Product videos in eCommerce aren’t the future. They are the now! They are a must-have if you hope to run a successful online store, and you should be doing everything within your reach to include them and connect with new audiences. However, they are not without challenges!
The pandemic has impacted the video marketing industry’s budgets and plans, but it’s more necessary than ever. It strongly influences sales, traffic, leads and, most importantly, keeps audiences engaged and listening. According to a survey by Wyzowl, 93% of marketers who use video say it’s a pillar of their marketing strategy, and 91% of them feel the pandemic has made this tool more critical than ever for brands worldwide.
Video might have killed the radio star, but it’s raising conversion rates from the dead.
The Norm
According to Cisco, 82% of internet traffic in 2022 came from videos, and research shows that 100 minutes per day is the global average for video consumption.
Internet leading companies such as Twitter, Facebook, and Instagram have already betted on video as a content-sharing alternative, and video-only TikTok is taking the world by storm. Why not follow the trend?
Here are a few facts that help understand the importance of video (taken from HubSpot):
- Video appears in 14% of internet search results
- 73% more visitors who watch product videos will buy
- Almost 46% will showroom if a video isn’t available
- 71% of consumers think video explains product better
- 57% are less surprised by products with video
- 58% of shoppers think companies with product videos can be trusted
Videos help businesses increase 70% in brand awareness, 51% in traffic, 34% in sales, and 31% in conversions. And most surprising – a whopping 44% of people are more likely to buy a product after watching a video about it (Social Media Today.)
Adding Up
Text, bulleted lists, and static imagery have their limitations when it comes to telling a story. Even the best-written description of a dress or shirt can’t compare to the ability to try on these clothes at the department store. Online sellers can overcome these limitations by using product videos.
Including product videos in your eCommerce pages can help replicate the in-store experience online by telling stories, generating shopper empathy and trust, showing 360-degree product shots, and covering shopper concerns.
Zappos product videos feature close-ups of shoes at different angles, models wearing and walking in the shoes, audio descriptions of the features specific to that pair of boots or heels or sneakers. And yes, they know how to make emphasis on the benefits and attributes of the product.
Be Relevant
It’s always easier to do online shopping when watching a video of the product in action!
Social media love explainer videos, along with logo animations, presentations, advertisements, demos, and slideshows. And the videos that get the most engagement are the informative ones, with 44% – followed by entertaining videos (37%) and promotional ones (19%), according to Social Media Today.
“How-To” videos can go a long way in the buyer decision-making process. If this applies to your type of product, then go for it!
These are some fundamental questions to ask yourself when brainstorming your how-to video script:
- What is the problem my product solves?
- Is it easy, comfortable, economical, practical, etc… to use?
- What are the reasons that would stop your users from buying?
- Depending on the product, should you focus on its looks, quality, functionality, and simplicity?
Keep it Short
It’s great that you love your product and want to talk for hours about it, but that is not what your customers want. Rule of thumb: If you’re unsure whether to include a particular piece of information, don’t. Be concise and focus on what’s relevant and essential.
The average is 30 seconds for Instagram, 45 seconds for Twitter, 1 minute for Facebook, and 2 for YouTube. But don’t panic – people are more likely to watch a long video than read a long article, according to studies. Try to stick to these averages, and you’ll do fine!
Optimize and Distribute
If your video has a script, add a close caption to it. Google will be able to “read” your video, and you will have extra SEO benefits.
Do not link your video to an external video hosting site – either link it to the relevant section of your site or embed your video on your web page. Also, try to keep it above the fold – as we mentioned before, video works well as a trust generator, and reinforcing it at first glance of the page is desirable. And did you know a TechJury study concluded that using landing page videos can boost conversions by 86%? You don’t want to miss those sales!
Keep in mind that your video investment doesn’t have to be secluded to product pages only. Once you have a product video library in place, create a YouTube channel and incorporate the videos throughout your social media campaigns and accounts to distribute your content online!
Using product videos in your eCommerce today allows you to grow a social media community, educate your customers, and build brand authority. Don’t miss out on the opportunity!
Contact our eCommerce growth strategy experts today to learn about fresh and effective techniques to boost your eCommerce business!
