By 2021, video consumption will make up 82% of all internet traffic. On top of that, Avasam reports that the average user will spend up to 88% more time on websites with video than they do on websites without video – and the more time they spend on a website, the more likely they are to convert to a paying customer. To futureproof your E-Commerce business, join the video revolution with product videos. These videos offer e-retailers a creative way of demonstrating their products while also giving customers a chance to view products in action.
A product video is a piece of content designed to showcase your product to your target demographic for the purposes of sales, marketing, or promotional purposes. There are many different types of product videos and the one you will choose will depend on your goal and who you are targeting. There are five main types of product video:
“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.”
– Brian Halligan, CEO of Hubspot
71% of customers say that they think videos explain products better than a written description. Perhaps the main reason for this is because you can get a much better sense of the ‘look and feel’ of a product from a video than from words. As a result, customers tend to have more trust in retailers with product videos and are more confident in their purchases and this helps to boost sales. Product videos also help to lower return rates as when surveyed 57% of consumers stated that they are less surprised by products upon delivery.
Find more statistics at Statista
Research shows that product videos give e-retailers an SEO advantage as search engines such as Google tend to favour websites with videos. Furthermore, customers are also more likely to share videos than text pages and more social shares may also positively affect your rankings. It’s clear that adding product videos to your site will give you a better chance of ranking in search engines and this will help to boost your organic traffic rates.
Don’t even touch the camera until you’ve developed a strategy of how you’re going to create, share, promote and measure your video.
Get the ball rolling by creating a small selection of videos for your best-selling products.
Keep in mind that people from different cultures may be viewing your video, so keep the style generic and the language simple to maximize appeal.
Keep your video short and to the point to maximize viewer engagement. Videos lasting less than one minute will captivate 77% of the audience but this figure drops to 47% after two minutes.
In 2017, mobile devices accounted for 19% of all US retail e-commerce sales and this figure is estimated to reach 27% by the end of 2018. Ensure a seamless mobile experience by making sure your video features responsive design so that it displays properly on the site.
The video should show the product in use to give the viewer a better sense of the look and feel of the item.
Bear in mind that different social media platforms may have different requirements. Check each platform to find out about video requirements such as length, file format and aspect ratios.
Usually featured towards the end of a video, a call to action (CTA) asks viewers to perform a specific action. When displayed on a product page the CTA is implied, however, when sharing the video elsewhere you may need to edit the content to include a CTA encouraging viewers to make a purchase.
85% of Facebook videos are watched without sound, so it’s important to make sure your message comes across even when muted. If words are vital, include captions or include some text asking the viewer to turn on the sound.
“The thing that actually breaks through all of the noise is when you see real users sharing real content on social media.”
– Dom Garrett,
UGC, or user-generated content, is content created by unpaid contributors or fans. 51% of US shoppers trust UGC more than any other content on a company website. Increase your brand credibility and build customer confidence in your products by sharing content created by their peers.
If you are thinking about adding product videos to your marketing strategy, check out our infographic guide below to learn more about why you need to invest in product videos today. <br
B2B marketing strategies are increasingly gravitating towards social media, particularly Instagram. Our newest eBook, “Insta-Impact: How To Use Instagram Video for B2B Marketing,” is a meticulously crafted resource dedicated to aiding businesses in realizing the full potential of Instagram videos for their marketing endeavours.
B2B marketing strategies are increasingly gravitating towards social media, particularly Instagram. Our newest eBook, “Insta-Impact: How To Use Instagram Video for B2B Marketing,” is a meticulously crafted resource dedicated to aiding businesses in realizing the full potential of Instagram videos for their marketing endeavours.
B2B marketing strategies are increasingly gravitating towards social media, particularly Instagram. Our newest eBook, “Insta-Impact: How To Use Instagram Video for B2B Marketing,” is a meticulously crafted resource dedicated to aiding businesses in realizing the full potential of Instagram videos for their marketing endeavours.
