The newest rule of eCommerce — if you want visitors to buy a product, they need to feel related to it. While images give a fair idea about how a product would look and allow visitors to connect with it better, product videos add the missing piece to the customer delight puzzle by explaining the usage or the intent of the product.
Images and videos go hand in hand to help a customer make a confident buying decision. According to a survey (results are shown below), US online shoppers expect to see six product images and three videos on average when buying a particular product.
Video content can delight your customers, proving to be a gold mine in the world of eCommerce. These videos not only give your visitors a better sense and a 360-degree view of the product but also decrease the possibility of returns and exchange after your customer has bought the product.
What is Product Video? Getting to Know the Basics
A product video is a demonstrative visual tour that showcases the looks and the benefits of the product listed on the digital commerce platforms, social media platforms, or any other online space.
The purpose of a product video is to help businesses convey what their products can do. Also, a video eCommerce strategy enables your potential customers to understand all aspects of your product virtually without having to visit in person.
Product videos try and humanize the product experience, thus imitating a somewhat physical store experience in turn. It is simply about better engagements that lead to better conversions. When concerned about product videos for eCommerce, there are certain types of videos that you can think of creating.
Types of Product Videos to Consider for Your eCommerce Website
No matter what product video type you choose, the effort should be to create something out-of-the-box. Just let everyone know that you are there to make a difference that counts.
Here are the types of videos you can try your hand at:
These videos demonstrate the usage guidelines of the product you are selling. This could be a DIY (Do-It-Yourself) video too where you inspire people to assemble and use the product all on their own.
When to try: If you are selling a complex product that demands guidance by an expert. Or, these how-to videos even go down well, when there are numerous features or benefits of the product in question.
2. The Story Video
Here you can experiment with creativity by talking about the story behind your product, how it was made, challenges that your team faced, and most importantly how your product is going to touch lives, i.e., what is in it for your customers.
When to try: If you have a great story that needs to be heard, story video could be the catalyzing agent in speeding up the reach and the respective sales. The best part is that you can even self-shoot the video without worrying about the financial burden that goes into creating these videos.
3. The Installation Video
These videos are a kind of how-to videos that demonstrate how to set up the product before it can be used. Basically the technical part of the installation is an expert’s job, but when you educate your buyers, it automatically makes them feel empowered.
When to try: This works well for installations that can be done without external help. If the video can clearly depict the how-to part, give a try to these installation videos. But, again do not make it too long to bear.
4. The Product’s Performance Video
These videos help build authenticity around your product by telling the audience how people are loving it. The video demonstrates the after-use experience in the buyer’s everyday life.
When to try: If your product has everyday applicability and can make a difference in one’s life, these performance videos can be tried. In short, the video should be able to add smiles to lives.
5. The Testimonial Video
These videos are narratives of potential buyers that narrate their experience with the product. The video speaks about the before and after experiences that make your product look like a knight in shining armor.
When to try: If your product benefits your customers greatly, trying testimonial videos could be a preferable option. After all, these videos talk about real-life experiences with the product that ought to be heard.
Three Factors for Creating Meaningful Product Videos
And, to create such interactive video experiences, the following factors should definitely fall into place:
- Optimal video quality
- A 360-degree view of the product
- Voice-overs along with subtitles
Purpose of Product Videos in Your eCommerce Journey
The product name, images, respective feature set, and rating & reviews are the constitutes of a product page. But, it is the eCommerce product video that is taking a larger share of the sales count these days around.
In the right words, the importance of product videos can’t be given a miss as they can :
- Increase conversion rates by managing the customer experience of digital buyers
- Increase AOV (average order value) per customer, to generate higher revenues for retailers
- Attract new customers by offering useful content that helps answer their queries
3 Best Examples of eCommerce Product Video Marketing
According to a survey that included 656 unique respondents, 81% of video marketers say video has helped increase the average time their visitors spend on-page.
In the truest sense, a product video is related to the customer journey, and innovative companies are choosing a video to boost the eCommerce shopping experience by turning window shoppers into customers.
