Expert tips on using short-form video to boost your e-commerce brand—insights from johnnypuetz Productions on building trust and driving engagement
E-Commerce and Short-Form Video: A Match Made for Conversions
E-commerce brands – if short-form video production isn’t already your brand’s best friend, it’s time we made the introduction. In a world where attention spans are shrinking, short videos offer a quick, engaging way to showcase your brand and products in action. Recent studies show that a whopping 73% of consumers prefer learning about products through video. And here’s the kicker: short-form content drives some of the highest engagement rates across the board, from social feeds to product pages.
But why is short-form video so effective for e-commerce? As JP Kathoefer, founder of johnnypuetz Productions, puts it, “There’s a growing shift from traditional photography to dynamic, video-based content.” Video delivers a level of authenticity and quality that photos alone can’t match, making it invaluable for brands trying to build trust, especially with new customers. With AI-generated images on the rise, consumers increasingly turn to video for a true-to-life view of products they can rely on.
We sat down with JP to dive deeper into why short-form video is now a must-have for e-commerce, how it works across different channels, and what makes
Bite-Size Storytelling: Why Trust and Quality Sell in Seconds
So, what makes short-form video an essential tool for e-commerce brands in today’s market? JP points to two standout reasons:
- Building Trust Through Authenticity: Short-form videos give customers an up-close, transparent view of your products, which builds credibility. JP explains, “With the rise of AI-generated images, customers are seeking out video because it’s harder to fake and offers a true-to-life representation of the product.” This authenticity is crucial, especially for brands that are still working to establish themselves. By showcasing products as they are—no filters, no illusions—brands can build trust and reassure new customers.
- Meeting Today’s Higher Expectations: Today’s consumers don’t just expect quality in the products themselves; they also expect quality in how brands present them. JP has observed a strong shift from static photography to dynamic, video-based content that better conveys a product’s craftsmanship and value. “If you’re selling a high-end product, your content should match that quality,” he says. And the investment in quality pays off: Dash Hudson’s report shows that beauty brands on Instagram average 116,900 views per video post, demonstrating the reach and engagement that well-produced video content can achieve.
Short, Sweet, and Everywhere: Unlocking Multi-Channel Success
Now, let’s talk about how short-form videos can elevate your brand across all channels. Different digital platforms require unique approaches to short-form video, but oftentimes, these unique cuts can be taken from the same shoot. Social media ads may focus on quick, high-energy hooks, while PDP videos can be more focused on product details. This adaptability allows brands to maximize their investment by repurposing high-quality content across various channels, creating a consistent brand presence. JP shared his top insights on making videos that capture attention and drive conversions.
1. E-Commerce Websites & Product Detail Pages (PDP)
Adding short-form videos to your website not only can bring products to life, but also build brand awareness, especially on your homepage or key landing pages. JP recommends using quick, visually engaging videos to showcase products in action or tell your brand story. This kind of content can immediately establish credibility and keep visitors on your site longer.
More specifically, PDPs are where short-form videos really shine. Here, it’s key to make sure all videos are very purposeful. Don’t waste money shooting a video that showcases something about the product the shopper can get from a still image. For instance, having a model spin in a circle to sell leggings isn’t really convincing anyone to buy. Instead, capture active movements – stretching, running, or even using a clip showing the products ‘in the wild’ to portray a certain ‘cool factor’ and functionality. Shoppers are already interested, so a quick video can give them the extra confidence to click “add to cart.” Be thoughtful and make sure your videos are adding something, not just showing more of the same.
Pro Tips:
- Keep it quick and impactful. Your website is where customers look for reasons to trust you—make every second count.
- Invest in quality. PDP videos act as a virtual ‘try-before-you-buy’ experience. High-quality videos let customers see and feel the product as if it were right in front of them.
3. Social Media
Short-form videos have found their natural home on social media platforms like Instagram, TikTok, and Facebook. Social videos drive engagement, build awareness, and can even lead to direct purchases. With social selling on the rise, short videos that capture attention in a crowded feed are invaluable.
Pro Tips:
- Start with a strong hook. You have a split second to make someone stop scrolling—show the product within the first second.
- Keep the energy up. Maintain a fast-paced, visually engaging style to hold attention.
4. Email Marketing
Incorporating short-form videos into your email marketing strategy can significantly enhance engagement and drive conversions. Research indicates that including videos in emails can increase click-through rates by up to 300%. Additionally, 44% of people say they would watch a video included in an email.
Pro Tips:
- Boost engagement. Use short, impactful videos to increase click-through rates.
- Make it personal. A well-placed video tailored to the recipient’s preferences adds a welcoming, custom touch.
5. Ads
The best part about short-form video is that it can often be repurposed to create compelling ads –whether on social media, search engines, or display networks. Videos have higher engagement rates than still imagery, so the investment can really pay off. Because these ads appear on various platforms, they must be concise, attention-grabbing, and relevant to your target audience. Short-form video ads can quickly communicate value and direct viewers straight to your e-commerce site.
Pro Tips:
- Focus on one message. Avoid overwhelming viewers—highlight a single key feature or benefit.
- Deliver quickly. Capture attention and convey value in just a few seconds.
From Vision to Action: The Formula for High-Impact Video
So, what makes a short-form video truly effective across all these channels? According to JP, several essential elements contribute to creating high-impact videos that resonate, build trust, and drive conversions.
