Why do entire generations of people sit home in front of TVs (and now computers) instead of hanging out at the park with friends? Why are writers, the old-fashioned ones, and newspapers about to extinct? Because moving picture is the base of our entertainment now. Movies, tv-shows, youtube clips, cartoons - no written word or human interaction can compete with them in terms of amusing us (I’m certainly lying).
Therefore, when you’re on the product page choosing between a lengthy, dry description and a short 5-minute clip that lists and demonstrates item’s features - which option you go for? I know it ain’t reading. So, as a store owner, it’s obvious you must have video clips on your website. Choosing a robust platform like Shopify or Magento can greatly enhance your ability to integrate and manage video content. To ensure your entire store is optimized for the latest trends, consider our Universal eCommerce Migration Checklist. Today we’re going to explain just how important it is to create video content for e-Commerce, and share the tips with you on how to start.
According to recent analyses, including data from platforms like Tubular Labs, a significant majority of customers report being more likely to purchase an item after watching a video that describes it.
So, here are the top 5 tips for creating a video marketing strategy for your e-Commerce store:
1. Make videos fun. People avoid reading because it’s dull, so make sure your videos aren’t. Be creative, funny, silly, interesting, a bit inappropriate or plain stupid in your clips - anything but boring. A great example of the promotional video usage is the famous Dollar Shave Club clip.
Besides being entertaining, the video makes perfect sense - why would you pay a ridiculous price for a brand’s name, if you can get quality razors for a few bucks? That message resonates with everyone who’s got a beard, so no wonder the clip got so popular.
2. Find the right place. There’s no point in putting videos where people don’t see it. So, avoid the dark corners of your website, begin with uploading promotional videos to your homepage and the most visited product pages. There is always traffic there, so you’ll be able to observe the shifts in traffic/conversion rate, and measure video’s effectiveness. The Dollar Shave Club nailed the placement as well, their viral clip is in your face, right as you show up to the website.
3. Research and copy. Easiest strategy for creating something good is stealing it. We’re not endorsing complete plagiarism of the content, but imitating something successful is the first step to creating great stuff of your own. So, find a few videos you like and examine them thoroughly - their structure, length, overall style, subtle or obvious CTAs etc. Then, when you figured out what’s so catchy about them - emulate those qualities. Remember that a successful pre-migration strategy can help set the stage for such content integration.
4. Social Proof. No matter how sincere your videos seem, you’re still a merchant to your customers - a prick who’s after their money. People don’t trust sellers, that’s a given, but they do listen to fellow shoppers. So, reach out to the happy customers of yours, ask them to record positive video reviews and post them on your webpages. When you’ve gathered a bunch of such clips - compile them into one video, to show just how popular and useful your brand is. This builds trust, much like how creating customer groups can enhance engagement.
5. SEO. Finally, videos might help your SEO if you add description and tags to each of them. For more on optimizing your online presence, learning how to migrate SEO URLs effectively is essential. Should you require custom solutions, our migration customization service is available. It also helps if there’s a lively discussion below a clip - the more crowded the comments box is, the more appealing your video is to Google.
Among other factors that make a clip popular we can list the following:
- Lots of backlinks to them, from other websites
- High rating
- Big number of views.
There no way really to influence these things except creating videos that are really cool. So, try your best!
Videos in your online store, if shot correctly, increase conversion and the overall exposure of your website - that’s established by numerous studies and shop owners experience. The five tips above will help you create a successful video marketing strategy for e-Commerce, if you’re not using clips yet, and enhance your existing videos if they’re not very effective. Good luck!
Monthly Update – September 2025
September 2025 highlights the undeniable impact of short-form, shoppable video content on e-commerce. Platforms like TikTok, Instagram Reels, and YouTube Shorts are no longer just for entertainment; they are powerful sales channels driving impulsive purchases and brand discovery. Retailers are increasingly integrating live shopping events and direct product links within these bite-sized videos, transforming passive viewing into active purchasing opportunities. The key is authenticity and rapid engagement, with brands utilizing user-generated content and influencer collaborations to connect with audiences. Focus on creating concise, visually appealing videos that demonstrate product utility or lifestyle, and ensure seamless checkout processes directly from the video. This trend emphasizes mobile-first strategies and direct-to-consumer communication, making it critical for businesses to adapt their content strategies to capitalize on this dynamic shift. Embrace the power of quick, engaging visual narratives to capture consumer attention and significantly boost your conversion rates.
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