While the use of videos for branding and marketing purposes continues to be incredibly popular, video marketing is still one of the most under-utilized ecommerce strategies.
We've talked about the importance of product photography in the past, but great product photos are table stakes at this point. If you want to take your ecommerce business to the next level and blow past your competition, you can't afford to ignore the power of incorporating video into your mix.
In this post, we'll show you how you can capitalize on video to help increase conversions and grow your online business as well as some great examples of brands using video effectively.
Learn more: The Best Free Video Editing Software
Why is video so important for ecommerce?
Product videos specifically, are known to increase conversions by better helping people understand your product in a quick and digestible way. In fact, according to Wzyowl's latest video marketing report, "94% of people have watched an explainer video to learn more about a product or service."
While copywriting, infographics, and other forms of media have their place, video can be a powerful way to demonstrate your product and ultimately led to more sales.
Here are four of the biggest reasons why you should consider adding more video to your marketing mix in 2022.
1. Search engines love video
In search results, Google displays a mix of search results which include video, image, news, maps, and other mediums in addition to regular search results. More recently, Google has prioritized including thumbnails next to search results, which video naturally benefits from.
Having product videos gives you an extra chance of ranking, especially if none of your competition is using video in their stores and for their products. In addition, research also shows that Google favors and prioritizes sites with video which again means having product videos (ideally hosted with YouTube, a Google owned company) will grant you a greater chance of ranking in search engines.
2. Video is more sharable & clickable
In addition, well produced videos, inherently get shared across social media, which can further boost your reach. For example, according to the Marketing Helpline, video posts on social media get 48% more views compared to traditional content.
With the likes of TikTok, Youtube, and Instagram continuing to grow as a marketing platform, video can be an effective way to further extend your brand reach.
Studies show that people are up to twice as likely to share videos than text pages. Additionally, people are also more inclined to click on a video thumbnail than on something with no visual or multimedia element.
While the the optimal length of your video content depends on your industry, experimenting with both short and long term video content can help you find your sweet spot. Video length in the 2 - 10 minute length appears to be the right starting point according to the latest research.
3. Video captivates
The amount of time users spend watching video on the internet keeps going up, on average people watch about 18 hours of online video a week. With a signifiant portion of users consuming media on mobile, video is especially appealing due to how accessible it is while browsing on the phone.
Short clips of your product or brand, can catch your audiences attention and have an increased chance of being shared within your viewers network.
4. If a picture is worth 1,000 words, then...
Video has the ability to convey an incredible amount of information very quickly. Instead of having to read a 20 page PDF report, or go through 7 email marketing campaign, users can instantly understand your products and services.
Furthermore, with the rise of user generated content being used in marketing, your target audience can hear from customers just like them on why they love your products!
How other brands are successfully implementing video
While many marketers site lack of time and financial resources as to why they don't use video, video editing tools are becoming more easy to use and affordable. The reality is, you don't have to spend tens of thousands of dollars and hundreds of hours to create a video that will ultimately go viral.
Let's take a look at how some companies have implemented video successfully in their businesses, using varying degrees of effort and complexity.
Video strategy: Fun, compelling videos that quickly explain how Duolingo is the best way to learn a new language.
If you've ever considered learning a new language, you've almost certainly come across Duolingo, one of today's most popular language-learning apps.
A large part of Duolingo's success lies in its simplicity. In just 30 seconds, for example, they demonstrate how easy it is to learn a new language. Instead of overwhelming you with facts about retention and what it takes to learn a new language, they show how using Duolingo 5-10 minutes a day can help you become fluent quickly.
With a focus on conversational language learning, Duolingo has incredibly wide appeal and continues to double down on their use of video to further entrench itself as one of the most effective language learning apps today.
Video Strategy:Storytelling + Product Showcase
Theory11, is one company that goes to the extreme when creating videos for their products. They are high-production and very polished, weaving in their brand throughout. It's the perfect example of a company that understand the power of video to not only show off the product but to also tell a story.
Video Strategy: Entertainment and product hightlights.
VAT19, self-described “purveyors of curiously awesome products”, sell hundreds of interesting products in their store. As a company that curates interesting product, that means that many of the products they sell are available from other online retailers. Despite the competition, VAT19 has stood out from the rest by adding videos to their product pages and bringing an entertaining and educational element to every product.
