Video is vital to ecommerce marketing — here’s what marketers need to know
Video in ecommerce isn’t optional anymore — it’s the bare minimum. I don’t want to read novel-length product descriptions. I want to see it, feel it, trust it. And your customers want the same.
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Video in ecommerce isn’t optional anymore — it’s the bare minimum. I don’t want to read novel-length product descriptions. I want to see it, feel it, trust it. And your customers want the same. A good video does what ten blocks of text can’t. It shows off your product and convinces people to buy fast. How can you make it work to your advantage? I’ll take you through everything you need to know about why video is important in ecommerce marketing and how you can start implementing it today. Table of Contents Ecommerce video marketing is the use of videos to promote products, boost online sales, and engage customers on ecommerce platforms and social media. I think videos for ecommerce are super important because consumers can’t touch, see, or experience the products online like they can in physical stores. Videos help products come alive so consumers have a better idea of what to expect before buying. For example, Thrive Causemetics is a beauty brand with high-quality, cruelty-free makeup that uses ecommerce video marketing to share tutorials and behind-the-scenes clips of their products in action on Instagram, building a more personal connection with their community. Some common types of ecommerce videos include: The following numbers are staggering. According to HubSpot’s State of Consumer Trends, 33% of respondents have discovered products on social media in the past three months. Moreover, 1 in 4 of them prefer finding products through social platforms. Meaning, video marketing for ecommerce drives 25% of leads. So, what type of content is working best on social media right now? Short-form videos. In 2025, this is the content driving the highest ROI, according to our 2025 State of Marketing Report. And live-streamed videos take third place. TikTok and Instagram have evolved from platforms for dancing and sharing stylish photos to transforming the way people shop. In 2024, TikTok Shop hit $9 billion in sales, showing the power of video content for ecommerce. Over 58% of GMV came directly from videos. This year, the trend has the potential to grow. Meanwhile, Meta’s also betting big on social commerce with Facebook and Instagram, expecting to pull in around $94 million in combined revenue. These highlights just urge you to take action and start filming, but let’s look at more business-oriented benefits. I’ll walk you through real-world examples of ecommerce video marketing in different niches so you know what benefits you can expect. Ecommerce sites using video increase conversions by 34%. Product demo and unboxing videos, in particular, give consumers greater confidence and intent to buy. Take NovaNude, a bold women’s swimwear brand that leaned into influencer and UGC content by adding shoppable videos to their homepage. The real-life product clips help shoppers connect with the brand, and they reported a bump in conversion rates. Pro tip: If you’re just getting started with video marketing, download the Ultimate Video Marketing Guide. Videos make it easier for customers to see how products work together, encouraging them to buy more, which boosts the average order value. For instance, BarkBox, a popular U.S. pet subscription service, used video ads to highlight its best-selling dog beds on Amazon and saw a massive 595% jump in sales and a 400% return on ad spend. Ultimately, their products ranked higher in Amazon’s search results, drove more customers, and increased their average order value. Our research proves that every generation from Gen Z to X likes and trusts video more than anything else on social media. Does that mean that every video delivers results? Of course not. It comes down to the message and the quality. Low resolution, glitches on the screen, or bad visibility are huge turn-offs. Actually, 87% of consumers say video quality impacts their trust in a brand, showing that well-produced videos significantly enhance brand credibility and customer confidence. Videos generate 1,200% more shares than text and images, resulting in better engagement and reach. Moreover, half the time people spend on Instagram goes to watching Reels, says Zuckerberg. It shows just how much attention videos get compared to photos. On average, how-to videos under one minute get an 82% watch rate. Even videos that last between 1 and 30 minutes still hold over 50% of viewers’ attention. This makes them a great way to boost engagement with product tutorials, helping potential customers understand how a product works before purchasing. For example, check out this NutriBullet video where the influencer makes a milkshake: It’s short, punchy, and grabs your attention. You see the power, the speed. It looks cool and effortless. Kinda makes you want to buy one and blend something yourself, right? And the results speak for themselves — over 80k views and pretty solid engagement: That extra time on-site people spend while watching videos sends a strong signal to search engines that your content’s worth sticking around for. I think that’s actually quite fascinating because Google has been saying that behavioral signals like dwell time don’t