It is said that video content influences purchasing decisions more than any other form of content. The integration of videos in websites, social media and email campaigns has increased dramatically over the last few years.
Video production is a burgeoning industry as it’s now one of the most effective ways to capture and maintain customer attention.
For eCommerce businesses, videos are a powerful tool to sell products.
Why is video content so important?
- It has a lasting impact on viewers’ minds.
- It helps maintain user interest and keeps them engaged with your site.
- It enables you to create immersive experiences for customers to buy products.
- It removes the language barrier and helps companies reach globally.
So if eCommerce businesses are serious about leveraging the power of videos, they should start now.
A large number of organisations are already making use of videos in their eCommerce activities. E-commerce companies like Amazon and Flipkart, leading big-box retailers like Walmart, Best Buy, and Tesco are using videos to sell their products.
According to the eMarketer’s latest report, ‘Video Marketing: What Business Owners Need To Know’, 72% of marketers plan on increasing their investment in video marketing.
The eCommerce video content should be produced keeping in mind the following three factors:
- What content is required to effectively market your products/ services?
- How do you reach/ engage with your target audience?
- Who is going to create the video content?
Let’s get started! This blog will try to answer these questions by explaining how an eCommerce business can develop an effective video strategy.
Developing a Video Strategy
Developing an eCommerce Video Strategy has become an essential ingredient to help your brand convert more customers and this guide will help you design your own eCommerce Video Strategy.
E-commerce strategies usually have two main goals – first, to increase your conversion rates, and second, to make your eCommerce company more well-known. Both are crucial elements in your online success.
Inbound Marketing has been the top trend in marketing strategies in 2015, and eCommerce Video Marketing on YouTube has become essential to companies’ digital marketing strategies. But, how do you come up with an eCommerce Video strategy that actually works? What video content should you create?
How can you drive more traffic to your videos? How can you get more people to subscribe to your channel? Answers to these questions will lead you in making the best and unique eCommerce Video strategy that goes with your style.
How many types of eCommerce videos are there?
There are a few different types of videos you can use to market your online store.
- The first is the explainer video, which is designed to introduce your business and its products. These videos will often use animation or graphics that help demonstrate how your product works in order for viewers to better understand what you’re selling.
- Another type is the tutorial video, which provides step-by-step instructions on how a customer can take advantage of the product they’ve purchased. These videos usually walk customers through everything from installation and setup to maintenance and troubleshooting problems as they arise over time.
- Lastly, there are demonstration videos that show what happens when someone purchases a product or service from your store. For example, if you sell beauty products, you might record yourself applying one of those products and then give tips on how to get similar results at home. Demonstration videos like these can be helpful for those who may not know much about certain beauty trends or how to recreate them.
How can you Empower your audience through video marketing?
Video marketing is the most powerful tool for connecting with your audience and presenting your story in a way that is personal and emotional. The best part about video marketing is that it works across all platforms, from social media networks like Facebook and YouTube to video streaming services like Netflix.
Movies, television shows and music videos have been popular content on YouTube since 2006 when it was launched. With more than one billion users per month on the platform, this is a great place to promote your product or service because there are people searching for just about anything!
In order to make sure that you get noticed on this site, you should be strategic about what keywords you use in your title tags and meta descriptions. You also need to optimise your video metadata so that YouTube can better understand who you are and why someone would watch your videos.
It’s important not only to provide information about your brand but also how consumers can benefit from watching it as well.
How can I use video to sell my product?
You can use video to show your audience how your product works, what it does, and why it is important. You can also use videos to promote a sale or event. Showing the features and benefits of your product in a video format is easy for the customer.
The customer can easily see if the product will work for them without having to read through long paragraphs of text on your site. Videos are also popular with today’s consumers who are constantly on the go.
Video marketing allows you to connect with customers anywhere and at any time. You can make videos available on YouTube, Facebook, Instagram and other social media sites. Your target market may be different across all these platforms, so keep that in mind when deciding where to put your content.
If you have a more complex product like home furnishings, consider using multiple videos that highlight different aspects of your business such as DIY projects or inspiration boards for bedrooms. If you are selling clothes online, then create a video showing off different outfits from your clothing line.
These types of videos allow potential customers to get their first look at what they might buy while they browse the page.
What content do your customers crave?
Your customers want to feel like they’re getting a behind-the-scenes look into your company. They want a personal touch and they want quality content that is meaningful. They don’t just want you advertising your products, they want the story behind them.
Whether it’s through testimonials or showcasing your product development process, videos help provide meaning to what might otherwise be considered mundane products. Videos are not only meant for marketing purposes but are also used as educational tools that can assist in building trust with consumers.
One way to accomplish this is by using product demonstrations in which viewers learn how a specific item works and its features. For example, take away all of the unnecessary packaging so you can show off the items inside.
You can also do what makeup company Sephora does by providing mini tutorials on everything from how to apply eyeliner to how to find your perfect foundation shade—all with the aid of video. Plus, these types of videos allow you to show shoppers a bunch of different options without having to try each one on individually.
Finally, consider creating more traditional explainer type videos that walk potential customers through your product line and then encourage them to shop at your site. The next time you get stuck on how to answer what should I post?, just think about what questions your customers are asking.
The best thing you can do is give them the information they’re looking for in a format that’s easily accessible and convenient.
