How To Create eCommerce Product Videos and Market Them: Beginner’s Guide

Your eCommerce video should speak to potential customers, tell them what they need to know, and push them towards making a purchase. When you plan your video well, you can show off what makes your product special, earn customer trust, and make shopping easier. To nail it, you need to focus on three 4 key stages: pre-production, production, post-production, and marketing. In this guide, we'll break down each step and share real tips to help you create videos that turn viewers into buyers and get your brand noticed online.

Part 1. 21 Tips to Create and Market Your eCommerce Video

eCommerce Product videos pull shoppers closer to confident buying decisions. Therefore, each frame must tell a story that static images cannot capture. When you master eCommerce videography, your conversion rates naturally rise. Most importantly, your customers click "buy" with complete trust in their choice.

Let's explore all the 21 tips, from pre-production to marketing:

1. Pre-Production Tips

The quality of your eCommerce video highly depends on the effort you put into planning. Most importantly, your careful preparation shows in the final result that connects with buyers.

1. Define Your Goal

eCommerce videography is a lot like a road trip - you need to know where you're going before you start driving. What do you want your customers to take away? Maybe you want to show them exactly how your product works, showcase what makes it special, or simply get your brand name out there. When you nail down your purpose, telling your story becomes natural. Your message stays sharp and hits home. Also, knowing your goal helps you figure out if your video should be fun and casual or professional - whatever clicks best with your audience. Shooting in the dark without a clear target risks losing time and resources during production.

For instance, if your goal is to highlight a skincare product's ingredients and benefits, you can decide to focus on expert insights, like featuring a dermatologist discussing the formula for credibility.

2. Know Your Audience

Your target audience's age, interests, and buying patterns determine how your eCommerce video takes shape. Watching their social media behavior reveals to you when and where they shop online. When you dig into their preferred content style, your videos match their expectations and viewing habits. It is a great approach to align your video style with customer preferences, as it increases engagement, builds trust in your brand, and your message reaches them at the right time on the right platform.

Say you're selling to gym buffs. You'll want to zero in on how tough and reliable your gear is. Talk to some of these professionals about what they need from their equipment - this gives you a clear picture of what to film and helps tell a story that clicks with your audience.

3. Plan the Script & Storyboard

Having a script and storyboard plan keeps your video on track. It's a checklist of everything you need to show - product features, important angles, key messages - so nothing gets missed, and each scene flows naturally into the next.

Skip this step, and you'll end up with a mess: endless retakes, jumbled content, and hours wasted.

If your eCommerce video is about a smart coffee maker, your plan should map out exactly how to showcase what makes it special. You'll want shots of that sleek control panel, a peek at all the brewing choices, and clear visuals of why someone would pick this machine over others.

4. Get Your Gear Right

Good cameras, lights, and mics make a huge difference in your eCommerce product video and how it turns out. Sure, fancy equipment gives you stunning results, but you can still make great videos on a budget if you know what you're doing. Just remember - shaky footage and muffled sound will send customers running.

Take a clothing brand working with limited funds. A good phone, steady stand, and decent light can capture those fabric details and colors perfectly well.

5. Prepare the Set & Props

Your backdrop can make or break how your eCommerce product video looks. Keep it simple and well-lit so your product steals the show.

A messy or dark set will only make your product look worse and bore your viewers.

Say you're showing off kitchen gear. Choose a clean, organized kitchen space with the right tools around it. When customers see the product in a real setting, they can picture using it in their own home.

6. Select Your Video Style

The way you present your product matters. Whether you go for real-life scenes, step-by-step guides, how-tos, or animated clips - make sure it fits what your audience likes. Pick the wrong style and your message falls flat.

Think about a new tech gadget. An explainer video with animations can break down tricky features into simple bits, helping viewers really get why they need it.

2. Production Tips

Production is where you bring your vision to life by filming the planned scenes, and that's why you should consider these factors in your eCommerce videography:

1. Focus on Lighting

Good lighting shows off your product's best side. It brings out details and makes everything pop on the screen. Bad lighting leaves your video looking flat and dull. Whether you're using sunlight or studio lights, watch out for shadows and glare that might hide important features. When lit well, your product looks better and keeps viewers watching.

Take jewelry - use soft lights to dodge harsh shadows and make those gems sparkle and shine.

2. Shoot in High Resolution

Video quality directly impacts how shoppers perceive your products online. By capturing in high resolution, you give customers the confidence to examine every detail in your eCommerce product video before buying. When your footage shows crystal-clear textures and patterns, it recreates the in-store inspection experience.

Quality is the most important factor in your eCommerce video. Shoot in 1080p or 4K to catch every detail clearly. Why? Because fuzzy footage makes it hard to see what you're selling. Another perk is sharp video lets you zoom in during editing without losing quality.

For example, a furniture store needs that 4K clarity to show off wood grain and craftsmanship - details that help seal the deal.

3. Show What Makes It Special

Get up close with your product's best features so customers see why it's worth buying. Mix close-ups, full spins, and hands-on demos to cover all the bases. Show, don't just tell - let viewers see exactly what makes your product tick. Also, point out the selling points that matter most.

Picture a sneaker brand catching that split second when their cushioned sole hits the ground - that's how you prove comfort and toughness.

4. Keep It Steady

Nobody wants to watch jumpy footage, especially in an eCommerce video. When your camera moves smoothly, the video looks pro and keeps the eyes of your potential buyers on your product. For this, you can use stands, stabilizers, or gimbals to kill the shakes and utilize slow, steady moves like pans and zooms to help tell your story better.

