German ecommerce has two particularities that decide the content of your videos: buying on invoice, which makes ordering risk free, and a return rate that is among the highest in Europe for fashion.
Why that changes the videos
Someone ordering on invoice orders more easily and returns more easily. Revenue therefore does not appear at the click, it appears after the return window. A video that honestly shows size, material and use does not sell more units, but it keeps more of them.
What the video has to show
- Real size next to a familiar object.
- Material and finish in close up.
- Everyday use, not a studio.
- What is inside the packaging, so expectations match.
- Which size is worn, for fashion and footwear.
Formats that convert in Germany
| Format | What it shows |
|---|---|
| 1. An honest review | Including one point that is not perfect. Nothing reads as more credible here. |
| 2. A comparison with the previous product | Or with the obvious alternative. |
| 3. An answer to an objection | Taken from the reviews. |
| 4. Step by step use | Especially for products that need explaining. |
The most common mistake
German shops buy UGC and then sand it down through approval until no critical sentence survives. The result looks like advertising, and advertising convinces nobody on the returns question. One small criticism in the video reduces returns more than any praise.
Keep reading
- UGC for Home and DIY Brands in Germany
- UGC for Kids and Family Brands in Germany
- UGC for Retail and Marketplace Sellers in Germany
- UGC Creators in Leipzig
- The complete UGC guide for Germany
Find creators for your store →
Frequently asked questions
Do videos reduce the return rate?
Yes, when they show size and material honestly.
How many variants for ads?
At least six per product.
May a video contain criticism?
Yes, it becomes more credible for it.
Does the product page need a video?
One or two are enough.
