Video content builds trust by showing products in action, sharing real customer experiences, and creating emotional connections. Unlike text or images, videos provide clarity, demonstrate quality, and make brands feel relatable. For Shopify store owners, this means better engagement and higher sales. Here’s why video works:
- Clarity: Videos show how products work in real life, removing doubts for shoppers.
- Emotional Connection: Facial expressions, tone, and stories make brands feel personal.
- Social Proof: Testimonials and reviews in video format are more persuasive than text.
Key Stats:
- 89% of consumers say videos have convinced them to buy.
- 87% of marketers report increased sales from video content.
Best Types of Videos for Trust:
- Customer testimonials - real users sharing their experiences.
- Behind-the-scenes clips - showing your process or team.
- How-to and explainer videos - answering questions and showcasing product benefits.
Quick Tips for Shopify Stores:
- Add testimonials to product pages.
- Use behind-the-scenes videos on your About page.
- Include explainer videos in emails or on product pages.
Video content isn’t just a nice-to-have; it’s essential for building confidence and driving conversions.
Video Content Trust Statistics and Best Practices for E-commerce
5 Trust-Building Videos Every Expert Needs (But No One’s Making)
Why Video Content Builds More Trust Than Text and Images
Text and images are great for sharing information, but video goes a step further by providing a richer, more engaging experience. In fact, 96% of consumers have watched an explainer video to learn about a product or service. A short, 60-second video can showcase a product’s features, demonstrate how it works, and highlight its quality - all in a way that text or still images simply can’t match. This ability to quickly and effectively communicate details helps build both clarity and trust.
Showing Products in Action Creates Clarity
Text can describe what a product does, and images can show what it looks like. But video? It shows how it works in real life. For example, a video of a backpack being packed, zipped, and carried gives potential buyers a clear sense of its size, how smoothly it functions, and its overall quality - details that static photos might leave out. This level of clarity removes uncertainty, helping customers feel more confident in their purchase decisions.
The production quality of your video also says a lot about your product. As Wordtracker Academy explains, "The quality of your video becomes a reflection of the quality of your products or services". A well-shot, professional video suggests a high-quality product, while a poorly lit or shaky video might leave a negative impression, even if the product itself is great. Beyond just showcasing features, videos also have the power to connect with viewers on a deeper, emotional level.
Videos Create Emotional Connections
It’s hard for text or bullet points to spark emotions the way a video can. "Images and texts are usually no good... they generally lack a human touch. But it's a whole different story with videos". Videos capture the subtleties of facial expressions, tone of voice, and body language - all of which help viewers feel a personal connection to your brand. For instance, a founder sharing the story behind their business or an employee carefully packing an order on camera can make the brand feel more relatable and trustworthy.
This emotional connection matters because "the way your customers bond with your brand is not that different from how they connect with other people". A brand that feels human and authentic is more likely to earn trust, and video is one of the best tools for creating that connection.
Types of Videos That Build Customer Trust
Not all videos are equally effective at creating trust. The ones that stand out are those that feel real, offer transparency, and provide practical value. Here are three types of videos that consistently resonate with customers on Shopify stores.
Customer Testimonial and Review Videos
When it comes to trust, nothing beats hearing from real customers. Video testimonials are far more persuasive than traditional marketing copy. In fact, 91% of customers say video content influences their trust in a brand. User-generated content (UGC) - those casual, self-shot videos - feels natural and relatable, more like a friend's advice than a sales pitch. On the other hand, professionally produced testimonials, when featuring real customer stories, can also make a strong impression.
For Shopify store owners, tools like UWidget simplify the process of embedding YouTube galleries or playlists of customer reviews directly onto product pages, making it easy to showcase these trust-building videos.
Behind-the-Scenes and Brand Story Videos
Behind-the-scenes (BTS) videos let customers see the inner workings of your business, fostering trust through openness. Since 84% of consumers want to understand a brand's values before making a purchase, BTS videos are an excellent way to share those values. Whether you're showing how your products are crafted, introducing your team, or sharing your company’s origin story, these videos make your brand feel more approachable.
Take Island Creek Oysters, for example. In 2025, they used TikTok to show their caviar packing process, giving viewers a firsthand look at sorting, weighing, and sealing tins. This transparency emphasized their commitment to quality. Similarly, UNTUCKit's founder, Chris Riccobono, shared his personal struggle to find a shirt that looked good untucked - a relatable story that garnered hundreds of thousands of views and connected with young professionals.
