E-commerce Video Marketing Strategy: 2023 Guide


In an increasingly digitalized and competitive world, online marketing has become a fundamental pillar for the success of ecommerce businesses. In particular, the strategic use of videos has undoubtedly been an invaluable resource for brands looking to stand out in the constantly evolving market.

And who hasn’t come across an advertising video on social media? In fact, the vast majority of the content we consume today through technology comes in the form of short videos that capture our attention with their content and message.

Now, can you imagine having the opportunity to harness the full power of video format in ecommerce to promote your business? In this complete guide to video marketing strategy for ecommerce in 2023, we tell you about the latest trends, best practices and proven strategies to make the most of the power of video in your marketing strategy.


You may also be interested in: 6 things that should not be missing in your promotional videos if you want to achieve good results


Reasons why your business may need a video marketing strategy

The reasons why your business may need a clear and well-designed video marketing strategy can be endless.

But, to make it much clearer, we have selected 4 main reasons why you should start evaluating the implementation of such a strategy:

  • Increased Consumer Engagement: Videos are highly engaging and can effectively capture your audience’s attention. People tend to remember visual information better and are more likely to interact with videos than with static content. A video marketing strategy can help increase audience engagement and attract their interest more effectively.
  • Improved Conversions: Well-designed and persuasive videos can influence consumer decision-making. By showcasing your products or services convincingly and providing valuable information, you can increase conversions on your website. Product demos, customer testimonials, and tutorials are examples of content that can drive conversions.
  • Greater Visibility in Search Engines: Search engines like Google tend to favorably rank video content. By incorporating relevant and optimized videos into your marketing strategy, you can improve your visibility in search results, which can generate additional organic traffic to your website.
  • Emotional Connection with the Audience: The video format allows you to convey the personality and values of your brand in a way that other formats cannot match. You can tell stories, show the human side of your business, and establish a deeper emotional connection with your audience. This can lead to greater customer loyalty and stronger long-term relationships.

Basically, a video marketing strategy can be a powerful tool to attract your audience, improve conversions, increase online visibility and strengthen the connection with your customers.

What are the most common types of videos in ecommerce?

In ecommerce, the versatility of videos as a marketing tool is immense, so you can use your creativity to develop a unique piece with resources that allow you to effectively convey your brand message. 

Here is a detailed description of the most common types of videos used in ecommerce:

Product Videos

Product videos are essential for showing the details and features of an item in action. These videos allow customers to see how the product is used in real life, its size, functionality, and appearance from multiple angles. 

They can include practical demonstrations, highlight key features, and highlight unique benefits. Overall, product videos help customers make informed decisions and reduce uncertainty about online purchases.

Customer Testimonials

Customer testimonials in video are powerful social proof that validate the quality and satisfaction of the product. These videos feature real customers sharing their positive experiences with the product or service. 

Through this format, common problems faced by buyers can be addressed and how the product solved their needs, generating trust and credibility in the brand. Undoubtedly a good way to connect with that end user you want to reach.

Tutorials and User Guides

Tutorial and user guide videos are valuable for products that require detailed instructions for proper use. These videos provide step-by-step instructions on how to assemble, set up or use a product. 

They help customers overcome any confusion and make the most of their purchase. In addition, tutorials can also show tips and tricks to make the most of the product.

Brand Story and Origins

These videos narrate the story behind the brand, its mission, and the values that drive it. They can include interviews with founders or employees, images of production, and the evolution of the company over time. These videos humanize the brand and allow customers to emotionally connect with the story behind the products they are purchasing.

Promotional and Commercial Videos

Promotional and commercial videos are used to advertise special offers, discounts, sales events, and new product launches. They are short, impactful, and designed to generate immediate interest. These videos can leverage the urgency and excitement of a limited-time offer to drive sales.

Social Media and Paid Ads Videos

Videos specifically designed for social media platforms and online advertising are crucial for reaching a wider audience. These videos are often short and straight to the point, capturing users’ attention quickly. They can include teaser content or ads that direct traffic to your ecommerce website.

