The 4 Types Of Videos Every eCommerce Store Should Produce

Video marketing is a powerful tool that all eCommerce stores should use to win new customers. The 4 most effective types include product close-ups, tutorials, customer testimonials, and messages from the CEO.

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What is online video marketing? Online video marketing is simply the use of videos to promote a brand posting the content online. Companies will often post their videos on YouTube, Facebook, Twitter, and Instagram.

Video marketing is one of the most effective ways to develop trust and cause engagement to skyrocket. Here is a video marketing statistic for you. Research has found that 66% of consumers prefer to watch videos to discover products, whereas only 18% prefer text. Check out how this company uses videos for its Book of Ra game.

Let’s break down the best-performing types of videos that eCommerce stores can create to attract customers.

1. Product Close-Up

A product close-up may be the most common video marketing tactic, and that is because it works. Consumers want to see your products up close and personal. They want to examine your product. Great close-up videos show all the hidden gems that your product may have and showcase the design much more than pictures can. You should also be displaying particular features during your videos that can captivate the attention of your audience.

The goal of your product close-up videos is to show everything. You want to leave the consumer having a great understanding of your product. This allows them to make a truly informed decision and convert them into happy customers when they purchase your product.

2. Video Marketing Testimonials 

Social proof can quickly turn even the biggest skeptic into an eager buyer. Every eCommerce store should be looking for ways to boost their social proof. Video marketing can be an effective strategy.

There is no denying that customers value reviews from other people. Nielsen conducted a massive survey of almost 30,000 people from 50+ countries and discovered that 90% of consumers around the world trust recommendations from friends and family more than any form of advertising. And based on research by Brightlocal, customers study on average 45 online reviews before trusting a business’s Google star rating.

Such marketing testimonials can show prospective buyers how real customers like them, use the product, and how it helps them. When using this style of marketing, you want your customers to describe in detail what they enjoy about the product, the problem it solves, and the impact it has had on their life. If you need help directing video marketing testimonials, you can always take advantage of professional video marketing services that will help you produce captivating campaigns.

3. Product Tutorial

The purpose of a product tutorial video is to go into detail and clearly explain how to perform different tasks using your product. You need to create in-depth step-by-step instructions.

A product tutorial is a powerful tool to convince an initially negative or skeptical buyer that your product can live up to expectations. Skeptical buyers are not interested in all the hype or buzzword of a traditional marketing campaign. They are looking to see if the product can perform its function. If you produce a video that clearly shows your product performing its duty, you will start winning a lot of these stubborn buyers.

4. Message From the Founder/CEO

This is a bit risky content marketing strategy. If done poorly, they can come off cringy and desperate and give off cool vibes. However, when done well, they can personalize a brand and give a company a powerful human connection.

This may be why studies have shown that video marketing featuring CEOs perform better than ads that don’t. We recommend you try this eCommerce marketing strategy, especially if your brand has a captivating story or you excel at weaving in comedy to your marketing campaigns.

Typically, these videos will feature a company leader giving consumers some unique insight into the business or express gratitude to all of their customers for supporting them. Messages from CEOs that involve comedy have the potential to go viral and are an effective form of social media video marketing.


SEO video marketing is extremely powerful. Buyers want to watch a variety of videos before clicking that order button. If you want to win new customers, you need to be making a range of marketing content, including product close-ups, tutorials, customer testimonials, and messages from the CEO or founder. If you consistently produce top-tier video marketing content, you will see a big uptick in sales.

We want to hear about your experiences using this type of marketing, what worked and what didn’t.

Author’s Bio: 

Thomas Glare is an experienced copywriter and digital marketer with a master’s degree in media studies. He helps his clients identify their brand identity and core message, attract customers, and sell services. Thomas also loves blogging about marketing. It helps him to stay on top of all the emerging trends in the fast-changing world of advertising.

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