Using video hosting services to increase sales, with examples


Some great examples of how to use video hosting services on our CDN to increase sales

Video continues to explode on the web, used as an effective way to convey ideas, distribute information, and tug at our emotions. Video is effective at hyping and selling products or services. A video, or a series, can help show details and imagery. Ecommerce websites are in a unique position to capitalize on their video assets.

Video is most effective when deployed as part of an overall strategy to increase sales. Here are the techniques:

  1. Explanation: Defining and describing a product or service is a common approach and OK strategy to utilizing video. Literally, the nuts-and-bolts mechanics of an object can be elegantly represented in a video, such as Nest’s filmic summary about how to install their thermostat.
  2. Ambiance: Beyond showing how something works, video can help your future customers grasp the style of a brand and sets the stage for an emotional mood. On certain pages of Apple’s product portfolio, the videos portray creativity and the tools to be creative. The “apple aesthetic” gives the entire website a tone and purpose.
  3. Orientation: Video can also facilitate a sensibility, as in Nude Audio’s case, where their videos elevate the polished still images of their product portfolio. Each video coheres with a specific product and stages it in order to influence the viewer’s imagination on how the product can be used.



Harvest is a web-based tool for online time tracking and invoicing. Their homepage invites prospective customers to view a short film. It shows a scenario, starring their product as an integral part of a common workflow involving common roles, clearly labeled: designer, project manager, client. Selected features are shown as the scenario progresses, smoothly wrapping up in under two minutes.



The intuitive and physical nature of Fifty Three’s iPad stylus, Pencil,  are fully shown in a video posted on their website. A particularly delightful aspect is the demonstration of lively gestural motions from using the stylus that the video effectively captures.



Video can be used to virtually provide a product demonstration. The Nest thermostat is a sensor-driven system for the home. Its online video tour shows off the product’s features, particularly focusing on the thermostat’s capabilities to self-learn and automate interior temperature.

Nest also provides customers with a helpful how-to video about installation. The outline consists of four main topics that are concisely narrated as a multimedia slideshow.



Nude Audio makes portable Bluetooth speakers. When you view a product from its “Move Collection,” you see a video playing behind its description. The video, acting as a backdrop, allows the viewer to glean a sense of the speaker’s scale.



Video is a staple of Apples website. Complementing their keynote presentations and TV ads, certain product areas of their website have sections dedicated to showcasing video service ads. Examples: the default page of iPhone displays a cue to watch a film, and the coverpage for the iPad Air has “Videos” as part of this product section’s navigation.


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