May 23, 2023
I’m late in announcing that Etsy has added a video feature to product listings. At time of writing and based on my memory, Etsy only allows every listing one short, mute video. I’ve been exploring listing page after listing page trying to find every kind of Etsy product video in order to figure out what they do best and how they differ from another. Here are my findings!
Video marketing in e-commerce has been a long growing trend. So Etsy adding this feature is a no-brainer. Etsy sellers should hop on the trend- and they are. Just in 2021, sellers uploaded 13 million videos to market their products. Research data points to video content is effective: in educating viewers about their products, building buyer’s trust, establishing the brand, and improving conversion rates. Video marketing is so effective at what it does, brands invest their money into it. These are generally not cheap compared to promotional images. Some sources here: Oberlo and Wyzowl.
I’ve been watching how sellers on the platform have been taking advantage of the feature. I’ve been wanting to write about it for way too long! Please note, I tried to minimize the load time of this page with optimized gifs and screenshots rather than actual videos. I link to everything so you can see the context of the videos and support the brands featured if you feel so inclined.
How I Define These Videos and Why
I find categorizing things lik e__ and __ to be helpful. It helps me decide what goals I set and how I achieve theme. It gives me a way to think like a strategic marketer. Obviously, I am not claiming these are official, 100% accurate, or comprehensive. This is what I’ve come up with.
What helped me defining these types of videos is by looking at these three aspects to the video:
- 1. Does it answer any questions?
- 2. Does it have a specific purpose in mind with how its presented?
- .3 How does it attract the target audience
Types of Etsy Product Video (with Examples!)
1. How It’s Made Video
The how it’s made video is fairly difficult to find off Etsy. Most brands do not want to feel handmade- they want to come across established and mainstream. Etsy’s pillar around handmade products doesn’t have that dynamic. It only makes sense to show these types of videos.
So going by my rubric, we define the How its Made video by how it specifically presents how the product is made in order to create authenticity.
I find these videos fascinating. They have an excellent home on Etsy and supports what Etsy is about.
These are great videos to assure audience about the authenticity of your brand. It brings the viewer in to an aesthetic. People who buy handmade products want them handmade because they want to be the person who appreciates and can afford them.
How Ecommerce Uses It:
I did find a How Its Made video on Amazon’s Handmade Marketplace here.
Need more examples?
EXIT000skincare’s Body Lotion, ChelsiesDesign’s Coffee Shirt and WoodenDeckle’s Paper Making Kit
2. Lifestyle Video
Back to the rubric, the “Lifestyle” video is all about attracting audience by presenting a life (fantastical or realistic) they want. This is very popular among products that do not solve a problem like perfumes and luxury brands.
Why? Like I mentioned, these are products that do not necessarily solve a problem but they simultaneously creates desire and a path to it.
Often, these videos DO answer a question: “how will it be if I purchase this?”. It’s usually presenting the outcome: the fantasy of how perfect it will be. Like this sunscreen brand showing people frolicking on the beach. They’re marketing a dreamed outcome- assuming the user catches the vision of the desire.
They’re filmed or edited to look more luxurious or exciting than they may be.
How Ecommerce Uses It:
Hydroxycut uses this well by showing an outcome vision: a sweat-less man working out, laughing with his child, and being healthy.
Need more examples?
AvitaLight’s Chandelier, KnottyLacey’s macrame cat hammock, EnjoyingLifeOurWay, HopeLoveShine’s necklace gift, and ArtySun’s OM necklace.
3. The Infomercial
The classic product pitch! It’s not only for 90s commercials. Think of how well QVC does. I could argue this is the most popular product video, at least on Amazon. These are explicit pitches that goes over benefits and features while reminding us of pain points. It’s all about answering questions.
It’s a very effective style of video that works as a salesperson! It also does well with informing the user quickly about the product.
How Ecommerce Uses It:
It’s no surprise Amazon sellers spend their money to feature infomercial style videos. It’s almost like cheating- the sponsored ad is acting more like a product listing.