directly boost rankings. On the other hand, SEOs and SEO studies report the opposite. Take Backlinko’s 11.8 million Google search results report. After analyzing this sheer number, they discovered that the average time on site for a Google first page result is 2.5 minutes. Moreover, “increasing time on site by 3 seconds correlates to ranking a single position higher in the search results.” What’s next? Read on for detailed tutorials on the trickiest parts of ecommerce video marketing. Amazon video marketing refers to the use of video content like product demos, sponsored brand videos, live shopping streams, and influencer collaborations within Amazon’s ecosystem. The main goal? Engage shoppers, showcase products, and drive sales. This includes video ads placed in search results, on product detail pages, within Amazon Live streams, and across Amazon’s expanding streaming platforms. Amazon pointed out two important facts on this matter: If I’m shopping for a standing desk with adjustable height, I’d 100% go for one that has a video showing how long it takes to set up and how it actually looks in a room. I’ve gone through tons of LinkedIn posts, expert guides, and video tutorials to pull out the most practical, reliable tips out there. So in this guide, I’ll show you how to build a strong Amazon video marketing strategy — step by step, from the ground up. Videos can appear in multiple places on Amazon, and each has different advantages. The placement and type of video you choose will depend on your business goals. As always, you must decide what you want the video to achieve before making it. Do you want to: The goal will guide the type and tone of your video content, plus your placement choice. In addition to other audience research tools, I highly recommend using Amazon Analytics (Brand Analytics, Search Term Report, etc.) to understand: Then, craft videos that match their pain points and stage in the funnel. Pro tip: Amazon’s search term reports in bulk sheets show what shoppers searched when your ad appeared, helping you quickly spot winning or weak keywords. They’re built into the file and make it easier to update targeting with all the key IDs in one place. Once you know your business goal and audience, it’s time to choose the format. In my research, I found these are the strongest performing formats for Amazon: I suggest selecting multiple formats and experimenting to see what works best for your product and audience. Amazon Video ads let you run autoplay (muted) videos across Amazon’s sites, apps, and Fire tablets. Your video shows up in spots like the homepage and product pages, and it starts playing when it’s at least halfway visible. When it comes to video ads, there are specific rules and basics you need to know: To gain the most visibility, I recommend optimizing your videos with the following these best practices: Now it’s time to see how your videos perform! I’ve found these tests and metrics help optimize performance: Spot a winning video that strongly delivers ROI? Here’s what I suggest you do next to make more out of these videos: A video strategy for Amazon is not a one-and-done thing. Keep tabs on: Then tweak and iterate your strategy for future videos to keep improving their performance and ROI. Now, your task is to take a pen and map out your strategy, adhering to these nine steps. But one question might still linger… I watched a great video by Ian Smith, who breaks down how to create high-converting product videos for your Amazon listings. It’s packed with smart tips, especially if you’re doing it yourself or on a budget. Here’s a recap of how to replicate his strategy: If you’re an Amazon seller, this strategy can help turn casual browsers into actual customers. It’s all about clarity, trust, and making it as easy as possible for someone to say “yes” to your product. With that, let’s explore another great video marketing tactic for ecommerce. Live stream product marketing is a real-time video marketing strategy where brands showcase their products live. It often happens on Instagram, Facebook, TikTok, YouTube, or Amazon Live. It’s a mix of entertainment and sales, where hosts (influencers or brand reps) engage viewers, show products, answer questions, and offer exclusive deals. Meanwhile, viewers watch and shop instantly. Why does it work? I find consumers crave real, unfiltered content. It builds trust, drives urgency, and encourages instant purchases — especially when there’s a countdown, limited stock, or special promo code involved. It’s also interactive, which keeps audiences engaged longer than traditional ads. I picked these tips directly from TikTok and turned them into a simple guide for your ecommerce live video marketing strategy. Note: It doesn’t apply only to TikTok, but also to Instagram, Facebook, and other platforms. Have a script ready, but make sure you don’t sound like a TV host. I recommend using it to stay on track during the stream, but keep it natural. Be confident and authentic. A script is your foundation. For each product, I recommend you explain: Add giveaways, fun prompts, or viewer goals to boost engagement. Go live at least once a week (30-60 minutes). For a live video to work, customers need to show up. So it’s your job to tell them when you’ll be live. Start promoting 2 weeks ahead, according to TikTok’s analytics. I suggest some creative promotion, like: While you can sell live all year