In 2021, TikTok became the king of the internet and dethroned Google as the most popular domain on a worldwide basis. We share this with you, not to inspire panic, but to illustrate the general power of video, and its limitless potential for eCommerce businesses.
YouTube is what used to come to mind when marketers and consumers thought about online video content. However, platforms like TikTok, Instagram Reels, YouTube Shorts, Google, LinkedIn, and even Pinterest have ventured into video.
Established and emerging brands are leveraging the power of video marketing for eCommerce. Harnessing the power of video can increase your customers’ lifetime value, improve conversions, boost SEO and bring success to your brand.
Let’s break down its benefits and discuss the various video formats that work best for online stores.
85% of companies use video marketing as a digital marketing tool. This makes sense considering 69% of consumers claim they prefer learning about new products and services by watching short videos.
Video marketing entails creating, curating, and utilizing videos to market your products, services, or business online. The medium’s ability to succinctly convey enormous amounts of information and produce a higher engagement rate than text makes it a vastly utilized and sought-after marketing vehicle.
From vlogs to behind-the-scenes videos, there are numerous options available for you to use in your eCommerce video marketing strategy.
Video marketing increases engagement on your digital and social channels educates your audience, and allows you to reach them with a new medium. 81% of businesses are now using video content as part of their digital marketing strategy for the following reasons:
Businesses put great effort into acquisition, but getting thousands of visitors to your web pages has no value unless they turn into customers. Something as simple as embedding videos on your landing pages can boost conversion rates by over 86%.
eCommerce videos are great for conversions because potential customers can access them on a variety of different channels. Video ads can appear on Facebook and Instagram, on your website, in email, and even in rich snippets.
The majority of consumers prefer video content to reading, so the demand is high; thus creating good videos is no longer optional for eCommerce brands. Search engines also love engagement, and video occupies consumers for extended periods, which translates into more time spent on your web pages and higher search engine results (SERPs) rankings.
While search engines don’t specifically rank videos, they bring organic traffic to your website, helping you win the favor of Google’s algorithm. Google wants users to spend time interacting with websites instead of leaving right away, and creating videos is one way to keep your audience’s interest.
On an average day, 98% of 18-34 year-olds use smartphones to watch video content. Predictably, mobile consumption is changing commerce. So much so that major social networks like Facebook, TikTok, and Instagram already support social commerce.
Which medium does particularly well on all three platforms? You guessed it—video! Humans are visual creatures, and video creates an immediate impact when brands authentically use the medium to connect with their audiences.
Video marketing can easily be part of and complement your content marketing or SMM strategy. For instance, if you’re currently sending out monthly newsletters, you can embed videos to achieve specific campaign goals like launching a new product.
Considering writing a blog post on how to use a product? Trust us. Your audience will prefer a video. Moreover, if you devote some of your marketing budget to videos, you can pay to have them featured on different social media platforms. Part of what makes video so appealing is that it works well with both organic and paid marketing strategies.
The rise of YouTube, TikTok, and Instagram Reels and Stories offers eCommerce brands multiple touchpoints to boost branding and reach customers. Every video you publish communicates who your company is and the values it stands for.
92% of brands say videos are the backbone of their marketing. The intimacy of video marketing is uniquely suited to establishing rapport and building trust. Building a brand can be challenging, especially with text alone. Yet, when you use video, you control the message, narrative, and emotion you want your audience to feel when engaging with your company.
From traditional ads to explainers, videos perform on social media and receive higher engagement than all other forms of content. Below are the most popular types utilized in eCommerce video marketing.
Demo videos illustrate how products work by demonstrating them in action. Compelling demo videos let viewers know why they should purchase a product and provide a context for them to assess their features. In many ways, today’s demo videos are less aggressive than traditional sales videos.
Nespresso provides an excellent example of a high-quality eCommerce video production. If you do create demo videos, then make sure to describe the product and its components, as well as how it provides a solution, i.e., works.
These videos communicate an eCommerce company’s vision and mission and provide an in-depth exploration of the people and values that steer a company. They’re usually advertisements, miniseries, or mini-documentaries.
For example, Apple’s video about data privacy communicates its stance on increasing public concern while indirectly marketing its brand. The aim here is to monetize on positive association rather than blatant self-promotion.