- Pacing: Adjust pacing to fit the platform and the viewer’s intent. On social feeds, where viewers scroll quickly, fast cuts and engaging visuals create excitement and capture attention within seconds. On PDPs, where shoppers are actively considering a purchase, a slower, more detailed pace allows viewers to absorb the product’s features, feel the quality, and envision themselves using it. Finding the right balance in pacing is key to aligning with each channel’s unique demands.
- Clarity and Focus: In short-form video, simplicity is powerful. Highlight one main message or feature to avoid overwhelming viewers with too much information. For example, a video could focus solely on a product’s unique fabric, the way it fits, or a single standout feature. A clear, focused message helps viewers quickly understand the product’s value, whether they’re seeing it in an ad, on a social feed, or on a product page.
- Room to Experiment: Short-form video is an excellent medium for creativity and experimentation. JP shares an example of a client who used videos to mix and match products within a single clip, showcasing different combinations that ultimately led to more sales. Experimenting with different angles, settings, or combinations lets brands show their products in new ways, keeping content fresh and engaging.
Even in just 15 seconds, a well-crafted video can tell a story, convey the essence of a brand, and make a lasting impression. By focusing on pacing, clarity, and creativity, brands can leverage short-form videos to connect meaningfully with their audience, build trust, and inspire action.
When to Go Pro: Leveling Up with Professional Video Production
While user-generated content (UGC) and low-production (low-pro) videos offer value—especially for authenticity—there’s a unique advantage to polished, professionally produced content. UGC provides essential social proof, but professional production amplifies credibility and appeals to audiences who care about quality.
JP observes, “People are getting tired of low-quality UGC and influencer content. We’re seeing a shift back to thoughtful, high-quality videos.” This aligns with Dash Hudson’s data, showing that professional video outperforms photos in social media engagement. As expectations evolve, audiences crave fresh, authentic, and well-crafted content.
Tempted to DIY video? JP warns that it often falls short in two crucial areas:
- Standing Out in the Crowd: “To stand out is a big challenge,” JP explains. With millions of videos posted daily, professional quality helps your content rise above the noise. High production values make your video memorable, giving it a polished edge over unrefined content.
- Complexity and Cost: “Video production is way more complex than snapping a photo,” JP says. “Planning, shooting, and editing require skill and experience.” Professionals understand lighting, sound, and pacing, ensuring the final product resonates with viewers.
Partnering with experienced teams like The Line Studios and johnnypuetz Productions transforms video from simple content to a powerful brand statement. Here’s why this partnership can make a difference:
- Professional Expertise: A seasoned production team brings specialized skills in lighting, direction, and editing to ensure that every video resonates with the target audience and is impactful across various platforms.
- Strategic Storytelling: Video allows for richer storytelling than photos or UGC alone. “With video, you control every detail to align with your brand,” JP explains. “If your brand has a story, video is the best way to tell it clearly and creatively.”
In a world where consumers scroll through endless feeds, balancing UGC, low-pro content, and high-quality production gives brands a well-rounded approach. But for brands ready to make a memorable impact, professional production offers the finesse and attention to detail that can set your brand apart.
How E-Commerce Brands Are Winning Big with Short-Form Video
To see these principles in action, here are some brands effectively using short-form video across channels. Brands like Nour Hammour, Goclove, Kit and Ace, Rains, Soho Skin, and Phoria Jewelry are prime examples of how short-form videos can enhance the shopping experience, build trust, and drive conversions.
Nike showcases its products in action through dynamic videos that highlight performance, durability, and versatility. For instance, the Air Force 1 Wild Women’s Shoes video emphasizes both style and functionality by showing the product in motion, including on-foot shots and close-ups of key design elements. Videos like this resonate with active customers by demonstrating real-world utility and inspiring confidence in their purchase.
Nour Hammour brings its brand’s unique identity to life through videos that showcase products in motion. By presenting textures, fit, and styling possibilities in real-life scenarios, Nour Hammour allows customers to visualize the product, building trust and loyalty through immersive storytelling.
Goclove uses video on product pages to highlight functional details that photos miss. Demonstrating how footwear adjusts, flexes, and moves, these videos give customers confidence in the product’s practicality, helping them feel assured in their purchase.
Kit and Ace applies a social-media-inspired approach to PDP videos, adding an approachable and relatable vibe that resonates with shoppers. These videos show products in action, creating a familiar, engaging experience that builds trust.
Rains employs an immersive, multi-media PDP design that integrates video and photo to showcase technical aspects of its products, like waterproof capabilities. The seamless use of video alongside product specifications provides an in-depth experience, making each PDP feel like a landing page that pulls customers into the brand’s world.
Phoria integrates video and photography to display multiple facets of each piece, from shine to intricate details, providing a tactile sense of the product. This approach brings jewelry to life, giving customers an engaging, interactive experience that static images alone can’t deliver.
These brands exemplify the power of short-form video to create a compelling, multi-dimensional shopping experience. By making products feel accessible, relatable, and true to life, they connect with customers on a deeper level, building trust and encouraging conversions across channels.
Short-Form Video Production: Why E-Commerce Brands Are All In
In short, short-form video production for e-commerce isn’t optional anymore. It’s an essential tool that drives engagement, builds trust, and converts across multiple channels. In fact, 81% of people say they’ve been convinced to buy a product after watching a brand’s video.
For brands looking to make a real impact, partnering with professional teams like The Line Studios and johnnypuetz Productions can elevate your content to another level. Ready to see what short-form video can do for your brand? Connect with us, and let’s bring your vision to life.
Note: This article was originally published on The Line Studios LinkedIn Newsletter page. We have reposted it here to share its valuable insights with our audience. We respect copyright laws and have obtained permission to republish this content.
