Photos show what a product looks like. Video shows what it’s like to own it. For online stores, that difference matters, because the shopper can’t touch, try or test anything before buying. A good 20-second video can answer questions that a whole product description can’t.
The good news is that ecommerce video doesn’t need a studio. Most videos that sell today are shot on a phone. This guide covers the types of video that work, where to use them, and how to tell if they’re paying off.
Types of ecommerce video that sell
- Product demos. The product in use, solving the problem it’s built for. Keep it short and show the result early.
- Customer videos (UGC). Real buyers filming themselves using the product. These often feel more trustworthy than brand content, which makes them strong in ads.
- Unboxing. Shows packaging, quality and exactly what arrives. Useful for gifts and premium products.
- How-to and tutorials. How to use, style, assemble or care for the product. Great for reducing returns and support questions.
- Comparisons. Your product next to the cheaper alternative, or side by side across sizes and colours.
- Founder and behind-the-scenes. How products are made, sourced or packed. Builds a connection with the brand.
- Reviews and testimonials. Short clips of customers explaining why they bought and what changed. Only use real customers, with their permission.
Where to use video
On product pages
Add a short demo or customer video near the main product images. Keep it muted by default with captions, make sure it doesn’t slow the page down, and host it on a proper video platform rather than uploading huge files directly.
In social content
Instagram Reels, TikTok and YouTube Shorts all favour short vertical video in 9:16 format. Post consistently, test different hooks, and watch which videos people save and share. More on this in ecommerce and social media marketing.
In paid ads
Video ads on Facebook, Instagram, TikTok and YouTube can reach new customers at scale. Your best organic videos are often your best ads, so test them first before paying for new production.
In email
Most email clients don’t play video inline, but a thumbnail with a play button linking to the video still gets more clicks than a plain image.
How to make video that works
- Hook in the first two or three seconds. Show the result, a problem, or something surprising straight away. People scroll fast.
- Add captions. Many people watch with the sound off, especially in feeds.
- Shoot vertical for social. Fill the phone screen.
- Use natural light and a steady phone. That’s enough for most product video.
- One message per video. Don’t try to show every feature at once.
- End with a clear next step. “Tap to shop”, “Link in bio” or “Shop the set”.
Getting customer video
The easiest way to get authentic video is to ask your customers. Include a card in the parcel asking for a short clip, offer a small reward like store credit, or run a review campaign through your email flows. You can also work with small creators who make content for a fee or free product, and agree upfront that you can use their videos in ads.
Paid creator content must be disclosed. In the US, the FTC expects clear disclosure of paid endorsements, and in Canada the Competition Bureau has similar expectations.
Measuring video performance
For video ads, these numbers tell you what to fix:
- Hook rate: the share of people who watched the first few seconds. Low means the opening isn’t stopping the scroll.
- Hold rate: how many kept watching. Low means the middle loses people.
- Click-through rate: how many clicked. Low means the offer or call to action isn’t working.
- Cost per purchase and ROAS: whether the video actually makes money.
On product pages, compare conversion rate on pages with and without video, using Google Analytics.
A simple video plan for a small store
- Film one demo video for each best-selling product.
- Collect five to ten customer videos.
- Post them as Reels, TikToks and Shorts over a month.
- Turn the three best performers into ads.
- Add the strongest video to each product page.
For more campaign ideas, see our ecommerce marketing tips.
Want help running video ads?
We run Meta, Google and YouTube ad campaigns for online stores in the USA and Canada, and we judge creative on cost per purchase, not views. See our ecommerce advertising agency page or get in touch.
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