An eCommerce advertisement works the same way as traditional television commercials, except they’re broadcast online. Your approach can be a hard or soft sell depending on where you’re positioning the advertisements within the buyer’s funnel.
Take note of the high production value and short length of this Macdonald’s commercial.
With Google Ads, you can create remarkable video campaigns with a range of ad formats to engage customers on YouTube and across video partner sites. Even though the video ad content has to be hosted on YouTube, your ad can appear across websites and apps running in Google video partners, which increases brand awareness.
These videos generally have lower product value than traditional advertisements; however, they offer an affordable, alternative way to forge a personal connection with your target audience. Essentially, they fulfill the same function as blogs but in video format.
For instance, Adobe Creative Cloud has an array of helpful tutorials on its YouTube channel.
Vlogs also work really well on Instagram Stories. It’s easy for brands to create their own content and share user-generated content (USG), which acts as social proof that their products and services are worth buying.
BTS videos add authenticity to eCommerce brands. They showcase a company’s working environments and reveal a bit about their manufacturing process and the people behind the business. As an eCommerce video marketing strategy, they can enhance a brand’s online presence and give them a chance to connect with their customers on a personal level.
For example, the online retail store Zappos created this video about an employee’s determined spirit at work.
Fun fact: BTS videos were originally used by the entertainment industry to give viewers a glimpse into how their favorite movies and TV shows were created. In some instances, the BTS videos were more successful than the shows themselves.
There’s no better way to increase the value of your marketing strategy than by creating interviews with experts. They can highlight your brand’s legitimacy and impart valuable information to your customers.
Nike, for instance, has a series on its YouTube Channel called Come Thru that speaks to issues resonating with its ethos and provides entertainment for its target audience.
There are also so many creative ways to film interviews. You can create them the old-fashioned talk show way, or kill two birds with one stone and film a podcast interview, which provides you with two marketing assets.
How-to videos explain concepts or processes to customers. They work well for eCommerce products and services that aren’t intuitive by bringing consumers up to speed and building trust, but they needn’t only be focused on how products work.
Food and clothing brands, as well as influencers, frequently publish videos on how-to style outfits and recipe recommendations. The reason these types of videos work so well is that consumers like getting information in the shortest time possible. How-to videos between one and two minutes perform the best.
Webinars are an excellent way to move customers along the sales funnel, whether through a new product launch, demonstration, or guest talk. Additionally, if you record them, they can be watched afterwards by more viewers, expanding your business reach.
This type of eCommerce video gives you the chance to explain your unique selling proposition and build relationships with your customers. Real estate, investing, and B2B businesses with complex products benefit the most from webinars.
92% of consumers read product reviews before buying a product. Product reviews can be published on YouTube, Instagram, or TikTok. They may be user-generated content or paid influencer campaigns.
The more positive your reviews, the greater your brand credibility. Furthermore, new customers looking for certain reviews will connect to your brand through SEO searches. Appealing to a wider audience is the biggest advantage of initiating review video campaigns.
Animation is applicable to any of the above eCommerce brand videos. It’s incredibly effective for explaining complex products or processes that are impossible or too resource-intensive to film. Slack’s video, which would have been challenging to pull off as a traditional eCommerce video advertisement, works more effectively as an animation.
While animation may not always be cheaper than live videos, they do take less effort. If you need something explained, you can hire a single person (animator) to create your video. Whereas if you’re getting someone to demonstrate or explain something, you require a location, crew, and have to make sure the people featured in the video are camera-ready.
As a professional digital marketing agency, we have to be honest with you; good video marketing for eCommerce requires some know-how and planning. Yes, anyone can film something on their smartphones, and glitchy, lo-fi aesthetics are fashionable, although this only works for specific brands, or when there’s intended irony.
If you want to produce high-quality videos, be sure to follow these tips:
Plan in advance. Every video you make should serve a purpose in your digital marketing strategy. From product videos to paid advertising commercials, always make sure you’re creating something that adds value for new and existing customers.
Comrade Digital Marketing is a full-service agency dedicated to supporting companies to reach their online goals through targeted eCommerce digital marketing. Our experts also specialize in creating relatable video content for brands as part of our digital offerings. We’d love to help your online business increase brand awareness and boost sales by adding video to your marketing efforts.
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