When it comes to selling products online, two key factors drive sales: creating an appealing product experience for your intended audience and demonstrating how well your products work. The most valuable tool for achieving this is video content.
The strength of your online product pages largely depends on the videos you use. Studies
indicate that 80% of people prefer watching videos about products rather than reading text on product pages.
So, if you're interested in making commerce videos for online selling, you're in the right place. In this article, you'll discover the types of videos that can help boost your sales. We'll also provide the process of how videos can elevate your brand value.
What is Video Commerce?
Video commerce refers to the practice of advertising and selling products and services through online videos, often with direct purchase options linked to the video content.
This approach is commonly employed on various platforms, such as streaming sites like YouTube, social media platforms like Facebook and Instagram, e-commerce websites Amazon as well. Utilising these platforms can lead to noticeable increases in conversion rates.
Why is video commerce rising?
The growth of video commerce can be attributed to two primary factors:
- Video has consistently proven to be highly effective in engaging audiences. It effectively conveys the features and advantages of products entertainingly.
- The seamless integration of direct product links within the video content on e-commerce platforms reduces obstacles and enhances the likelihood of conversions.
When these two elements are harmoniously combined, it opens up a fresh opportunity to expedite the decision-making and conversion process. Advancements in technology-driven customer experiences have played a pivotal role in enabling these developments.
How does it help brands?
Product videos play a crucial role in expanding your online store, and there are several reasons why every business owner or online seller should make them. Let's explore how product videos help business elevate their brand.
1. Improves Product Understanding:
Videos are excellent at helping people understand things better. They can simplify even the most complicated products, making it easy for anyone, to understand what the video is about.
When you watch a product video, you get to see and hear about the product simultaneously. This is a powerful way for marketers to demonstrate and explain why their product is valuable. That's why videos are a top choice for engaging with audiences. In fact, statistics show
that 75% of customers prefer to perform actions after watching a video, such as product checkout.
Moreover, according to Invisia,
people remember 95% of what they see and hear in a video.
2. Improve Search Engine Ranking
Video content not only helps explain things effectively and gains people's trust but also performs well in terms of conversions. As a result, search engines give priority to videos in their rankings.
For instance, according to Forrester, a web page with
videos is 50 times more likely to appear on the first page of Google's search results compared to pages with only text. Additionally, Google often includes YouTube videos in its search results for specific queries.
By optimising your YouTube videos, you can improve your visibility on both YouTube and Google. Having product videos can boost your website's visibility, allowing you to reach a broader and more global audience.
3. Fosters Trust & Credibility
While anyone can design an attractive website or eCommerce store and craft impressive product descriptions, the impact of product videos is distinct.
Rather than just reading text or looking at static product images, customers get to watch real people using or talking about your product. This allows them to connect with your marketing materials on a more personal level, associating a face and a human voice with your brand.
Moreover, they can glimpse the individuals behind the products, which makes your brand more relatable and enhances trust and credibility in your online store.
4. Improves Conversion Rates
Videos stand out when it comes to explaining things, and they also excel at boosting sales. Various facts and stories support this idea:
Videos shine in creating a product experience and persuading people. They let viewers see how a product works and its different features before making a decision. Videos essentially offer customers an experience similar to shopping in a physical store, and they outperform other types of content in this aspect.
Key use cases for video commerce
When you're thinking about what kind of video to make for your online store's product page, you'll encounter various options. Here, we'll talk about the best Ecommerce product videos you can create to get the best possible outcomes-
1. How-to or Demo Videos
These are some of the most common types of videos you'll find in online stores. How-to or product demo videos are great for showing how a product actually works.
Their purpose is to demonstrate to potential customers how the product functions and what benefits they can get from it. This way, viewers can understand how to use the product and what it can do for them.
One significant advantage of these videos is that they also serve as endorsements, which can convince potential buyers to make a purchase. Many people are cautious about buying things online because they worry that the product won't perform as promised.
In this context, seeing the product in action builds trust and makes it easier for them to decide to buy it.
2. Product Highlights Videos
Think of product highlight videos as quick, informative snapshots of your product. They help you showcase the most critical features and benefits clearly and concisely. These videos can be as straightforward as a short clip displaying your product against a plain background.
