The 5 video formats that really convert in 2025
Making video on your e-commerce site no longer guarantees conversion.
What makes the difference is the ability to Activate the right content at the right time in the sales funnel : those who reassure, those who engage, those who make people click.
At JOIN, we identified 5 video formats Particularly effective To capture attention, remove the brakes and trigger the purchase.
And Above All, We Show You How to Deploy Them Easily, thanks to our functionalities (UGC 2.0, TikTok Connect, Advanced Analytics...).
Unboxing/IRL Test — Immediate Credibility
Objective: Reassure the user by showing him the product in concrete terms.
The “unboxing” content allows the user to visualize the opening of the product, the materials, the finishes or the textures. It is a reassuring format, which makes it possible to anticipate what we will receive, and which works regardless of your sector.
Why does it transform? It is one of the only formats that narrates a sensory experience and generates visual reassurance.
Exemplo : Petit Bateau stages the opening of its birth boxes.
The user visually discovers each piece, the softness of cotton, the care given to the packaging.
The result: immediate trust in the brand.
Product FAQ — Reassure without detour
Objective: Remove the obstacles to buying.
The video FAQ makes it possible to deal with the most frequently asked questions in a few seconds: size, compatibility, maintenance, delivery... It effectively replaces a long explanatory text and works particularly well for technical, sensitive or new products on the market.
Why does it transform? Because it provides a clear and human answer, directly on the product sheet, without disrupting the buying experience.
Exemplo : Respire integrates FAQ videos embodied by an expert into its product sheets.
In less than 30 seconds, the brakes fell: “Is this deoder suitable for sensitive skin?” , “How long does it last?”
Customer story — Social proof
Objective: Give credibility to the brand promise thanks to real customers.
Video Testimonies Give a Face to customer satisfaction. They inspire trust, facilitate identification and create a close relationship.
This format is powerful because it does not come from the brand, but from a peer.
Why does it transform? Because the Recommendation between customers Is one of the most powerful levers for unlocking a purchase decision.
Exemplo : Yade broadcasts videos of loyal customers who tell why they buy underwear every year.
In a few words, they evoke quality, durability, comfort.
It's no longer a marketing promise: it's a feedback.
Before/After — The Impact in 3 Seconds
Objective: Demonstrate the value of the product visually.
The before-and-after format makes the impact of a product immediately visible: space saving, cosmetic effect, visual or functional improvement.
It is understandable in a split second, with no need for explanation.
Why does it transform? Because we don't tell: we show. It is a format that calls on visual intuition.
Exemplo : Tediber illustrates the layout of a bedroom before and after installing its mattress.
In a few seconds, you can see the difference in comfort and harmony. The effect is immediate.
Tip/Product hack — Usefulness & virality
Objective: Increase the perceived value of the product.
The video tip shows an original, useful, or clever way to use a product. Very popular on TikTok and Instagram, this format engages because it Give Without Asking : an idea, a time-saver, an inspiration.
Why does it transform? Because it provides value to the user even before the purchase. It positions the brand as useful and innovative.
Example: IKEA offers video hacks to optimize a small space or entertainment furniture.
It's inspiring, engaging, and very shareable.
How to activate these formats easily with JOIN
All of these formats are powerful... as long as they're activated in the right place at the right time. That is exactly what JOIN allows.
✅ Get the right content without friction
- TikTok & Instagram Connect : Turn Buzzy Content Into E-Commerce Stories
- UGC 2.0 : centralize customer videos, manage rights, schedule automatic distribution and withdrawals
🎯 Broadcast them to the right place, automatically
- Product Matcher : link each video to a product and automatically show it at the right time in the journey
- Adapted widgets : card, bubble, sticky formats, for all contexts (product sheet, homepage, basket)
⚙️ Integrate JOIN without technical difficulties
- Simple integration (Shopify, PrestaShop, Salesforce, Salesforce, mobile apps) in a few minutes, without specific development
📊 Measure what really converts
- With Advanced Analytics, track clicks, conversions, and revenue per video. Analyze, optimize, accelerate.
In conclusion
The question is no longer “Should we make video?”
It is: What formats trigger the action? And how do you activate them effectively in a conversion funnel?
At JOIN, we don't just help you make video. We Help You Convert with well-thought-out, well-placed, well-measured content.
📍 Request a demo To test these formats on your site, starting this week.
{{cta}}
.png)