Video Marketing

How to Use Video Marketing to Increase eCommerce Sales

Michael Pirone
March 2, 2022

Thinking about using video marketing to boost sales to your eCommerce business but don’t know where to start? This is the article for you. 

Video marketing has proven to be one of the most effective approaches to digital marketing in recent years. It facilitates marketing activities, be it demand generation, ABM, lead generation, or e-commerce, and helps marketers get unprecedented results from their marketing initiatives. 

In this article, we will share the different ways you can use videos to boost your eCommerce sales. 

Why You Should Use Video Marketing In Ecommerce

Put aside the fact that you can virtually have a video at the flip of a switch today; there are tons of reasons you will want to use videos in your e-commerce marketing. Videos help you better convey your message and hook potential buyers. You’ll also experience better conversion rates and build a better SEO profile for your site. Let’s discuss the reasons more thoroughly. 

Video is a surefire way to get information across

People love watching videos. 

They capture our attention easily, and they provide the easiest and most fun way we can learn about anything today. According to Invisia, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text. 

In another survey conducted by OptinMonster, it has been revealed that 72% of customers report they’d instead learn about a product or service through video. At the same time, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

Video convert better than other content types

A 2019 study by OptinMonster revealed that marketers who use videos in their marketing strategies get 66% more qualified leads per year. Also, WordStream found that marketers who use video grow revenue 49% faster than non-video users. 

Video makes it easy for brands to turn the most complex topic into something digestible and easy to understand. As a result, the buyer who had an abstract idea of your product can now see it, experience it in its different angles, even without having to touch it. 

Video also creates a kind of warm connection between brands and their customers. For example, people are more likely to trust a video testimonial than a written one. Because they can attach actual faces and voices to the content, it adds an extra layer of trust and credibility that other content types lack. 

And that’s what makes video a conversion machine. 

Posting videos on your website has tons of SEO benefits

Not just people love videos. Almost every search engine does, too. And that’s because they know people love them. According to aimClear, video search results have a 41% higher click-through than plain text results. Meaning that people click more on videos than other text-based results. 

Videos improve the time people spend on your website. This is basically because people spend more time watching videos than they do when reading. And the time spent (also known as dwell time) is a strong content quality indicator to the Google algorithms, which will rank your content higher and suggest more of your content for related search queries. 

Also, Google naturally considers videos as quality content. As a result of this, A study by Forrester revealed a website containing a video is 50 times more likely to rank on the Google SERP than a site without a video. More so, Moz found that posts with videos attract three times more inbound links than plain text posts.

How To Use Video Marketing To Increase eCommerce Sales

Using video marketing to fuel business for your eCommerce is not rocket science. It all boils down to creating specific marketing video types that help you convey a message and elicit the viewers’ hoped-for reaction, response, or action. 

Here are 8 ways you can use video marketing to increase sales in your eCommerce business. 

  • Advertise using video

When you are considering using video marketing to increase your eCommerce sales, social media ads are the first place to start. 

Simply put, you create commercial videos, and display them on social media using paid distribution. 

Video ads on social platforms have better engagement results. Facebook alone records over 8 billion video views per day.

And according to Marketing Helpline, video posts on social media get 48% more views. That makes posting your eCommerce video ads a sound approach to video marketing. 

Any major social network, from Instagram to Facebook to Twitter to LinkedIn, will allow you to advertise your videos and get excellent results. As an example, according to Twitter, promoted video ads can be 20% more effective at driving sales compared to other ad formats.  

Here is a video example of a short commercial video from Deliciou. 

  • Explain how your product works

Here, you need to create product explainer videos explaining how to use your product. Your goal here is to describe all the features and functionalities of your product, present its ins and outs to help the audience understand what it is about. 

Explainer videos mainly clarify your message and provide a good overview of your product. Here is an example about the Amazon Go app. 

