Video on the product page is not there to attract traffic. It is there to stop the person who already arrived from going back. That is a different job from an ad video, which is why it has to be built differently.

Where it goes

Below the image gallery, above the long description. Not as the first element: someone arriving wants to see the product still first, then moving. On mobile, a video that autoplays and covers the main photo does more harm than good.

How long it should run

Twenty to forty seconds. Someone on the product page has already decided they are interested, so an aggressive hook is not needed, a fast answer is. Past a minute, drop off rises with nothing in return.

What it has to answer

The same four questions that keep a page open without producing a purchase:

  1. How big is it really? Next to a familiar object.
  2. What is it made of? Close up, with hands.
  3. How is it used? In a real context, not a studio.
  4. What arrives in the box? The full contents, no surprises.

With or without sound

Half the traffic will watch without audio. Subtitles are not optional, and in Italian they have to be proofread by hand: automatic transcription systematically misses final accents and product names.

The most common mistake in Italy

Reusing the ad creative on the product page. The ad interrupts, the page reassures. A video shouting an offer at someone who has already clicked feels pushy and reduces trust at exactly the moment you need it.

Keep reading

Find creators for your product pages →

Frequently asked questions

How long should the video be?

Twenty to forty seconds.

Where should it sit?

Below the gallery, above the description.

Are subtitles needed?

Yes, and in Italian they need manual proofreading.

Can I reuse the ad creative?

Better not: they do two different jobs.