Short-Form Video for E-Commerce: A Powerful Tool Across Every Channel

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 what makes short-form video so effective for e-commerce? To unpack this, we chatted with JP Kathoefer, founder of johnnypuetz Productions. JP isn’t just any video pro—he’s been helping brands transform the way they connect with their customers, turning simple product stories into scroll-stopping video content.

Here’s why JP’s perspective matters: he’s seen it all. From the rise of TikTok to the growing demand for authentic content, he’s been right in the middle of a shift from static photos to dynamic videos. “Video is harder to fake than photos, which makes it great for building trust—especially if your brand isn’t a household name,” JP says.

In an era where consumers are wary of AI-generated images and over-edited content, video stands out as the real deal. Curious about how brands can make the most of short-form videos? Let’s dive into JP’s insights and explore how short-form video can work across every channel.

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

2. 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.

3. Email Marketing

Short-form videos can breathe new life into email campaigns, boosting engagement and driving conversions. Research shows that including videos in emails can increase click-through rates by up to 300%, with nearly half of consumers saying they would watch a video included in an email.?

To get expert advice on this, we reached out to our friends at Klaviyo . They shared some great insights: while you can’t embed videos directly into emails (thanks to inbox restrictions), you can still make it work by using eye-catching thumbnails or GIFs that link to a landing page. The trick is to use bold, high-contrast visuals, clear play buttons, and—even better—faces to grab attention. Klaviyo also recommends linking these to landing pages on your site (instead of YouTube or TikTok), so you keep control of the user experience and track performance through your own analytics.

Klaviyo also emphasized how important it is to personalize your video content. For new customers, try founder stories or behind-the-scenes clips to build a connection. For those further along in their journey, product demos, customer reviews, and unboxing videos can make all the difference.

Want to take things up a notch? Post-purchase emails with educational how-to videos can reduce buyer's remorse and increase satisfaction. And for abandoned cart emails, Klaviyo recommends unboxing videos or expert reviews to give that final push toward conversion.

Pro Tips:

• Test different thumbnails, GIFs, and text variations to see what resonates best.
• Keep GIFs under 1MB for quick loading, and always add clear, actionable CTAs.
• Don’t forget accessibility—use alt text for preview images and high-contrast colors to keep things readable.

4. 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 耐克 , Nour Hammour , Clove , KIT + ACE , Rains , and Phoria Jewellery Ltd 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.