Social media has modified how Australians store—and video is main the cost.
From fast TikToks to quick Fb demos, ecommerce manufacturers utilizing video see quicker development, deeper engagement and stronger ROI.
However shrinking budgets and a geographically dispersed buyer base means Australian entrepreneurs require a social media technique that clearly maps the place and easy methods to embrace video. We’ll present Australian ecommerce groups with a roadmap to make video work more durable, together with examples, knowledge and instruments.
Why does video advertising and marketing matter for ecommerce manufacturers focusing on Australian patrons?
Video content material is the go-to format for social media, and in ecommerce, it’s turn out to be a non-negotiable for product discovery and conversions. By 2028, most adults will spend 3 hours and half-hour binge-watching movies daily.
The 2023 On-line Promoting Spend report from IAB states that video advert spend grew by 14% final 12 months, outperforming each different digital format. That momentum is fuelled by manufacturers investing extra in social-first codecs like Reels, Tales and TikTok video, not simply legacy video advertisements.
However this demand can also be making content material creation extra intense, particularly for underresourced groups.
In response to the 2025 Sprout Social Index™, over 90% of Australian social media entrepreneurs say they really feel they have to be ‘chronically on-line’ to maintain up, with greater than half reporting some degree of artistic fatigue.
This stress makes streamlined video codecs much more helpful. Since 2022, Australian retailers have been early testers of shoppable video, letting customers click on and purchase instantly from TikToks, Reels and Tales. Interactive clips shrink the trail to buy, particularly in mobile-first purchasing environments.
Right here’s the reality: Audiences don’t care about high-quality, polished video content material. They only need manufacturers to indicate up in a manner that feels genuine.
From lo-fi UGC to slick demos, video builds belief, reduces friction and hurries up decision-making.
What forms of video content material work greatest for ecommerce manufacturers in Australia?
Right here’s what’s resonating with Australian audiences proper now:
Product demos and explainers
Consider these as your 24/7 gross sales assistant, serving to prospects perceive how a product works and why it’s price shopping for.
Hold demos quick and centered—60 seconds or much less is good for networks like TikTok and Instagram Reels—to retain viewer consideration.
Supply: TikTok
Spotlight options vital to Australians, equivalent to sturdiness for outside merchandise or sustainability for eco-conscious patrons. Monitor success by monitoring watch time and click-throughs to product pages. For small groups, batch-record demos and repurpose clips throughout advertisements, e mail and social channels to maximise output.
UGC and influencer content material
Relatable, uncooked and infrequently shot on smartphones. It performs properly as a result of it feels reliable. And in Australia, influencer content material performs particularly properly: 46% % of Australians have bought gadgets advisable by influencers.
Supply: Instagram
Associate with micro-influencers who’ve engaged Australian audiences and encourage prospects to submit their movies. These codecs excel within the discovery and consideration phases, boosting engagement and social proof. To get began on a funds, incentivise video submissions with giveaways or loyalty rewards.
Discover one of the best influencers price partnering with to your target market, area of interest and demographic.
Uncover Sprout Social Influencer Advertising and marketing
Tutorials and how-tos
Splendid for magnificence, homewares and tech. These present prospects easy methods to get essentially the most out of their buy.
Supply: TikTok
Publish tutorials on YouTube for longevity, and repurpose them as Instagram highlights and different social tales.
Don’t be afraid to shoot longer, extra in-depth tutorials and how-to movies, both. Though short-form video is an engagement driver, longer video content material has been proven to extend video conversion charges.
Unboxings and hauls
Unboxing and haul movies are nonetheless extremely well-liked, particularly in trend and way of life.
Supply: TikTok
Unboxing and haul movies successfully convert patrons within the consideration part, and will be measured by means of engagement charges and shares. Encourage prospects to movie their very own unboxings or host dwell unboxing occasions to increase attain with out heavy manufacturing.
Behind-the-scenes movies
Share how your merchandise are made, introduce group members or showcase sustainability efforts.
Supply: Instagram
Behind-the-scenes (BTS) movies construct belief and loyalty whereas offering content material for social channels. They carry out properly on the consideration and retention levels.
Bear in mind, lo-fi works, and small groups can movie BTS clips with their smartphones, specializing in storytelling and lessening the necessity for skilled video manufacturing.
