5 advantages of shooting videos versus stills for fashion e-commerce


What is the better choice to increase engagement and sales?


In this tutorial, we’re going to highlight the differences between video and stills content for your footwear products. One is not necessarily better than the other and if you would ask us what to opt in for, we’d say both.

Images are absolutely necessary, however, video is becoming an important part of fashion e-commerce. For now, it’s a “trend“ but soon enough it will turn into the standard. It’s a good idea to start investing in video for your products if you haven’t already. The good news is that it’s never too late and if you start now, you’ll have a better chance of getting ahead of the curve.

Points we cover in this post:

  • More angles, less time

  • More attention

  • Higher conversion rates

  • More touch and feel

  • More details

  • Videos vs Stills

You will need:


More angles, less time

With video, you can see the product from more angles in a shorter time frame.
But you have to make sure all the details look fantastic before you let that video roll because the video is going to show flaws more clearly than the stills. 


More attention

Nowadays it is very easy to shoot a video and get it online quickly. These pieces of content get much more attention online for plenty of reasons. For example video is proven to encourage and increase engagement, it is found to be prioritized on social media feeds. Hence, this is why you’re only doing yourself a major favor if you start producing video content now.


Higher conversion rates

For many reasons (algorithms e.g.) social media feeds prioritize video. Hence, metrics like likes, clicks and general click through and conversion rates tend to be much higher as well. 

More of that means more sales and consequently revenue for your brand. You can find plenty of articles online explaining the nitty gritty details of how this process works and case studies that will support the same statement.


More touch and feel

The nice thing about video is that you get to see how the light interacts with the product and the materials it’s made of. Also, you can see how the light reacts to a reflective material as it moves (your camera). 


More details

When watching video it’s as if you’re scrolling through a lot of photos - you’re getting plenty of information, just in one go. The effort it takes your consumer to click on photos, wait for them to load and then go through all of them is quite cumbersome compared to having one video on which people can just click and see the whole product in an instant.

When you are shooting video though, do make sure that you’ve gotten rid of pieces of shoe stuffing, labels or blemishes. If you’re using any props to position the shoes they might show up in the video whereas with stills you could probably hide them or edit them out.  


Stills vs Video

With stills, it is true that it is a bit easier to focus on the details that you want to show. Perhaps there’s an inside of a sole that’s not perfect, or any blemishes - those are mistakes on the photos can be edited out in photos.

With stills, you get a bit more time to absorb the detail that’s in the picture. You have a little bit more lighting to create something dramatic.

When you shoot the same thing in video, you might have unwanted shadows and unwanted reflections going on. However, you can play with the light to adjust that and make it to your liking. 

To sum it all up, both stills and videos have an advantage but video these days is an important new trend that will soon overtake every fashion e-commerce website.


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