The music video for “If It’s Lovin’ That You Want” was shot on a stretch of beach on the coast of California by director Marcus Raboy, the dancing was choreographed by Fatima Robinson and the video was released in September 2005.
Rihanna stated that the video “is about having fun, giving off the vibe of the Caribbean”, and that “I’m just [performing] to the camera as if it were my boyfriend. […] It’s going to be incredible.” Scenes of the video show a bonfire, belly dancing and Rihanna on a jet ski, which she had to learn how to ride. On TRL Poland, it was retired from the countdown after fifty days. With music video guest Lance Gross.