BTS videos don’t need to be polished. In fact, their charm often lies in their unfiltered, personal nature, which aligns with today’s demand for transparency.
How-To and Product Explainer Videos
These videos go beyond building trust - they educate and convert. A whopping 96% of consumers have watched an explainer video to learn more about a product or service, and 89% say such videos have convinced them to make a purchase. The best explainer videos tackle common customer questions and clearly highlight product benefits.
Depending on your product, you might use live-action footage for physical items, screen recordings for software, or animations to simplify complex ideas. Keep the language straightforward, avoiding unnecessary jargon. For general product videos, aim for 30 to 60 seconds. More detailed tutorials can run longer - up to 10 minutes - but keep in mind that 64% of people believe video ads should stay under a minute. Mimi Ikonn, co-founder of Luxy Hair, emphasizes:
"If you can simplify your topic, people will watch and engage [more]".
High-quality production can make a difference here. Use clear audio (boom or lavalier mics work well) and incorporate B-roll, like product close-ups and text overlays, to maintain professionalism. Always include a clear call-to-action, whether it’s “buy now,” “request a demo,” or “learn more”.
For Shopify stores, embedding how-to videos on product pages or linking them in post-purchase emails can guide customers through assembly or setup. With tools like UWidget, you can even create shoppable video galleries, allowing customers to learn and shop without leaving the video player.
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How to Add Trust-Building Videos to Your Shopify Store
Integrating trust-building videos into your Shopify store can make a big difference in how customers perceive your brand. Here's how to seamlessly incorporate them across your store for maximum impact.
Getting Customers to Share Video Testimonials
Start by reaching out to happy customers for video testimonials. Instead of sending out a one-size-fits-all request, personalize your message. Let them know why their feedback is valuable and how it can help others.
Timing is crucial. Reach out after customers have had enough time to use your product - this typically ranges from 7–14 days for everyday items or up to 30 days for products requiring a trial period. Use email or SMS to connect with them on platforms they use most.
Keep it simple. Ask for a short, 15-second testimonial, as suggested by Ben Salomon, Growth Marketing Manager at Yotpo:
"A brief 15‑second clip from your phone is perfect!"
Provide a few talking points to help them prepare while keeping the tone natural. To encourage participation, offer incentives like loyalty points, discount codes, or early access to new products. You could even run a contest for the best video to make it more engaging. For high-quality submissions, consider supplying basic gear like a microphone or ring light to improve the overall production . These efforts not only make the process easier but also emphasize the authenticity that builds trust.
Where to Place Videos on Your Store
Placing your videos strategically ensures they get noticed. For example, product pages are perfect for featuring video reviews so shoppers can see real testimonials while deciding on a purchase.
Your homepage works well for brand videos or a curated selection of testimonials. On the About page, include content like your brand story, a founder introduction, or behind-the-scenes footage to give your business a personal touch. You could also dedicate a separate page for testimonials, allowing potential customers to browse through a library of video reviews.
Don’t overlook checkout and cart pages - embedding trust-building videos here can reduce cart abandonment. Similarly, including these videos in post-purchase or abandoned cart emails can re-engage shoppers. With nearly 90% of consumers saying that watching a video has convinced them to make a purchase, these placements can significantly boost conversions.
Making Videos That Keep Customers Watching
To create videos that hold attention, think about how people consume them. Add subtitles and text overlays to cater to silent mobile viewers. Grab attention in the first few seconds with eye-catching visuals or a compelling question to hook your audience .
Aim to keep product videos between 30–60 seconds and testimonials under two minutes. Research shows that 64% of consumers prefer video ads to be no longer than a minute. However, educational content offering real value can stretch up to 10 minutes.
Authenticity trumps high production value. Around 60% of consumers see user-generated content as the most genuine form of marketing. Show diverse customers and real-world scenarios to help viewers relate to your product. You can keep things visually interesting by mixing direct-to-camera shots with B-roll, like close-ups, action footage, or graphics.
Always include a clear call-to-action, such as "Buy Now" or "Learn More", to guide viewers toward their next step . For mobile viewers, use a 9:16 vertical aspect ratio to create a more immersive experience on social platforms. These thoughtful production choices help strengthen your connection with your audience and build trust in your brand.
