- 68% of consumers prefer a mix of images and video when engaging with product content
- Video is expected to account for 82% of all internet traffic, making it the single largest content category online
- Viewers retain 95% of a message when watching a video, compared to just 10% when reading text
So all in all video isn’t just elevating your PDP if you have budget and time, it’s how people understand, evaluate, and connect with products and the brand as a whole.
So, what does that look like on the PDP? Let’s get into the formats we keep seeing all over PDPs across brands.
The Classic
The classic PDP video setup starts simple: a walk-in, walk-out frame against a clean, neutral background.
It’s minimal by design. No distractions, no set styling pulling focus, just the product and the model. And that’s exactly the point. You get a clear view of the fabric, the fit, and how the garment actually moves on a body. It’s probably the closest digital experience to seeing a piece in person.
This format has become a staple across product detail pages. It’s familiar, easy to digest, and highly effective, which is why so many brands rely on it. For some, it’s become a non-negotiable.
Take Gymshark. Their entire product experience is built around movement, performance, and how clothing supports the body in action. So, leaning into video has turned into leveraging a whole strategy. Showing how the product moves is the product differentiates itself from others.
What’s interesting, though, is how even this “classic” format is evolving. Gymshark has subtly shifted away from a pure white background to a softer, off-white tone. It’s a small change, but it adds depth, warmth, and just enough visual interest to elevate the experience, without taking attention away from the product itself.
It’s still the same core idea: keep it clean, keep it focused. Just with a bit more intention behind how it looks and feels.
The Social-Inspired
Social-inspired PDP videos are exactly what they sound like, rooted in the way we already consume content every day.
The rise of video on PDPs didn’t happen in isolation. It’s closely tied to platforms like TikTok, where formats like “get ready with me,” styling videos, hauls, and try-ons have become second nature. And now, that behavior is making its way directly onto product pages.
These videos feel native to social. Casual, a little less polished, and more personality-driven. The kind of content you could scroll past on your feed, except now they’re helping you decide exactly what to buy.
For brands with a younger audience, this approach just makes sense. Let’s look at Urban Outfitters, for example. They’ve taken the foundation of the classic PDP video, a neutral background, clear product focus and layered in a more playful, social-first direction.
Models aren’t just walking in and out of frame. They interact, move with whimsy, and sometimes even break that fourth wall with some moments that feel closer to holding a phone than watching a traditional product video.
It does two things at once: it keeps the clarity of the products while bringing in the energy of socials. Their PDP in the end feels more alive, more relatable, and much more aligned with how their audience actually engages with content.
The Cinematic
Ever come across those campaign-level videos that feel like they belong on the homepage? They’re a little more rare, but every now and then they make their way onto the PDP—and when they do, it works.
It’s not the most common approach, which is exactly what makes it stand out. These videos add a cinematic layer to the product experience, bringing mood, narrative, and a sense of world-building that goes beyond standard product content.
And the best part? They don’t replace anything. PDPs can still balance flat lays, on-model imagery, lifestyle shots, and video, where cinematic content simply adds another dimension.
When done right, it doesn’t just showcase the product. It gives it context, energy, and a clear point of view.
Zara does this exceptionally well. While their visuals evolve frequently, there’s always a cinematic quality to what they produce. One moment it’s an Italian 60s summer, the next it shifts to a Brazilian-inspired setting. That creative freedom and willingness to explore different worlds is what makes it feel fresh every time.
UGC
Circling back to the broader shift toward social-first content, user-generated content feels like a natural extension. It’s a clear nod to platforms like TikTok and Instagram—and depending on your brand and how you approach it, it can be a powerful addition to the PDP.
There’s something especially effective about incorporating influencer-led content. It sits in that middle ground—not quite celebrity, not quite a friend—but close enough that consumers feel a sense of familiarity and trust. People aren’t just watching the product; they’re seeing it through someone they already follow and connect with.
Zalando offers a nice example of this in action. Some PDPs feature casual, influencer-style videos, often shot on a phone, where someone talks through the outfit in a relaxed, unpolished way. It sits somewhere between UGC and social content, but that’s exactly what makes it work. It feels real, immediate, and easy to engage with.
At the same time, more traditional UGC from everyday customers plays an equally important role. It gives shoppers a more grounded, relatable view of what the product actually looks like on someone who chose to buy it and wear it in their own life.
Together, these formats bring a level of authenticity that’s hard to replicate with more polished content alone.
We hope this gave you a few new ideas around video on the PDP or some inspiration to take back to your own content.
If you’re exploring how video could fit into your workflow, it’s something we work with every day. From post-production video on the PDP and editorial video to our newer AI image-to-video solution, we’re always looking at ways to make video easier to scale for you and your brand.
If you’re curious to learn more, feel free to get in touch.