Consider the following scenario: Your phone broke. You now require a new one.
Next, what do you do?
As you could have predicted, look up the finest phone available on Google.
Let me ask you one more question now.
When looking for a new phone, which of these kinds of content do you click on first?
Well, I won't be surprised: videos all day long!
You see, video marketing is a game-changer in the eCommerce world.
Did you know that brand video is consumers’ #1 favorite type of content on social media?
Not only that but 50% of internet users look for product-related videos before visiting a store.
And as time passes, that number will only rise.
Just these startling figures demonstrate the necessity of optimizing your video marketing tactics.
Because you are missing out on a lot if you have not started making e-commerce videos yet.
Here are reasons why you need to focus on your video marketing strategy:
Reasons to Use Video Marketing
1. Video Brings More Customer Engagement
Dr. James McQuivey, a foremost digital analyst, thinks that 1 minute of video content is equivalent to 1.8 million words.
If a picture is worth a thousand words, then a video might as well be priceless.
After all, videos capture your audience's attention longer than any other marketing medium. Just take a look at this survey results:
- The word "video" in email subject lines increases the open rate by 19%.
- 4x more consumers prefer to watch a product video than read about it.
- Tweets with video get more engagement by 10 times than those without.
Additionally, your videos let your audience relate to your brand.
When your audience engages with you, it will naturally...
2. Increase Your Ecommerce Website's SEO
Ever wondered how videos are always on the first page of search results?
That's because search engines find videos as high-quality content.
So, embedding videos into your website gives you a higher chance to rank higher on Search Engine Results Pages.
As a result, you'll have more traffic — without spending more on ads.
Additionally, giving a descriptive title and caption will better optimize your videos. Putting in your preferred keywords helps, too.
Once you have brand awareness, an ecommerce marketing video helps you...
3. Build Trust
Among the many forms of digital communication, video has the most human feel.
How so?
Compared to other forms, it shows a lot of you as a person.
It presents your face, your tone of voice, and even the expressions on your eyes.
In other words, it shows your authentic personality. And study reveals that authenticity is crucial for people when deciding what brands they'll support.
With video, you can express your confidence in your brand and your products. In turn, it builds trust between you and your audience.
All of these benefits ultimately lead to...
4. Increased Sales
Yes, producing a video takes time and a chunk of your digital marketing. But it's all worth it.
Did you know that 87% of businesses concur that video gave them a good return on investment?
What's more, is that you don't really need a high-quality e-commerce video maker. Consumers actually like lower-quality videos over high-quality ones. As long as it's informative and authentic.
That means an increased return on investment!
Moreover, if you have a video on your online store's landing page, you're more capable of increasing conversions by 80%.
Now you know how essential video marketing is to your ecommerce success. So, what types of videos should you create?
8 Types Of Video Marketing You Can Use To Increase Sales
1. Product Demo
A good product demo should answer the following questions:
- What are your product's features and benefits?
- How does your product work?
- Why should your audience consider buying your product?
To add more depth to your product videos, including close-up shots of your product. Zoom in and showcase specific features your customers may not see in images.
As a great example of eCommerce brand video marketing, take a look at how IKEA introduced their app: IKEA Place:
Their video includes a voiceover that explains the features and benefits of the app. It's also specific on how and where to use it.
As you might have noticed, an effective product demo is short yet informative.
It also typically features a host that talks about the product. Animated videos can be a route you can choose, too.
2. Unboxing
Admit it: unboxing is such a delightful experience. It reminds me of opening up gifts on Christmas morning.
You can recreate that feeling with unboxing videos. Plus, it shows your product to your audience exactly how it will look once it shows up to their doorstep.
Here's a fun fact: Those who watch unboxing videos on their phones spend the equivalent of watching "Love Actually" more than 20 million times.
The best way to utilize unboxing videos is by partnering with influencers. Why?
Doing your own unboxing might appear like you're tooting your own horn. It would be more realistic to show the unboxing experience from a customer's perspective.
You can also tap into the influencer's demographic. It would expose your brand to a whole new audience.
3. Expert Interviews
"Leave it to the specialists," as they say, is spoken for a reason.
They are in charge of their respective fields, to start. Secondly, they are reliable. It is crucial to include both in your e-commerce brand.
Start by identifying the impacts in your sector. You might ask your audience questions and talk about their viewpoint.
Have a look at how Debutify does it:
Debutify invited Liam McEwan, one of the most followed influencers in New Zealand. He talked about working with the right influencers, subtle vs. obvious ads, and more in this video.
Show off your expertise in your interviews! Your hard work will pay off with a stronger connection with your audience.
4. Customer Testimonial
Why not have your customers vouch for your ecommerce brand?
Social proof can be a part of the best e-commerce video ads. Your potential customers are more likely to buy from you when they see how passionate your previous customers are.
So don't be shy to ask your loyal customers if they would like to be on camera. Ask them about what their challenges were and how your brand helped them.
Take a look at Roku TV's video testimonial:
Instead of having one single customer, they included people from different demographics.