Buyer testimonial clips
Actual tales from happy prospects are the last word model belief builders.
Supply: Instagram
Seize testimonials highlighting the Australian context like buyer wants, regional utilization or native service expertise. Put up testimonials on product pages, social channels and in e mail campaigns. To collect testimonials, ship easy video requests post-purchase or invite critiques by means of loyalty applications.
Seasonal content material
Australia’s distinctive seasonal calendar and holidays create alternatives for well timed video content material—assume summer season vacation present guides, EOFY gross sales previews or native promotions tied in with cultural occasions, like Sydney Mardi Gras or State of Origin.
Bear in mind, one piece of video content material can typically be repurposed in some ways throughout completely different social media networks. It’s possible you’ll have to crop or resize it to match advisable video specs for every social community you put up to.
In response to Sprout’s Content material Benchmarks Report, short-form video will get two instances the engagement of static posts in Australia, particularly when:
- It’s beneath 30 seconds
- It’s unpolished (sure, lo-fi works!)
- It options actual folks, not simply product pictures
Your takeaway? Combine it up. Excessive-production polish works properly for model advertisements, however relatable content material is what actually drives conversions.
What developments are well-liked in ecommerce video advertising and marketing?
Wanting forward, control these developments:
AI-powered video creation
With advances in AI, ecommerce manufacturers can now produce high-quality video content material quicker and extra affordably, serving to support the artistic block most entrepreneurs face with social media.
Sprout Social’s AI instruments assist manufacturers discover what their goal audiences are watching on-line, automate scriptwriting and generate captions, streamlining the artistic course of from ideation to remaining lower.
Interactive and shoppable video experiences
Interactive video codecs that permit viewers store instantly from content material are essentially reshaping ecommerce.
Meta and TikTok more and more assist click-to-cart options embedded inside Tales, Reels and livestreams. Sprout Social’s publishing and analytics permit groups to plan, schedule and measure these shoppable movies, shortening the trail to buy.
Vertical-first storytelling
Cell-first vertical video stays king in social media feeds, particularly amongst Australian consumers utilizing smartphones.
Brief-form video delivers the very best ROI in comparison with different digital advertising and marketing developments, securing extra funding in 2025 than every other format. Mastery of vertical storytelling depends on quick cuts, captions for sound-off viewing and punchy intros that hook viewers inside seconds.
Social media practitioners can use Sprout’s video modifying capabilities (included in all plans) to make sure content material matches native cell codecs completely, maximising attain and engagement.
Dwell purchasing mixed with short-form video
Dwell purchasing and short-form content material fused collectively is a strategic transfer to succeed in Australian patrons.
Manufacturers are combining TikTok Store’s dwell promoting options with participating quick movies like Instagram Reels to create hybrid campaigns that entertain whereas changing.
You should utilize Sprout’s scheduling instruments to coordinate multi-format campaigns, monitor real-time engagement and rapidly regulate messaging for optimum influence.
Influencer voiceovers and creator partnerships
Leveraging influencer voices for product explainers and storytelling blends model authority with genuine creator attraction.
Sprout’s Influencer Advertising and marketing options make it straightforward to seek out, handle and measure partnerships with Australian creators, so your ecommerce model can work with trusted voices that resonate regionally.
Optimising for voice search and video web optimization
As Australians more and more use voice assistants and sensible units, optimising video content material for voice search is vital. Add correct captions and transcriptions, and guarantee key product info is clearly spoken in movies.
Sprout’s analytics instruments assist entrepreneurs and social media managers monitor how your video content material concepts carry out throughout search and social discovery, so you possibly can fine-tune web optimization methods.
Which networks ought to ecommerce manufacturers prioritise for video content material in Australia?
Sprout’s 2025 Index discovered that Australian shoppers spend essentially the most time on:
- TikTok: Gen Z and Millennials dominate. Plus, 55% of TikTok customers have purchased one thing after seeing it on the app. Prioritise developments, humour and 15–30 second native content material.
- Instagram: Reels and Tales stay must-haves for model attain, particularly with influencer partnerships and UGC.
- YouTube: Nonetheless the go-to for tutorials, critiques and long-form storytelling. Think about doing 60–120 second product explainers.
- Fb: Sure, it’s nonetheless related. Use it for promos, lo-fi explainers and group storytelling.
