Best practices for eCommerce video marketing.
Videos tend to make more and more room in our lives, being probably the best next thing after genuine human interaction. It’s so efficient, that a report from Cisco predicts that by the end of 2022, video will represent almost 80% of all web sessions. It helps us have fun, learn, work, communicate with our loved ones, and many more. And now, the use of eCommerce video helps your customers buy your products.
As the purchase is not a spontaneous big decision, but rather a series of smaller ones, the process is seen as a journey. One in which prospects interact multiple times with your brand and products. A customer journey, where is interaction point (or touchpoint) is an opportunity to convince the customer that your brand and products are the right solutions for their needs. And as videos are an important part of your day-to-day activities, using video for eCommerce only comes naturally.
During this journey, there are multiple chances to interact with the customer. But each time they are at a different distance from the actual purchase, so each interaction has its particularities. Hence different methods to use videos for eCommerce businesses.
Types of eCommerce video
Video content is efficient regardless of the stage your customers find themselves at. According to Hubspot, more than 50% of internet users watch videos daily, and the percentage is increasing as we speak. However, as each touchpoint has its particularities, eCommerce professionals are using different concepts to engage and convert customers.
From a content point of view, the options are almost unlimited. You can use:
Case studies
to show how your products helped other customers reach their goals
Customer testimonials
let existing customers share their success stories
Explainer videos
go into details on how your business works
Product close-ups
showcase your products so that customers have a better feel and look
How-to’s
create short videos that answer the common questions asked by your customers
Branded videos
introduce yourself in front of new audiences
Messages from your team
let customers know the team behind your eCommerce business
Interviews
invite industry experts to share their insights
Product tutorials
teach customers how to use your products
Live videos
go live in front of your audience, engage, and convert
Video articles
transform your blog posts into short, educative videos
…and even more. Creating video takes time, but it’s a returning investment. Now, that we have seen the different types of video content that you can create, let’s see how to use eCommerce video to get your brand in front of your audience, build trust, and increase your sales.
Branded eCommerce video
For the upper part of the funnel, you can share sort branded videos that let viewers know who you are, what you do, and why you do it. Video boosts awareness of your brand by up to 70%, helping you stay visible longer and driving more engagement. You can use videos to spread the word across multiple social media platforms, through posts and stories.
Shoppable video ads
As the name states, shoppable eCommerce video ads are short videos that allow customers to buy when watching the ad. in fact, the video has an actionable call to action (like an overlayed link) that redirects customers on your product page. This feature is very popular among Instagram and TikTok users and works best as a remarketing campaign for users that have visited your website. You can reconnect with them and encourage them to buy the exact products that they showed interest in.
Product eCommerce video
A product video, embedded on your product page, will help customers understand if your product is what they are looking for. And considering the depth of their journey, there’s a great chance that they will convert once they have an answer to this question. Product video for eCommerce is crucial, as a study conducted by Imavex revealed that landing pages that use video convert up to 130% better than those which don’t. Quality videos are a must for any high-converting product page as the interaction takes place in a moment when your customer is ready to buy.
video capture from newbalance.com – product page
Welcome video messages
When customers buy one of your products or registers to your mailing list, they send you a clear message: they are interested in your work and ready to know you. This is a great moment to introduce yourself in a more personal matter. You have just one chance to make a good first impression, and this is the perfect manner to introduce yourself in a friendly manner.
Online live video commerce
Live commerce, or Livestream Shopping, creates a unique experience, by allowing your customers to buy products straight from an interactive video experience. Being live, it enables direct communication between you and your customers. They can join your product presentations, ask the questions they need to find an answer to, and purchase the products without having to leave the experience.
This experience is a mix of all of the above. By going live in front of your audience, puts a face on your eCommerce business and brings that authenticity customers are looking for in a brand. Using a powerful live commerce software, you can share the video experience to your social media channels, allowing broader audiences to interact with your brand.
While eCommerce website sees, on average, a 2% conversion rate, live commerce sessions increase it to an astonishing 9%, making it the best online sales channel. Also, its liveliness increases the engagement by 300% – when watching a live experience, viewers are encouraged to chat, ask questions, or mark the most interesting moments with likes and “hearts”.
Final words
eCommerce and video work hand in hand to create engaging, high-converting experiences throughout the entire customer journey. Customers need to have a better understanding of who you are and how your products look and feel, rejecting the old, static eCommerce experience.
Implementing video into your marketing and sales strategy will boost your sales while allowing you to create a genuine connection with your customers.
