E-commerce Product Marketing Videos: A Rage in the Digital World

If you want the world to know about your range of products and services, associate them with your brand, and give an in-depth description of what you sell, it's time you adopt the product video marketing strategy.

E-commerce Product Marketing Videos: A Rage in the Digital World

Almost every business is into product video marketing techniques, and if your competitors are there, too, then you may be losing out on a lot. This is the perfect way to let consumers know what you sell and help them get acquainted with your range. Nothing beats video and audiences are demanding rich and engaging content that is both informative and entertaining.

Product videos are accessible, engaging, and shareable. If posted on the right platforms with engaging content, these quick and easy-to-understand product videos can improve engagement, enhance search rankings, augment conversion rates, and build trust.

  • 92% of businesses feel that product videos are a critical part of their marketing strategy, which can improve consumer understanding. 
  • 71% of consumers also prefer product videos to other forms of advertising or marketing content.
  • 87% of Gen Z prefer product videos wherein the business representatives or leaders are talking about their products.
  • 55% of consumers use video to make purchase decisions.
  • 87% of shoppers make sure that before they settle for any product, they crack the best deal.
  • 85% of surveyed consumers prefer product information and images when it comes to choosing a brand or retailer.

Why do Product Marketing Videos Matter?

One of the drawbacks of e-commerce is the inability to touch and evaluate products. However, businesses can provide reassurance and address this concern by circulating product marketing videos on multiple channels, giving consumers the right confidence in their purchases.

These videos can guide the consumers about your products, can positively impact their lives, resolve their concerns, satisfy their needs, and build direct and intimate relationships with customers. The best product videos:

  • Tell a story, as product videos are nothing without context. Products should be contextualized, so invest your time and effort in creating an instructional product that can be reused throughout your marketing.
  • They are short and end in 30 seconds, primarily for social media.
  • Relate to the customer and his needs. The purpose is to strengthen the relationship between brands and customers, which cannot be conveyed by text or images. 

How to Make Product Videos

Follow these very simple steps to undercover the important things you need to take into consideration before you start making product/service-related videos for your business:

Step 1 – Planning

When you start with the planning process, you should understand your company goals and objectives and assess the prime reasons for making these videos:

  • Do you want to educate your audience?
  • Do you want them to visit your website?
  • Do you want them to subscribe to your channels?
  • Is your approach for enhancing sales?
  • Are you introducing your leaders or your team members?

Once you finalize the agenda of the video, consider who your audience is – age, demographics, taste, and trends! You should have all details and stats in your record book before you start filing your products or services. While planning your video production, decide which aspects of your product you want to emphasize the most. This will help you decide what type of product video you're making and whether you want to go live or the entertaining way.

Step 2 - Pre-Production

Now that you have a plan in mind, you must find a reputable video production company to help make your video a success with the use of their specialist equipment. Make sure you use a high-quality camera, a tripod, a decent mic, an alluring spot location, the perfect lighting, and a professional background.

You should also have the right video-making software and a professional online video editor that will help you process your clips diligently before you start posting your videos.

Step 3 – Process of Making the Product Video 

This is a critical area, as this is where you start shooting; try capturing small clips, which can later be stitched together using a video editor. Your video-making process should include collecting actual footage, using animation, colorful graphics, and various shots and angles that will make your product alluring to your target audience.

Step 4 - Post-production

This step generally includes video editing using an authentic video editor. You need to scrutinize all the clips that you have shot, discard the ones that aren’t required, and make transformational changes. Work on color, on-screen text, font, music, visual effects, graphics, finishing touches, and stitch all parts together to ultimately create a fine product video.

Step 5 – Distribution

Now that the final product has been made, you need to post your video. Besides YouTube and social media pages, you must share your product videos via email, a website, or a combination of all of these.

Step 6 – Refinement

If you are not satisfied with the video output, you can edit it, tweak it, add or subtract changes, or completely revamp it. eCommerce product video marketing can be fun and extremely rewarding if done correctly for the business.

5 Trending eCommerce Product Marketing Videos for Your Business

Here are the top 5 product marketing video categories that you must include in your digital marketing strategy:

Product Focus Videos

Capture the strengths and weaknesses of your products in a short and powerful video, add short descriptions and static photos, and engagingly represent aspects of your product. With these videos, you can highlight the specific or targeted areas of your products that you want your consumers to understand.

Product-focused videos are mostly visual, which is a big plus in a visually centric-culture and helps provide a fresh and creative perspective on products. You can also provide a 3D view of the product and reveal what the product looks like outside the package. 

Unboxing videos

Unboxing videos are the perfect solution for new users who want to learn about the right way to unpack, open, and use your product. Here are some reasons why you should make these videos:

  • It can showcase additional products.
  • An unboxing video creates anticipation and presents different elements of your offer.
  • It's fun and very effective for social media video marketing.
  • Also, unboxing the videos excites the viewers and resolves the suspense of what’s inside.
  • It dissolves the feeling of dread of getting something different than what you signed up for online. Looking at the exact contents of the box, it feels like an offer too solid to decline.

Invest in Product Commercials

This is just like the glossy product advertisement that you have always watched on television. Product commercials with narration combine different shots to give viewers a comprehensive view of the product. These commercials showcase the product in a glossy mini-story that offers a 360-degree view which makes it attractive and innovative.

Product Explanation Videos

Product explainers are like having a live salesperson explaining why the product works. Your content should be strong and revolve around the most compelling aspects of your product.

Explain to the audience how they can use the product, why it works, how they can economically acquire them, and convey a lot of information and emotion in a short amount of time. Instructional or educational videos provide step-by-step instructions on how to use the product.

How-To Videos

These videos focus on one key aspect of the product, something that the consumers want to know, and explain the problem. These videos guide the viewers and tell them how to fix the problem. How-to videos mitigate skepticism and help consumers envision buying and using your product.

These videos reinforce the consumer's belief that the product works and further strengthen the product's value proposition. Animation and motion graphics can convey many useful facts in an easy-to-understand manner.


You don’t have to be elaborative on the budget, but you just need to be smart and use the right tools and strategies to capture the right product footage, which can be reused for various purposes – advertising, social media platform uploads, email attachments, etc. So, create gorgeous product video campaigns by maximizing your resources and creating attention-grabbing, mass-producible product and e-commerce videos.