it visually addictive

Why TikTok is so addictive? It keeps offering short videos—that you can create with video editing software for free—and a stream of continuously fresh and fun, and visually appealing content. While viewers may scroll through tons of boring YouTube videos in search of one worth watching, they’ll eventually stop at something that catches their eye.

Rather than offering viewers a static demonstration of your product, use fast-paced sequences, slow-motion highlights, or even animated overlays that illustrate features in real-time.

3. Break the pattern

The average viewer encounters dozens of ads daily and is conditioned to tune them out. To combat this, disrupt the predictable. Add an element of surprise midway through your video—a sudden change in tone or an unexpected cameo.

Breaking the pattern doesn’t mean being random—it means introducing a twist that aligns with your message while jolting the viewer’s attention.

Where to use eCommerce videos?

Strategic placement of product videos across multiple platforms ensures maximum visibility and impact:

• Website: Use them on product pages, landing pages, and FAQs to enhance customer experience.
  
  

• YouTube: Create a branded channel with engaging content like tutorials, behind-the-scenes footage, and customer stories.
  
  

• Social media: Platforms like TikTok, Instagram, and Facebook are perfect for bite-sized, shareable clips.
  
  

• Email campaigns: Send a separate email or create a video thumbnail.
  
  

• Paid ads: Leverage platforms like Google Ads or Instagram Ads for targeted ecommerce video ads.

Unlock the potential of eCommerce video

A well-executed ecommerce video isn’t just another marketing tactic. Always think of your customers first. Address their needs, tell compelling stories, and strategically place videos on the right platforms to achieve extraordinary results. Place video content over stills in your next campaign… maybe the change might surprise you.

About the author

Victoria, a content manager at an IT company, brings a wealth of expertise in video production, video marketing, and YouTube promotion. Through her proficiency, she delivers expert content, providing valuable insights.