In the end, the definitive objective is to add value to the whole customer journey.
Interest → Research → Validation → Decision → Retention
Here are a few examples from companies that are creating a great video for their e-commerce business.
1. Amazon Live – Setting the Live Trend
In this era where Live is the new digital commerce strategy that is driving conversions, Amazon has left no stone unturned in taking advantage of this opportunity. The retail giant has launched its own live platform called Amazon Live that helps promote products and its features.
Solar-powered backpacks? A selfie stick? What would YOU need to survive in the woods like Hanna? Gear up with an #AmazonLive #HannaTV inspired livestream today from 11AM – 4PM EST: https://t.co/588VRJne9l pic.twitter.com/90U9FEpDAA
— Hanna (@HannaOnPrime) April 12, 2019
2. Woo Club – A Shoppable Video Commerce Platform
This is a Net Solutions project that is based around product videos. WooClub is an integrated video platform that allows brands, individuals, and affiliate marketers to add their product videos on the page while allowing them to earn commission on every sale made.
The platform introduced a newer way to promote eCommerce listed products that set a new standard in the era of video eCommerce marketing. In fact, when the eCommerce platform was launched, it attracted 1800+ users in the first two months alone.
Read the case study below for in-depth insight.
3. Apple – Introducing Product in an Innovative Way
The multinational technology giant has captured a massive part of the market. The company recorded sales of $53.8 billion in the third quarter of 2019 alone. At least half of the credit goes to their unprecedented marketing strategy.
Apart from the balanced feature set and feature count, their best product videos have been a catalyst in attracting the right audience. Talking of their new launch iPhone 11 Pro, it is marketed through a video that takes the experience to a whole new level. It not only highlights all the features of the phone but also highly influences the decision of the buyer.
Benefits of Product Videos – The Secret to Selling Products like Hotcakes
Content descriptions are too monotonous, and images don’t convey adequate information. When it comes to ensuring that people clearly understand your product or service, and encouraging them to make a purchase; videos are the best option.
When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short video — Wyzowl, The State of Video Marketing 2020
Talking from the perspective of your business, here’s how investing in product videos could be your best option.
1. Google Loves Videos
There was this Dollar Shave Club video that went viral overnight. Though the video was created with the intent of spreading brand awareness, it also helped in link building. How?
This product video for eCommerce set a standard, and every brand kept writing about it, kept linking back to their website, and also shared the video. This, in turn, helped them with the backlinks and thus climb up the ladder to success, that too naturally.
The verdict — Create relatable videos that put a human story behind digital offerings under a magnifying glass. So that even Google can’t resist but rank you on the first page.
2. Video is more Shareable and Clickable
Studies show that people are twice as likely to share video content with their friends than any other type of content. Customers love to tap on a video thumbnail, as opposed to something with text content or an image. After all, we humans perceive visual information better than textual data.
To sweeten the deal, when people “share” best eCommerce product videos, the reach of your brand automatically shoots up because it becomes visible to the followers of the sharers. And, in the end, one thing is evident – more share is equal to more clicks, which, in turn, is equivalent to more sales made.
3. Videos Turn Watchers into Buyers
According to Wyzowl, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. This is because they can see the product being used and that, in turn, gives it a palpable sense. This builds excitement for the product, and can even feature adaptability options that your products offer, boosting its value.
All your brand needs to do is build a video that showcases a heart-warming story revolving around your product. It is quite likely that a delighted watcher will be your next buyer, who might tell about the experience to his friends.
If you build a great experience, customers tell each other about that. Word of mouth is very powerful — Jeff Bezos
4. Video Adds Value & Strikes an Emotional Chord
If a picture = 1,000 words, then a video = 1,000,000 words! Videos can convey information very quickly. Highlighting your product through video will give your customers a lot more information with visuals: how the product looks, and how it is beneficial for them.
The focus should be on making the story so relatable that it strikes an emotional chord with the customers. To start on the right foot, start by researching your audience type because only then can you create a story that revolves around their perception of things. This way, you will be personalizing their user experience, in turn, boosting up conversions.