Common Video Content Challenges and Solutions
Managing video content can sometimes feel like a daunting task. Many Shopify store owners face hurdles like encouraging customers to submit videos or figuring out how to display them without overwhelming their pages. Let’s break down these common challenges and how to address them.
Getting Customers to Record and Submit Videos
The biggest issue here often comes down to psychology. Customers may feel uneasy about being on camera or think they need professional equipment to create a video worth sharing.
The key is to make the process as simple and stress-free as possible. When reaching out, reassure customers that a basic phone recording is more than enough. Highlight that authenticity - not perfection - builds trust. To make it even easier, provide a direct upload link, eliminating the hassle of email attachments or complicated file transfers.
Timing matters, too. For everyday items, ask for videos 7–14 days after delivery. For trial products, extend that window up to 30 days. Sweeten the deal by offering small rewards, like a 10% discount code or loyalty points, to encourage participation.
Once you’ve collected these authentic videos, the next challenge is presenting them effectively on your store.
Organizing Videos on Your Store Pages
After gathering great video content, displaying it in an organized way is critical. Simply dumping multiple videos on a product page can make it look messy and even slow down your site, which hurts both user experience and SEO.
To keep things tidy, tools like DivideItUp can help visually separate different types of content - whether it’s testimonials, product demos, or behind-the-scenes clips. For video galleries, consider using UWidget. This app offers features like carousel sliders, grids, and sticky video players that keep your pages looking sleek while loading efficiently. Thanks to its lazy-loading technology, videos only load when a customer scrolls to them, ensuring your site’s speed and performance stay intact.
Conclusion
Video content has become a powerful tool for building trust and shaping how customers view your brand. It goes beyond static images and text by showing products in action, capturing real emotions, and sharing social proof through customer testimonials. The numbers back this up: 89% of consumers say watching a video has convinced them to make a purchase, and 87% of marketers report that video content has directly boosted sales.
"Video reviews are more than just proof – they are the bridge between your products and your shoppers' trust." - Rivyo
What makes video so effective is its ability to feel genuine. Often, a simple video shot on a smartphone by a real customer can have more impact than a polished, professional ad. These authentic moments create a human connection that resonates with viewers. Whether it’s a behind-the-scenes look, a product demo, or a heartfelt customer story, the goal is to build trust and transparency with your audience.
To get started, ask happy customers to share short video testimonials. Then, use tools like UWidget to present these videos in a clean, visually engaging way. Adding trust-building video content to your Shopify store can turn hesitation into confidence, helping you connect with your customers on a deeper level.
FAQs
Why is video content more effective at building customer trust than text or images?
Video content is a powerful way to build customer trust by offering a sense of authenticity and creating a personal connection. Unlike static text or images, videos can bring products to life, showcase emotions, and share real customer stories. This helps ease doubts and builds a sense of openness.
For Shopify store owners, videos are a great tool to make their brand more relatable and approachable. Whether it’s through product demos, behind-the-scenes clips, or customer testimonials, videos allow businesses to communicate in a way that feels real and engaging, helping customers feel more confident about their purchase decisions.
How can I effectively use video testimonials to build trust on my Shopify store?
Using video testimonials on your Shopify store is a great way to build trust and give potential customers more confidence in their buying decisions. To make the most impact, ensure the videos feature real customers sharing honest experiences with your products. Personal stories tend to connect better with viewers and add a layer of transparency.
Place these testimonials where they’ll get noticed - like on product pages or in a dedicated section for reviews. This ensures they’re easy to find and can influence shoppers at the right moment. Also, make sure the videos load quickly, as no one likes waiting for a page to load. To keep things fresh, encourage satisfied customers to submit their own video testimonials regularly.
These steps can help create a more trustworthy shopping experience that nudges visitors toward making a purchase.
How can behind-the-scenes videos help build trust with customers?
Behind-the-scenes videos offer a fantastic way to connect with your audience by giving them a real glimpse into your brand. These videos shine a light on the people, processes, and values that drive your business, which can help foster a sense of trust and openness.
By showing how your products come to life or sharing snippets of your team’s day-to-day activities, you make your brand feel more approachable and genuine. This kind of transparency can strengthen the bond with your customers, making them feel more confident and connected when choosing your store.
