TikTok, Reels, and YouTube Shorts: short videos with long projection for eCommerce (1)

You have probably heard or read more than once the phrase “content is king,” referring to online marketing. Well, although it has been said for years, it is more relevant than ever, and among all content types, the king of kings is video (preferably short and filmed vertically for mobile phones).

In this post, we are going to discuss, in detail, how this format can be integrated into your content strategy and everything it can offer your online store.

Also, we will do it the way you like: with examples.

TikTok revolutionized the video format, forcing other platforms to adapt, such as Instagram with its Reels and YouTube with its Shorts. Despite these changes, all platforms have found their place in the market, proving that there is room for different types of short video content.

Audience demands content more eagerly than ever. They want something stimulating, quick to consume, and that gives them something: a lesson, intellectual stimulation, or simply entertainment.

I am telling you this because, regardless of what we are going to discuss strategically, on a formal level, the videos you produce need to meet at least one of these characteristics, and if possible, they should never, ever, ever... look like ads.

Here is a short guide to help you do your best. It is designed for TikTok, but the logic is basically the same across all platforms.

Video is an effective tool to showcase products. Sometimes, explaining features in text can be complicated, while an image alone is not enough.

But remember, this is not a product page. Forget about sterile backgrounds and contextless images. Here, you need to give the user something extra—something that they can see as the solution to a problem or need, but with a bit of storytelling.

IKEA does this very well on YouTube Shorts, working on different objectives in their videos. This is a good example of a product demonstration:

In addition to showing the furniture, it teaches us how to assemble it, or at least, how easy it looks at first glance.

Another example that cannot be missed comes from the makeup and beauty niche, one of the most video-focused sectors. Look at how Glossier uses this platform with videos that show the complete process of using the product, as well as the final result.

Every company has foundational values, a mission, and a vision. However, this is not so easy to convey within our eCommerce. We can always make some references in the products themselves or work hard on our "About Us" page.

This is crucial from a positioning standpoint and helps us connect with our target group.

Everything I have said so far is a bit ambiguous, but an example will make it much clearer.

Do you know the brand Patagonia?

They make clothes designed for the outdoors, mountains, and nature in general.

They share their target audience’s interest in an active lifestyle and concern for the environment. You can see this clearly in their YouTube Shorts, which are full of environmental awareness, though this video probably connects those concerns with their product the most.

What if I told you that YouTube Shorts can help you spend less time and effort solving users’ technical problems?

You might not believe it at first, but there are many cases where a short video clears up the customer’s doubts and guides them to solve a problem on their own without resorting to customer support.

For online stores that sell tech products, for instance, this resource is invaluable. And since you want examples, here is one:

This is what people mostly look for on video platforms: tips, curiosities, and expert opinions on a given topic. Building trust with users by showcasing our authority in the segment has always worked well, and short videos are another tool to do so.

If you have browsed TikTok, Reels, or Shorts, you have probably come across countless podcast snippets discussing a wide variety of topics. Some brands have figured out how to use these platforms to gain visibility.

IKEA itself has very interesting videos about home decor, but to avoid repeating examples, I would suggest taking a look at one of the leading tech eCommerce stores in Spain. Of course, I am talking about PC Componentes and their PC News.

And we cannot leave out inspirational content, the type that connects with the user's interests and makes our products a complement. This is somewhat similar to reinforcing our values, mission, and vision, but from a more playful point of view.

I could give you many examples, like GoPro or Red Bull, but to find one more focused on eCommerce, I will mention the case of Blue Banana, which does exemplary product placement in their adventure videos.

Are they selling products?

No, but they are making sure they stay in the user’s subconscious, while associating them with a remote place, a trip, or an adventure they dream of.