In the fast-paced world of FMCG marketing, creating a meaningful impact on your website is crucial. Video is a dynamic and engaging medium that has the ability to convey information quickly and effectively, along with its capacity to evoke emotions – making it an invaluable tool for increasing conversions on your website. The team at Small Films details how you can use video to better convert on your site. 

Improve Engagement

Video captures your audience’s attention more effectively than text or static images. When consumers engage with video content, they tend to spend more time on your website, increasing the likelihood of conversion. This also supports your SEO strategy, with engagement rate as a key ranking factor. 

Showcase your Products

Video allows you to showcase your products in a way that highlights their key features and benefits. Whether it’s the perfect pour of a beverage, the crispness of a snack, or the feel of a personal care product, video can communicate these aspects vividly.


Video is an excellent medium for telling compelling brand stories. It allows you to connect with your audience emotionally, which is crucial in the FMCG industry where brand loyalty is essential. You can create videos that showcase the brand’s history, values, and commitment to quality.

A video showreel for the events agency Onepointfive

Educational Content

Video can serve as an educational tool, helping consumers understand how to use your products effectively. Whether it’s cooking tutorials for food products or skincare routines for personal care items, video can provide valuable information that aids in the decision-making process.

Social Media Integration

Videos can be seamlessly integrated into your social media marketing efforts, reaching a broader audience and driving traffic to your website.

A fun promotional video from Mallow & Marsh from the Small Films team

Product Demonstrations and How-To Videos

In the FMCG industry, demonstrating how to use your products can be a game-changer. Consider creating short, engaging videos that show your products in action. For instance, if your company produces cooking ingredients, create videos demonstrating mouthwatering recipes that use your products. This not only showcases the product but also provides value to the consumer.

Customer Testimonials

Customer testimonials are a powerful form of social proof. By creating video testimonials, you can humanise your brand and build trust with potential customers. Interview satisfied customers who can speak to their positive experiences with your products. Their authentic stories can help persuade visitors to make a purchase.

A customer testimonial with Rex London from the Small Films team

Behind-the-Scenes Content

Take your audience behind the scenes of your FMCG company. Show them the manufacturing process, quality control procedures, and the dedication of your team. Transparency is vital in the FMCG sector, where consumers are increasingly concerned about product origins and quality.

Interactive Product Tours

An interactive product tour can be an excellent way to engage potential customers. Create videos that allow viewers to explore your products in detail. Use clickable links to take them to specific product pages, where they can learn more or make a purchase.

User-Generated Content

Encourage your customers to share their experiences with your products through video content. User-generated videos can provide authentic reviews and endorsements, boosting the credibility of your brand. You can run contests or campaigns to motivate users to create and share videos.

Live Streaming Events

Consider hosting live-streaming events on your website. This can be particularly effective for product launches, promotions, or behind-the-scenes tours. Live events create a sense of urgency and excitement, encouraging visitors to take immediate action.

Optimise Video for SEO

To ensure that your videos are discoverable, optimise them for search engines. This includes using relevant keywords in video titles, descriptions, and tags. Additionally, create a video sitemap and submit it to search engines to improve video search visibility.

An SEO video for Gressingham Duck from the Small Films team

Mobile Optimisation

In the FMCG industry, a significant portion of your audience is likely to be accessing your website from mobile devices. Ensure that your videos are mobile-friendly, with responsive designs that adapt to different screen sizes and orientations. Slow-loading videos can deter potential customers, so optimise for speed as well.

CTAs and Video End Screens

Every video should have a clear call to action (CTA). Whether it’s encouraging viewers to visit your product page, subscribe to your newsletter, or follow your social media accounts, a well-placed CTA can guide visitors toward conversion. Additionally, use end screens to suggest related videos or products, increasing the chances of further engagement.

A/B Testing

Don’t be afraid to experiment. A/B testing different video placements, lengths, and content types can help you refine your approach for better results. Continuously analyse the data to understand what works best for your specific audience.

Data Analytics and Conversion Tracking

Implement robust analytics to track the performance of your videos. Understand how long users engage with your videos, where they drop off, and what actions they take afterwards. This data can inform your video strategy and help you make data-driven decisions.


Harnessing the power of video content is a strategic move that can significantly improve your website’s conversion rates. From product demonstrations and customer testimonials to interactive tours and live events, video offers a versatile range of tools to engage and persuade your audience. If you’d like support with creating video content for your website, then do get in touch with the Small Films team.