TikTok, Reels, and YouTube Shorts: Short videos with long projection for eCommerce (2)

Just a few days ago, we published a post discussing TikTok, Reels, and especially YouTube Shorts in the context of eCommerce, but we left out so many brands that we have decided to complete it with these new examples.

These examples can give you concrete ideas on how to incorporate this platform and this type of video directly into the platforms you use every day, within the online marketing of your store.

Ready? Take note, here we go.

Personally, I am a fan of Warby Parker. This online eyewear retailer has been delivering real lessons in online marketing for years with everything they do. So it will not surprise you to learn that they excel when it comes to short videos.

Take a look at this example: simple, direct, and conveying much more than it seems at first glance if I may make a pun.

It might seem like just another meme or trend, but in a few seconds, it lowers your heart rate, associates the brand with relaxation, and transports you to a positive context.

They are not selling glasses but the idea of cool modernity. The glasses are present and play a starring role without being overtly featured.

We have talked before about Tropicfeel's success with their travel shoes, but this time, we are focusing on their short videos because they do something that not everyone incorporates into their strategy: serialized content.

It is clear that the power of Shorts, Reels, or TikToks is precisely their brevity, but that does not mean they necessarily have to be self-contained. In fact, a long video, when divided coherently, allows us to tell more complex stories while generating engagement through related content.

For example, look at how they combine interviews, travel, ecology, and adventure with video series like gorilla-watching in Uganda or summer content mixed with interviews aboard a sailboat.

Another brand already featured on the Oleoshop blog—but one I never tire of praising is Johnny Cupcakes. Their T-shirts are a marvel of design, but their packaging and the overall shopping experience are just as important to their business concept.

While they have a strong eCommerce presence, they are also known for having a powerful retail channel. Likely because that is where they started, and let’s face it, it is vastly different from other stores.

How can you use YouTube Shorts to showcase this? By making a video like this one:

The beauty segment is always one of the best at exploring video, whether short or long. Another thing they excel at is using influencers to endorse products.

Sephora has combined both things very effectively on their YouTube channel, particularly with the Shorts they publish quite regularly.

Here, the main focus is always a well-known personality with a supportive community, which is perfect for amplifying the reach of their videos.

This brand may not be as well-known to you, but it has plenty to learn from. Casper is a company that makes and sells mattresses online.

Aside from selling a quality product, they are known for having a much more fun and relaxed communication style than you might expect from a company in their sector. Naturally, they have not missed the chance to bring their approach to YouTube, one of the platforms with the most users in the digital market.

What can you find in their Shorts tab? Lots and lots of memes and comedy with sleep as the protagonist. For example...

In conclusion, as we have seen from all these examples, short and engaging content can make a big difference in your brand’s visibility and perception.

However, beyond just posting short videos, it is essential to have a clear communication strategy: identity, tone, and alignment with your values are key elements in connecting with your audience.

But that said, the key and most unique ingredient is creativity.

It's not just about making something beautiful; it is about telling stories that captivate and highlight the best of your brand. Playing with formats, being original, and surprising the audience are what will make them remember your content.

In a world full of information, the videos that truly stand out are those that break away from the expected and connect in a genuine way.

Remember, it is not just about being present but offering something unique that resonates with your audience and reflects what your brand stands for.