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Video Marketing Tips to Boost Ecommerce

Published on Tuesday, November 2, 2021

US adults spend an average of 3 hours and 2 minutes every day watching digital video – and this figure is only expected to increase.

As a growing ecommerce brand,video content marketing is an unmissable opportunity to elevate your online presence and capture your target audience’s attention. Exciting and engaging videos let you attract new customers, build brand awareness, stay connected with current customers, and set yourself apart from the competition.


Video marketing statistics

Every year, the video production company Wyzowl publishes a report showing the power of video marketing. Their latest video marketing statistics show that:

  • 90% of marketers report good return on investment (ROI) from video marketing
  • 87% say video has helped them generate leads and directly increased sales
  • 90% of video marketers claim it has helped them increase brand awareness
  • 86% report an increase in we traffic due to video content marketing
  • 89% of consumers want to see more videos from brands in 2024


Benefits of video marketing

Spreads your message

The internet is filled with false statistics about video content marketing.

Some sources claim we retain 95% of a message we receive through video versus just 10% of the same message when it’s written down. Others argue that if a picture is worth a thousand words, a minute of video is worth 1.8 million.

While these statistics sound incredible, they’re not based on any actual research. What is true, however, is that video is highly shareable and shown to increase website traffic, dwell time, leads, and sales. By investing in a carefully curated video content marketing strategy, you can reach more customers and get more engagement with ease.


Raises your SEO score

It’s in Google’s best interest to show users the most informative, relevant, and authoritative result possible when they perform a search. So by extending your content marketing strategy to include optimized videos, you can improve your search engine optimization (SEO) score and results page ranking. In fact, high-quality video content was a core part of the strategy we used to help a leading outdoor furniture brand achieve page 1 rankings.

Social media platforms also adore video content. And it’s potentially one of the best ways your brand has to go viral. When more people see, share, and engage with your videos, you can generate more website traffic. This in turn contributes to a higher SEO score.


Encourages trust and boosts conversions

Unlike in a brick-and-mortar store, ecommerce consumers can’t experience a product firsthand before they buy. But with clear and engaging product demonstration videos, you can close this gap.

Seeing a product in action makes it seem more familiar and trustworthy. As a result, potential customers are more likely to make a purchase with confidence. In this way, video content helps provide a better customer experience all round.


Creative strategy tips for video marketing

Video marketing is a highly effective strategy for boosting your ecommerce success. But to maximize the value of your video content, preparation is key. That means you need to understand:

  • Which types of video content will appeal to your target market
  • Which touchpoints are most likely to work for them
  • Where and how they typically consumer content

To help you get started, here are some of our top video marketing tips.


Make product demo videos

Just like in old TV advertisements, showcasing your product in a video is a great way to improve conversions. People like to see what they’re buying. So it helps to show your product in use from various angles and with close-up shots.

Product demo videos also help you clarify what a product does and highlight its key features. One of our clients, a bakery machinery manufacturer, was having a lot of trouble convincing prospective customers with their existing sales collateral. But by producing clear demo videos with animated text, we helped them close leads on multiple six-figure deals.

You can build even more trust by partnering with influencers in your industry. Since their product recommendations come from outside the brand, many consumers find them more reliable.


Focus on storytelling

For thousands of years, communities have connected by sharing myths, fables, and stories. And to this day, storytelling remains a powerful tool for ecommerce marketing.

Many of us often make decisions based on emotions rather than cold, calculating logic. By sharing your stories and adding a human touch to your brand, video lets you tap into those emotions. This can almost double the effectiveness of your campaign compared to using purely “rational” content.


Cover FAQs

Addressing frequently asked questions or hosting “ask us anything” sessions through video content helps build trust and transparency in your brand. You can do this through Facebook Live or using stories on a number of platforms.

Live videos let you put forward a relatable human face and connect with consumers in real time. But if you’re not confident with going live, publishing stories on Facebook, Instagram, X, or another platform is a profitable alternative. These sessions are valuable for brand feedback and priceless when it comes to encouraging tight-knit relationships and loyalty.


Be short and snappy

The average watch time for a Facebook video is around 4.57 seconds. That’s all the time you have to make an impression and hook viewers in. So it’s important to get across your key message or the most appealing aspect of your content immediately.

Once you have their attention, you have a bit longer to communicate. But it’s worth noting that videos under 60 seconds long tend to get the most engagement. Whatever you plan to say, make sure you say it quickly.


Think about sound

Research by Teads shows that 79% of Facebook users in the US watch ads with the sound off. So it’s worth creating some video content that relies on sound and some that doesn’t.

The best way to make sure your videos are accessible without sound is to use subtitles or introduce on-screen text. Clear, high-quality imagery can also convey a clear message. Only rely on sound when it will add value to your videos.


Optimize your content

All content you publish should be optimized. Make sure your video content uses keywords in the title, has a rich description, and features a call to action (CTA).

Research by Wistia shows that 92.5% of brands place their CTA at the end of their video. But it turns out that conversion rates are highest when the CTA appears mid-roll. Try placing your CTAs at different points in your videos to see what works best for you.


The best platforms for sharing video marketing

  • YouTube (used by 90% of video marketers): Good for in-depth product reviews, unboxing videos, tutorials and how-tos, longer product reviews.
  • Facebook (86%): Good for FAQ sessions, interviews, making announcements, and building interest for reveals.
  • Instagram (79%): Good for product demos, sharing user generated content, influencer marketing, and storytelling.
  • TikTok (69%): Good for creative snappy content, viral videos, challenges, unboxings, reviews, etc.


Launch a successful video marketing campaign with LimeLight

Video marketing is an effective and creative way to boost your ecommerce business. It brings your brand to life and offers excellent ROI across channels.

A great place to start is creating and sharing stories on social media platforms. These usually don’t require much preparation, and you can record them quickly and easily using a smartphone.

For those who want to make more of an impact and generate the highest possible ROI from video content marketing, it pays to work with an experienced ecommerce marketing agency.To find out how we can create powerful videos that help grow your ecommerce brand, reach out to us today.

Brandee Johnson
Founder, CEO