Need more examples?
LolliPost’s Letter Writing Kit
4. The Aesthetic Video
While the infomercial is a salesperson, the aesthetic video is a performer. Infomercials tells while the aesthetic shows. It’s goal is to attract its specific target demographic.
This is an excellent example of this type of video. It presents the product in a way that tells us what it is while showing us who it’s for.
But some sellers have made “Aesthetic” videos as a way to show a more complete view of bundled products and kits. Like here, we get to see what’s all included in the listing.
How Ecommerce Uses It:
This is another great example: who wouldn’t want their morning coffee to look like this lady’s?
It looks like a successful (aka, wealthy) modern person’s coffee maker.
Flamingo’s razor PDP shows a classic video of a person shaving their soapy legs in a shower. This is demonstrating what they’re selling while portraying a stylish Danish color palette shower. That’s the dream.
Food-related brands do well with this style since they can show someone using their products while cooking. Like here, we can desire being a chef like the video using the product.
Need more examples?
TashaAndCoOrganics’s Shower Spray, CraftsmileStore’s journaling set and Pzaz
5. The How it Works Videos
This is supportive content to educate viewers. It’s a great way to prove your product works while educating and informing.
It’s often educational content for supplements and skincare products that need scientific backing. While home improvement products are more likely to use it as a way to inform the user on how it works.
Like here, this seller helpfully illustrates how it works on the skin.
How Ecommerce Uses It:
I see this style of video most used for supplements and skincare products. Soko Glam converts users to customers with educational videos. Here, they explain the concept of “honey skin” while showing how to use the product.
Need more examples?
Youth to the People’s Superfood Cleanser
6. The Closer Look Video
These types of videos seeks to answer the question of “what will it look like on” or some variation of that. This is becoming more prevalent for anything clothing-related! It is helpful to people to see how a jacket may lay on the wearer.
Some sellers push these further by bringing in aesthetic styling: such as props or even a set. This is to accomplish what aesthetic videos do. An example that comes to mind is bridesmaid robes. An aesthetic closer look video will show a models wearing the robes in a set that reminds us of a wedding day, laughing with mimosas.
This seller was clever to model the dresses in a beautiful setting
How Ecommerce Uses It:
Adored Vintage does the same thing and add aesthetic touches with a cottagecore set. Lovely!
Need more examples?
VintageVictoryGirl’s dress and Mejuri’s ring
7. A Shop Snapshot Video
Somewhat unique to Etsy are the “Shop Snapshot” videos. Instead of focusing on the product listing, the video shows quick facts about the shop. Its a way to introduce and hype your brand.
It answers a question of “who we are”. It’s also a good way to inform people about sales and offers you have too!
I really like this example by TwoDayDecor (what a great name that promotes their fast shipping by the way) because they:
1- introduce themselves
2- create a fun mood
3- entice with a sale
4- hyping their free shipping
5- build trust by showing their review count
6- show their workspace and how its handmade
7- show the care put into packaging
It’s fantastic.
How Ecommerce Uses It:
This is harder to find off Etsy because brands usually have a whole website to accomplish what these videos do. Doesn’t mean it’s never done though:
Need more examples?
RambleLeather’s boots, BotanicalDelight’s Body Blemish Spray, and LulaRoseUSA’s baking conversion chart.
8. How to Use videos
I debated merging this to “how/why it works” but these do have their own distinction. While the how it works video educates (often with science), the how to use answers people question practically. It’s a good way to meet objections like “it’s too hard”.
It isn’t super obvious but this seller is showing how to set the pendant up with a light wiring kit. BTW, I got one of these lights. It’s beautiful!
How Ecommerce Uses It:
I see this often with brands that need to educate their users. Here, Onelogy has a zero-waste style product that they try to show how simple it is.
Need more examples?
AmmoyaNaturals’ whipped butter lotion, Say Courant’s phone charger demonstration, Leimini Macaron nail gel polish kit, and The Good Patch’s supplement patches.
