In today’s digital world, video content has an undeniable impact on e-commerce and online sales. While traditional marketing techniques remain relevant, video marketing is evolving as a key element for engaging and convincing customers.

Source: Wyzowl State of Video Marketing Report 2023

Growing Trend of Video Marketing

According to Wyzowl’s 2023 research, 91% of businesses use video as a marketing tool. This trend highlights the increasing importance of video in marketing strategies. Video significantly influences key performance indicators (KPIs).

KPIs, or Key Performance Indicators, are quantitative metrics used to measure the success or performance of various business aspects. KPIs can be used to evaluate success in a wide range of areas, including marketing, sales, operations, human resources, and finance. In the context of e-commerce and digital marketing, KPIs typically refer to metrics such as sales results, conversion rates, website traffic, customer engagement, and return on investment (ROI) for advertising and marketing campaigns. These indicators help organizations evaluate their performance and make strategic decisions.

Video as a Tool for Increasing Sales and Conversions

Research indicates that video can significantly increase sales and conversions. This is due to increased customer engagement and a better understanding of products and services through video content. For maximum efficiency, it is recommended to use various types of videos. The most popular include:

  • Brand video: This type of marketing content focuses on presenting the brand, its values, mission, and uniqueness. The goal of a brand video is to create an emotional connection with the viewer, strengthen brand awareness, and build a stronger relationship with it. It is often used to tell the brand’s story, show its impact on the community, or explain why it is unique. Brand videos are key to building brand identity and are often shared on social media, websites, or within advertising campaigns.
  • Promo video: Introduces the company, its values, history, employees, and products. These videos help build the brand and relationship with customers.
  • Product video: Displays product details, their functionality, advantages, and special features. It may include reviews or product comparisons, persuading purchases and enhancing customer experience.
  • Commercials: A short and memorable acquisition video ad, used in PPC campaigns and social media, aimed at conversions.
  • Behind-the-scenes video: Shows production, important processes, and the life cycle of an order. It helps build trust and strengthens the brand.
  • Video invitation: A personal invitation to an event or physical store, used for brand building and event promotion.
  • Recruitment video: Targets potential employees, showcasing the company atmosphere and processes, used for brand strengthening and reaching job applicants.
  • Internal video:: Clarifies internal company processes, intended for employees. Includes training materials and production procedures.

Each type of video brings unique advantages and helps companies communicate with different target groups more effectively.

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Implementing Video Content in E-commerce

  • Use in video ads: Video ads are effective for generating leads, conversions, strengthening the brand, and retargeting. By monitoring ongoing statistics, marketing specialists can target and tailor their campaigns for maximum efficiency.
  • Sharing on social networks: Each platform has specific requirements for format, length, and technical parameters of the video. It’s also important to consider adding subtitles for those who prefer watching without sound.
  • Incorporation into websites: Videos can be placed on the main page, product pages, FAQs, and other relevant parts of the website. They help increase time spent on the site and improve customer experience. They provide a clear and attractive presentation of products and services.

When implementing video, it’s important to ensure its quality, relevance, and alignment with the overall marketing strategy of the brand.


The use of video in e-commerce is not just a trend, but is becoming a necessity for modern digital marketing. It is a tool that brings high return on investment and increases sales performance. Its implementation requires a strategic approach and creativity, but the results clearly show that it is an investment that pays off.