Boosting E-commerce Conversions: Repurposing Short-Form Video for Product Pages

Identify shorts videos from your socials that would fit your PDPs

In the dynamic world of e-commerce, short form content such as TikToks, Reels and Short-form video content, are being seen to revolutionise the way online brands are able to capture the attention of audiences, while boosting sales.

Through quick and engaging videos highlight the extent to which videos have the ability to showcase products in a fun, and engaging manner. But how can you make them work even better on your website, especially on product pages?

Join us as we delve into, auditing your social media videos, in order to figure out and understand which are the ideal videos that can be repurposed to your product display pages, and which should not. As we explore this narrative, we highlight the best types of videos that can be used based on your industries, as well as the organisation process in order to ensure higher conversion rates in the world of online retail.

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How to structure videos on PDPs

To maximize conversions on product pages, organize videos in this sequence.

1) Product-specific videos

Start by helping your visitors understand the actual product itself by clearly showcasing, its benefits and features, giving audiences an experience that can be compared to brick and mortar stores.

2) Customer testimonials & reviews

Follow this with fostering a sense of trust and authenticity by showcasing to your audiences, real reviews and portraying your product in a more relatable and credible manner.

3) F.A.Q videos

Last but not least, remember to address common concerns and eliminate doubts, ensuring visitors feel confident enough to make a purchase.

By segmenting into a 3 group approach, your online brand has the ability to boost engagement rates due to a clear product explanation as well as creating an emotional connection, through real users, customer testimonials. This approach removes friction from the buying process fostering credibility and confidence leading to higher add-to-cart actions and improved conversion rates on product pages.

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Best video types on PDPs, per industries

Here are a few examples of popular categories and video types that are best suited for repurposing based on your industry:

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1) Beauty & cosmetics:

- Product Application Demos: Videos showing how to apply makeup or skincare products (e.g., "How to apply a foundation for an all-day glow").

- Before-and-After Transformations: By showing the results of using a product, like "Before and after using our hydrating serum."

- Seasonal Looks: Tutorials for makeup or skincare routines based on the season (e.g., "Summer skincare must-haves").

- Skincare Routine Explainers: Step-by-step videos featuring morning or nighttime routines using multiple products.

- Customer Testimonials: Videos of real audiences sharing their experiences with the products (e.g., "My 30-day results using X face mask").

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2) Pharma & personal Care

- Product Benefits Breakdown: Detailed explanations of product benefits (e.g., "How this multivitamin boosts immunity").

- Safe Usage Guides: Tutorials on how to properly use personal care items like supplements or devices (e.g., "How to use our electric toothbrush").

- Expert Advice: Clips from healthcare professionals explaining the advantages of certain products (e.g., "Doctor’s advice on choosing the right supplements").

- Wellness Tips: Lifestyle advice videos (e.g., "Daily habits for better skin and overall health").

- Problem-Solution Videos: Addressing specific personal care needs (e.g., "How to relieve joint pain with this natural cream").

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3) Apparel & accessories

- Outfit Inspiration: Styling videos showing various ways to wear an item (e.g., "5 ways to style our best-selling jacket").

- Fit & Size Reviews: Videos focusing on sizing tips and fit (e.g., "How our slim-fit jeans fit on various body types").

- Fabric & Material Information: Highlighting the materials used (e.g., "Why our eco-friendly linen feels so good on your skin").

- Wardrobe Essentials: Quick clips focusing on must-have wardrobe items (e.g., "3 basics everyone needs this fall").

- Care Instructions: Tips on how to care for specific items (e.g., "How to wash and maintain leather boots").

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4) Jewellery & watches

- Close-up Product Shots: Detailed videos of the craftsmanship, materials, and finer details (e.g., "A close look at the brilliance of our diamond engagement rings").

- How to Style Accessories: How to pair watches, rings, or necklaces with various outfits (e.g., "How to layer gold necklaces for a chic look").

- Care and Maintenance: Best practices for cleaning and caring for jewellery (e.g., "How to keep your sterling silver shining").

- Unboxing Stories: Highlighting the packaging and unboxing of high-end pieces (e.g., "Unboxing our luxury timepiece").

- Customization Features: Videos explaining personalized options (e.g., "How to customize your engraved bracelet").

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5) Home & garden furniture

- Room Styling Ideas: Videos showing how furniture fits into different interior design styles (e.g., "How to style our minimalist couch in a modern living room").

- Assembly Tutorials: Step-by-step guides on how to assemble furniture (e.g., "How to assemble our modular bookshelf in 10 minutes").

- Materials & Durability: Demonstrating the quality and longevity of materials (e.g., "Why our solid oak dining table lasts a lifetime").

- Before-and-After Room Makeovers: Transformations of spaces using the brand's furniture (e.g., "Watch how our outdoor set transforms this small patio").

- Plant Care & Garden Ideas: For brands selling garden-related products (e.g., "How to care for your indoor plants with our planters").

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6) Toys, sports, and hobbies

- Product Demos: Showing how toys or sports equipment work in action (e.g., "Watch our drone in action at the park").

- User Experience Stories: Videos featuring kids or athletes enjoying the product (e.g., "My child’s reaction to our latest educational toy").

- Game or Sport Tips: Short how-tos or skill-building clips (e.g., "How to improve your shooting accuracy with our basketball training gear").

- Creative Plays: Suggestions for parents on how to use toys in different ways (e.g., "3 creative games to play with our building blocks").

- Unboxing & Reaction Videos: Popular with toys, showing kids opening and reacting to the product (e.g., "Unboxing our new remote-control car").

By repurposing these videos showcased above into simple website embeds, engagement is driven directly towards the product pages, which not only increases user interactions but fosters increased conversion rates. With a strong user-centric focus, online brands can foster a strong sense of community amongst their audiences increasing their brand loyalty.

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Why all online brands should start reusing their Reels and TikTok videos on their PDPs?

Now that we have a deeper understanding remember, repurposing short-form videos from social media platforms like TikTok and Instagram Reels for product display pages (PDPs) is a powerful strategy for e-commerce brands to boost conversions and enhance the online shopping journey. By strategically organizing product-specific videos, customer testimonials, and FAQ content on PDPs, brands can create a more engaging and informative shopping environment.

Different niches can leverage various types of short-form content to shine light on their products effectively, right from product application demos in with beauty products to styling ideas in the apparel and accessories categories.

As the digital ecosystem evolves at a dynamic rate, integrate social media content with your e-commerce platform to strategically increase user engagement while building a community. So what are you waiting for? It's time to get started in order to stay competitive in a savvy consumer market.

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