9 Instagram Video Ideas that Drive eCommerce Sales.

If you run an eCommerce business, chances are that you know about the power and popularity of Instagram shopping. Read on to find some Instagram video ideas that help to drive eCommerce sales.
Val Razo
February 12, 2021 - 11 min. read

Instagram’s popularity is growing. The Instagram community counts 1.16 billion active users and this platform is believed to remain the fastest-growing social media network with highly-engaged users.

As specified in the recent report on social media marketing, 500 million users access Instagram daily, 64% of these people are under 34 years, and 72% of Millennials are active on the platform.

With the popularity of Instagram, consumer shopping habits have changed fast. As a visual-sharing platform, Instagram has become a great marketplace for customers to discover and research new products. In fact, 83% of Instagrammers discover new products or services in-app.

With the introduction of Instagram shopping, when businesses can set up Instagram shops, add product stickers and tags, and provide customers with in-app checkout, Instagram has strong potential for eCommerce businesses of all sizes.

But here’s the deal:

According to the latest official Instagram statistics as of November 2017, 25 million businesses use Instagram for business promotion. Not only do big eCommerce brands like Nike (129M followers) or Victoria’s Secret (68M followers) promote their products in-app, but also various small businesses make the most out of Instagram eCommerce.

Simply put, Instagram has become a competitive social media platform which means eCommerce businesses should show off their creativity to cut through the noise.

Luckily, the solution is simple yet effective: Instagram videos help to drive eCommerce sales.

Why you should create Instagram videos to drive eCommerce sales?

Video content is the future of content marketing. The attention span is getting shorter, so it’s no wonder that dynamic videos keep the audience engaged.

When it comes to Instagram, one research has found that time spent watching videos on Instagram is growing by 80% year over year and the number of videos produced per day has increased by 4X since 2019.

Moreover, 70% of marketers plan on increasing their use of Instagram videos.

9 Instagram Video Ideas that Drive eCommerce Sales

So, what is the secret behind the popularity of Instagram videos? Here are the top three reasons why marketers lay a bet on Instagram videos:

  • Users prefer videos to other types of content: In the last few years, customer content preferences have changed. Today, 59% of internet users demand more video content from brands. When you feature videos, not only can you improve customer satisfaction, but you can also increase Instagram engagement.
  • Videos help customers learn more about your product: There’s a great variety of video types–explainer, demos, how-tos, promo videos, and so on. This means every business can create an Instagram video that helps their target audience learn more about the product and therefore turn viewers into customers.
  • Online shoppers want to see products in action: When buying products online, customers can’t try out items before receiving them, so many people have doubts whether the selected products can fit them or not. Dynamic videos show products from all sides which helps potential customers make the right purchase decision.

Now that you know the importance of Instagram videos for the eCommerce business, let’s find out what types of videos you can publish on the platform.

Types of Instagram Videos You Can Post

Here are five social media video formats that work on Instagram:

  • Video posts
  • Instagram Stories
  • Instagram Reels
  • IGTV
  • Livestream

The video length on the platform varies from 3 seconds to 60 minutes which means every business can find the right Instagram video type to achieve their business goals.

Source: iDigic

As you can see, both big and small brands can find the right Instagram video format for their business needs and wants. To inspire your video content creation process, here are nine Instagram video ideas that drive eCommerce sales. Let’s dive in!

1. Show off a variety of products

No matter what products you sell, whether you work in the fashion, cosmetics, or athleisure industry, showing off a variety of your products with Instagram videos is a great idea to spark interest in your brand, attract new customers, and retain existing ones.

Look: 72% of customers would rather use a video to learn about a product.

Product videos help people learn more about your items during different stages of awareness, whether potential customers don’t know anything about your company, or they know and even trust you.

For example, if you want to spread the word about your new collection on Instagram, it’s a good idea to learn from GAP. The company created an engaging Instagram video that demonstrated different items for men, women, and kids:

View this post on Instagram

A post shared by Gap (@gap)

To keep a focus on a selected product, you can dedicate your Instagram video to it. Just like G-Star Raw did it in honor of its exclusive collection:

View this post on Instagram

A post shared by G-Star RAW (@gstarraw)

The best thing? All Instagram video formats–Stories, video posts, Reels, or long-form IGTV videos–will work well for showing off your products with videos. This means businesses of all sizes can create product videos that meet their marketing budget.