9. The “Look At It” Video
This is the simplest video type on the list! Usually, this is a brief video of the product slowly spinning so you can get a good look. It’s useful for vintage items to show details and jewelry.
Unfortunately, I find this video over-used. It’s used when other types of videos may be more helpful for the seller. At best though, it can meet objections and implicitly answer questions (by showing scale, for example).
It’s also useful for downloadable content since it can give an overview to what you’re selling without giving it away.
How Ecommerce Uses It:
Amazon seller’s utilize this style too, particularly for jewelry. It’s not nearly as abused as it is on Etsy (imho!).
Need more examples?
SolProano’s suncatcher, MMFloralDecor’s palm leaves, PureIntentionsLA’s acne serum, MelanderKreations’s wax sealing beads and CalhounAndCo’s zodiac blanket
10. The Artistic Videos
From my research, the Artistic video is fairly uncommon on Etsy. I think its a shame because it really is a creative type of video where you can do whatever you want. This kind of video is about catching attention and are usually fun.
WesandBill’s video here is a fun way to promote a book and grab someone’s attention.
How Ecommerce Uses It:
These videos are, again, about catching attention and stopping someone’s scroll. They’re often fun or captivating in someway. Having someone’s attention is an opportunity to boost how your brand is perceived. Like with Popadelic’s PDP has a psychedelic style animations that helps us know the brand.
Need more examples?
Onelogy’s and Fur’s website hero video. KailaniOasisDesigns’s Pillow Spray and their Linen Spray
11. The Sizzle Reel
I’m appropriating the term to fit this list. So our sizzle reel video is similar to the shop snapshot but is instead focused on the product or product line rather than the shop. It doesn’t necessarily answer questions infomercial style. I found an effective use of this style of video is to show variants of a single product or give an overview of a line or collection. Sellers may also simply feature the packaging options too.
How Ecommerce Uses It:
Check out South Forty’s video in their Amazon listing. It features the product line by showing the different flavors with key features.
Need more examples?
HerbalApothecaryLLC’s Mulled Wine Kit (shows size variants)
12. The Testimonial Video
Testimonial videos are great opportunities to be more personal with prospective customers. It’s widely utilized in e-commerce and surprisingly (and severely) under-utilized on Etsy (again, my opinion) especially considering how easy this is to create. All you need is a person to talk about their experience with the product with captions. Most mobile users need captions since they’re not turning on the sound of every video they come across. Plus its just good for deaf folks (like myself who wears a hearing aid, we appreciate captions immensely).
When adding captions to videos, be mindful that they will be seen on listing pages where your video is cropped to a square. I saw several testimonial videos with the captions near the bottom where its cropped out on search results pages. This doesn’t help you and makes it look like you don’t know what you’re doing since we just see a random person talking with no sound. This is an easy video to create but the details matter.
Not only does your brand become more personal with testimonial video but it’s a way to meet objections and “prove” your product’s benefits. Any personal care, cosmetics, aromatherapy, fidget toys, animal care, hair care, supplements, and similar brands should consider these videos in their marketing.
I said this is under-used on Etsy because I struggled to find these videos. It surprised me since it seem an obvious video people could make. It doesn’t necessarily need to be a customer talking about the product, it can be the seller talking about their experiences and why they sell it.
How Ecommerce Uses It:
On and off-line brands use testimonial videos a lot! I see them everywhere: product and collection pages, home pages, social media, and printed media.
Ugly Swan’s “Scream-free” hair detangler brush has a testimonial video on the collection page of their website.
Need more examples?
iwi life’s supplement page has several testimonial videos while Aspire Nutrition has an entire page for them. SelfcareKaren’s personalized skin routines uses customer testimonials via text form
I plan on writing a post with some practical tips on how to make a good video soon! I actually have an entire Notes folder to blog post ideas that I slowly build up with thoughts, examples, and such. So stay tuned!