Straight answers on product video for e-commerce brands

For sales ads, short: Meta’s creative checklist suggests 6 to 10 seconds for direct-response ads, with the brand shown in the first three seconds. Longer cuts can work when the product needs explaining, such as a mechanism or a set of features. Make the short version first, then test a longer one once the angle has proven itself.

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Hook rate is 3-second video plays divided by impressions; hold rate is commonly ThruPlays divided by 3-second plays, and you can build both as custom metrics in Ads Manager. Motion’s glossary calls a hook rate of 20 to 40% generally solid, while noting it varies widely by industry and audience. Benchmark each new video against your own account’s median, and judge winners on CPA.

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No, image ads can run on their own, but video is worth adding. In Meta’s analysis of 15 split tests of Reels-only campaigns, campaigns that included 9:16 video ads with audio had 34.5% lower cost per result than image ads. Meta’s creative checklist also says static and video work better together, so add short vertical video for your best sellers once statics are running.

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Yes, where it shows something the photos cannot, set up so it does not slow the page. Use a short, silent loop, keep the first product photo as the image that loads first, and add the video through Shopify’s product media rather than a heavy third-party embed. A 16:9 loop suits a desktop homepage banner; on phones, a vertical cut or a still usually fits the screen better.

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Yes. At a studio, book both for the same day with a shot list for each, and expect the day to run longer, because video needs its own setups and lighting. At Bartley Studio there is no shoot: product imagery and product video are both made from the same couple of phone photos of each product, and each can be ordered on its own or together.

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You can, and for some videos you should: a founder explaining the product, an unboxing or a quick demonstration often works best filmed on a phone. Phone video struggles with the setting, the light and the time, because a sofa filmed in a warehouse cannot show how it looks in a living room, and every new version means filming again. Use phone video for the human moments and product video for the product itself.

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At Bartley Studio, video is priced per finished second and the rate falls with volume: one 10-second video is $500, three are $830 and five are $1,130, in AUD excluding GST, so going from three to five adds $150 a video. How many to test depends on spend: enough that each version gets a fair share of budget. New openings and new angles teach you more than small trims.

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Yes, if your product sells on movement, texture, function or scale, or if you advertise in Reels and Stories, which are built for vertical video. Start small rather than with a big production: one short video of your best seller, tested against your best static ad on cost per purchase. At Bartley Studio the smallest order is one 6-second video for $430, in AUD excluding GST.

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Per project while you are still finding out which videos work, and a monthly arrangement once you need a steady number of new videos for ads every month. Either way, check what is included, who owns the footage and whether there is a minimum term. Bartley Studio has no packages: each video order is priced per finished second, so a steady monthly volume is priced through the quiz. Account management also includes product video, quoted per brand.

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The four things a photo struggles with: scale, texture, movement and the piece in a room. Show it beside something everyone knows the size of, move the camera in across the fabric or grain in low side light, show any mechanism working, such as a recliner or an extending table, and finish with the piece in a styled room. Give each video one of those jobs rather than all four.

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An e-commerce video is built for where it plays: a phone screen between other posts, often with the sound off, or a product page gallery. That means the product in the first second, on-screen text rather than narration, a vertical 9:16 version for Reels and Stories, and short loops for the gallery. A brand or corporate video is usually longer, wide and made to be watched with sound.

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Yes. Add a video to each product in your catalogue, through a video column in the feed or in Commerce Manager, and Meta’s Allow product video setting can show it instead of the product image in Advantage+ catalogue ads when that is likely to improve cost per result. The setting is on by default, and each video file must be no larger than 200MB.

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A 3D animation costs most at the start, because someone has to build an accurate model of the product, from CAD files or from scratch; after that, each new angle costs less. Filming costs per shoot day, every time. 3D suits mechanisms, cutaways and products not yet made, while fabric and food are harder to make convincing. Bartley Studio’s videos are generated from photos instead, from $430 plus GST for one 6-second video.

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Meta recommends 9:16 for Reels and Stories, 4:5 for Facebook Feed, and 9:16 for video in the Instagram feed. Placement limits run to minutes, but Meta’s creative checklist suggests 6 to 10 seconds for direct-response ads and lists 16:9 for in-stream placements only. Keep text and logos away from the edges of a 9:16 video, where the app’s buttons sit.

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A filmed production can take several weeks: planning and casting, the shoot, then editing and revisions, plus freight time if the product travels. Short product videos made from photos take days rather than weeks, because there is no shoot to book and no crew to schedule. That is how Bartley Studio works, from a couple of phone photos of each product or the photos already on your store.

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They can, for products that show well in a few seconds of vertical video and for buyers who spend time on TikTok. The ads that work there tend to look like the posts around them: vertical, sound on, often a person talking or demonstrating. The same 9:16 videos can run in Reels, so make them once and test both platforms on cost per purchase.

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