There is a reason why Youtube, TikTok, and Instagram are massively successful, and that’s because they based their business on the premise that humans are captivated by pictures and videos. It’s no secret that a huge factor in any successful marketing campaign is the visual component.
Perfectly photographed campaigns, aesthetically pleasing social media timelines, and even 30-second clickbait reels/TikToks rely heavily on communicating through visuals and in particular videos.
Due to the pandemic, over the last two years, the rise of video content grew exponentially because, according to advertising agency Wordstream, people watch an average of 16 hours of online video per week – an increase of 52% since 2018. Marketers have also said that they prefer video content as it has a higher ROI than their other efforts.
So, What Is Video Marketing?
If the commercials between the breaks of your favourite shows come to mind, you are correct; these adverts have captivated us for decades. However, that’s not all there is to video marketing. In simple terms, video marketing is the use of video to promote your brand to educate, engage and interact with clients.
Nowadays, video content isn’t just adverts; it also includes tutorials, 360-degree experience videos, reels, TikToks, testimonials, brand films, etc. These are just a few types of video content that marketers and creators are adding into their marketing campaigns because, according to Design Shack, 68% of consumers prefer watching videos to learn about new products or services, compared to static images.
Video Marketing is an age-old marketing tool but has got a new lease on life since the internet boom and the popularity of video-based platforms. Additionally, smartphones with high-res cameras have made it easier and budget-friendly for big and small businesses to hop on this trend and switch to video marketing as an effective marketing tool.
E-commerce businesses, in particular, have found tremendous success using video content to promote their products. Thanks to TikTok, Youtube, and Instagram influencers, a short 30-second video with their product reaches millions of followers (customers), and often these items sell out within hours.
Apart from the reason above, all indicators suggest that focusing your marketing efforts on video creations is the way of the future. So, let’s take a look at some:
Tips to Help Your Ecommerce Video Marketing Strategy
- Use the Power of Storytelling
When it comes to marketing, ‘showing’ is better than ‘telling’ your clients why they need your product or service. Weave emotionally connecting stories around your product so that consumers can form an attachment to why they need it in their lives.
A compelling video with a strong storyline is effective at selling a product. Plus, it has a higher chance of being remembered, and it is more likely that the viewer will engage, like, and share the content.
- Â Feature Satisfied Customers
Sure, you can let your products/services talk for themselves, but here’s a better idea – let happy, satisfied customers do the talking instead. Testimonial videos offer many benefits for your e-commerce website and should be implemented into your marketing plan if you haven’t done so already.
Testimonial videos boost your credibility and give clients proof that your brand is a legitimate business. Additionally, with these strategically placed videos, potential clients can witness an authentic review that can convert a hesitant buyer into one that takes positive action to avail of your service or buy your product.
- Create Short Shareable Videos
Statistics show that you have under 30-seconds to grab a viewer’s attention. Keeping that in mind, it’s best to create short videos that are enticing yet shareable. These videos do well and see higher engagement on social media, and if done right, they can quickly go viral.
One can not ignore the importance of social media, it is a great tool to use to promote your e-commerce products; therefore, it’s vital to focus on your target demographic when creating these shareable videos. Additionally, you can repurpose these bite-sized videos as ads on other platforms to make the most of your video content.
- Determine Your Goals and KPIs
Just like with any content curation activity, determining your key performance indicators(KPI) and having goals will help streamline your video creation process. Do you want more sales? More brand recognition? Or do you want more subscribers?
Knowing the answer to these questions will narrow down the type of videos you need to create to succeed. For example, if you want to sell an apartment that is currently in the construction phase, creating a 3D animated walkthrough of the space will allow clients to visualize what they are purchasing.
Alternatively, if you want more sales for a new eyeshadow, reaching out to influencers on TikTok, Youtube, or Instagram for a video review or 30-second reel will help you achieve that goal.
- Include More Videos on Landing Pages
Don’t solely use videos for social media and other marketing efforts; you can also use your targeted videos on various landing pages to entice visitors further. For example, create a popup window with a product review for when clients exit their buying cart page or include testimonial videos on the product pages.
These strategically placed videos can convert leads into clients or even strengthen your brand identity. Plus, according to PPC Protect (marketing agency), 57% of clients who watch brand videos say they have more confidence to make purchases – so ensure that you’re embedding videos on your website.
- Spruce Up Your Email/Newsletter Strategy
As we’ve established, video content is a tool that benefits many platforms and marketing plans, so why not include them in your newsletters, as well? A catchy subject line, high-quality photos, and expertly written content are still essential elements of newsletters.
However, videos are unique in that they connect quickly with the email recipient – faster than reading the newsletter’s content. So, try to include more of your targeted videos into your email marketing strategy.
- Â Hire a Team of Video Creators and Marketers
Unless your company has a dedicated team that can formulate video marketing strategies and produces them consistently, then it’s best to hire a team of experts. Filming, editing, creating a script, and then tracking the performance of the video can be daunting, especially for business owners who can’t take on all the responsibilities of video marketing. It’s a time-consuming role and process.
If budget permitting, it should be outsourced to the professionals who can consistently give your eCommerce site the videos and the results it needs.
Here Are Some Ecommerce Video Marketing Trends You Should Try!