Greatest practices by platform:
- TikTok: Be quick, enjoyable and trend-driven
- Instagram: Showcase group by means of Reels and Tales
- YouTube: Educate, then convert
- Fb: Hold it native and relatable
ViralPost® makes scheduling throughout all networks seamless, permitting you to optimise for one of the best time to put up in Australia.
Learn how to construct a constant and fascinating ecommerce video technique
A robust video advertising and marketing technique isn’t nearly maintaining with developments, it’s about making a repeatable system that drives constant outcomes. For Australian ecommerce manufacturers, which means pairing artistic storytelling with operational precision.
Whether or not you’re operating campaigns solo or managing a rising social group, success begins with a transparent framework. From planning themes to scheduling posts and analysing efficiency, right here’s easy methods to flip video right into a scalable, measurable engine for development.
Set clear objectives and plan content material themes
Each high-performing video technique begins with readability. Earlier than you decide up a digital camera, outline what success seems to be like, whether or not that’s driving consciousness, constructing group or changing views into gross sales.
For Australian ecommerce manufacturers, it’s typically about balancing all three. Discovery-focused movies like tutorials or influencer collaborations drive attain, whereas product demos and testimonials transfer audiences nearer to buy.
When you outline your objectives, select two or three recurring themes that mirror your model story and viewers priorities. These themes ought to function artistic anchors, or content material pillars you possibly can construct round all year long.
For instance, a homewares model would possibly concentrate on DIY tutorials, sustainability tales and buyer spotlights. Align these pillars with marketing campaign calendars and Australia’s distinctive retail rhythms.
Collaborate, schedule and optimise posts
Consistency doesn’t occur accidentally, it’s the product of collaboration and foresight. Shared content material calendars and automatic publishing workflows guarantee your group stays in sync, even throughout time zones and distant workplaces.
However consistency doesn’t imply rigidity. Probably the most agile manufacturers go away room for calculated experimentation.
Use A/B testing to match codecs, like voiceover vs. no voiceover, UGC vs. branded footage or 15-second Reels vs. 60-second explainers. Then let the information information your subsequent transfer.
Monitor what works and iterate
A constant video technique isn’t static, it’s constructed on steady enchancment. Probably the most profitable ecommerce entrepreneurs use knowledge not simply to measure efficiency, however to tell artistic evolution. Assessment your key video metrics weekly to uncover what codecs, hooks and lengths drive essentially the most engagement or conversions.
Look past self-importance metrics like views. Monitor completion charges, watch time and conversions to see how successfully every video strikes audiences by means of the funnel. Repurpose top-performing content material throughout platforms, and refresh underperforming movies with new hooks, CTAs or thumbnails.
Once you deal with video as a dwelling technique, not a one-off marketing campaign, you create a sustainable engine for development that scales creativity and proves ROI.
Which metrics matter most for ecommerce movies?
Measuring the influence of video content material doesn’t simply imply counting views. It’s about understanding how every video strikes prospects by means of the funnel and what actions they take in consequence.
Leverage this breakdown of key metrics at every stage to tell efficiency enhancements and strategic changes.
High of funnel: Consciousness and discovery
At this stage, your objective is to succeed in new audiences and cease the scroll. Concentrate on metrics that present visibility and preliminary engagement:
- Views and video completion price: These metrics present how many individuals are watching your movies and the way far they’re getting. Use completion price to determine sturdy hooks and efficient pacing.
- Attain and impressions: Attain refers back to the whole variety of distinctive viewers, whereas impressions mirror the full variety of exposures. Collectively, they show you how to assess how successfully your content material is being distributed throughout social networks.
- Common watch time: Longer common watch instances typically sign stronger storytelling or content material relevance. That is additionally a key indicator utilized by platform algorithms to floor participating movies.
Use these insights to refine intros, take a look at thumbnails or regulate video size and format for higher retention.
Mid funnel: Engagement and consideration
When you’ve captured consideration, measure how your movies are sparking curiosity and driving additional interplay:
- Clicks and tap-throughs: This consists of hyperlink clicks, sticker faucets or in-video CTAs, clear indicators of curiosity or product curiosity.
- Profile visits and follows: These metrics point out that viewers wish to study extra about your model or keep related after watching.
- Shares, saves and feedback: These interactions are sturdy indicators of content material relevance and resonance, particularly when customers tag buddies or rewatch your video. In addition they assist enhance visibility in social algorithms.
