How to Use Video in
Jun 21, 2016 by Lina Vashurina,
Did you know that the average person spends 5.5 hours watching video content every day? It’s true, according to recent data from eMarketer and this fact makes a strong case for including video in your eCommerce marketing strategy.
What’s nice about video is that it’s more versatile than static text or images and allows your audience to see and experience elements of your online business they couldn’t otherwise. Whether it’s a behind the scenes look at your process for product creation, or testimonials from customers who can vouch for your service, video adds a unique element to your marketing.
Let’s look at some specific ways you can use video in
Behind the Scenes Videos
Letting your customers see your products come to life in video format helps them feel more involved with the process — and like an insider with a close,
Letting customers get a peek at life behind the scenes also allow them to see the hard work that goes into the products they purchase from your online store. Maybe it’s a video of you bringing a product from the sketching phase into a finished product, or even just the product journey from online order to packaging. Either way, these videos add unique perspective to your marketing efforts, and can help you build up a loyal following of fans and supporters.
Bikini Love, an online store offering a wide variety of bikinis, used a behind the scenes video to share with customers the photo session that took place
In the short video, customers get to see a sneak peek of the new products, as well the process for capturing new photos that would later be added to the store.
Lookbook videos let you showcase your products in the branded context you want your customers to see — and when you make them interactive, they become a compelling shopping experience for the viewer. Including links to buy products showcased in your lookbook video means that if an audience member sees something he or she likes, right away they can make a purchase.
Yarose Shulzhenko uses these type of videos to show their heels being worn (and loved) by their target customers — young women. A video like this one helps female shoppers better envision themselves wearing the product, and creates a more immersive viewing experience for product evaluation as well.
Think about how you can leverage video to showcase your products for your target market and showcase them in a way that makes shoppers say, That’s perfect! I need that now!
Video Testimonials/Customer Stories
Social proof is a form of psychological reinforcement that can be extremely valuable in an online shopping context where buyers can’t physically touch and evaluate your products. By being able to read and review testimonials and stories from other shoppers, they feel more secure in their purchase decision, and that they’re getting valid, unbiased information from a relevant source.
Reach out to your loyal supporters and fans to see if they’d be willing to share their positive experience on camera and talk about why they love your online store. By capturing these positive comments on video, you can use them on an
About Us Videos
A simple About Us video that introduces you as the person behind the brand is a fast, easy way to explain to customers who you are and what you’re all about. Doing this helps build a foundation for
These videos don’t need to be lengthy — typically three minutes or less will do
Fashion brand L.K. Bennett uses a video like this to explain the backstory to a new collection — and features a designer and a target customer who discuss the products and what they mean to them.
Product Overview Videos
Product overview videos help highlight and thoroughly showcase the features of your products in an appealing visual format. They can also help build excitement around new products you’re about to release, and can help shoppers get a better idea of what to expect from your packaging, too.
A great example of this can be seen from CakeSafe, a product for confectioners, which uses a video to showcase the product’s features as well as its benefits. Rather than just posting some static photos, they created a
Put Video in eCommerce Marketing to Good Use
Whether it’s a simple introduction video you post on YouTube, or a product teaser you share on social media, in 2016, video should be part of your marketing strategy. You can not only use these on your website, but you can also share them on social media, too (which means more bang for your buck.)
Don’t forget to put this engaging format to work for your business, as it’s clear that shoppers are very much interested in watching video online.
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