Create a Successful, Stress-Free Video Strategy, Episode 276

The 3-Part Video Strategy That Builds Awareness, Traffic, and Sales

A no-fluff framework for using video to grow your ecommerce store—without burning out or wasting time.

 

Let’s be real: most ecommerce store owners feel the pressure to “do more video,” but few have a clear idea of what kind of video content actually drives sales.

It’s easy to fall into the trap of creating videos because you think you’re supposed to—when in reality, video works best when it’s tied to your sales funnel.

Today we’re breaking down a 3-part video strategy that mirrors your customer’s journey—from discovery to purchase—and shows you how to use video content at each stage to grow awareness, drive traffic, and increase conversions.

Here’s what to make (and why).

 

1. The Brand Video: Get More Eyes on Your Products

This is the video that lives at the very top of your sales funnel. It’s not about selling—it’s about showing up in front of the right people and making them curious enough to want more.

Your goal here is simple: help people understand what you sell and who it’s for—in 60 seconds or less.

 

“Your goal with this video is for whoever watches it to actually know what you sell and know it’s for them.”

 

Think of your brand video as a skimmable, scroll-stopping introduction to your business. It should work with or without sound, include clear visuals of your products, and give your future customers a reason to remember you.

✅ Best for: social posts, Meta video view campaigns, or pinned Reels
🎯 Success metric: 15-second through plays (on Meta)
💡 Tip: This video is versatile—you can reuse it at every stage of your funnel.

 

2. The Product Video: Get the Click

Once someone is familiar with your brand, it’s time to give them a reason to click through and explore your products in more depth. That’s where your product video comes in.

This video should highlight one specific item or category and show it in action—being worn, used, opened, or explained. Think of it like a product tour, customer review, or mini demo that makes people curious enough to see more.

 

“You could use a review, or a little story about the product… but the call to action is to go have a look.”

 

Keep this video short and actionable, and make sure the next step is clear. Are you sending them to a product page? A quiz? A collection? Make the link obvious and easy to follow.

✅ Best for: warm audiences on social or email, product page embeds, retargeting ads
🎯 Success metric: link clicks and product page views
💡 Tip: Don’t be afraid to reuse your brand video here with a new call to action.

 

3. The Live Video: Drive Real-Time Sales

When you’re ready to sell, live video becomes your most powerful tool. It builds trust fast, lets customers ask questions in real time, and creates urgency around your products.

But—and this is important—it only works if you’re consistent.

 

“If you're not prepared to do it consistently, it's hard to be effective.”

 

If you’re still working on building your audience or showing up regularly, this isn’t the place to start. But once you’re ready, weekly or biweekly live shows can become a cornerstone of your revenue strategy.

✅ Best for: bottom-of-funnel conversion, loyalty building, limited-time promos
🎯 Success metric: live sales + click-throughs from recaps
💡 Tip: Don’t waste the replay—use it in emails, posts, or Stories after the event.

 

Where to Start (Even If You’re Camera-Shy)

Not ready to show up live yet? No problem. The best place to start is with your brand video. It requires the least time, doesn’t need to feature your face, and gives you the widest reach.

You don’t need fancy equipment or editing software. A simple 30–60 second clip that showcases your products in use—paired with clear text overlays—is more than enough to begin building momentum.

From there, layer in product demos, reviews, and eventually live selling once your audience is warm and engaged.

This isn’t about doing everything at once. It’s about putting the right kind of video in front of the right people—at the right stage of the journey.

👉 Want help creating your first brand video? Join the waitlist for Brand Video Bootcamp—we’ll walk you through it, step by step.

 

RELATED LINKS:

Birdmoss Brand Video

Birdmoss Product Video

Sew Hungry Hippie Live Video Strategy

Brand Video Bootcamp Waitlist - sign up now!

Build a Massive Audience with a Brand Video — Episode 162

How to Get 1M Eyeballs on Your Product Every Month – Episode 244