round, I think aligning some live sessions with shopping events like Black Friday, holidays, back-to-school, etc., can be super profitable. Consider: I recommend starting with your best-seller (your “hero” product), then throwing in others that offer additional value to your customers. You can: Want more guidance just for Facebook Live? This comprehensive guide will help you succeed. With content flying everywhere, your videos need to actually earn attention. Here’s how I’ve found you can make that happen. No one’s got time for long-winded content anymore. They want something fast, real, and eye-catching. In 2025, short-form videos and influencer partnerships are driving the biggest ROI. For instance, look at brands like Gymshark. Their Instagram is full of short, impactful workout clips and influencer-driven campaigns. We’re way past just filming products on shelves or hangers. If you want to grab attention, you’ve got to: Check out our short-form video guide for more tips. Working with so many brands has taught me one thing: The timing of your posts matters as much as their quality. Miss that sweet spot, and it’s like your content doesn’t even exist. So, what’s the best time to post? Based on our research, here’s a quick guide to posting frequency and timing for each platform. Pro tip: Use tools like HubSpot Social Media Management Software to schedule your posts and ensure your content is published at prime times for the best possible engagement. With its bulk scheduling feature, you can plan and schedule up to 300 posts with a single upload. Watch HubSpot’s super guide on how to automate your entire social media presence in just 2 hours! From AI-powered content creation to scheduling and customer service automation. No script, no good video. Simple as that. You’ll just ramble, miss the point, and throw in a bunch of useless clips. If you want your video to perform well, do proper research and write the script your audience will love. Compared to before, it’s easier than ever to get the perfect script, scenes, voiceover, and everything thanks to AI. Nearly 50% of marketers agree and use it exactly for this purpose. Another 59% use it to auto-generate captions and transcriptions. Pro tip: HubSpot’s AI Content Writer helps you draft video scripts, outlines, or catchy hooks in seconds with a single prompt. It’s built right into the platform, so you can create and edit scripts without switching tools. Perfect for saving time + beating writer’s block. But don’t rely too heavily on the robots. I highly recommend you read it out loud to spot weird wording or robo-flow. Be sure to add “you” to the script. According to Wyzowl’s 2024 report, 39% of marketers find 30-60 seconds to be the most effective video length, followed by 1-2 minutes (28%). Videos under 30 seconds are preferred by 18%, while only 5% find videos over 3 minutes effective. People don’t like slow, boring, and long intros either. If your hook doesn’t grab attention, it doesn’t matter how long, short, good, or bad the rest of the video is — people just won’t watch it. TikTok research shows that over 63% of top-performing videos with the highest CTR get to the main message or product in the first 3 seconds. As I said from the very beginning, video is not an option but a necessity for ecommerce. What will work best for your business, you’ll only know by testing and following step-by-step tutorials I created for you. Use AI tools to streamline your efforts and save time in abundance. Build a strategy for every move you make. Implement it. Adjust as needed. Track your results. And keep in mind: Your customers today want to see more and read less. Give it to them, and you’ll win. Editor's note: This post was originally published in February 2016 and has been updated for comprehensiveness.
What is ecommerce video marketing?
Video Marketing in Social Commerce
5 Benefits of Ecommerce Video Marketing
1. Boosts Conversion Rates
2. Increases Average Order Value
3. Enhances Customer Trust
4. Higher Engagement Rates
5. Improves SERP Rankings
Amazon Video Marketing: An Overview
How to Create an Amazon Video Marketing Strategy
1. Understand your video placement options on Amazon.
2. Define your business goal.
3. Know your audience inside out.
4. Align video format with your goals.
5. Follow Amazon’s video guidelines.
6. Optimize videos for search and conversion.
7. Launch and test.
8. Reuse and repurpose.
9. Monitor and iterate.
How to make Amazon product videos that actually convert?
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.
Step 3: Handle objections before they happen.
Set expectations clearly. No batteries? Say so.
Avoid using any props in your video that aren’t included in the package.
Address common concerns by checking your competitors’ negative reviews and FAQs.
Talk about how fast results come or how easy the setup is — answer those silent questions in your buyer’s head.
Live Stream Product Marketing: An Overview
How to Create a Live Video Marketing Strategy in 5 Steps
Step 1: Craft your live script.
Step 2: Schedule your lives.
Step 3: Promote before you go live.
Step 4: Go with seasonal trends.
Step 5: Mix your products smartly.
4 Tips for High-ROI Ecommerce Videos
1. Use short-form video and visual storytelling.
2. Post your content at the right time.
3. Write awesome scripts.
4. Don’t make your videos and intros too long.
This year, ecommerce revolves around video.
