The Most Successful Product Videos of 2020 — and What You Can Learn From Them

The Most Successful Product Videos of 2020 — and What You Can Learn From Them

2020 was the year video proved once and for all its crucial role in influencing consumer behaviour online.

The COVID-19 pandemic accelerated pre-existing patterns of the consumer shift from offline activity to online activity. And video content was at the forefront of this acceleration.

Think about the explosion in streaming services and the unstoppable march of videos on social media platforms (video content is up to 40 times more likely to be shared than text).

And then there's e-commerce, perhaps the area where video offers the biggest competitive advantage. After all, 73% more visitors who watch product videos will make a purchase (as reported by Hubspot in July 2020). That's the kind of statistic marketers can't afford to ignore.

Show me the data

And us? Well, Videoly is the easiest way to get curated, relevant brand and user generated videos to an online store. And our role as a video content discovery service has meant we've witnessed firsthand the scale of this change in consumer behaviour.

For example, since March 2020 our video views have skyrocketed. And they've stayed that way.

So, at the end of 2020, a truly crazy year, we pulled together some key metrics that you may find interesting. (Our data is gathered from the entirety of 2020.)

The videos that made online consumers press play in 2020

First, let's take a look at a selection of the most successful videos gathered from the entire spectrum of our customer's verticals. This is a wide variety, from hobbies and baby products, to cosmetics and electronics.

Notable here is not only the diversity of products but also the types of video, ranging from hands-on installation videos through to product presentations.

Most popular genres by average viewing time

2 min 7 s
2 min 1 s
1 min 22 s
1 min 22 s
1 min 9 s

There's a clear preference among viewers for user-generated content (UGC). One key factor for this? Credibility.

Peer-generated content in video genres such as reviews and comparisons adds an extra layer of authenticity. At its best, UGC gives products a non-branded, unbiased, human quality.

And of course, for all genres video's visuality enriches product information, helping potential customers make informed decisions online by enabling the discovery of features and functions.

Top verticals by video views

Sports and Outdoor
This vertical's success perhaps reflects consumers' desire to positively use time spent under various restrictions.
This vertical always occupies a prominent place in total video views and last year was no exception.
Tools and Construction
Another successful vertical, perhaps driven again by a desire to spend stay-at-home time on DIY projects.
A vertical served well by video due to the essential factor of visuality, helping consumers make informed decisions before purchase.
This vertical did especially well during a period in which shoppers may have been more hesitant to visit a physical store.

How you can replicate the in-store experience online

Since March 2020, our video views have dramatically increased, a reflection of the changes in consumer behaviour brought about and accelerated by the pandemic. These behavioural changes are here to stay.

But online consumers are still eager to replicate many aspects of an in-store visit. And video content continues to be the best way to do this. It brings products to life, answers questions about functionality, shows products in action, and enables consumers to compare one product against another.

We'll leave you with one staggering statistic that highlights the continuing growth of video:

Source: Cisco Annual Internet Report (2018–2023) White Paper

The question for e-commercers is — how can you keep on top of this trend?

Scan your shop

So, video content undoubtedly increases conversions and time spent on site. But getting product video onto your page often isn't easy, especially when dealing with thousands of items.

This is where we step in. Videoly finds, manages and adds video to your store. Want to discover how many product videos are just waiting to breathe life into your products?

Scan your shop and see — it's free and takes just a few minutes.