How to Use Video in eCommerce Marketing
Guest post from the visual content experts at VeedYou on the different ways you can use video to boost your eCommerce marketing efforts.
When we recommend the use of video content in eCommerce websites, we do so not as marketers but as customers. Many times, we feel, the web has complicated the buying process, instead of simplifying the experience.
Before buying a product, shoppers run from pillar to post learning everything about a product. From product features and functions to reviews; the research phase takes hours of reading.
And the situation is even worse during the holiday season.
Wouldn’t it be easier if you could reach a decision just by watching a product demo video or a handful of short videos?
Although videos are here to stay, eCommerce businesses must use visual content for its benefits and not just because others are using it.
For businesses that aren’t familiar, here are three reasons to use videos in eCommerce marketing.
- More than 2/3 of shoppers use mobile devices to buy products. For potential customers, mobile devices are better suited for video consumption than reading text.
- Videos humanize the brand and bring in more transparency. Most of the time, the customer will be seeing and / or hearing about the product from a real person. Through explainer videos, how-to videos, review videos and more, brands can alleviate customer hesitation by developing trust and confidence.
Let’s look at ways you can use videos to boost eCommerce marketing.
Use Videos to Share Your Brand Story
Try all you like, but there is no medium like videos to convey your brand story.
In the globalized world, there are plenty of brands that sell the same products or provide the same service. What makes you unique?
It’s your brand story, the vision, mission and values of your company that will help you stand out from your competition.
The Warby Parker video is the right mix of information and humor. It readily captivates the audience and at the same time doesn’t miss in delivering its message.
This lighthearted video puts the audience at ease and triggers an urge to connect with the brand.
The audience will remember the video and its content a lot better because the personality of the brand shines through.
Add Product Videos to Educate the Customers
Product videos will help customers as much as they’ll help you.
According to a survey, 8 out of 10 people accepted that watching product videos gave them the confidence to buy.
Seeing the product from multiple angles, witnessing it in action and learning how to use it will boost the customer’s understanding of the product and lead to more conversions.
Here is a simple but awesome product video of the beautiful Tiffany Legacy Diamond Ring.
The videos could be something more than just about the product. Brands can convey a story that makes people laugh, think and learn.
According to a Google study, the chances of earning likes, comments and shares increase by 80% if the product video ad is positive and empowering.
For example, the ‘Unsung Hero’ commercial for Thai Insurance has garnered millions of views and accumulated admirers around the world.
Periodically Publish Videos That Entertain the Customers
You don’t need statistics to prove that creative and entertaining videos receive hundreds and thousands of views. Entertaining videos will help brands win more views and conversions.
Brands often publish behind-the-scenes videos to give the audience a glimpse of the lighter side of their staff. Sports and news bloopers are also a great way to engage the audience.
One of the best examples of entertainment for brand promotion comes from Blendtec. Started more than a decade ago, the ‘Will It Blend’ videos create brand awareness and entertain the audience.
The Blendtec team led by their CEO tries to blend various objects in their blender just to show the durability of their products.
From wooden boards to iPhones they have tried it all. The videos received millions of views and in 2006, just after a year into the Will It Blend series, their sales saw a 700% jump.
Include Videos in Your Email Marketing Campaigns
It’s the habit of most people to skim through their inbox at the start of the day. By adding videos in email campaigns you can arrest the customer’s attention.
Brands can send videos (product tour, how-to, etc.) to subscribers who have shown interest in a product.
In addition, video email marketing can also be used to introduce new products to existing clients.
Videos are used in marketing campaigns because they draw more attention compared to text and images.
eCommerce businesses that create plenty of videos to promote their products don’t have to wait for the target audience to find them.
With the help of newsletter software, businesses can disperse their latest video content to all their subscribers.
eCommerce businesses can include custom QR code in their product pages. They can encourage visitors to scan the QR codes to receive emails with videos, discounts, and guides of those particular products.
Gain Trust with User-Generated Videos
Another excellent tactic to boost eCommerce marketing is by adding user-generated videos to the campaign. User-generated content is one of the best methods to gain viewer trust.
eCommerce businesses can invite existing customers to share videos that show the use of the product and its results.
Businesses can also encourage customers to give their honest review of the product. Product reviews work; as much as 90% of people report using reviews to make up their minds before a purchase.
Use Video Content as a Customer Service Tool
The pandemic has created an extraordinary situation where people can’t visit brick-and-mortar stores. This has resulted in an increase in business for eCommerce stores.
That said, people still like to see a product before buying. Videos can act as virtual salespeople allowing the potential customers to see the actual product.
During the pandemic, videos are a great tool to provide customer service in the form of installation instructions.
Videos will cost you more time and money. That said video marketers, over 89% of them, are quite satisfied with the ROI that video content generates.
With video content, there are so many ways to grow your eCommerce business.
For those who don’t know where to start or are confused about the tactics to use, the aforementioned ideas would be a great help.
Use these six techniques in your eCommerce marketing and see your brand awareness and conversion metrics skyrocket.
This has been a guest post from VeedYou. To learn more about how VeedYou can take your raw footage and turn it into beautiful videos, click here.
And as you strive to take your eCommerce marketing to the next level, make sure you aren’t letting any customer service needs fall through the cracks. Keep things simple and save more time by consolidating the messaging from all your selling channels into one inbox with Replyco. Get started today with your free trial, or book a live demo to see our software in action!