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Instagram Shoppable Videos: 5 Brands Doing It Right
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To Remember
- Storytelling Sells
The most effective shoppable videos entertain or educate first, then guide viewers to buy without feeling salesy. - Visual Identity Matters
Consistent style, tone, and sensory appeal help build brand trust and make content instantly recognizable. - Seamless Shopping Wins
Tagging products directly in videos turns inspiration into action, reducing friction from discovery to purchase.
Instagram Shoppable Videos are changing the way consumers discover and buy products right from their feed. By blending video storytelling with seamless in-app shopping, brands can now turn scrolls into sales in just a few taps.
In a mobile-first world where attention spans are short and engagement is everything, shoppable videos offer the perfect mix of entertainment and conversion. From Reels to Stories, brands are using this format to inspire action while keeping it native to how users consume content.
In this post, we’ll spotlight five brands that are getting it right using shoppable videos to drive visibility, build trust, and boost sales. Each example brings practical takeaways you can apply to your own Instagram strategy.
5 Brands Doing Instagram Shoppable Videos Right
A. Benefit Cosmetics
The Strategy
Benefit Cosmetics uses playful, personality-driven shoppable videos to spotlight its hero products especially brow solutions and mascaras. Their approach leans heavily on humor, bold visuals, and creator partnerships to make beauty fun and approachable, while tagging products directly in Reels and Stories for instant shopping.
The Video Concept
Think quick tutorials, before-and-after transformations, or relatable “brow fail” scenarios that end with a Benefit fix. Videos often feature creators or in-house beauty experts demonstrating how-tos in 30 seconds or less, with product tags integrated seamlessly.
Why It Works
Benefit’s tone is light-hearted but effective they simplify common beauty challenges (like uneven brows or short lashes) and solve them with just one or two tagged products. The content is entertaining, on-brand, and educational without feeling salesy.
Results/Impact
Their shoppable videos drive strong engagement and product interaction, especially when paired with trending audio or meme-style editing. Brow and lash tutorials often result in higher saves, shares, and click-throughs, proving that fun can still convert.
Key Takeaway
Keep it fun, fast, and focused. Shoppable content that entertains while solving real beauty problems encourages both brand love and buying behavior.
B. The Ordinary
The Strategy
The Ordinary uses shoppable videos to break down skincare science in a way that’s simple, digestible, and transparent. Their approach focuses on education-first content—explaining what each product does, how to layer it, and who it’s best for—all while tagging products for seamless purchase.
The Video Concept
Their videos often feature close-up demos, ingredient callouts, and minimalist text overlays. You’ll also find collaborations with skincare creators who guide viewers through routines (like “How to use Niacinamide + Zinc”) while tagging the featured products throughout.
Why It Works
The Ordinary’s strength lies in demystifying skincare. Shoppable videos give curious consumers quick, clear answers—what to use, how to use it, and what results to expect. The brand’s clinical aesthetic builds credibility, and the frictionless shopping experience converts informed viewers into buyers.
Results/Impact
Their videos attract high save and share rates, especially from skincare beginners or enthusiasts looking to build a routine. Because product education happens in the content, users feel more confident making a purchase immediately after watching.
Key Takeaway
Educate to convert. If your products require explanation, use shoppable videos to simplify the science and empower your audience to buy with confidence.
C. Gisou
The Strategy
Gisou, known for its honey-infused haircare, uses Instagram shoppable videos to highlight luxurious routines and hair transformations. Their strategy blends aspirational visuals with product education, often featuring creators showing how they incorporate Gisou products into their everyday styling.
The Video Concept
From “Get Ready With Me” Reels to slow-motion oil applications and hair care rituals, Gisou’s videos feel elevated yet personal. Products are tagged directly in the video, making the luxe experience instantly shoppable.
Why It Works
Gisou leans into the sensory appeal of beauty glossy textures, golden tones, and soft lighting, creating a visual identity that feels both premium and inviting. The videos showcase visible results and position the products as self-care essentials rather than just beauty buys.
Results/Impact
Their shoppable content reinforces brand identity while driving conversion. Paired with influencer collaborations, these videos help Gisou expand reach while maintaining a consistent, high-end aesthetic that builds long-term brand equity.
Key Takeaway
Consistency in visual style + sensory storytelling can elevate product perception. When paired with shoppable tags, it turns brand storytelling into a seamless shopping experience.
D. Drunk Elephant
The Strategy
Drunk Elephant uses vibrant, playful shoppable videos to showcase skincare as a fun, feel-good part of daily life. Their strategy focuses on bold visuals, ingredient education, and product layering often presented in quick, engaging Reels with direct product tagging for instant checkout.
The Video Concept
Expect colorful flat-lays, texture shots, and “skincare smoothie” routines where multiple products are mixed and applied together. Many videos include voiceovers or on-screen text that explains what each product does, and all featured items are tagged within the video.
Why It Works
Drunk Elephant turns routine into ritual. Their content stands out with its bold, neon-toned branding and sensory appeal such as gels, creams, and serums shown in action. The educational layer (what mixes well, what targets which concern) builds trust and encourages multi-product purchasing.
Results/Impact
Shoppable videos encourage bundling and routine-building, increasing average order value. Their content generates strong engagement thanks to a distinct visual identity and easy-to-follow guidance, making it ideal for both skincare newbies and loyal fans.
Key Takeaway
Visual storytelling + routine-building = conversion boost. Use bold branding and practical demos to show how products work together, then tag them for one-tap purchase.
E. Milk Makeup
The Strategy
Milk Makeup thrives on authenticity, creativity, and ease-of-use. Their shoppable Instagram videos highlight quick beauty routines, bold experimentation, and multi-use products usually through Reels and UGC-style creator content. Each product shown is tagged, making it easy to shop on the spot.
The Video Concept
Think 15–30 second clips of real people swiping on cream blush, dabbing on highlighter, or showing full-face routines using just 3–4 products. The aesthetic is raw, playful, and inclusive often with minimal editing and personality-driven voiceovers or text overlays.
Why It Works
Milk leans into low-effort beauty for high-impact results. The brand speaks to Gen Z and young millennials who crave self-expression, not perfection. The native feel of the content and clear, bold product demos make viewers stop, watch, and buy.
Results/Impact
These videos consistently rack up high engagement and product saves. The casual, unfiltered vibe builds trust, while product tagging allows fans to instantly shop their favorite featured sticks or kits.
Key Takeaway
Authenticity drives action. Shoppable videos don’t need to be polished to perform when your product is easy to use and fun to show off, let real users tell the story.
Conclusion
Instagram Shoppable Videos prove that when creativity meets convenience, conversion follows. Whether it’s Benefit’s playful tutorials, The Ordinary’s science-made-simple approach, or Milk’s raw authenticity, the winning formula is clear: inspire, educate, and make buying effortless. By blending storytelling with seamless shopping, brands can turn casual viewers into confident customers, one tap at a time.
FAQs
What are Instagram Shoppable Videos?
Instagram Shoppable Videos combine engaging video content with in-app product tagging, allowing users to discover, learn about, and purchase products directly without leaving the app.
Why are shoppable videos effective for brands?
They blend entertainment and education with seamless shopping, helping brands build trust, boost engagement, and shorten the path from discovery to purchase.
Do shoppable videos need high production quality to work?
Not necessarily. Authentic, relatable content can perform just as well (or better) than polished productions, as long as it clearly showcases the product and makes shopping effortless.
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