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When consumers visit brick-and-mortar stores, they can see and touch products for themselves, but this isn’t an option when it comes to online shopping. While detailed product descriptions are helpful, some people might need a bit more information before going ahead with a purchase on the internet.
Many ecommerce businesses have therefore turned to sharing product videos to showcase their offerings and aid customers in determining if an item is right for them. Well-crafted videos can assist shoppers in better understanding how a product works and what its benefits are in a brief amount of time.
As technology and consumer expectations have evolved over the years, brands have gotten increasingly creative with their videos presenting and/or demonstrating their products, adding humor, compelling content, fun animations, and more.
In this article, we take a look at some of the best examples of ecommerce product videos and explain why they’re so successful. Get ready to be inspired for your online store’s future video content!
1. ZIWI Pets
For many consumers around the world, pets are a cherished part of the family. A growing number of pet owners are therefore starting to seek out pet food that doesn’t just satiate their pets’ hunger but also supplies added nourishment, keeping them healthy and active for as long as possible.
In this product video by the New Zealand pet food brand ZIWI Pets, the company focuses on the above sentiment to appeal to dog owners looking for high-quality nutrition for their canine pals.
The video highlights the dog food’s ethically and sustainably sourced ingredients and high protein content, also listing specific health benefits the food can provide. With the inclusion of happy, energetic dogs playing in a beautiful natural setting, ZIWI Pets further promotes the notion of their products adding vitality to pups’ lives.
2. Drunk Elephant
Drunk Elephant is known for creating high-quality skincare goods with simple yet effective ingredients, with one of the brand’s best-selling products being its Protini Polypeptide Cream. The facial moisturizer is sold in a pump jar, which is great for hygienic purposes but admittedly not so much for the environment, as it requires more packaging than other containers. Furthermore, it can be expensive when users want to repurchase the item.
In an effort to be more sustainable and also offer customers a more budget-friendly option, Drunk Elephant now sells refill pods, allowing users to simply insert a pod into the jar rather than having to buy a whole new jar when they run out of the cream.
To help customers understand how easy it is to use the refill pods, Drunk Elephant’s created this simple explanation video. In just 33 seconds, viewers can learn how to refill their Protini jars, step by step.
3. HOKA
The HOKA Mach X: Speed and Stability
A beautifully designed running shoe is all well and good, but if it doesn’t do anything to actually aid a runner’s performance, it may be difficult for consumers to justify purchasing the item!
This product video by HOKA does an excellent job of highlighting the merits of its new Mach X running shoe by featuring the brand’s Performance Line Manager, who also happens to be a triathlete. In the clip, she describes the shoe’s construction, explaining the benefits of each piece and how it works to help the user.
Her real-world experience combined with easy-to-understand visuals assist in building viewer trust, making newbie and experienced runners alike feel more confident about HOKA’s latest offering.
4. Spotify
Personalization powered by artificial intelligence (AI) is one of the top ecommerce innovations of today, with brands in all kinds of niches taking advantage of the technology to improve the customer experience and boost sales. This includes the Spotify digital music service!
In this product video, Spotify introduces its AI DJ, available to Premium users. We get to see the personalized DJ feature in action, learning that it suggests what songs to play for you based on your past listening habits.
The clip demonstrates how the DJ not only recommends old favorites but also new music to help the listener discover different artists and tunes. It’s a short yet powerful video that’s bound to tempt many a Spotify Free user to upgrade to the Premium version.
5. Dyson
How to use the Self-clean cycle on your Dyson WashG1™ wet cleaner
Advances in technology have made it easier than ever to maintain a clean living space with the help of different devices on the market. However, the functioning of these products isn’t always simple to understand at first glance, which can sometimes hinder potential customers from buying an item.
Dyson addresses this issue directly by sharing various how-to product videos on its YouTube channel, such as this one explaining how to use the self-clean cycle on the company’s WashG1 wet cleaner.
While the product will undoubtedly come with written instructions, a simple how-to video like this one can be beneficial for people who learn best by seeing something in action. What’s more, sharing a product video series with this kind of content can help reduce calls and emails to the company’s service team.
6. BarkBox
Holiday Bliss Brought To You By The Emotional Support Dogs at BARK #barkbox #christmas #dog #asmr
The holidays can be a stressful time for everybody, and many consumers would likely benefit from taking some time to chill out and breathe. BarkBox, a monthly subscription service providing a wide range of products for dogs, gives viewers a brief moment of respite from the stress of holiday shopping with this short video to promote its offerings.
Adorable pups playing with toys in slow motion, calming music, and ASMR to add to the tranquil ambience make this product video a real pleasure to watch. Seriously…How can you not help but grin when the Basset Hound appears at 0:19, ears flowing in the wind, reminiscent of a model’s magnificent locks in a shampoo commercial?
BarkBox’s video isn’t just entertaining, though—it’s also informative. Viewers find out what the company offers, discover what to expect in a box, and even learn about a special promo, all in a brief clip.
7. LUSH
How to Use | LUSH Shampoo Bars
Solid shampoo is a wonderful sustainable alternative to traditional shampoo in plastic bottles, but it can take some getting used to if you’ve never washed your hair with it before.
Cruelty-free beauty brand LUSH takes the mystery out of the process with the help of this product video demonstrating how to use their popular shampoo bars. While there’s no voice narration, large text is displayed on screen throughout the clip to accompany the various scenes.
The video begins by showing the different types of LUSH shampoo bars for sale, shining the spotlight on their many benefits. Then, about halfway through the clip, we learn the simple steps required to use the product effectively. Bright colors, clear instructions, and chill music make the video all the more enjoyable to watch!
8. GoPro
GoPro: POV Surfing Perfect Indonesian Barrels with Anthony Walsh
Some ecommerce product videos are less about the product itself and more about inspiring the brand’s target audience and promoting the brand’s culture. This is the case with many of GoPro’s videos on its YouTube channel, including this one featuring Australian surfer Anthony Walsh.
With the assistance of GoPro equipment, we’re taken on a journey with Walsh, seeing his point of view as he catches some waves in Indonesia. No matter where you’re viewing the video from, you feel like you’re right there with him, experiencing the adventure and stunning scenery in real time!
While the brand’s products used in the video are listed in the description box, they aren’t mentioned at all in the video. GoPro’s video strategy instead focuses on providing compelling content that engages users, which in turn can lead to increased product sales.
9. The North Face
Summit Breithorn Jacket & Hoodie | The North Face
High-quality outdoor apparel can be a bit of an investment, so it’s not surprising that shoppers may want to learn as much as possible about a product before making a purchase in order to ensure that it will suit their specific needs.
In this video for The North Face’s Summit Breithorn Jacket & Hoodie, we get to see the jacket up close at different angles. In addition, a brand representative explains the item’s construction and how its features will benefit the wearer.
At just under a minute in length, the clip is a great example of a product video that’s clear, concise, and effective. Plus, the upbeat music adds a fun, creative touch!
10. Dollar Shave Club
DollarShaveClub.com – Our Blades Are F***ing Great
Dollar Shave Club, a subscription service for razors and other personal grooming products primarily marketed to men, is known for its unique brand personality, which can be seen in not just its website copy but also its content across social media.
Take this YouTube video introducing the company when it was first launched, for example. A relatively simple clip, it features Dollar Shave Club’s founder Michael Dubin in a warehouse, walking around while explaining how the service works and why people should use it.
The video’s colorful language, humor, informal tone, and focus on providing a practical solution to a relatable problem made it an instant hit with viewers, attracting 3 million views after just a few days and bringing Dollar Shave Club an instant boost in brand awareness!
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