Additionally, texts and videos are well utilized. This creates an engaging presentation. It also highlights the benefits of the product perfectly.
5. Tutorial Videos
Not surprisingly, the most popular content category on YouTube is how-to videos. Even more than games or music snippets.
Compared to product demos, how-to videos go a bit further. It demonstrates how your consumer should use your product to complete a specific job.
Tutorial videos are also crucial for skeptics who do not believe advertising claims. One effective strategy for persuading people to press the "checkout" button is to provide a detailed tutorial.
Perhaps one of my favorite instructional videos is from Absolut Drinks.
This is just one of their many drinks tutorials. What I like about it is how well-produced and clean the video looks. It's also simple enough for me to follow. I have all the tools!
As a bonus, let me give you an example of a video marketing strategy that you can do. If you sell more than one product, make a series out of it!
Set your customers up for success with easy tutorials. That will make them stick with your ecommerce brand.
6. Explainer Videos
Explainer videos are best utilized when your product or service isn't immediately understood.
You can tell your customer's journey from what their problem is, to finding a solution in your product. You can end it with your product's positive results in their lives.
Unlike a product demo, it doesn't really highlight your product's features. It will mostly hit on the reasons why your customer needs your product.
Explainer videos are usually animated and do not exceed the one-minute mark.
Another awesome example of eCommerce video marketing I won't forget in a while is by Dollar Shave Club.
No, it's not animated and is more than a minute, but it definitely grabbed my attention. It shows their unique personality and tells you why you should subscribe to their services.
7. Company Culture Videos
The personality of your brand can also be shown through company culture videos.
Your brand's mission and values are included in a company culture video.
Consumers today want to choose the brands they support more carefully. Emphasize the values of your brand to prospective buyers.
These kinds of videos help build public trust in your business. Your current clientele may become devoted ones as a result.
In terms of their corporate culture video, Dropbox was spot on.
I'm sure you're also sick of the "Why do you like your company" kind of videos as I am. But this video does it in a completely different way.
With the use of puppets, the storyline doesn't seem too tired anymore.
With your company culture video, don't be afraid to get creative!
8. Launch Videos
Create a launch marketing video to promote your e-commerce business!
Thus, how do you inspire enthusiasm for your online store?
For new features, you can make a teaser. Alternatively, you may share the tale of how you developed your product. Demonstrate the steps taken to develop or distribute your products.
Apple does launch videos for all of its products. They usually do it live. You can take that route, or you can also do a prerecorded one.
That's a wrap on the 8 types of video marketing for your ecommerce business!
Now that you know what kind of videos you can create, it's time to plan out your content strategy.
How To Integrate Videos On Your Marketing Strategy?
1. Embed Your Videos On Your Ecommerce Website
This seems obvious enough. But don't just put it on your home page. Incorporate it on pages such as product pages, about us page, etc. Why?
It will boost the average time your customers spend on your ecommerce website. It will also improve the customer experience.
2. Post Your Videos On Social Media Platforms
Put your videos on your website, but don't just leave them there.
Spread it on YouTube, Instagram, Facebook, TikTok, Pinterest, etc.
Before you post, ensure the dimensions are optimized for your chosen platform. Figure out the perfect video length for each channel. It's recommended your video length should be:
- Twitter: 45 seconds
- Facebook: 1 minute
- Instagram: 30 seconds
- YouTube: 2 minutes -- Here's our blog on how you can use YouTube to market your ecommerce business
Use every second wisely!
3. Add Videos To Your Cart Abandonment Emails
User-generated content is a surefire way of showing social proof to hesitant buyers. Incorporate videos into your email marketing with UGCs.
Highlight testimonial videos on your cart abandonment emails. Include any kind of video above with sales alerts and coupons.
Not only will it convince your customers, but you'll also gain more email subscribers.
4. Analyze Results
By now, you know what kind of videos to create and where to post them. To also determine if you've reached your videos' goals, identify the important metrics you need to achieve.
The success of a video is more than the view count. Yes, it's an essential metric, but there are others you also need to focus on for your video marketing analysis.
Here are some popular metrics once you publish your video:
- Play Rate: Percentage of viewers who played your video. Then divided by the number of impressions it received.
- Completion Rate: The number of people who completed your video divided by viewers who played it.
- Click-Through Rate: Number of times your call-to-action is clicked. It's then divided by the times it was viewed.
- Bounce Rate and Time-On-Page: Number of single-page sessions on your site.
Ready? Aaaaand Action!
At first, creating a marketing video may seem overwhelming. Indeed, it takes a significant amount of your time and energy.
However, you can quickly produce viral films for your e-commerce company with a little effort and practice.
And your video marketing pieces should not be wasted on a slow and ugly store.
Thankfully, Debutify is more than a theme for Shopify. It's your Profit Optimization Partner. With over 70+ eCommerce Widgets, it optimizes not just your store's "looks and feels" ... It also improves your conversions, AOV, and profits.
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