You can use this type of video to increase your sales, as people are more likely to buy a product once they have seen an accompanying explainer video. Case in point, Wyzowl found in a survey that 84% of consumers buy products after watching an explainer video about it. Interestingly, Forbes also found that using an explainer video on a product page can boost conversion rates by up to 80%

  • Share happy customer reviews/testimonials

A video testimonial is a great way to show the value of the services or products you sell in your e-commerce business. This strategy is pretty simple, and it all comes down to using video reactions of your customers to make the hard sell. 

All you need to do is reach out to your happy customer and talk about the value they got from using your product in a video. 

Here is a good example from Cascade.

More than 89% of marketers report that video testimonials are the most effective marketing strategy. The benefit of this is that people pay better attention to video testimonials than any written format of testimonials. 

  • Create a story around your Product

For the sake of being thorough, it’s best to learn from companies like Nike, Coca-Cola, or IKEA. Simply put, you need to step up your eCommerce video marketing game and make it about more than just your product. 

Find something your target audience holds dear and create a story about how your product helps them achieve it or how it fits into its attainment process.

Take Nike, for example. Nike hardly makes marketing videos explaining its product features or benefits. Instead, they create unique inspirational and motivating stories with their target audience at heart. 

Now, what this truly does is that it helps them create a genuine relationship with their target audience. Nike is able to win their hearts and present itself as their best companion in their life journey of achieving their goals. Here’s an excellent example.

That’s what creating stories about your product is all about. Stories help create narratives that your target audience can relate to and portrays your e-commerce business as more than a seller. You’ll strike a better chord with them, and they’ll become your fans. Here is an example of a story-based video from Nike. 

  • Share your business mission and values

Not all of the marketing videos you create should be aimed at selling, and they don’t even have to be about your products for you to succeed with video marketing. 

Creating videos that share your business mission and value is also a practical approach to winning your target audience. They help you breathe life into your business by giving it a mission. 

In the marketing arena, these are known as brand videos. They primarily serve to increase your brand awareness and give your e-commerce business a unique position in the market. This means that sharing your mission and values can help you stand out from competing stores and inspire people to buy from you. Here is an example by Bailey Nelson, an eCommerce store that sells glasses. 

  • Show how your product has helped your customers

Another popular video marketing strategy is to highlight how your product has helped your customers achieve something your target audience cares about. This is more about case study videos and differs from testimonial videos where people simply vouch for your product’s quality or value. 

Your case study video should be a persuasive piece of content telling real success stories of customers who have used your products. Basically, you show how a customer has applied or used your products and highlight the results they’ve gotten from them. 

The benefit of this is that it helps showcase the result they’ll get from buying your products, and this is what makes the hard sell for you. Here is an example from .Co, a company that sells websites.

  • Show your product in action

Creating product demo videos is also an effective way to boost e-commerce sales using videos. 

Product demo videos help present the features and benefits and possibly show it in use. These videos allow you to visually detail its characteristics and to argue on its qualities. 

Here is an example from Xiaomi Rockrobo.

Demo videos are generally used to increase the perceived value of products on e-commerce product pages or sheets. They are particularly effective and valuable for “technical” products or products that are still unknown or poorly known to potential customers.

  • Create personalized videos

While you can cast a wide net and pick up a few clients, it’s also an excellent strategy to work on a shortlist of prospects and target them with hyper-personalized video materials. 

A study by McKinsey concluded that personalization can reduce acquisition costs by 50%. Furthermore, companies with personalized video content experience a 94% increase in conversions.

Video personalization has always been important, but it is now even more vital since video content has become more powerful over the years. 

With video personalization, you can create unique product videos and make your communication more relevant and engaging to your target customers. 

Here is a good example of a personalized video by Nike. 


Video is the hottest content medium as we speak, and eCommerce companies using videos in their marketing activities report higher impact and better results. The above are the top ideas you can use to drive sales to your eCommerce business. 

Always keep an open mind and know that there is more to video marketing strategies than we could describe in a single piece. We recommend reading more articles from our blog and getting more thorough on the matter before starting. 

If you’re ready to kick start your e-commerce videos, you can reach out to us here. We’ll help you find the specific videos you need and how you should go about creating them effectively and efficiently. 


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