5. Videos Build Trust in eCommerce Sites
Consumers, as well as the company, know that there is a financial investment required to create product videos. Companies carve out time to build videos to show customers that they believe in their own product. This ensures your customers will follow the lead, too, by making a buying decision in your favor.
In short, the best eCommerce product videos build authenticity about the brand and give others the confidence to put their faith in you. So, try and create awareness among the viewers, along with making them feel educated. Talk about the process of building the product, the safety & security badges it holds, and also try and include testimonials.
How to Create Simple and Effective Product Videos
95% of video marketers say video has helped increase user understanding of their product or service — Wyzowl, The State of Video Marketing 2020
If you too wish to skyrocket your sale figures, here are relevant product video strategies to consider:
1. Start with a Plan
To begin, you will need to make a plan for creating the best eCommerce videos, and here are a few things to keep in mind:
- How will your product be highlighted?
- List the benefits to customers?
- How can you drive them to make a purchase?
Even if your product is commonly used by masses such as a toothbrush, soap, or shampoo, creating a video with emotion, story and style, will speak a lot about your product.
The more you target your product video towards your ideal buyers, the higher the return you will get on your video investment.
2. Considering your Budget
46% of first-time video marketers started using video in 2019 because they believe video is becoming more affordable — Wyzowl, The State of Video Marketing 2020
If there are several products listed on your eCommerce product page, try with one product at a time. There are significant video editing apps or even product video services available to make your job simpler and affordable.
A custom video for every product might seem like a significant investment. Selling a product online is a daunting task, as customers can’t touch or see the product, or even make queries. So, always start with your top products when creating videos and include everything necessary to keep your customers engaged, to help them through the buying process.
3. Product Video Length
The highest engagement rate for a product video is observed when it gets wrapped in under 60 seconds. But, one cannot say much about the ideal video length as it depends on the particular type of video. Talking generally, your video should be long enough to convey a clear message to the viewer and short enough to keep it crisp.
The best strategy is to run analytics and run heatmaps to see where your visitors lose interest and leave. That is exactly what tells you what length works for your product and potential customers.
However, here’s an average engagement vs video length graph to understand how the two parameters are inversely proportional to each other.
4. Create Mobile-Friendly Videos
In the era of smartphones, make sure your mobile app development efforts emphasize on creating a mobile-friendly video. Social sites like Facebook and Instagram recommend a square or a vertical video. So, make sure to keep the product visible on the screen for viewing, as mobile users find your eCommerce video more accessible than reading a tiny description.
5. Create Direct Response Videos
To create videos as per your product, you need to give preference to direct response videos. These direct response videos are very systematic and can help if your team develops creative concepts that work for a long time.
It gives a commercial touch to your brand and is the most powerful way to sell products online. There are many different styles of direct response videos, all depending on what is best for your product and the target audience.
6. Add Social Media Shareable Buttons
People are twice as likely to share video content with their friends than any other type of content — Wyzowl, The State of Video Marketing 2020
Social media shareable content matters more than ever in today’s scenario. Be it LinkedIn, Twitter, Facebook, Instagram, or Twitter; make sure your eCommerce product videos can be shared across all the influential platforms.
The social media channel adds a personal touch to videos and creates a real-time feel, thus adding on to brand awareness, clicks, and add to cart numbers.
83% of businesses claim that product video marketing has given them a positive return on ROI (Return on Investment) in 2019. People love videos and they are much likely to remember the visual experience over time. If they don’t make a purchase today, maybe they come back tomorrow with their friends and family joining in.
You just have to hang in there and create a video that focuses on empowerment, relatability, education, and excitement, and engagement of the visitors.
With brands like Amazon, WooCommerce, and Apple taking video marketing to an exciting level, it is evident that brands are reinventing their strategies to attract more buyers. So, try and go video inclusive and watch your revenue grow in a short span.
One great video can lead to better traffic, higher awareness, increased social shares, and more sales down the line.
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Integrate product videos into your eCommerce marketing strategy and covert visitors into customers.