For ecommerce brands looking to elevate their online presence and make the most of growing trends, video marketing is something to get excited about. As online consumers scroll through their phones and social media platforms, brands need to be savvy about capturing interest – and one of the fastest and most effective ways to do this is with video content.
Some Quick Stats About Video Marketing
These stats show the power of video marketing for your ecommerce business:
- 83% of video marketers say that video content improves lead generation
- 87% of video marketers say that video content increased traffic to their website
- 84% of consumers say video content encouraged them to buy a product
- 66% of consumers say that they prefer watching a video rather than reading about a product
Benefits of Video Marketing
Video marketing comes with a whole range of benefits and is one of the most popular and effective content strategies for attracting new customers, building brand awareness, staying connected with current consumers, and setting yourself aside from the competition in an exciting and engaging manner.
Here are even more reasons to get onboard with video marketing:
Get your message across
If a picture paints a thousand words, video can capture a million in a moment. There are few mediums that can get your message across as clearly as video can. Studies have shown that the average viewer can hold onto 95% of a message when they see it through the lens of a video, whereas just 10% of the same message would be retained through written content.
Make your social mark
Social media platforms adore video content and it’s potentially one of the best ways your brand has to go viral. Video content is highly engaging and shareable, meaning it has the potential to reach more people.
Not only do social media sites love video content, but mobile devices and search engines love them too. It’s 50 times easier to rank on the first page of Google if you have video content, and with over 90% of adults having a mobile device within reach, video content invites you to make your mark.
Encourage trust & boost conversions
When a potential customer can see the product in action, it encourages trust and makes them even more likely to buy. Video content makes for a better buyer experience all round.
While ecommerce is big business and shows no signs of slowing down, consumers still like to feel like they are familiar with a product prior to purchase. When you can’t (or don’t want to) go to a brick-and-mortar store, video content can help close that gap.
Creative Strategy Tips for Video Marketing
Effective video marketing strategies are a good investment for those looking to boost their ecommerce business. Before diving into the kinds of video content you should create, the golden rule of marketing still applies – know your audience.
Knowing which kinds of video content will appeal to your target market, understanding which touch points work for them, and being privy to where and how they consume content – all this information can help you to home in on the right kind of strategy. In the meantime, we have some video marketing tips to get you started.
Make product demo videos
Just like TV advertisements of old, showcasing your product in a video is a great way to improve conversions. People like to see what they are buying and it helps to see something from various angles along with close up shots.
You can also use video content to showcase how your product works and highlight key features. This will build trust as customers can see what they are buying. For those who work with influencers, it can build trust even further if these kinds of videos come from outside the brand.
Focus on storytelling
Myths, fables, and stories – we have long connected as communities through the art of storytelling, and it’s a powerful medium in ecommerce marketing.
Many of us make decisions in life based on emotion rather than straight-up logic – and video is an excellent way of tapping into emotion, sharing stories, and bringing the human touch to your brand. Emotional marketing is said to have double the impact on consumer choices when compared to purely “rational” marketing.
Cover FAQs
Addressing those frequently asked questions or having “ask us anything” sessions can be another good video content angle if your aim is to build trust and transparency in your brand. This can be done on Facebook live or Instagram stories.
Live videos are great for connecting in real time with consumers, but for those who don’t want the risks that accompany going live, IG stories make for a good alternative. These sessions are valuable for brand feedback and priceless when it comes to encouraging tight-knit relationships and loyalty.
Be short and snappy
You only have a few seconds to make an impression when it comes to video marketing. Most people are likely to come across video content as they scroll, and with the likes of Facebook auto playing videos, those few seconds are vital for engaging and keeping customers connected. The average attention span for a video is said to be just over eight seconds…so use that time wisely.
Think about sound
Around 85% of Facebook videos are watched without sound, so it’s worthwhile creating some video content that relies on sound and some that doesn’t. The best way of making sure your videos are accessible without sound is to consider subtitles or introduce text into your video, to make sure you have great imagery, and only to use sound when it will add value to your videos.
Optimize your content
All your content should be optimized at all times. Make sure your video content uses keywords in the title, has a description attached to it, and make sure that your video has a call to action in it.
Interestingly, studies have found that placing a CTA in the mid section of a video has higher conversion rates than when placed at the beginning or the end.
The Best Platforms for Sharing Video Marketing
- Facebook – good for FAQ sessions, interviews, making announcements, and building interest for reveals
- Instagram – good for product demos, sharing user generated content, influencer marketing, and storytelling
- TikTok – good for creative snappy content, viral videos, challenges, unboxings, reviews, etc
- YouTube – good for in-depth product reviews, unboxing videos, tutorials and how-tos, longer product reviews
Video marketing is an effective and creative way of boosting your ecommerce business. As one of the most engaging mediums out there, video marketing brings your brand to life and can offer excellent ROI results.
It can be used across channels – helping to improve conversion rates of email marketing to growing social media followers and getting the most out of those influencer marketing campaigns, too.
Video marketing doesn’t have to be as intimidating as it sounds – social platforms make it super easy to create and share stories just using a smartphone, but for those who want to make more of an impact, the scope is endless, especially as new viral trends are born all the time.
If you want to chat about video content that packs a punch as part of your ecommerce marketing strategy, reach out to us today.
