The 2023 Landscape for Video Content Creation in E-Commerce

In online shopping, brands compete to get customers’ attention. One of the best ways to achieve this goal is through video. This is because it creates an emotional connection with viewers. Videos are a great way to show products and teach customers how to use them.

The line between being a content creator and a business owner is fading away.

On the one hand, business owners understand the need for authentic video marketing. But creators too are finding innovative ways to add to their income streams. Some sell chocolate bars, such as the popular Mr. Beast! Others sell coffee, energy drinks, or fitness apparel.

Let’s explore what types of content are most effective for e-commerce businesses in 2023.

Types of video content for e-commerce businesses:

Customer Testimonials and Founder Stories

As an e-commerce business owner, it’s important to remember that people buy from people. Sharing your founder’s story can create a deep connection with customers. They want to know who you are and what makes you tick. Make them feel like they’re a part of your journey! Videos featuring your founder give your brand a human face. Even more, they build a strong emotional bond with your audience. If you’re nervous about speaking on camera, we’ve got you covered. Use an AI script generator and an online teleprompter to help you look and sound great.

Customer testimonials are also invaluable in showcasing the real value of your products. When potential customers see genuine people, they feel that you are reliable. Testimonial videos can give your potential customers the confidence to buy your product.

Educational Content

Companies can use educational videos to teach and connect with their customers. By sharing helpful information about your product, you can become an expert in your industry. For example, a hair oil brand could make videos about how to take care of your hair, tips for healthy hair, and how to use their products.

These videos can help build a group of loyal customers who trust your advice. This means that when they need something related to what you’ve talked about in your video, they’re more likely to think of your products.

BTS (Behind-The-Scenes) Storytelling

BTS storytelling offers a glimpse into the behind-the-scenes activities of your business. These videos humanize your brand. They show the effort, care, and passion that goes into creating and delivering your products. Some ideas include

– Show how you package orders

-Show your manufacturing process- Where do you make your products?

-Moments of delight. Show customers how to unbox your product. Or you speaking to customers and sharing how the product changed lives.

This form of storytelling is powerful. It engages your customers on a personal level, strengthening their connection with your brand. They feel like they are part of an exclusive community. This increases brand loyalty and encourages repeat purchases.

User-Generated Content (UGC) – The Power of Everyday Creators

User-generated content (UGC) is everywhere today. With the rise of platforms like TikTok, the whole industry blew up.

What is UGC? It is content regular users and customers create, rather than influencers or businesses. UGC feels real, not fake or directed. In a world of curated models, people want to see real people. This makes it a must-have for e-commerce brands. Featuring real customers using and enjoying your products in creative ways can be one of the most important videos you make. UGC videos allow your potential buyers to see themselves in those videos. People are more likely to trust a real person than a brand that is trying to “sell” them something.

User-Generated Content (UGC):: The Power of Everyday Creators

User-generated content (UGC) is everywhere today. With the rise of platforms like TikTok, the whole industry blew up.

Influencer Marketing: The Power of Established Audiences

Influencer marketing involves collaborating with influencers. Influencers are people who have an audience of followers who engage with their brand. These influencers have built a loyal audience over time. Because of the connection they have created, they can impact their followers’ buying decisions.

When working with influencers, businesses should consider their audience’s preferences. Influencers tend to cater their content to their existing followers’ interests.

Influencer marketing offers a direct line to a sizable audience. This may lead to higher visibility and brand recognition. But does it come at a higher cost compared to UGC? Usually, it does. This is due to the influencer’s established reach and influence. Businesses need to choose influencers who have similar brand values. The partnership should feel authentic. That way, the audience doesn’t feel like this is a forced partnership.

The Power of Micro-Influencers

Micro-influencers are smaller influencers. They may have only 1,000 followers. But if they have a highly engaged following, it can be a game-changer for small businesses. Partnering with micro-influencers allows you to target niche communities. These niches may have specific interests related to your product. For example, if your business revolves around haircare products, collaborating with a micro-influencer who focuses on hair content can bring better results than with a lifestyle influencer. This is because the lifestyle influencer has a larger, but less focused, following. Using micro-influencers is cost-effective because they typically charge less than large influencers.

Focusing on Engagement Rate over Follower Count

When collaborating with influencers, it’s essential to look at engagement rates over follower counts. A content creator may have a massive following, but what if their engagement rate is low? This means that the people following their page are less interested in their content. So, even if the influencer endorses your product, it will not have the impact you wish for. Instead, look for influencers with a higher engagement rate. This makes sure that your message reaches a more targeted and interested audience.

Choosing the Right Approach: UGC or Influencer Marketing?

Selecting the most suitable approach depends on a brand’s specific goals and budget. Here are some factors to consider when deciding between UGC and influencer marketing:

  • Cost: Using UGC creators is usually a more cost-effective solution. Influencers with large followings may also come at a high price!
  • Reach vs. Engagement: Influencers can provide higher reach. UGC creators might offer more authentic and engaging content. This is due to their close connection with the brand.
  • Brand Alignment: Influencers with established audiences might have their own brand identity. It may or may not align with the business’s image.
  • Campaign Objectives: UGC might be your choice for a strategic ad campaign. Influencer marketing might be ideal for building brand awareness and generating buzz.
  • Longevity: Influencer marketing can offer exposure for more time. UGC may be more focused on specific campaigns.

Adding Subtitles for Better Accessibility

Accessibility is crucial for video content. This is especially true on social media platforms. The majority of users watch videos without sound. Adding subtitles to your videos grabs the attention of users who are watching content on mute. Having subtitles ensures that your message reaches a broader audience and maximizes engagement. Use a subtitling tool such as BIGVU. Not only can you automatically add subtitles. But, you can automatically translate subtitles into over 70 languages. This gives your videos more attention and helps you reach a global audience.


In conclusion, video marketing is key to building an online presence for your e-commerce business. By creating user-generated content, sharing customer testimonials and founder stories, creating educational content, using BTS storytelling, and adding subtitles for accessibility, you can beat the competition.

Use video to engage your target audience and get more sales. Video marketing does not only promote your products. It turns your product into a story. Using videos draws customers into a meaningful relationship with the brand.

Decide whether you should collaborate with everyday content creators or influencers. The key is to deliver authentic, engaging, and meaningful content. Through these videos, you can create a relationship with your customers. One that keeps them loyal to your brand and sharing it with others!

We hope this blog has inspired you to get started with creating amazing and professional video content. Don’t worry; you don’t need expensive equipment or to shell out thousands of dollars.  You can start creating videos with AI Scripting, Teleprompter, Subtitles, Music, and more on a free platform such as BIGVU.

About the Author

Donna Horwitz, Marketing Manager at BIGVU

Donna Horwitz is the seasoned marketing manager at BIGVU, dedicated to empowering thousands of business owners through captivating video content that enhances their authority and brand image. When she’s not crafting compelling marketing strategies, you can find Donna on her quest for the perfect cup of coffee.

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