Right here, take a look at completely different calls to motion, experiment with voiceovers or captions and take into account including interactive parts like polls or product tags.
Backside of funnel: Conversion and income influence
At this level, you’re in search of proof that video is driving motion, not simply consideration:
- Add-to-cart and checkout initiations: These actions assist join video engagement to shopper intent, transferring customers nearer to conversion.
- Conversion price and gross sales attribution: Monitor purchases instantly tied to your video efforts. The place potential, use UTM parameters or product tag analytics.
- Income elevate and ROAS: Use gross sales knowledge to measure how a lot incremental income your movies generate, particularly when a part of paid campaigns.
That is the place shoppable video codecs, influencer partnerships and testimonial clips typically shine, serving to flip viewers into patrons. Be sure you’re figuring out the highest creators, themes and codecs that constantly ship engagement and conversions.
What successful ecommerce video methods appear to be
Australian ecommerce manufacturers are innovating quick. That is how some are nailing video:
Koala
Koala nails vertical-first storytelling with chew‑sized, cheeky explainers which might be good for a scrolling feed.
A standout is their 2‑minute model movie, which earned over 1.3 million views throughout networks and boosted CTR on different advertisements by 18 %.
Supply: Vidico
Koala additionally launched cinematic 12K commercials throughout COVID, used throughout OOH, social and TV, with seamless edits that strengthened their relaxed, Aussie id.
Punchy product explainers, humble attitudes and ultra-localised humour, Koala nails vertical-first storytelling that speaks on to Australian consumers.
The Oodie
The Oodie’s TikTok-first technique leans into UGC and memes, giving its group the highlight and producing thousands and thousands of impressions. They actively encourage prospects to put up their very own movies and even reward creators with giveaways.
From creators unboxing or lounging of their Oodies to stylised morning-routine movies, each bit of content material is clearly designed for TikTok-native efficiency.
However get this: The Oodie additionally scored 58 million TikTok views whereas scaling each day advert spend to over AU$6,500 at a ROAS above 3.5.
Supply: TikTok
The model additionally is aware of easy methods to goal seasonality, bringing out ranges of Oodies suited to colder climate through the winter months and making academic content material on which Oodie you need to select.
Bailey Nelson
From in-store fittings to optical care ideas, Bailey Nelson mixes branded shoots with consumer testimonials for an genuine, omnichannel video presence. Their content material builds model belief and clarifies worth, key in high-consideration ecommerce.
The corporate makes use of short-format tutorials, vibrant b-roll and founder-led narratives to face out within the high-consideration eyewear area. Bailey Nelson’s model marketing campaign video received Greatest YouTube Marketing campaign 2022, delivering a 97% model consciousness elevate plus a 3,600% improve in Google searches.
Supply: Vidico
Bailey Nelson has additionally partnered with Story Machine and Afterpay for high-production documentaries showcasing model heritage and in-store experiences.
Whereas these are all nice examples of video advertising and marketing within the Australian ecommerce scene, take inspiration, not imitation. Take a look at new codecs and double down on what drives outcomes.
Flip your ecommerce video technique into measurable influence
By now, it’s fairly clear that in case you’re operating social technique for an ecommerce model based mostly in Australia (or making an attempt to succeed in Aussie patrons), video content material isn’t non-compulsory. It’s important to compete.
However with the best programs and instruments, video content material doesn’t must be overwhelming. Sprout makes it straightforward to plan, publish and optimise your video content material with out the chaos.
Begin your free trial and discover how Sprout can streamline your ecommerce video technique as we speak.
Steadily requested questions on video advertising and marketing for ecommerce manufacturers in Australia
How lengthy ought to an ecommerce video be?
TikTok & Reels: 15–30 seconds for max engagement
YouTube: 60–90 seconds for explainers or critiques
Fb & Instagram Tales: Underneath 15 seconds
How can I create participating product movies with restricted assets?
- Use your cellphone and pure lighting for authenticity.
- Edit with free instruments like CapCut or Canva.
- Lean into user-generated content material or creator collaborations.
- Reuse buyer critiques as voice-overs.
- Shoot in batches to save lots of time and streamline modifying.
Authenticity beats manufacturing worth, particularly with Australian audiences.
