Ever wondered what makes a perfect product video? Sharp visuals and rich product information are surely a few of the ingredients. Perhaps most importantly, great product videos come with great narratives, the kind that compel consumers to make the journey from watching a video to clicking the add-to-cart button. A recent survey discovered 94% of respondents found viewing a video helped them make a purchase decision.
Why online product videos are perfectly placed in the evolution of e-commerce
The last two years have seen a transformation in consumer behavior. The surge in digital shopping behaviors has also been reflected in online video content. The amount of videos people watch online has nearly doubled since 2018.
2021’s best product videos
We gathered our data from 2021* and took a peek at what product videos were among the most popular with online consumers. It’s a diverse bunch, so we’ve broken the videos down by popularity, genre and verticals.
*(All data collected from Videoly’s client base across the entirety of 2021)
These videos are among the most watched online product videos of last year. This list covers a wide area of products and industries, showing the success of product videos no matter the market. Rich information is the key here. Online consumers only have to hit the play button to find out the essentials on a product of interest.
2021’s best product videos are:
Every one of these videos has something in common: regardless of product or market, they display the elements that make product videos essential for online stores.
Informative
The GROHE Starlight consumer review is packed with facts as is Electrolux’s Ergorapido cordless vacuum cleaner introduction. Both great examples of product videos at their informative best, helping consumers make the purchase decision that’s right for them.
Inspiring
URBERG’s visit to Svalbrad gives a glimpse into an otherworldly location. EGLO’s video is full of movement, lights and excitement, bringing their product to life.
Engaging
Ryobi One+ Garden Tools presentation introduces consumers to the product range in a fun and upbeat way. Samsung’s Crystal UHD introduction wows viewers with its vivid visuals. And the Roborock S5 video shows the product in action, making it easy for consumers to envision how this product could work in their own home space.
Educational
And of course, product videos are awesome at explaining to consumers exactly how things work while also uncovering interesting facts. Bluesign’s system clip intro does this brilliantly. Looking for great examples of simple explainers? Samsung’s frostless freezer intro gives browsers all the essential info, nothing more. And D C Fix’s intro to sticky back plastic is like a mini-masterclass in fact-filled product video.
Most popular genres by average viewing time
2021’s top product video genres were strongly geared towards comprehensive product information.
The top genres reflect the way online consumers utilize video content to discover new products and find out about features and functionalities. The popularity of unboxing and reviewing videos taps into the core strengths of user-generated content (UGC). After all, 55% of consumers trust UGC above all other forms of marketing.
Presentation
25.3 sec
Review
25 sec
Unboxing
24.4 sec
How-to
24.2 sec
Comparison
24 sec
A selection of top verticals by video views
Every vertical had massive video views throughout 2021: here are four of the most successful verticals.
Electronics
Sales of consumer electronics rose in many global markets last year, so it’s no surprise to see electronics performed brilliantly in terms of product video views
43.9M
views
Tools and Garden
Travel restrictions and the shift for some to working from home may have played a part in this vertical’s success, with many consumers eager to carry out home and garden improvements.
25M
views
Sports and Outdoor
Again, consumers keen to use stay-at-home and outdoors time in a productive manner were aided by informative product videos
14.6M
views