For instance, if you are a home decor brand, you can glide through a styled room with the camera mounted on a gimble, letting shoppers see how pieces work together.

5. Capture Multiple Angles

Try to show your product from every angle so customers know exactly what they're getting.

• Wide shots set the scene
• Close-ups show the fine points
• Top-down views map everything out.

Mix up all these techniques to give the full picture of your product, and this will help buyers feel sure about their choice.

An example here is a fancy bag that needs shots of the stitching, pockets, and zippers-proof of quality craftsmanship.

6. Record Clear Audio

The sound quality matters as much as good visuals in eCommerce videography. Bad audio makes viewers tune out and click away, killing any chance of a sale. Get a solid mic and cut background noise - every word needs to come through crystal clear. Any voice-overs, effects, or background sounds should work with your video, not fight against it.

For example, a chef demonstrating a blender should use a lapel mic to ensure instructions are heard clearly, improving viewer experience.

3. Post-Production Tips

In eCommerce videography, your message hits home effectively by transforming raw footage into captivating product stories in post-production. Below are a few pointers:

1. Edit for Clarity

Let's face it - nobody wants to watch a meandering video that drags on. Editing your eCommerce product video by removing dead spaces and trimming the fluff keeps your story flowing smoothly. It maintains a natural transition, and people stick around when you get to the point because the video becomes enjoyable to watch.

It's like when you're showing off a new smartwatch. Focus on what matters - fitness tracking, messages, battery life. Cut everything else. That way, buyers see exactly what they need to know, nothing more.

2. Add Text & Graphics

Pop in some text and graphics to drive home the important stuff. Throw in captions for specs, prices, or key features so nothing gets missed. Want to highlight something specific? Drop in an arrow, icon, or simple animation to catch the eye without going overboard.

Like when you're selling wireless earbuds - flash the battery life, noise canceling stats, and connection range on screen while your narrator keeps talking.

3. Include Background Music

The sound makes all the difference in grabbing emotions and making things crystal clear. Pick music that sets the right mood, while voice-overs fill in the blanks that pictures can't tell. Just make sure your soundtrack matches what you're selling and who's buying - whether that's upbeat, mellow, or straight business.

Take a luxury perfume eCommerce video as an example - pair some smooth piano with a gentle voice describing those scent notes. Instant class.

4. Optimize for Different Platforms

Here's the thing - every platform wants something different, so you better be ready. From social media to online stores, they all have their own rules about size, length, and format. Match these specs and your video looks sharp everywhere, no matter how people watch it.

A quick tip: Instagram loves square or tall videos for phone scrollers, but YouTube needs that widescreen for desktop viewers.

5. Add a Call-to-Action

The final moments of your video drive shoppers toward purchase. An engaging CTA gives viewers clear next steps, whether that's buying, signing up, or checking out your site. No direction? They'll scroll right past. Make your ask clear and convincing, and hit them with it at the right moment - either at the end or during key parts.

Say you're pushing a skincare line. End with "Get Your Glow On - Shop Now" and a clickable link. Makes it easy to buy right then and there.

6. Bonus Tip: Enhance Your eCommerce Video

Consider a final makeover for your video. By adjusting color balance and contrast, you can bring out true product qualities, and every frame will look sharp. Although you can do this manually, it wouldd waste a lot of time and budget.

HitPaw Online Video Enhancer offers an easy way out.

Simply upload your eCommerce product video and use the following models to enhance it:

• Face Model- Enhances facial details and restores clarity in portrait videos.
• General Denoise Model- Reduces grain and artifacts, improving overall video clarity.
• Animation Model- Optimizes animated eCommerce video by sharpening lines and restoring colors.
• Color Enhancement Model- Enhances vibrancy and contrast for richer video colors.
• Colorize Model- Converts black-and-white videos into realistic color versions.
• Low-Light Enhancement Model- Brightens dark videos while maintaining natural tones.
• Upscale Resolution- Increases video resolution up to 8K with AI-powered clarity.

4. Video Marketing for eCommerce Tips

After creating your eCommerce video, the next step is where to market it? Let's find out!

1. Use Social Media Promotion

You can get your video out there on social media - that's where the people are. Share it across Instagram, TikTok, and Facebook to hook potential buyers.

But here's the thing: each platform works differently, so switch up your style. For example, TikTok loves those quick, punchy videos, while Instagram stories crush it for quick-hit promos.

An online fashion store could post a 15-second Instagram Reel showcasing a trending outfit with a swipe-up link to purchase, making it easy for viewers to shop instantly.

2. Optimize for SEO

Want your videos to show up when people search? You need to play the SEO game right. Choose your titles, descriptions, and tags with words your buyers actually use. Keyword research tools are your best bet in this case. Drop in captions and written versions, too - not only can everyone watch it, but Google spots it more easily.

When selling smartwatches, include keywords like "best smartwatch for fitness" in the title and description, which helps the video appear in relevant searches.

3. Collaborate with Influencers

Bringing influencers on board opens doors to their dedicated followers. It's best to choose those who match your brand's style so that they can show your video in their feeds to generate buzz. This builds trust and gets potential customers interested in your product.

Part 2. FAQs of eCommerce Video

Conclusion on eCommerce Video

In this detailed guide, you've learned the art of creating an eCommerce product video from start to finish. These 21 valuable tips can help any beginner in the online business industry to describe their product visually in a short time duration and get the message out.