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6 Ways Video Can Enhance E-commerce Marketing Performance

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You must have heard about Dollar Shave Club’s commercial. It was one of the most successful e-commerce marketing campaigns of all time. Do you know why? Because of their outstanding use of videos. The brand used a fun, engaging, and humorous video to explain its business model to customers. 

The results — the brand gained 12,000 customers in the first two days. And it didn’t stop there, the video brought a lot of attention and publicity to the brand. 

There is hardly anyone who hasn’t at least heard of the commercial. And this all happened in 2012. At a time when people were not so entranced by social media or technology. 

So imagine what a video can do for your e-commerce campaign in today’s scenario; where people are spending half their day browsing social media and watching videos. 

The rise of digital media has ushered in a new wave of opportunities for e-commerce marketers. When used correctly, e-commerce marketing videos can help you stand out from your competitors and drive better performance at every stage of the customer journey. 

Here are six ways videos can enhance your e-commerce marketing performance.

See Better Results in Your E-commerce Marketing Strategy by Using Videos

1. Engage Customers Like Glue 

Yes, content marketing is effective. But we all know that videos are the most efficient out of all content types. 

Why? Because, unlike other forms of content, videos engage more than one of your senses. With blogs, you only read them. With a podcast, you can hear it. But videos have both visuals and sound; allowing you to use both your sense of seeing and hearing. The use of both visuals and sounds makes the content even more interesting, engaging, and attention-grabbing. 

Sounds can generate certain emotions, making them stick to the video. Similarly, using enchanting visuals and animations hold your audience till the end. 

Shopify’s animated explainer video clearly shows how easily brands can engage viewers with little to no copy. Instead of talking about how the app works, the videos use colorful animations and a story-like flow to convey their message.

2. Boost the Conversion Rate High 

The value of higher engagement is not high if the audience is not converting into customers. But don’t worry, videos can help you with this part of marketing too. 

You can use explainer videos or product videos to give the audience better insights into the product. Once a customer clearly sees how the product helps them, they’ll be more likely to convert. 

But, testimonial videos seal the deal when it comes to conversions. After all, what better way is there to make customers trust your brands, other than proven results from successful brands similar to them? 

You can add a testimonial video to your e-commerce campaign. Prospects are more likely to convert when they see your brand’s positive impact on existing customers. 

3. Grab More Eyeballs with Creative Videos

With e-commerce marketing campaigns, visibility is one of the biggest issues. Most of the marketing efforts go in vain because they are unable to attract the target audience. So, how do we increase the visibility of e-commerce marketing campaigns?

Simple, add a video. 

I’ve said it many times before and I’ll say it again. Google loves videos. 70% of the top 100 results on Google include video content. Therefore, when you use videos for marketing, you can reach a wider audience. 

In addition, videos can be used on multiple platforms — social media, websites, apps, etc. Hence they can be viewed by a wider audience across multiple channels.

4. Get Trending on Social Media

Do you remember the last video trend? Was it a TikTok challenge or an Instagram reel? I bet the answer was one or another kind of video. Videos get viral with the fastest speed. Hoping on these trends gives good chance for your brand to win customers with videos at right time. 

E-commerce brands create social media marketing campaigns with a CTA linking back to the e-commerce website. These campaigns can include product videos, brand videos, or testimonials. This is because most social media platforms are video-content focused, especially, Instagram, Facebook, TikTok, and YouTube. Therefore, video ads can amplify your social media marketing strategies. 

5. Boost Brand Awareness 

The best way to establish brand awareness with a video is to create a company profile video. This is a great opportunity to introduce your brand’s values and variety of products. 

This type of video is especially helpful for e-commerce businesses with more complex offerings. For example, if you sell a variety of different products in multiple categories, a company profile video can be a great way to help customers navigate your offerings. 

Similarly, a product introduction video can help customers learn about the products you sell. This might be an especially good idea if you sell a unique product that customers might have some questions about. 

Here’s an example from Glossier. The brand efficiently displayed its range of products based on different categories. The video focused on encouraging the customers to buy. It also showcased the reviews from many reputed websites. 

6. Easy to Track and Monitor Performance

Video allows you to track the performance of your marketing campaigns more closely than other types of posts. You can track the number of times your video was viewed, the number of times it was skipped, and the number of times it was shared. You can also see the number of likes, comments, and shares each of your videos has received. 

You can use this information to decide which types of videos you should post more often and which ones you should post less often to get the most engagement from your followers. 

Video also makes it easier to monitor the performance of your social media campaigns. You can use social media management platforms to track the overall reach of your video posts. You can also see what times of day your video posts receive the most views and engagement. This information can help you decide when to post your videos and can also help you decide which types of videos to post.


Video is a powerful tool for e-commerce businesses to increase sales and brand awareness. If you’re not using video in your marketing strategy, you’re missing out on an important opportunity to engage with customers. 

We’ve seen many different ways videos can improve the performance of your marketing campaigns. But these must be of the best quality to deliver desired results. There are many Explainer video companies specializing in animations and motion graphic videos. You can hire the most suitable company to create a fantastic video for your brand.

About the author


Komal Kokate

Komal Kokate is the Co-Founder and CEO of MotionGility, an Explainer Video Company. With a keen eye for creativity, she is an expert in video marketing. While delivering high results to clients, she loves exploring the market and the latest marketing trends in the B2B industry. Connect with her on Facebook and LinkedIn.