We’ve always known that ecommerce video is different from TV advertising; I believe whilst it is a new type of video, it’s more a hybrid, born of old practice and new demand, than a completely separate genre.
Unlike a TV ad, an ecommerce video is there 24/7 on demand, and yet it’s transient, almost throw away.
Product video sits in a network of thousands of other similar videos. Its job is not to stand out, but to demonstrate and to focus almost entirely on its functional role.
Ecommerce video needs to be well conceived, well filmed and well placed. It’s a deal clincher set in a sea of aligned content; a demonstration of why a product is a ‘must have’ because of what it does.