Typically, you describe what your product does while showing it from various angles. An intelligent approach is to mix close-up shots with wider shots. This allows viewers to see the product up close and also get a sense of its overall design. If needed, you can use animated graphics to emphasize different features and parts of your product.
3. Lifestyle Videos
A lifestyle video demonstrates how a product is used by the people it's designed for. The essential advantage of making these videos is that they create a real-life experience that your target audience can relate to the most.
In lifestyle product videos, you focus on showcasing how the product helps solve specific problems or meets particular needs that are important to the viewers. This helps them envision themselves enjoying the benefits of the product, making them more interested in buying it.
4. Comparison Videos
Let's start by making it clear that comparison videos are not about criticising your competitors. Instead, you aim to demonstrate how your product is a better solution to your audience's problem compared to other options.
In these videos, you can emphasise the unique features of your product and how they address specific issues that other products don't. You can also point out unnecessary features in other products and explain why yours is simpler and more user-friendly.
Additionally, it can be helpful to discuss differences in prices or the outcomes of using each product, especially the results you can expect.
Is video commerce right for your brand?
Video commerce is a good fit for your brand because it brings a personal touch to online shopping. It allows retailers to interact with customers in real-time, fostering stronger relationships. it works extremely well with:
- Fashion and Apparel: Clothing, accessories, and footwear are popular choices for video commerce. Videos allow viewers to see how items fit and move, enhancing the shopping experience and reducing return rates.
- Beauty and Cosmetics: Makeup tutorials, product demonstrations, and reviews are highly effective in the beauty industry. Videos help consumers visualize the application of products and see real-time results, driving purchasing decisions.
- Electronics and Gadgets: Tech products like smartphones, laptops, cameras, and smart home devices benefit from video demonstrations to showcase features, functionality, and performance.
- Home and Kitchen Appliances: Appliances such as blenders, air fryers, vacuum cleaners, and kitchen gadgets can be effectively demonstrated through video to highlight their usage, benefits, and ease of operation.
- Fitness Equipment: Exercise machines, workout gear, and fitness accessories lend themselves well to video commerce, allowing consumers to see demonstrations of exercises, techniques, and results.
- Food and Beverages: Food products, cooking ingredients, and beverages can be showcased through video recipes, cooking demonstrations, and tasting sessions, enticing viewers to try new products and recipes.
- Home Decor and Furniture: Furniture items, home decor pieces, and interior design products benefit from video presentations to showcase style, functionality, and placement options in real-world settings.
- Travel and Tourism: Travel destinations, accommodations, and tour packages can be effectively promoted through video tours, testimonials, and virtual experiences, allowing viewers to visualize their travel experiences.
- Automotive: Cars, motorcycles, and other vehicles benefit from video demonstrations to showcase features, performance, and driving experience, influencing potential buyers' decisions.
- Education and Training: Online courses, workshops, and educational materials can be promoted through video previews, instructor introductions, and course demonstrations to engage and attract learners.
Final Words
Now that you understand why, what, and how to make fantastic product marketing videos, it's your turn to make a move! Whether it's boosting sales, getting noticed more, or engaging better with your audience, we believe you'll be thrilled with the outcome of your enhanced eCommerce video marketing strategy.
Are you prepared to begin using the top publishing platform for your online store? Start your journey with SmartBiz By Amazon today and see the difference a fully integrated mobile-friendly platform can make.
FAQs
1. What are the five most important things to know before starting an e-commerce business?
Before diving into an eCommerce product video business, it's essential to consider these critical aspects for a more comprehensive understanding.
- Choosing Your Products/Services
- Researching Your Target Audience
- Setting Up Credit Card Processing
- Determining Your Sales Volume and Investment
- Identifying Your Competitors
2. What three areas of e-commerce do you know?
E-commerce can be categorised into three primary types: business-to-business (examples include platforms like Shopify), business-to-consumer (websites such as Amazon), and consumer-to-consumer (websites like eBay).
3. What are the 5 C's of video e-commerce?
The 5 C's consist of "company," "collaborators," "customers," "competitors," and "context." The first step involves grasping the meaning of each element and its potential impact on your business's marketing efforts. Employing the 5C marketing framework can provide valuable insights into a company's positioning within the market.
