13 Killer Examples of Product Videos Ecommerce That Drive Conversion

Check out this roundup of more than 13 ecommerce product videos from real-world brands to help inspire your own brand video production.

Erica

senior director of creative product

June 14, 2024

• 13 min

The world of product videos follows a whole different set of rules from product photography. The video medium is taking off quickly - with Instagram no longer just a photo-sharing app and video giant TikTok staking its claim in the market—it’s time for brands to step up their product video game and stay with the times!

There are tons of brands out there coming up with creative ways to stay engaged on the ever-changing social media sites we love to scroll on. We’ll break down the brands we think are standing out and explain why. Let’s get rolling! 🎥

13 best ecommerce product videos to inspire you

These product video examples range from demos to lifestyle and customer testimonials. They’re each unique to the brand, the product, and the business goals. Take inspiration from these examples as you work to create your own product and marketing videos!

Product demo and explainer videos

Product demo, explainer, and how to 💡 videos are excellent ways to showcase key features of your product and answer any common questions. According to one survey, 38% of businesses used explainer videos and 32% used product demo videos in 2023.

1. Patagonia

Patagonia® Women's Boulder Fork Rain Jacket

Let’s start with the simplest product video. This video for Patagonia’s women's Boulder Fork rain jacket is a lean and short demonstration of the item. It demonstrates a model wearing and “using” the rain jacket—unzipping various pockets, highlighting the features on the front and back, and showing close-ups of the fabric. It’s a super simple and clean video on a stark white background. The voice narrating is clear and concise.

This type of video serves a great purpose for utilitarian products with technical features. Plus, it’s timeless.

2. Youth To The People

Youth To The People is a skincare brand that uses video as part of its marketing strategy. In this particular example, the brand partners with a licensed esthetician to offer more authority on the subject matter. He highlights the product ingredients and benefits, as well as how to use it. The brand also strategically has him promote complementary products as a way to cross-sell.

3. Hero Cosmetics

If you sell multiple products with similar purposes, you might consider a comparison product video to help shoppers decide which version is best for them. That’s what Hero Cosmetics does in this product video example.

It highlights the variety of its product collection, showcasing how Hero Cosmetics is a one-stop-shop for acne-related skin care needs. This is a great video for prospective and existing customers alike—introducing the brand and its products to the former and cross-selling to the latter.

Lifestyle video examples

4. Glossier

Get ready with me videos have taken over TikTok thanks to none other than the Queen, Alix Earle, herself. But, we love seeing how brands can make the “Get Ready with Me” trend uniquely theirs. Glossier is the perfect example of giving a dialed back approach– showing scenes of friends preparing for a holiday party. Can you say on trend and feeling festive?

5. Dollar Shave Club

Dollar Shave Club has a podcast series called “I Learned A Thing In The Bathroom,” and the brand repurposes the short audio clips into videos for distribution on its YouTube channel. Here, you’ll find tons of lifestyle videos about random subjects.

6. GoPro

When it comes to lifestyle videos, it’s hard to think of a brand that embraces this more than GoPro. Its YouTube channel is full of GoPro footage of athletes and adventurers all over the world! What better way to fully place your product in a lifestyle shoot than to show it in use doing just about anything you could imagine?

Support videos

7. iRobot

iRobot, the company behind the Roomba robotic vacuum cleaner, has lots of types of videos on its YouTube channel. This example highlights one of its support videos, troubleshooting how customers can replace different components on the vacuum.

Customer experience and testimonial videos

8. The Earthling Co.

The Earthling Co. repurposed a vertical social media video showing a customer using its shampoo and conditioner bar products in this YouTube video. The video features someone using the product and adding commentary about what they like about using the products.

10. FOREO

FOREO decided to produce its own customer testimonial videos in this example. The premise of the video is to have people try FOREO’s UFO facial treatment device for the first time. They’re interviewed about their experience, and the clips were edited into a single longer video.

Unboxing videos

11. SNOW

SNOW sells teeth whitening products including toothpaste, whitening strips, flossers, and more. For its electric toothbrush, SNOW worked with soona to create an unboxing video. The video shows all the components included in the box, both evoking excitement and also preparing customers for what they can expect to receive.

12. Free People

Clothing and home goods retailer Free People took a creative spin on the unboxing product video approach. Rather than showing a customer receiving and opening a Free People order, the brand looked internally and put its employees in front of the camera.

Stop-motion product videos

13. Ambrosia Sipping Chocolate

Ambrosia Sipping Chocolate worked with soon to create a stop motion product video and add some flare to its homepage. The video showcases someone pouring the hot chocolate from a pot into a teacup, immediately teasing visitors’ sweet tooths.

Ecommerce product video best practices

Compelling product videos can tell a more comprehensive story about your product, complementing the still product photos, written descriptions, and other conversion-oriented components of your product pages. Let’s consider a few ways to set yourself up for success with best practices when it comes to using video for your ecommerce site.

Get to the point

While consumers often prefer to watch videos, you should still be mindful of attention span. Your video should be immediately eye-catching and convey its purpose quickly.

Be solution-oriented

Consumers want to see a product video that solves a problem in their lives. This is how all marketing goes, right? Your video has the responsibility of showing them how your brand can fill that gap.

Light it up

Lighting in the video world doesn’t follow the same rules as the photo world. For video, you’ll need to ensure you use continuous lighting.

Use your happy customers

There's something to be said about how consumers trust brands differently when they see real people using and reviewing them vs. the company itself promoting them.

The stats on ecommerce product videos

More than 9 in 10 businesses engage in video marketing, and consumers are increasingly expecting this content format. In 2022, the average person spent 17 hours watching videos each week.

Product videos are a proven way to boost conversion. Amazon says videos can boost sales by 9.7% and make users 3.6x more likely to convert.