What Types of Video Content Should You Use on Your eCommerce Site?

Published on January 4, 2022
Written by
Filed under Shipping Basics
Read time 6 Minutes

Video content is a great tool for engaging consumers, and turning casual browsers into loyal shoppers. They can be very effective in helping online retailers promote certain products, convey a brand image, answer questions and encourage customers to fill their carts.

While a photo might well be worth a thousand words, the right video can be far more powerful than an entire photo gallery. In fact, four times as many consumers would rather watch a product video than read about it, according to a 2015 study by Animoto. The report also found that four out of five consumers said a video showing how a product or service works was important to them.

When planning your video strategy, you should think about your audience, your brand and the types of products you sell. Sites like The Good and Big Commerce have some great ideas for planning your program. In any case, here are some of the types of videos that can generate more traffic to your site and more sales to your store:

  • Showcase a product. Unlike text or a photo, a video can give shoppers a 360-degree view of a popular product or show it in action. If you sell home furnishings, for instance, you could zoom in for a close-up of all the details or zoom out to show your product in someone’s living room.
  • Explain how to use the product. If you’re bringing something new to the market, you may be able to boost sales by showing prospects how to use your product. A good example is How to Use the Beard Bib from ShipStation customer The Beard King, which makes it easy for prospects to see themselves cleanly trimming their beards at home.2-BeardBib
  • Tell a story. Many shoppers are more interested in the experience than the actual product. For instance, tents, fishing boats and camouflage jackets all appeal to outdoor enthusiasts. Use videos to tell a story about a camper in a scenic setting, a fisherman in a fast-running creek or a hunter in the woods. That’s a far more engaging approach than simply posting photos of your products.
  • Take shoppers behind the scenes. If you sell handcrafted merchandise or unusual products from other parts of the world, invite shoppers to view the design, production or assembly process. It’s a great way to get customers involved with your products and generate online conversations.
  • Highlight the social benefits. If social responsibility is an integral aspect of your brand, you could post videos showing how you support local, national or global causes. A video showing company employees in action, for instance, can help you connect with like-minded consumers.
  • Promote gift purchases. Many shoppers are looking for products that will appeal to a family member, friend or co-worker, rather than themselves. A video that can capture their interest could result in a long-term customer as well as generate an immediate gift sale. A good example is from ShipStation customer The Carnivore Club, which uses a humorous approach to promote gifts for meat lovers.1-carnivoreclub (2)
  • Answer shoppers’ questions. Use videos to answer your customers’ questions about your store or your products. It’s almost like having a sales person have a face-to-face conversation with a customer and it can bring the online shopping experience to life. 
  • Post customer testimonials. Posting videos of customers talking about your products or your store can add instant credibility to your online marketing program. A smiling person holding up one of your products can be a powerful online advocate for your store. 
  • Show off your store. A video can be an excellent tool for showing off your store, as well as your products. You could include comments from employees, sweeping views of your warehouse or a selection of products that helps shoppers understand your mission and values.

From catching a prospect’s attention to completing the customer checkout, videos are a great marketing tool at every stage of the shopping journey. Plan your strategy and start posting them soon! And in case you missed it, check out this great infographic Adam found about video content and its role in marketing in the new year.

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Written by


I'm Joey, ShipStation's Content & Social Media Coordinator. I spent over a year on ShipStation's Support team which has given me great insight into our product and our customers. Outside of work, you'll find me writing, getting into one of Austin's great microbrews, or relaxing on a trail with my mutt.

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