11 of the Best eCommerce Product Videos We’ve Seen (copy these tactics)
eCommerce product videos are powerful.
Seriously, video has the power to help your customers understand your products and persuade them to hit that ‘add to cart’ button at a higher rate than plain old images.
For example, according to a report by Wyzowl, a whopping 84% of consumers say they’ve been convinced to buy a product or service after watching a video.
What’s more, the same report also found that 89% of marketers say video gives them a positive return on investment. (that’s 9 out of 10 respondents!)
But the problem is this: making effective eCommerce product videos isn’t always easy. There’s so much to consider and it’s easy to keep putting the task off.
So, today we’re going to fix that.
We’ll cover the best eCommerce product videos we’ve seen. We’ll break down the tactics behind them and give you everything you need to know to create your first product video.
If that sounds good, let’s jump in!
Why You Should Use eCommerce Product Videos
First off, let’s cover the four main reasons why you should use product videos on your eCommerce store.
Understanding these reasons will help you convince any naysayers in your marketing team to change their minds about product video marketing.
1. Boost your conversions
If more conversions are your goal, product videos are a great strategy to help you get there
For example, SandsandStacks.com, an online retailer specializing in home storage, added product videos to their pages.
They found that video viewers were a whopping 144% more likely to add items to their carts compared to those who did not watch the videos.
Likewise, shoe giant Zappos reported an increase in sales of up to 30% when their product listings included video demonstrations.
2. Easier for shoppers to consume
According to Invespcro, a 60-second video can communicate more information than a one-page product description.
What’s more, customers appear to prefer video content as well, as four times as many individuals prefer watching product videos over reading descriptions. This gives your product listing a competitive edge over those without videos.
Think about it: if you were given the option between a lengthy user manual or a video, which would you rather?
3. Increase engagement & trust
A significant drawback of online shopping is the lack of ability to examine and interact with products, making it challenging for shoppers to make informed decisions.
Although it can't replace the in-store experience, video content can help bridge the gap by providing product demonstrations.
By viewing another person interacting with the product, customers can assess its quality and potential uses, instead of relying solely on technical specifications and lengthy product descriptions.
4. Attract more organic traffic
SEO and video can work together to improve the visibility of your website. By incorporating videos with rich and relevant content, your page's SEO can be boosted as it indicates that your page contains relevant information to search queries.
Furthermore, posting videos on other platforms such as YouTube or TikTok can create backlinks to your website, which not only strengthens your website's SEO but also helps to reach new audiences.
11 of the Best eCommerce Product Videos We’ve Seen
There’s a couple of different types of eCommerce product videos that you’ll see successful brands implement again and again.
Understanding the difference between these video styles will help you decide which format is the best fit for your business.
Let’s quickly examine the core video types and why they work with an example for each.
1. Patagonia - The product-focused video
The purpose of product focus videos is just as the name suggests: to put the focus on your product.
Product-focused videos typically explain product features and benefits to viewers. They help your products to become more tangible and authentic compared with brief copy or still photographs.
Here’s an example of a product- focused video from Patagonia
This simple video style showcases this product's functionality way better than even great copywriting could. It’s super simple for the viewer to understand how the product works and if it’s what they’re looking for.
Product focused videos are amazing for explaining more complex products. And you don’t even need the same level of production quality as patagonia to create good videos - a simple, well-lit hands-on overview of your products with a simple voice over can be enough to convince shoppers to buy.
2. Dollar Shave Club - The product explainer video from
The next style of video to consider is explainer videos. Explainer videos can be particularly useful if you’re selling a brand new product or a more complex service.
For example, check out this awesome explainer video from Dollar Shave Club:
This video cost Dollar Shave Club just $4,500 to make, however it went viral and netted them a whopping 12,000 new customers in the first 48 hours! Dollar Shave Club has since been acquired for an eye-watering $1Bn, but this is the video that started it all for them.
This video is proof that you don’t need massive budgets to create a seriously effective marketing video.
I love how DSC uses humor as a device in telling their brand story. Figure out how to show off your company, product, and brand in a unique way too and you’ll reap the most from your explainer video efforts.
3. Steamery - The product how-to video
Product How-to videos are awesome to show shoppers how to get the most out of your products. Typically they’re more solution-oriented than product or explainer videos.
You can use them to explain how to use your product. For example, one of the big barriers to purchasing a clothes steamer is the lack of available knowledge about how to use one.
So, Steamery created this helpful video to allay shopper’s concerns before purchase, and also help customers get the most from the product:
How-to videos are a great way to both showcase your product in action and help customers achieve their goals.
To come up with video ideas, ask yourself what questions might potential customers have about my product? How can we show them how to solve the problem they're facing?
Also, don’t be afraid to go beyond outlining the basic use of your product. For example, home pizza oven brand Ooni, doesn't simply show how to use their product. They showcase tons of different types of meals you can make with their ovens which helps attract new customers organically (more on this below)
4. The Farmer’s Dog - The product unboxing video
If you’re like me, then you’ve watched your fair share of unboxing videos. Whenever I’m considering a purchase, I usually end up looking at a video of someone opening the box and giving their first impressions of the product.
Despite being somewhat addictive, unboxing videos are great for two more reasons:
Firstly, unboxing videos can help build anticipation and excitement for a product. By showing the product being unboxed, viewers can get a sense of what the product looks like and what it feels like to own it & this can drive sales.
Secondly, you don’t have to create unboxing videos yourself. Influencers in your niche can create unboxing videos to help boost your brand awareness and establish trust with new audiences.
