Why Shoppers Are Increasingly Turning To Product Videos — With Top Tips for Driving Sales

If a picture is worth a thousand words, a video is worth a million. Video offers a vivid, 3D experience that 2D photos can’t always achieve. Product videos, in particular, are much better at highlighting the value-add for shoppers  — especially for those who can’t get a (literal) feel for an online product.

As shoppers increasingly turn to video platforms like TikTok and YouTube for product and brand discovery, brands need to step up their game if they want to capture their attention. 

According to Think With Google, more than half (55%) of surveyed shoppers search for products on Google and then turn to YouTube to research further before buying. 

Animated video production company Wyzowl further reinforces the importance of video, stating that watching a video has convinced 82% of shoppers to purchase a product or service.

Here’s a breakdown of the different types of product videos consumers crave, with tips on how your brand can more effectively leverage video to drive sales. 

What Are the Benefits of Online Video for Shoppers?

Product videos provide valuable insights into what the product is actually like, giving shoppers a perspective that they can’t get solely from product descriptions or imagery. 

Salsify’s upcoming “2025 Consumer Research” report features quotes from survey respondents, and one millennial shopper shares their love of product research: “I enjoy the research, looking at reviews, and coming to a decision about certain products before purchasing." 

Product videos can also engender customer trust by providing shoppers with first-hand testimonials and reviews; increase consumer awareness and understanding with how-tos; create more engaging experiences with personalization; and so much more. 

What Kinds of Product Videos Do Customers Want?

Video is so powerful that 77% of surveyed shoppers in Salsify’s consumer research report say that product images and videos were their reason for completing a purchase, and 42% abandoned an online sale if there were no or low-quality product images or videos. 

Some of the hottest videos that consumers want to watch include how-tos and explainers, reviews, lifestyle and inspirational content, and live streaming. 

How-Tos and Explainers Build Trust

According to Wyzowl, 91% of shoppers have watched an explainer video to learn more about a service or product. How-tos and explainers enliven a product page (and can even keep visitors on your site for longer, a win-win). 

You can also create a YouTube channel/playlist or TikTok account that features this type of video so you’ll capture the shoppers who like to cross their t’s and dot their i’s before making purchases. 

Skincare brand Dieux does a great job of explaining why it doesn’t recommend wetting your face before using its face wash in an informative TikTok. 

Video Source: Dieux Skin TikTok 

According to Salsify research, 69% of shoppers will trust a brand that offers product quality and value, and 87% have paid more for a product because of brand trust. If you can demonstrate your products’ quality in your videos, you’re more likely to win over consumers. 

Reviews Sway Shoppers 

Reviews reassure shoppers that they’re getting the best of the best with honest, first-hand information from fellow customers. 

Brands need to embrace reviews to assuage shoppers that they’re getting a comprehensive overview that highlights every consideration. Especially because 48% of shoppers will abandon an online sale if there are no or low customer ratings or negative reviews, per Salsify research. 

While featuring review videos on your product page or social media platform is highly encouraged, it’s also likely that shoppers turn to creators who are providing the most honest reviews.

YouTube provides the best opportunities for in-depth reviews, like content creator Christine Mai Nguyen’s breakdown of Glossier’s latest products.

Video Source: Chrissstttiiine YouTube

Lifestyle and Inspirational Content Allow Shoppers To Dream

Shoppers often turn to lifestyle or inspirational videos to daydream about their desired products and learn how to incorporate them into their lives. 

Social media provides fruitful ground for this type of content: 40% of shoppers will research products and brands on apps like TikTok, YouTube, and Instagram, according to Salsify consumer research.

Influencers are some of the most persuasive video creators, with 39% of shoppers purchasing an online product because of an influencer rec, per Salsify research. Partnering with influencers is typically a surefire way to increase brand awareness and engagement. 

Brands can also take a page out of the influencer playbook by creating dreamy content that piques shoppers’ interest; like French clothing brand Sézane. 

Video Source: Sézane 

Live Streaming Adds a Modern Day Twist to Nostalgia 

Live streaming channels like TikTok LIVEs and Instagram Live reignite the nostalgia of the shopping channels our grandparents would watch when babysitting us — but with a fresh take and a fresh audience.

According to Salsify consumer research, 35% of shoppers purchased a product from a live streaming event. Men (47%) and millennials (43%) are the most interested in this shopping experience. 

Brands that want to build their communities and drive real-time engagement should consider conducting live stream shopping events that offer promotional incentives, exclusive gifts with purchases, and discounts. 

How Brands Can Leverage Ecommerce Video More Effectively

Brands need to capitalize on opportunities to leverage video more effectively, such as tailoring videos for each platform, utilizing search engine optimization (SEO), and personalizing the experience.

Tailor Your Product Videos for Each Platform 

When tailoring your videos, consider the popular content length for each platform, as well as consumers’ attention spans. 

According to Wyzowl, “30–60 seconds is the most effective length, according to 39% of marketers, followed by 1–2 minutes (28%), 30 seconds or less (18%), 2–3 minutes (10%) and 3 minutes or more (just 5%.)” 

If you’re targeting shoppers on TikTok, consider the above stats. But if you’re targeting YouTube fans, long-form content is the way to go. However, you can repurpose longer content into YouTube Shorts, so you can capture shoppers with both long and short attention spans. 

Using TikTok sounds and following trends shows that your brand is hip, engaging, and has a personality. If you’re lucky, you may even go viral and sell your products.

Use Search Engine Optimization (SEO) 

Properly using SEO ensures that your content will reach the masses. 

To achieve this, conduct keyword research to learn what your audience is looking for and what your competitors are ranking for so you can reach them at every touch point. Implement the keywords in your titles, descriptions, meta descriptions, image alt text, hashtags, and more. 

You should also use captivating thumbnails, turn on closed captioning, and integrate a tagging feature that will lead shoppers to related content. 

Personalize the Experience 

Your ecommerce video will fall on deaf ears — no matter how entertaining — if it reaches the wrong audience. Personalization will prevent this travesty. 

According to research from Salsify and the Digital Shelf Institute (DSI), 37% of consumers will purchase more often if the content is personalized to them. 

You can achieve video personalization by tapping into the algorithm and using hashtags that will place your content directly into shoppers’ feeds. The algorithm can also recommend product videos to your audience based on their previous shopping habits and experiences with your brand or similar brands. 

Implementing interactive polls and quizzes in your videos will both entertain shoppers and allow you to gather details that will make their personalization all the better. 

Product Videos Shouldn’t Be Boring 

Your product videos shouldn’t have the same effect as a boring infomercial. They should provide entertainment while delivering pertinent information, especially since shoppers have a wealth of videos at their disposal every second of the day. 

Why should they stop to watch yours? 

If you pay attention to the types of videos your audience desires and follow up with personalized, search engine optimized, engaging content, your customers will keep coming back for more.