What formats are the most effective (hint – it’s video!)
Choosing the right format for your video will depend on what you are trying to communicate. But no matter what format you choose, it’s important that it is engaging and communicates your brand message in a way that stands out from the competition.
With so many different platforms for creating videos (YouTube, Facebook Live, Instagram Stories) it can be hard to figure out which one is best suited for your goals. Each platform has its own unique set of tools and features but there are some general guidelines you should follow when choosing which one is best for you for example : Frequency – How often do you plan on publishing content? Once per week, then use YouTube or Vimeo because they have uploading capabilities that allow content creators to upload new videos at any time during the week.
If more than once per week, then go with Facebook Live or Instagram stories as they have live streaming capabilities. What about if you want to take advantage of both the benefits of live streaming as well as having video on-demand access? Then you would use both platforms.
Try testing this out by releasing a quick teaser for your latest product on Facebook Live, followed by publishing the full length version to your YouTube channel afterwards. The visual power and popularity of videos make them ideal for capturing attention.
Whether it’s high quality cinematography or simple 360 footage using a smartphone, these formats grab attention like nothing else online today!
Why should I use video content in my marketing plan?
Videos are some of the most popular content on the internet. In fact, more than half of internet users say that they watch video every day. It’s not hard to understand why either: videos offer a unique opportunity for brands and businesses to tell their story in a way that engages their audience and makes them feel like they’re part of something.
Customers also spend more time on websites that have video as opposed to those with only text or images, so it’s no surprise that many companies are realising the potential this medium offers when it comes to online marketing.
However, while using video can be beneficial, there is a lot to consider before embarking on this journey. You’ll need to create compelling content which will compel people to take action; you’ll need to identify your target audience and tailor your messages accordingly; you’ll need to come up with ways of getting people involved beyond watching and clicking; and finally, you’ll need to know what success looks like.
Types of videos used in campaigns
Videos help people visualise the product and give a sense of what it is like. They are a great way for shoppers to get a feel for the product before they buy it.
- Product Demos: A video that demonstrates how to use the product, such as how you would use a blender.
- Testimonials: A video of people talking about their experience with the product, such as someone who has used your makeup brand or meal plan service before. – Stories: A story told through video of how the customer came across and benefited from your product. For example, a woman might tell her story about struggling with acne until she found the perfect cleanser that helped her skin become clear.
- Interviews: An interview with one of your staff members or someone in the industry on camera so viewers can learn more about why they believe in your company and why they think customers should too.
- Promotional: A video advertisement for your product or service to promote its benefits.
- How-To’s: These videos walk the viewer through using some part of the product, such as putting together furniture from IKEA.
- Tutorials: These videos provide a step by step guide on how to accomplish something, like styling hair in different ways.
Which social media platforms are best for eCommerce marketing?
The social media platforms that work best for marketing your products are the ones you’re already using. If you’re not using any social media, it might be a good idea to start with the biggest one: Facebook. This platform is free, and it has the most users, so it’s worth advertising on.
Once you have a Facebook page set up, find other people who have pages about similar products and like their posts. These people will likely become your followers as well.
You can also use YouTube to show tutorials or ads of your product, which will lead viewers back to your site where they can purchase the product. Social Media isn’t just limited to Facebook, Twitter and Instagram, but LinkedIn and Google+ as well. Posting links on these sites will keep them in front of potential customers at all times.
It doesn’t hurt to try new things either! Different blogs attract different audiences. One that attracts younger audiences could benefit from Pinterest’s visuals while an older audience might prefer Reddit or forums to discuss topics such as yours.
What makes a great eCommerce strategy?
Developing a video strategy for your eCommerce store is a great way to increase conversions and sales. There are many different types of videos that you can use, but the most popular are product videos, how-to videos and lifestyle videos.
Product videos allow people to see what they’re buying before they buy it, how-to videos show customers how something is done and lifestyle videos show customers what life would be like with your product in it. All these types of videos will give potential customers more confidence in their purchase decision.
A common mistake that retailers make when developing a video strategy is not having enough content or high quality content on hand. A good place to start looking for this type of content is YouTube, Vimeo and Dailymotion where you’ll find thousands of hours of footage on everything from cooking tips to furniture assembly instructions.
You may also want to invest in hiring a professional video producer if you don’t have any experience creating videos yourself. If all else fails, find out who is already making videos about your products by conducting some research on social media channels such as Pinterest or Instagram
Conclusion
When it comes to eCommerce, video is a must. The success of your business relies on people trusting you and your brand, which is why video can be so powerful. Not only does video help boost conversion rates by up to 80%, but it also provides a more personal approach that makes customers feel comfortable and confident in their purchase.
It’s no wonder that 85% of businesses say they want to integrate video into their marketing plans this year! To get started with e-commerce videos, here are some questions you should ask: What are my goals for the video? Who am I targeting? How long should my video be? How much time do I have to create the content? What will the budget for the video be?
Once you’ve answered these questions, it’s time to start creating a script and storyboard. A good way of doing so is by using a template or checklist. If you need some inspiration, check out YouTube’s guide on how they create their videos!
The next step would be choosing your filming location, getting all your equipment together (including what camera to use), and deciding whether you’re going to film yourself talking, or hire someone else to talk for you.
Finally, if you’ve decided not to produce your own video, make sure that’s okay with both clients and potential customers before making the leap.
