Video has become an important tool in every business’ online marketing strategy. Videos provide brands the opportunity to build trust, capture a cold audience’s attention, and even invoke consumer interest in your product.

Aside from the benefits, there are stats that prove why your e-commerce store should use videos to improve sales.

  • Half of online users or consumers look for a video to make a purchase decision.
  • Studies show that incorporating videos to your landing page can boost conversion by 80%.
  • 4 out of 5 consumers agree that watching demo videos is important.
  • 78% of marketers have reported an increase in sales when they add videos to their marketing strategy.

Clearly, the power of video is impressive, and for an e-commerce store, the number and type of videos you can use to boost sales is extensive. In this article, we will dive into the videos your audience may want to see from your brand in order to complete their purchase.

1. Product videos

Product videos usually accompany a description of what you are selling. The aim of these videos is to provide more information on your product or service either by showing the best qualities or features that users will find interesting or cannot see in pictures or text.

When using product videos, be sure to capture the visitors’ attention by sharing as many details as possible, so that every website visitor clearly understands what they are buying.

Let’s look at this example from Oculus Rift S, showing all that one can do with the virtual reality headset:

Here’s another example from Marucci:

From these examples, you can see how these brands explain the benefits of using their products (or what one can do with their products) and the reasons for buying them. In the second example, the speaker builds excitement by describing top features and comparing the product with past versions.

Describing your product this way builds trust and intrigues visitors to try out your product, which ultimately helps improve conversion.

2. User-generated videos

User-generated content carries a lot of influence.

Studies show that 79% of people’s purchase decisions are highly influenced by user-generated content. Therefore, adding user-generated videos is a great way to boost e-commerce sales since they help instill trust in your visitors. It is trust that brings repeat business.

The GoPro Instagram page and website have several curated user-generated videos shared by content creators. Many show how consumers are using GoPro products, while others praise the cool features.


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User-generated videos can replace branded videos or promotional videos that consumers are increasingly ignoring. They can be review videos, how-to videos, or show a product in action.

Having such videos can easily improve engagement from your online visitors, creating intimate and deeper interactions since they are unbiased.

In addition, they help convince on-the-fence customers of the value of your product. When such customers see other online users making progress by using your product, they will be more inclined to buy from you.

3. Product tutorial

For hard to describe e-commerce products, such as hand-painted objects or ornaments, sharing quality photos or putting in a full description may still not get a customer to like or buy the product. Your chances of success lie in incorporating product tutorials.

Product tutorials are an excellent way to describe the value of your product and how it will help a customer. These videos should dive deep into showing consumers how to use your product, comparing it with competitors, and the benefits that consumers derived from the product

Let’s look at the video below from Logitech Crayon with one of their team members describing how to use the product.

When using such videos, add a touch of reality by incorporating unedited footage, and highlight important steps and features, making the video more human.

Additionally, give examples of companies that are currently deriving value from your product. You may also accompany your videos into an online course you might offer students.

Taboola and Fiverr have launched a course on native advertising to help advertisers create, manage and optimize a successful native campaign with Taboola. This 6-chapter course will teach you how to introduce new users to your business and strengthen your brand presence.

4. Testimonials

Adding social proof elements to your videos is a great way to persuade reluctant customers to buy your product.

Studies show that 83% of consumers trust recommendations from friends and family. Incorporating video testimonials into your video marketing strategy is a great way to instill credibility and boost sales and conversions.

Here’s an excellent video testimonial example from fulfillment by Amazon (FBA):

From this video, consumers share the features of the FBA that they love, how the service solved their problem, and why they recommend it as the best in the market.

Make your video testimonials stand out by adding interviews or podcasts done with the customer if you want more conversions.

5. Demos

Product demos are short and quick videos explaining your product’s values to a current prospect or warm lead. They are mostly used to close a deal and even drive traffic to your site. As a result, they should mostly include the core features and capabilities of your product.

Check out this short demo video from Solo Stove Bonfire:

Notice how the video starts with the product’s history, the problem the prospect may face, and why Solo Stove Bonfire is the perfect solution.

When using these videos, you don’t need to show all the features of the product, just the core features that will make the customer want your product and the outcome they will get. Solo Stove has achieved this by showing potential customers why people love their products: they are design efficient, quality, and build a passionate community.

6. Interactive videos

Unlike traditional videos, where the visitor’s participation is limited to watching the action being performed by another party, interactive videos allow viewers to engage with the video content themselves. Users can click, scroll, drag, turn, gesture, or hover through the video content using specialized tools or software.

Nike, for example, was able to surprise and delight consumers with this interactive video:

Videos like this one can help a business fulfill customer expectations in unexpected ways.The advantage of interactive videos is that they improve engagement through the digital action that the viewer performs.

A higher engagement leads to brand recognition and customer loyalty, which are instrumental in product purchase or generating repeat business.


There is no better way to engage your website visitors, describe your product features, educate people on using your product, or tell your brand story effectively than to use videos.

Before investing in video marketing, you should determine the type of videos from the options above that will resonate most with your audience and help convey your brand message in the best possible way. Consider distributing your creatives as native videos placements on premium publishers across the open web with Taboola as a great way to enhance your existing marketing strategy and raise click-through and conversion rates.

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