For example, here’s an unboxing video from dog-food company The Farmer’s Dog:
Now while this unboxing video is pretty high-end (i.e. professionally shot), you don't need to go to such extremes. In fact, sometimes more native-feeling content - like a video just quickly shot on a smartphone - can work just as well.
Want more info? Read this 5-minute post: The Anatomy Of A Killer Unboxing Video: How and Why
5. Allbirds - The aspirational product video
At the opposite end of the spectrum to practical product videos, we have artistic interpretations of products that help promote a certain brand attribute.
This more aspirational form of advertising is powerful when it resonates with their intended audience. For example, check out this vibey video from Allbirds to promote their new line of wool runners:
These kinds of product videos are not about telling customers about the features or even how to use the product. Rather, they’re focused on creating a feeling that stays with the viewer, long after they’ve stopped watching.
To create such works of art is typically resource-intensive. You’ll most likely need a team of creatives; a creative director, a cameraman, actors, an editor and more.
However, if you want to create brand-enhancing videos, it’s not impossible to do so on a small budget. One idea is to post an ad in your local film school or art college, where you can recruit talented students who may be hungry to get some commercial work under their belts.
6. Allbirds - The social viral product video
Keeping with Allbirds, here’s a subtle product video that can work well to get your content out on social channels.
In this example, Allbirds share tips for building a more sustainable closet. Then, they use the content-led video to insert their product into the fray:
This is a clever way to get big reach - especially if you create content like this that goes viral on TikTok.
What’s critical with this type of video is that you make it feel like native content. Many brands go too heavy on pushing their product. Remember that people aren't social to be sold to - so lead with valuable video content and then subtly sprinkle your product in there.
7. WHOOP 4.0 - The high-end product showcase
Health-wearables brand WHOOP created an awesome ecommerce product video for their newest release the WHOOP 4.0.
This video does an amazing job of building hype around the new product, while also highlighting key benefits:
However, the most impressive thing about the video is how well WHOOP understands its audience. The characters in the video are people that WHOOP users aspire to be.
The video is highly relatable to crossfitters, extreme sports athletes, combat sports enthusiasts, golfers and anyone else who’s interested in optimizing their physical performance.
When planning your own product videos, think about who your ideal customers are. Design real-life personas and then create your video for them.
Pro Tip: Use Hubspot’s Free Buyer Persona Generator to create workable personas for your brand in a couple of minutes.
8. Ooni - The organic growth product video
Imagine if your ecommerce product videos could get hundreds of thousands of views for free.
Well, home pizza oven brand Ooni does exactly that. Through keyword research, Ooni identified various problems that their potential customers needed help with.
For example, they figured out that lots of people were searching for things like: ‘How to make Neapolitan Pizza’ - and that interest was steadily growing over time:
So Ooni stepped in and created videos to help these would-be customers. For example, here’s a video that has amassed over 500k views:
This video places the Ooni oven into the minds of thousands of aspiring pizza-makers every week. And it does so in a way that’s non-salesly and provides them with a solution to their problem.
Ooni also has amazing scroll-activated product videos on their website. Check out the Karu oven product page for an impressive scrolling experience and product tour.
9. Oodie - The 2nd product explainer video
The Oodie is a one product Shopify store from Australia that blew up over the last 3 years. This eCommerce product video does an awesome job of outlining the brand and giving viewers a giggle too.
I think it’s fair to say that the folks at Oodi took heavy inspiration from the success of Dollar shave club’s viral video. But even still, they pulled this off excellently - highlighting the unique benefits of their product in an entertaining way that resonates with their target customers.
Interestingly, they also cut up this longer ad into different segments to run as paid ads. In this way they invested in one video, but ended up with many creatives to use in their paid advertising.
If you’re filming a longer product video, consider borrowing this tactic to help you get the most out of your money!
10. Breeo - The product capability video
Here’s an awesome ecommerce product video from Breeo to introduce their cross-sell The Outpost Heat Deflector:
This video is enhanced with graphics to perfectly communicate how the heat deflector can help keep you and your buddies toasty around the fire pit.
11. Hello Fresh - The customer story product video
Social proof is one of the most powerful forces in online marketing. So, naturally incorporating social proof into your video marketing strategy will help build trust and boost conversions.
Meal kit delivery service Hello Fresh cleverly uses customer stores to highlight the benefits of subscribing to their service:
These powerful stores resonate with their audience. Tugging gently on the viewers heartstrings, Hello Fresh invites the viewers to focus on what matters most in their lives - and you guessed it - grocery shopping isn’t one of the suggested activities.
Again, you don’t have to go full-production quality like Hello Fresh to reap the benefits of this style of product video. Instead focus on the concept of using your customer stories to create relatability that’ll convince similar shoppers to convert.
Go Forth & Create Amazing eCommerce Product Videos
Creating excellent video content can be daunting. But it’s also one of the best ways to drive traffic and boost conversions on your e-commerce store. Hopefully the examples shared above give you inspiration to pick up the camera and start filming.
While big brands pour tens of thousands of dollars into creating high-end product videos, you don’t need to spend lots to have a big impact. You can create something effective by sticking to the underlying principles that make a great ecommerce product video:
- Highlighting your product’s unique features
- Showcasing the benefits that those features deliver to the viewer
- Creating for your ideal buyer
If you tick these three boxes, along with some good lighting and a simple camera set-up, you’ll be well on your way to creating a video that not only attracts more store visitors, but also converts more of them into paying customers too.