Product videos aren’t the future. Product videos are an immediate must-have if you hope to run a successful online store. Video might have killed the radio star, but it’s raising conversion rates from the dead.


The Norm 

According to Cisco, by the year 2019 80% of internet traffic will be accounted to video, globally; more than 16,000 hours of video will be shared every second and for just one person it will take 5 million years to watch all of the video that will be shared in just a month.

Internet leading companies such as Twitter, Facebook, Instagram, Snapchat have already betted on video as a content sharing alternative. Why not follow the trend?

Here are 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 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


Adding Up

Text, bulleted lists and static imagery have its own limitations when it comes to tell 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.

Product videos 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.

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Be Relevant

At home, I’m the handy man (not a very skilled one according to my wife), so I frequently visit many home improvement websites and also like to purchase my tools online. I’ve always found easier to buy online when I can watch a video of that tool in action. “How-To” videos can go a long way in the buyer decision-making process. If this applies to your type of products then go for it! These are some fundamentals questions to ask yourself when brainstorming your how-to video script:

  • What is the problem my product solves?
  • Is it easy, comfortable, economic, effective, 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, simplicity?

Keep it Short

It’s great that you love your product and want to talk hours about it, but that is not what your customers really want. Try not to exceed 1.5 minutes in extension. As a rule of thumb, if there is any doubt about including any piece of information, just don’t – be concise and focus on what’s relevant and important.

Optimize and Distrubute

If your video has a script, add 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 most of the time, embed your video in your web page. Also, try to keep it above the fold, as we mentioned before video works well as trust generator, and reinforcing it at the first glance of the page is desirable.

The possibilities are almost endless when it comes to post-production, but don’t get too crazy about it to the point of affecting video launch timelines. Focus on what’s important: the script, and aesthetics (follow your branding).

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 start incorporating the videos throughout your social media campaigns and accounts to distribute your content online.

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