Pro tip: It’s no secret that sound tells the audience how they should feel about watching a video, so it’s a good idea to include relevant royalty-free audio files to your Instagram video and therefore add depth to visual content.

2. Announce a product launch

Planning a new product launch is important for eCommerce businesses, but promoting your launch is important, too. The more people know about your new product, the more potential customers you can acquire.

So, wouldn’t it be great if you could cause a buzz around a new product launch?

Another Instagram video idea that drives eCommerce sales is to announce a product launch with videos.

To create a sense of urgency and encourage your viewers to save the date, it’s a smart idea to create short Instagram Story videos. Moreover, you can include a reminder in your Story so that interested viewers could get a notification once your product becomes available on the market.

Check out how Adidas Originals did it:

Here’s another example of this strategy in action from fashion Instagram influencer Lizzy. She teamed up with Boozt to draw attention to its new product launch with the animated Instagram post:

View this post on Instagram

A post shared by FashionStory-Lizzy (@fashionstory_lizzy)

Lizzy made a moving picture which helped to bring life to her photos without spending much time or effort. To turn your photos into eye-catching animations, use a video editing tool like Motionleap (available for iOS and Android).

Whether you’re a small business with a limited budget or a big company that wants to stand out from the crowd, it’s another simple yet effective solution for announcing your product launch with video content.

3. Run Q&A live session with niche experts

When it comes to online shopping, customers do research to make sure that the selected item can fit them well. In fact, 93% of people read online reviews before buying products. Why? Customers have questions about your product, no matter how popular it is.

To ease the worried minds of potential customers and grab their attention, it’s a great idea to organize and run Q&A live sessions with niche experts who can answer all questions in real-time. And the best part? You can now save Live videos to IGTV! So, even if your customers end up missing the Live session you can always reshare the content or post a Story asking them to check-out the saved video to know more about your product. 

Before running your Q&A live session, create an Instagram post with all the information about your online event to tell your followers about it in advance. Here’s an example from Adidas:

View this post on Instagram

A post shared by adidas Runtastic (@adidasruntastic)

Here are several tips on how to prepare for your Q&A session:

  • Ask your audience for questions they have about your product
  • Find a relevant niche expert who can represent your company in a positive light
  • Repurpose your FAQ page for live stream
  • Announce your live stream in advance
  • Hire a social media moderator who can keep track of all questions during the stream

4. Tell about your time-limited offer

Most marketers would agree that the best way to drive eCommerce sales is to share a time-limited offer. One report says that 56% of social media users follow brands on platforms to learn about promotions or offers. This means your followers want to get promotions on Instagram and it stimulates them to become paying customers.

The best way to promote your time-limited offer is to create Instagram Stories videos that create a sense of urgency. Moreover, vertical videos are extremely popular among users.

Research on vertical videos says that vertical videos have a 90% higher completion rate compared to horizontal ones as smartphone users hold their phones 94% of the time vertically.

Still, not convinced? 500 million people create or watch Stories daily and 1 in 5 Instagram Stories generates a direct message from a potential customer.

For instance, Feroldis created an Instagram Story video to talk about its one-day sale and shared an exclusive promo code to track leads with ease.

What is more, Instagram Stories have different features like product stickers or clickable links that help eCommerce businesses convert engaged viewers into customers.

For example, if you have a shopping cart on your website, you can add a link to the relevant landing page where your followers can learn more about featured products and buy them without leaving the app. Win-win!

5. Ask Instagram influencers to do product review

As you know, modern customers read online reviews before making a purchase decision.

So, wouldn’t it be great if people could leave their customer feedback on their Instagram profiles?

Working with Instagram influencers, you can send your products for review so that collaborators can test them out and share their genuine thoughts.

Featuring influencers in your videos helps to increase organic reach and drive eCommerce sales as 70% of people trust the opinions of influencers as much as their friends and family.

Here’s an example of product reviews from one Lulus ambassador:

By working with fashion influencers who have over 10k followers, not only can you raise brand awareness,  you can also ask the influencer to include a clickable Story link which can help drive website traffic and turn engaged viewers into customers.

6. Feature video customer testimonials

With a variety of products on the market, brand loyalty and trust are key factors that motivate customers to buy from you. As a result, eCommerce businesses try to provide their Instagram followers with social proof.