- Keep It Short
Spurred on by TikTok videos, Instagram Reels, YouTube Shorts and most recently, Netflix’s ‘Fast Laughs’ – short-form videos are here to stay. According to Cision (PR and marketing agency), TikTok is set to reach 1.2 billion average monthly active users – this unbelievable number of users is marketing gold, and all it takes is to get a slice of this 1.2 billion pie is creating consistent, value-adding, engaging 30-second videos.
So, whether it be tutorials, product hauls, how-to clips, explainer videos, or viral dance challenges – cash in on this trend and focus marketing activities on under 30-second videos. They are an absolute must if you want to grow your business through video marketing.
- Â Live Streaming
As the world shifts online more and more these days due to the pandemic, the need for human connection has increased, which is why the live streaming feature on social platforms has become a huge trend. Yet, it’s not just a trend.
The streaming platform Twitch TV has made live streaming the backbone of their business, and in just a few short years since they founded the company, they now have over 15 million active users a day – this means live streaming isn’t a trend that is about to fade away any time soon.
Content creators, brands, influencers, etc. have all started to use live streaming to bring their demographic together and create meaningful interactions. These live streaming sessions give brands clout, recognition, growth, niche authority, popularity, and a way to market their services and products in a way that feels more meaningful.
- Â Shoppable Videos
A top trend that all e-commerce brands can significantly benefit from are shoppable videos. These videos can be embedded with product links that viewers can click on to buy the product directly. E-commerce sites now have a way to get instant and direct sales from videos thanks to this clickable feature.
Currently, major clothing brands and designers like Puma, Kate Spade, Ted Baker, Burberry, and Diesel use this feature on their landing pages to entice their clients to make direct purchases. Whether a trend or not, this feature is highly beneficial to e-commerce sites and will undoubtedly improve the user experience and satisfy their need for instant or impulse buys.
- More Vlogging Content
Consumers and users want to get a glimpse behind the curtain, which means getting to know the people behind the brands and products they love. Vlogging content is a great way to interact with your clients and give them a personal look at what goes on behind the scenes.
It is also an organic and authentic opportunity to introduce them to your brand’s new campaigns, services, products, and other key milestones. Vlogging content can also be published on multiple popular platforms such as Youtube, Instagram and Facebook and reach a broad audience so that your brand has the potential to convert leads into clients.
- User-Generated Video Content
Just like a referral from a close friend, user-generated videos that promote your product, service, or brand are deemed authentic and trustworthy by users. They want to see content from their role models and people they connect with, such as local influencers or bloggers who have used your products and promote them on their platforms.
This is why so many brands collaborate with influencers who appeal to and are trusted by their demographic. Getting collaborators to create video content will help your brand reach a wider audience and potentially boost sales.
And Now for some FAQs on Video Marketing For E-Commerce
Q1. How can I boost sales with video marketing for my e-commerce site?
Answer: Video content is the fastest growing trend that marketers are using to boost sales and help with SEO, brand identity, and growth. Below are some ways you can use video marketing to help increase your sales:
- Â Invest in creating quality videos for your landing pages and social media.
- Â Create more short-form shareable video content.
- Â Make more testimonial/review videos from genuine clients.
- Conduct demographic research and curate video content based on their preferences.
- Hire expert video content creators and marketers.
- Collaborate with influencers who appeal to your target audience.
These are just some of the ways in which you can boost sales, but an expert will be able to guide you further so that your video marketing efforts are put to good use.
Q2. Will video marketing for my Ecommerce site give me any results?
Answer: The short answer is yes, and that’s because the proof is in the statistics. According to Wyzowl, their research indicates that 86% of video marketers say video has increased traffic to their website and helped them generate leads.
Interestingly, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. These numbers alone are an excellent reason to start creating video content and including it in your marketing plan.
Q3: Can my product videos increase sales?
Answer: Yes, according to HubSpot, a hefty 73% of people are inclined to make a purchase after seeing a product video. This percentage makes a lot of sense because when customers want to purchase a product online, they look at pictures, reviews, and product descriptions to help them decide.
So, it’s natural that videos will only further guide them in making a decision because it gives them a virtually-tactile idea of what they’ll receive when they make the purchase. Additionally, if your product video uses an emotional connection to entice the customer, chances are they are more likely to make the purchase. So, yes, product videos can increase sales.
Q4: Is Video marketing effective for my Ecommerce brand?
Answer: Video marketing is effective for all brands, including e-commerce companies, because studies claim that product videos on landing pages can positively impact conversion rates by 80% (Eyes wide Digital, marketing agency). Additionally, with shoppable videos being the next big trend in video marketing.
Ecommerce brands can give their customers the opportunity to instantly buy products in the video by embedding links they can click on that lead to product pages. Big brands like Puma, Kate Space, Burberry, etc. have already implemented shoppable videos on their landing pages, and it’s only a matter of time before they are integrated on popular social media platforms.
Are You Ready to Implement Video Content in Your Marketing Strategy?
Ways to market your ecommerce brand keep evolving, and to stay relevant, compete and grow; brands must hop on to the next big trend. Currently, that means creating video content and making it part of your marketing strategy.
Don’t just curate one type of video; diversify your video portfolio by making testimonials, products videos, short-form videos, storytelling adverts, how-to videos, explainers videos, vlogging content, etc. Depending on your KPIs and goals, adjust your video content to have a well-rounded strategy that will successfully impact your business.
We hope you got tons of value from this article and a clearer picture of just how powerful video marketing can be for your e-commerce business!