marketing
You may have used high-definition product images, written catchy product descriptions, or published irresistible customer reviews on your online store. But you are bound to lose customers if you don’t leverage video marketing.
Why so?
Because when it comes to shopping online, consumers want to see what they are buying, how it works, and why others are raving about it. And, there’s nothing like an engaging video to make your store visitors fall in love with your products and open their wallets. Product videos can even increase AOV (average order value) and improve your website’s dwell time.
If you need further evidence, check out this stat by Wyzowl: A whopping 80% of video marketers say that videos directly helped boost their online sales in 2020.
Since a majority of people are visual learners, a riveting video is liable to keep them on-page longer than text-only descriptions or static images. The longer they stay, the more likely they are to browse your site longer and make a purchase.
If you’re still skeptical about the benefits of video marketing, you can take the word of 91% of marketers who are satisfied with their ROI.
Are you behind the curve with video marketing?
Fret not. It’s not too late to jump on the video marketing bandwagon. And, I have just the right resource to fast-track your efforts. In this post, I’ve compiled the best ways to use video marketing for your online store to multiply your sales in record time.
Let’s dive in.
Neglecting video marketing can hurt your ecommerce brand’s sales. I can go so far as to declare it the biggest mistake of ecommerce marketers.
Why so?
Because netizens absolutely love videos. On average, they watch 16 hours of online videos per week, according to Wyzowl’s estimates. They spend a lot of time watching shopping-related videos on YouTube. In fact, their consumption time has increased 5x since 2019, according to Google’s estimates.
Wyzowl found that 66% of consumers prefer to learn about a product/service by watching a video about it. In contrast, only 18% would like to read a product spec. 95% of marketers claim video marketing has led to a better understanding of their brand in the market, as can be seen from the graphic below:
Image via Wyzowl
In videos, people can see products in action and compare them with similar products. They can assess product quality in a better way through three-dimensional videos. It’s no wonder that 55% of people like to watch videos while shopping in-store, according to Google.
Plus, videos allow brands to tell stories and bring their products to life. They can use humor, music, or animation to engage viewers for a longer time. A Vidyard study found that the average retention rate of videos is 54%, with 68% of viewers watching business videos (if they are under one minute) all the way till the end.
Videos have such a powerful impact that adding them to landing pages or including “video” in email subject lines can boost conversion rates in a big way. Paying heed to the trend, most ecommerce marketers have started including videos while creating landing pages.
Plus, videos are shared profusely on social media. Video ads on social media have a great ROI, both in terms of conversion and engagement.
By now, it should be obvious that the success of your online store is closely associated with your video marketing strategy. Now, you just need to decide on the kind of videos you will create to strengthen your online store’s presence and grow your sales.
Video production doesn’t come cheap, especially if you use professional tools and qualified videographers. So, I’ve gone through a couple of successful ecommerce websites and put together a list of video types that most of these sites possess. You can follow their examples and prioritize these types of videos in your marketing strategy.
Product videos demonstrate how your product works and how users can accomplish specific tasks using your product. Engaging product videos have been found to shorten sales cycles substantially.
They also help win over skeptical customers by answering their questions. Plus, they help retain first-time visitors and convert window shoppers into paying customers, according to 81% of respondents in the Wyzowl survey cited earlier.
Anything else?
Yes. Product videos enhance customer experiences and add value to a buyer’s journey. Showing step-by-step instructions for product usage through a video can convince discerning consumers who are wary of seemingly too-good-to-be-true marketing claims. That’s why most product launch specialists invest in product videos to create market demand for new products.
In short, if you want to boost your online store’s sales, you just can’t afford to ignore product videos. Here is a great product video by Milk Makeup about their Kush Liquid Eyeliner:
Image via YouTube
Product videos can be embedded on your site, in emails, or in your social media posts. There are many ways to make your product videos engaging, interactive, and ROI-generating.
Like what?
One, you can include clickable “hotspots” in your YouTube videos that take viewers directly to your product pages.
Like the dress on that model? Click on the “+” symbol next to it, redirect to the Zappos site, and add the dress to your shopping cart.