If your customers share their thoughts on your products, that’s great. This means you can turn customers into brand advocates and create engaging video customer testimonials to increase brand loyalty and trust.

Let’s take a look at Soul Cycle. To create video customer testimonials for its IGTV channel, the company looks for loyal customers who are ready to talk about their customer experience and then uploads the videos to their Instagram profile.

View this post on Instagram

A post shared by SoulCycle (@soulcycle)

To help you find the right loyal customer who can become your next video testimonial star, use a CRM software as it allows you to gather customer information from all marketing channels.

Alternatively, you can also collect customer photo reviews and turn them into dynamic videos, just like Frank did it:

View this post on Instagram

A post shared by Frank Body Reviews (@frankfeedback)

7. Upload a product tutorial

When it comes to making purchase decisions, people always choose products that can solve their problems.

To convince your followers to buy from you, it’s important to show how to utilize products with product tutorials. 73% of people are more likely to make a purchase after watching an educational video.

There are many ways to feature your products in tutorial videos. For example, one jewelry marketing guide suggests uploading product tutorials and J&CO Jewelry is a great example of this strategy:

View this post on Instagram

A post shared by J&CO | Demifine Jewellery (@jcojewellery)

But if you sell cosmetics, it’s a great idea to create product tutorial videos that can educate your target audience on how to use them for maximum effect. For example, Kiehls worked with beauty influencers to create videos that represent the best products for each season:

View this post on Instagram

A post shared by Kiehl’s Since 1851 (@kiehls)

8. Share the product creation process

Living in the era of brand authenticity, customers want to take a look behind the scenes and see people who help to create their favorite products. Thus, product creation process videos are extremely popular among users.

Not only do these videos tell more about your company and its values, but they also help to draw attention to your brand, raise awareness, and increase brand trust.

An example? In honor of its collaboration with Simone Rocha, H&M made an Instagram video post where the fashion designer shared her thoughts on the creation process:

View this post on Instagram

A post shared by H&M (@hm)

Not only did H&M tag Simone Rocha in their video post, but they also used their brand hashtag to spread the word about the collection and generate more video views.

Here’s another example of this strategy from Shop. The company made an Instagram Reel video with the Paper & Clay founder who showed the process of creating mugs to raise brand awareness.

View this post on Instagram

A post shared by @shop (@shop)

Since Instagram Reels are limited to 15 seconds in length, companies get an opportunity to create short yet engaging videos that can appear on the Instagram explore page and therefore reach a wider audience.

9. Showcase products with Instagram video ads

No matter how popular your eCommerce brand is, not all your customers follow your brand on Instagram. The easiest and the fastest way to reach a wider audience is to run Instagram ad campaigns.

But if you want to bring your business to the next level and drive eCommerce sales, consider creating video ads as they allow you to tell more engaging brand stories.

To create unforgettable Instagram Story ads, learn from Reserved. The company collaborated with popular Instagram influencer Kylie Jenner to engage viewers in conversations by including an interactive poll sticker to their Stories.

It’s proven that eCommerce quizzes boost sales, so, the above-mentioned campaign is a great example of Instagram video ads that shows off a variety of products and turns viewers into customers.

Another great way of using videos in ad campaigns is to create carousel ads to tell your brand story. You can add up to 3 Instagram Stories in this type of ad format to tell your brand story. Check out how Lacoste used its ad placement to spark interest in their bedding collection:

The sum up

Instagram shopping is booming, so the platform has become a great marketing platform for eCommerce businesses that want to drive more sales. If you use Instagram videos for promoting your business, you can get to the next level as customers crave videos from brands they follow on social media.

Obviously, the competition is high on the platform, but there are several Instagram video ideas that allow you to show off your products, spark interest in your brand, and turn viewers into customers.

What is more, there’s no need to hire expensive video marketers to create stunning videos for your Instagram profile. So, take a look at the list of these Instagram video ideas and create videos that suit your business. After all, Instagram videos are the future of content.

About the author

Val Razo is a freelance SMM consultant with 7+ years of experience who helps small and medium businesses. Val firmly believes that Instagram has great sales potential, so she recommends both big and small brands to use this platform for business growth. Follow her on Twitter to stay tuned for more.