Your E-Commerce Videos: Here Is The Complete 2022 Cheat Sheet
The human brain processes videos 60,000 times faster than it does written text.
For businesses, it then makes a lot of sense to include eCommerce videos in the marketing mix.
Over time, there has been a noteworthy shift with consumers moving online. For businesses, the goal has been to make the shift as well, in a bid to position themselves strategically where their clients are.
As this happens, more thought has to go into online marketing. Creating video experiences on our ecommerce site that are impactful and that convert are central to your profitability.
Why Is This?
Here are four key reasons why every business needs a video ecommerce marketing strategy.
It Can Convert Viewers Into Buyers
If your e-commerce video marketing content your prospective clients consider to be engaging, you have a better chances of your customers purchasing your products.
According to Wyzowl, two thirds of people prefer to learn about a product or service by watching a short video. This number is thrice as high as people that said they would rather read text regarding a product or service.
This aside, 84% of consumers admit to having been convinced to buy a product after attaching a video, while 80% of video marketers admit that ecommerce videos have helped increase their sales.
This tells you that video marketing and ecommerce product videos should be front and center in helping sell your services and products.
eCommerce Product Videos Enhance Trust Between
Consumers and Brands
A 2019 Stacklaresearch involving 1,500 marketers in Australia, the US and the UK gaveimportant insights into consumer behavior.
In this study, it was revealed that 90% of consumers find authenticity important when deciding which businesses and brands to
support. This is even more so for younger consumers.An online store can feel impersonal. When you think about it, ecommerce video marketing is
Among the most human form of digital communication. Ecommerce product videos display your face,
Voice and eyes- same as you would if you were having a face to face, in-store conversation with yourcustomers.
Another endearing aspects of video marketing is that it allows you to show your personality much more than traditional forms of advertising do. Video content also allows you to show off your own confidence in your products and services.
All these attributes of interactive videos are key in helping creating a strong bond between your audience and yourself.
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Mobile Device Users Long For Product Videos
Given the choice between watching product videos on your smartphone and reading text on it, it safe to assume you would opt for video content. Well, so will your customers.
The efficacy of video content is backed by figures as well.
For one, more than 70% of YouTube watch time happens on mobile devices.
With virtually everyone having a mobile phone in their pockets nowadays, video marketing becomes a powerful way to reach your audience. The best part of it is that mobile users that watch your content on their gadgets will likely feel a personal connection to your brand as well.
As such, as you think about you video content, ensure to test it out on mobile devices. As a rule of thumb, create product videos that cater to mobile users first, then optimize them for viewing on other gadgets.
Video Works Great On Social Media
Social media remains a popular online activity. In 2020, there were 3.6 billion people on social media, and this is expected to grow to 4.41 billion people globally in 2025.
Whether its tutorials or video ads, visuals perform extremely well on social media and receive more engage than most other content forms. The onus, however, is on you to create product videos that grab the most attention.
Take Twitter for example. People are 10× more likely to
engage with Tweets with video than those without.
On the other hand, Facebook videos enjoy a 6.13% average engagement, compared to 3.6% for Facebook posts in general. TikTok, the newest video platform enjoys the highest average engagement rates of any social media platform.
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So Which Type of product Videos Should You Be Creating?
What stands out at this point is that it would be foolhardy to ignore ecommerce videos. The other thing to think about is how to have a strong video marketing strategy in place.
Here are 6 types of product videos all ecommerce sites should include in their video marketing.
Product Close-Ups
Effective product closes-ups help customers almost experience what it would be like to have your product in their hands. Pictures might leave out some finer details.
With product close-up videos, you need to zoom-in enough to capture specific pictures that might not be visible to customers in photos.
You can also use video marketing to show off your products from multiple angles or to demonstrate functions that have to be keenly observed.
The essence here is to capture as much detail on your product pages as possible to as to give a clear understanding of what customers
Will be getting from your product. Forget sneak peaks and screenshots with video marketing: you cannot leave anything to the imagination. Giving buyers a better understanding of your products is a sure way to increase conversions.
Product Overview
In video marketing, product overviews are essentially an in-depth description of your product’s features and benefits. This is akin to the leaflets that come inside a product’s packaging, only customers get to see it before instead of afterpurchase.
This type of video typically features someone explaining a products benefits, features, usage and so on, and any other aspects that might convince consumers to purchase it.