Live Videos and Webinars

Live videos and webinars allow for real-time interaction with the audience. You can use them to introduce new products, answer questions live, and provide educational content. These live events create a sense of community and engagement with followers, which can drive brand loyalty.

Product Comparison Videos

These videos show how your product compares to others on the market. They can highlight competitive advantages and help customers make informed decisions when comparing features, prices, and quality.

Unboxing Videos

Unboxing videos show the exciting moment when a customer receives and unpacks a product. These videos offer an authentic experience and allow viewers to feel the excitement of opening a new package.

Retargeting and Abandoned Cart Videos

Used in remarketing strategies, these videos target people who have visited your website or abandoned their shopping cart. They can remind users of products they left behind and offer incentives to complete the purchase.

How to Start Incorporating Video into Your Ecommerce Strategy?

In ecommerce, the versatility of videos as a marketing tool is immense. If you want to start implementing this resource as the main tool in your ecommerce strategy, below are 5 essential tips that you should always keep in mind:

  1. Define your goals: Before creating videos, establish clear goals. Do you want to increase conversions, social media engagement, or online visibility? Understanding your goals will help you create effective videos.
  2. Know your audience: Understand your target audience and their needs. Create videos that solve problems, answer questions, and provide value to your specific audience.
  3. Invest in appropriate equipment and resources: Video quality is important. Invest in recording equipment, editing software, and experienced personnel if possible. Also consider lighting and sound for professional results.
  4. Optimize for SEO: Use relevant keywords in video titles, descriptions, and tags. This will improve visibility on search engines and attract more interested viewers.
  5. Promotion and analysis: Share your videos on multiple platforms such as your website, social media, and video channels like YouTube. Then track key metrics like views, interactions, and conversions to measure success and adjust your strategy as needed.

These tips will help you start effectively leveraging the power of video in your ecommerce strategy.

Start Developing the Video Marketing Strategy Your Business Needs Today

As you can see, video marketing is a powerful tool that can completely transform the way your e-commerce business connects with customers and boosts sales. Whether through product videos, customer testimonials, or brand stories, the strategic incorporation of video content can make a difference in the success of your online marketing strategy in 2023.

At Primitive Agency, we understand the importance of video marketing and are here to help you make the most of this constantly growing trend. We are ready to create customized video strategies that fit your specific business needs and goals.

So, are you ready to take your video marketing strategy to the next level? Contact us at [email protected]  or fill out our contact form.


You may also be interested in: Learn about video marketing: a strategy that could bring important benefits to your brand.



What are the current trends in video marketing for ecommerce in 2023?

In 2023, trends in video marketing for ecommerce are marked by personalization, interactivity, and immersion. Brands are adopting hyper-personalization in their videos, using user data to create highly relevant content. In addition, interactive videos, which allow viewers to make decisions within the video, are gaining ground, increasing engagement and retention.

Virtual reality (VR) and augmented reality (AR) are also emerging as powerful tools for providing immersive shopping experiences, where customers can interact with products virtually before buying. These trends focus on providing consumers with a more personalized and engaging online shopping experience.

How can I make my videos more appealing to my audience?

To make your videos more appealing to your audience, it is essential to capture attention from the start. Start with a striking introduction that piques the viewer’s curiosity. Keep videos concise and focused on a clear message.

Use captivating narration or a well-structured script that tells an interesting story or solves a relevant problem for your audience. Production quality, including audio and lighting, is critical to maintaining professionalism.

In addition, you can also encourage engagement by asking questions, including calls to action, and responding to comments and questions from viewers. Don’t forget to post videos consistently to keep your audience engaged and encourage return visits.

How can I measure the success of my video marketing strategy?

You can measure the success of your video marketing strategy using key metrics such as number of views, click-through rate, audience retention, and conversions. Analyze average watch time to evaluate viewer engagement and monitor conversion rates to determine if videos are driving desired actions such as purchases or sign-ups.

mikito primitive

Keep evolving

Stay ahead of the curve

Join our exclusive community of industry professionals and receive the latest insights, trends, and strategies in digital marketing, design, and technology. Subscribe today and unlock a world of innovation and inspiration!

Subscription Form