Video content is a powerful tool for your eCommerce business. An effective video marketing strategy will help you get the most out of it. Video content can educate customers about products, showcase new product lines, promote special offers and campaigns, provide customer service support, create brand awareness, drive traffic to your website, etc.

Using video content in your eCommerce business will give you a competitive advantage. You can also use video marketing platforms like YouTube and Vimeo to reach a wider audience. According to a study by Wyzowl, around 86% of businesses use videos as an integral part of their marketing strategy. Moreover, 96% of consumers increased their video consumption in 2020. The numbers hint at the importance of video content. Due to the endless benefits videos can bring in, it is vital to build an effective marketing strategy that includes video content and other means.

Create Specific Video Goals

Before creating any video, you must define its purpose and goal. Without this, it would not be easy to measure the effectiveness of your video content. Some specific video goals that eCommerce businesses can aim for include:

Increasing Website Traffic

Since eCommerce businesses run on the internet, attracting audiences to your website is the best way to increase sales. Hence, the first goal of your video marketing strategy should be to increase website traffic. You can create engaging and relevant videos for your target audience and promote them on social media platforms and other channels.

Generating Leads

Videos can also be used to generate leads for your business. You can do this by adding lead capture forms on your videos or by providing viewers with a CTA to a landing page where they can provide their contact information. The CTAs for eCommerce videos should be crisp and appealing for the users to purchase the products you are trying to sell.

Improving Conversion Rates

Every person that visits your eCommerce store is a potential lead. However, you need to convert those leads to sales, and video marketing can help you with that. You can create product demonstration videos and include them on your product pages. You can also create a sense of urgency through videos and make the visuals appealing for enhanced conversion rates.

You can use various free editing software to edit your videos and make them appealing for better conversion and engagement.

Increasing Brand Awareness

You can create brand awareness videos, which can be used to introduce your brand, products, and services. You can also use them to create a personality for your brand and make it more relatable to the target audience. Brand awareness videos are an effective way to educate customers about your business and its offerings.

There are many other goals that eCommerce businesses can aim for through videos. Once you have defined your specific goals, you can create videos tailored to achieve them.

Understand and Create Viewer Persona

Creating viewer personas should be next in your steps to build an effective marketing strategy. This will help you understand your target audience better and enable you to create videos that are relevant to them. When creating a buyer persona, consider various factors such as age, gender, location, interests, needs, and pain points.

You can also use social media platforms to research your target audience and understand their interests. This will give you an idea about the content they are interested in and help you create videos accordingly.

ECommerce businesses need to understand their buyers, as they can have varied preferences. For example, some buyers might be interested in product reviews, whereas others might be keen on unboxing videos. Hence, it is essential to create different videos that appeal to various buyers.

Figure Out the Story You Want to Tell

After understanding your target audience and their preferences, you need to figure out the story you want to tell with your videos. This will help you create a video marketing strategy that is effective and engaging for the current market trends.

When creating a story for your eCommerce business, consider the following points:

  • What are the unique selling points of your products or services?
  • What are the pain points of your target audience that you can address through your videos?
  • What are the stories and narratives that will engage your target audience?

Once you have a clear idea about the story you want to tell, you can create videos focused on addressing your target audience’s needs and interests.

Create Visually Appealing Videos

In today’s world, visuals are everything. And when it comes to online shopping, videos are one of the most critical elements of a website.

That is because visuals are a powerful way to engage and connect with buyers. Research has shown that people are more likely to remember information presented in a unique and appealing format.

When creating videos for your eCommerce business, focus on the visuals. Use high-quality images and make sure the video is well-edited. You can also use creative effects and animations to make it more appealing.

The best way to go about this is by leveraging free editing software. This software comes with varied creative effects and animations to give you flexibility in video editing. But if you are not confident about creating videos on your own, you can always outsource the task to a professional video production company.

Stick to Your Timelines

When it comes to eCommerce, it is essential to stick to timelines. This is because buyers are often looking for information about a product or service before making a purchase decision. If they do not find the information they are looking for promptly, they might move on to another business.

That’s why it is essential to create informative, educational, and engaging videos and adhere to timelines. This will ensure that buyers are able to find the information they need on time.

In addition to creating videos on-brand and focusing on the target audience, it is essential to ensure that the videos are of high quality. This will help keep buyers engaged and ensure that they continue to watch the video until the end. You can do this by using free editing software.

Focus on Informing, Educating, and Engaging with the Audience


The use of videos should inform, educate, and engage with the target audience. This is the best way to connect with buyers and create a connection that can result in conversions.

When videos are informative, they help customers learn about the products or services offered by the eCommerce business. This can help buyers make an informed decision about the purchase.

Educational videos can help buyers understand the features and benefits of a product or service. This can be especially helpful for first-time buyers who are not familiar with the jargon used in the eCommerce industry. When shopping online, most people look for information about the products or services. They also search for reviews about the products. Creating educational videos will help customers and viewers get the required information they want to decide.

Engaging videos create a connection with the target audience and help build trust. When buyers feel connected to a business, they are more likely to purchase from them.

By focusing on these three elements, you can create videos that are effective in helping buyers make a purchase decision.


Video content is a powerful marketing tool to help eCommerce businesses reach new heights. By creating engaging and informative videos, companies can connect with customers more profoundly, build trust, and boost sales. Video content can be a powerful asset for any eCommerce business when used correctly. If you’re looking to take your business to the next level, consider using video content as a part of your marketing strategy.

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