VAT19's video range from weird to funny, and some are just entertaining and fun to watch. A video strategy like VAT19's has paid off well, currently VAT19 has posted over 500 videos and have racked up an impressive 1,300,000 YouTube subscribers to whom they deliver their new product videos as they are released.
Video Strategy: Providing additional value through entertaining and informative videos.
Perhaps a video strategy as resilient as it is effective is providing additional and free value to people. Luxy Hair built a 7-figure business using only YouTube marketing. Their goal right from the beginning was to inspire and educate girls on hair styles by creating weekly YouTube videos. 3.1 million subscribers later and you can say their strategy works.
One of the co-founders, Alex Ikonn commented on their video strategy by saying:
Our approach is to try our best to give people value and a personal connection when we create our videos.
Video Strategy: Detailed walkthroughs of their comprehensive work operating system (WoS) that can be used by virtually any business or entrepreneur.
With remote work booming, and knowledge workers feeling arguably more overwhelmed than ever, tools that help you stay focused and collaborate across teams are in high demand. Monday has seemingly cracked the code of demonstrating how their suite of tools can help businesses and entrepreneurs stay on track and get more done.
Their product videos are well produced and highlight many of the key features that make their product special. In just a few minutes, you're able to see how Monday might fit into your current workflow and team collaboration setup.
Vintage Frames Company
Video Strategy: Product showcase
A much simpler video strategy that most ecommerce businesses can implement is showing your products spinning, usually on a white background. This gives your customers a look at the whole product from all angles and is fairly simple to implement using services like Arqspin or Spin Studio.
Spinning products is the strategy eyeglass frame company Vintage Frames Company used to help their customer better understand and choose a eyeglass frame online.
5 tips on how to use video for your products and store
Above we looked at how several companies have implemented video into their ecommerce business to help, entertain, educate and showcase products and features to customers. But how can you use video to increase conversions and grow your brand?
Below, we will break down the different ways you can use video in your online business.
1. Showcase product capabilities
Demonstrating a product’s capabilities works especially well if your products capabilities are superior to other similar products. Although it may be easy to write out a products technical specifications, these details can easily be lost on a customer with no reference point. As the old marketing adage does, "Show, don't tell."
2. Create instructional videos
Instructional and tutorial videos are another way to help translate technical or more difficult to understand information into an easy to digest format. With this method, you use video to teach or instruct customers. This method works well if you have more technical products or products that require installation.
Furthermore, you can create more detailed videos of specific features helping ensure customer onboarding goes smoothly. Sometimes it really is easier to watch a few minute video rather than reading page after page of getting started documentation.
3. Offer selection advice
You can also use video to help potential customers decide which product or pricing works best for them. While many pricing pages only display the price, you can go above and beyond by including more context as to which option is best for your audience.
Consider including a link to a video walkthrough, highlighting some of the additional features or benefits a specific plan might provide. The more informed your potential customers are, the less likely they are to cancel their plans or ask for a refund.
4. Add value
Videos can also be incredibly helpful for giving your brand an extra edge. Whether that's creating instructional videos or even giving a warm welcome to new customers, videos are a great medium to add a personality touch to your onboarding and marketing efforts. For example, you could use Loom to welcome new customers and invite them to ask any questions or reach out for help.
In the example above, Delta created custom videos for their most frequent flyers.
5. Keep it simple
Again, you don't have to spend your entire marketing budget on video production. Sometimes a simple and straightforward video is all it takes. While you may not have the resources as Sonos, the video above does an excellent job of quickly showing how their suite of sound and multimedia products can seamlessly transform your life.
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Video, despite being so prevalent on the internet, is still a very under-utilized component of most ecommerce businesses. Given that almost everyone has a very capable smartphone with an HD camera, and the abundance of video editing software and video editing apps out there, there really is no excuse for not experimenting with video to grow your business!
Product videos FAQ
What is a product video?
What should a product video include?
- A brief introduction to the product, including its features and benefits.
- A demonstration of how the product works.
- A visual representation of the product, such as a 3D rendering or product photography.
- Testimonials from customers who have used the product.
- A call to action, telling the viewer how to purchase the product.
- A clear and concise script.
- An attractive and engaging soundtrack.
- A well-designed visual style that matches the product and brand.