Think how to videos and beyond.
You also need to explain how it differs from other products in the market (have what the competitor is offering in mind, and demonstrate how your product is superior to what is in the stores).
When these are strategically released before a product launch, they can also help you build excitement before the release date. You can use product reviews to build awareness, peak consumer’s interest and start the conversation about your product before it hits the stores.
Answer the following questions before posting a product overview or how to videos:
· Does the video introduce the product properly before the demonstration begins?
· Are the common use cases well described and do they match those on your product pages?
· Does it cover all the products’ benefits effectively?
· Is the demonstration
· 100% clear, concise and easy to understand, more so for complex products?
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Video Testimonials
E-commerce marketers are alive to the fact that psychological principles have their place in consumers purchase decisions.
One of these is social proof.
This principal shows itself in everyday life scenarios. Word of mouth is a common example. A Nielsen survey for one, tells us that 92% of consumersglobally trust
Word of mouth recommendations from trusted family and friends above all other forms of advertising.
What happens when these are not forthcoming?
A different survey from Brightlocal found that buyers opt to look at least 40 reviews before believing the indicated star rating.
When it comes to businesses boosting online sales, social proof is used as a conversation rate optimization strategy. This technique is used to reduce ecommerce site abandonment and encourage on-the-spot purchases.
You can leverage this form of social proof by creating testimonials-in video format for your
site. Have delighted customers speak on your product, how they use it, why they like it, how it’s different from other products in the market and how it benefits them.
These works well because they are not an advert from your business, rather information from users. Essentially, the business steps back and creates a link between users.
Your video reviews should therefore;
· Ensure that the review is relatable to your target audience
· Aim to make product videos as authentic as possible. If it sounds too salesy, it starts to look more like a paid advert which is not what you are going for
· Does address the commonly asked questions about your product?
· End the review with a call to action
Product Tutorials
Product tutorials are created to showcase benefits and features. Most importantly, they provide a step-by-step demonstration of how customers can perform certain tasks with a product.
At times, some buyers refrain from buying certain products because of the uncertainty of the reality versus bold marketing claims. Demonstrating and proving your marketing claims supports your claims by showcasing how the product achieves what you sayit does.
It doesn’t end there.
At the end of the day, you want your products to aptly solve a customer’s problem adequately.
This is what earns you their loyalty over time.
As such, video product tutorials are central to any eCommerce marketing strategy because it’s in your best interest for customers to use your products successfully.
Think about it, if they purchase your product and use it incorrectly, or are unaware of how to use it, they won’t be customers for long. However, if you can set them up to make the most use of them, they are much likelier to be repeat customers.
The cost of retaining old customers is much lower than the cost of acquiring new customers.
Product tutorials will save some business dollars as well.
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Explainer Product Videos
Unlike product tutorials that tend to be longer and more detailed, explainer product videos are much shorter. They are however extremely popular and are used to tell the story of a customer’s journey.
This should showcase The path through a customer dealing with their problem and discoving your product as a solution all the way to achieving good results with your product.
Explainer product videos can be live-action or animated, usually 30-seconds to a minute in length. While product tutorials and up close product videos seek to capture all the details of a product, explainer product videos look to create an emotional connection with prospective customers.
Typically, these are used to establish emotional reasons why your customers need a product like yours and the outcome(s) of having it.
Company Culture Video
The business world today exists in a space where customers are a lot more discerning than they were at any other point. Today, customers are interested in much more than your product or service.
They are interested in your values as well. Ecommerce video marketing can support this. Newer generations are not only looking at what you offer, they also want to buy from brands whose beliefs and values aligns with theirs.
Customers want so associate with socially responsible companies who care for more than their bottom-line.
Towards this end,consider creating content for your website that shows who you are as an organization as part of your ecommerce video marketing. This includes your company culture, recruitment processes, CSR activities. These humanize and show your approachable side as a business.
When prospective customers can look at you and identify parallel with their personalities and belief systems, you don’t just increase conversions; you earn their loyalty.
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To Sum Up…
If you are looking to rev up your marketing strategies to help boost your sales, these are ecommerce videos you can implement on your website over time.
As you do this however, test, optimize and test some more. Ecommerce videos are not a one size first all and different videos will do well at different times and to compliment different messages.
Over time, if you collect key metrics, you will find out and create videos that best appeals to your audience. Once you point this out, double down on them.
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