Image via YouTube
This way, you can grow your sales while introducing your products and take the pain out of online shopping.
Two, you can create a dedicated “live” platform to promote your products/services, like Amazon Live. Or, you can take advantage of integrated shoppable platforms like WooClub. Simply add your product videos to their platform and earn a commission on each sale generated by them.
If you have a simple product, a product overview video may be sufficient to showcase its benefits and features. For complex products, you may require a more comprehensive video strategy. You can start with an introductory video that explains your product’s purpose and unique selling points. Then, follow up with detailed videos about each feature/functionality.
Need a real example?
Breville Precision Brewer created a series of “how-to” videos to show the stand-out features of their coffee brewer while demonstrating how easy it is to use.
Image via YouTube
An alternative to “how-to” videos is “product-in-use” videos. To show the versatility of your products, you can create videos in which your product is being used in different ways to accomplish different actions.
For instance, KAP7 International, a water polo equipment retailer, shared a “product-in-use” video to show how their Rebounder gear is being used by professional polo players. Since the video isn’t exactly salesy, it can be used on the brand’s YouTube channel or blog as well.
Image via YouTube
Last in my lineup of product videos is the “close-up” video. If you want to show off intricate workmanship, you can create a close-up video that captures your product from all angles. Take a look at Tiffany’s Legacy Diamond Engagement Ring video to get an idea of what I’m talking about.
Image via YouTube
Words and still images can never really justify the craftsmanship that goes into such a product.
Nobody likes to read lengthy configuration guides these days. A crisp, engaging installation video is always better. Don’t forget, it’s important to impress new buyers and make their onboarding easy, especially if your product is difficult to set up.
Another reason why product manual videos are worth investing in is that you want to educate your customers about correct product usage. If your customers are unable to use your product correctly or have a poor experience while using it, they are more unlikely to return to your store or to recommend your product to others.
Take Aspen Aerogels for instance. Their Cryogel Z is a thermal blanket that can be installed on cryogenic piping. This animated installation video depicts the complicated process step by step.
Image via YouTube
If you want to convert your store visitors into customers without being too pushy, video testimonials should be your go-to tool. Their key element is authenticity – customers sharing their brand experiences in their own words.
The key to creating compelling video testimonials is specificity.
Instead of customers making vague claims about how your product/service made their lives easier, they should share tangible results. These become data points for potential customers to latch on to. They can visualize how the product/service will apply to their specific use case, expediting their conversion. If you end testimonials with product recommendations, your sales can multiply over time.
If you need a lesson on how to appeal to the rational side of consumers through testimonial videos, look no further than Amazon. They don’t throw a ton of stats at viewers to wow them. Instead, with one or two compelling stories (and concrete results), they are able to sell their Fulfillment program with ease.
Image via YouTube
You can really tug at your audience’s heartstrings with story-based videos. Own a food delivery service? Create a video about a typical “chaotic” scene or delivery goof-ups.
If you think showing your human side will be a blunder, you’re mistaken. Modern consumers don’t expect hyper-real, plastic brands. Revealing your less-than-perfect side is more than okay – it’s actually a reliable conversion tactic.
Need proof?
Then, check out Philips interactive video that tells a compelling story anchored on their Click & Style electric razor. The story starts with a clean-shaven narrator recalling how he had a wild night but couldn’t remember what exactly happened.
Image via YouTube
He prompts viewers to click a beard style displayed on the screen. Depending on the viewer’s choice, the video branches into a specific direction. The story unfolds differently for each viewer.
The video became viral overnight, owing to its relatable content and story-telling technique. Moreover, the “branching” technique used in the video personalized the viewing experience.
The decision to invest in video marketing for online stores should be a no-brainer. After all, it offers so many benefits, including increased conversions. Focus on the four video types explained above and start reaping the rewards instantly. Also, you can earn money from your Instagram account by posting these videos with affiliate links.
Do you have any more questions related to ecommerce marketing or video marketing? Please write them in the comments. I’ll be back with the answers soon.
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