VIDEO MARKETING FOR ECOMMERCE: 5 WAYS TO DRIVE SALES TO YOUR PRODUCT
Video marketing for ecommerce helps a product to stand out among thousands of similar items. This is crucial because ecommerce is an extremely highly competitive market. So much so that if one types “handwatch” in Amazon’s search box, they will get over 200 000 results.
The Manufacturers can try to get buyers’ attention with the help of fine product images, but here is the next problem. The pictures are not able to explain all the functions and details of a complicated device. Which makes many potential buyers to leave the webpage and go to an offline store. And even if the page visitors like what they see and buy the item on the product page, they may find out that it wasn’t what they expected — and return it.
That happens because buyers cannot understand functionality from the pictures. The situation is both counter-productive and disagreeable. For even though the Manufacturer did nothing wrong, they have to apologize, take the item back, give a full refund, then offer the customer alternative options and discounts.
Video marketing for ecommerce allows to avoid all these troubles. Just take a look at the statistics provided by Wyzowl. According to them, 97% of Marketers report that videos improve users’ understanding of a product, and 76% say that this type of content helps to increase ecommerce sales. This made videos a must for the best e-commerce marketing strategies by most well-known brands! Sounds tempting? Let’s check out 5 ways to increase your e-commerce sales with video content.
#1. Make a Close-Up Video
A close-up video shows an item in close view and from different angles. That is exactly what buyers lack during online shopping. For most often, all they find on a webpage is a text description and 1 or 2 pictures.
Potential buyers might like what they see in those images. However, still pictures won’t allow examining the item thoroughly, while it’s often vital to make a purchase. What if the upholstery material won’t look so chic on closer inspection? Or what if the markings on this precious ring aren’t that pretty? That’s a risk, so the prospect might get cold feet and simply go to a real shop.
This insecurity can easily be addressed with a close-up video showing the object from different angles. It can also showcase small details and even material patterns, so that viewer had no questions left and was ready to click the “Buy” button.
#2. Make a Video Tutorial
The shoppers want to know how to use the product before buying it to see if it’s practical and comfortable. It is especially important when the item in question is a device with complex functionality.
But the product pages and websites usually offer only text instructions which are boring to read and hard to understand. Moreover, if a device has multiple functions, the text manual will be very long — which complicates things even more.
Long written instructions are very likely to turn the buyers off. It is much better to use a video tutorial instead: watching it won’t take long, and it will prevent misunderstandings by showing every function clearly.
What is more, a high-quality video tutorial can not only instruct but also entertain. For instance, the viewers will see how smart furniture changes its configuration and turns into a completely different piece, or how a coffee machine makes a delicious cappuccino. In such a way, the viewers will go beyond understanding the functions. In fact, they will get the first positive experience of interaction with the item, so they will be more confident about buying it.
#3. Make a Video That Ignites Emotions
If video demonstrations in an ecommerce website evoke emotions, the sales will grow. In fact, according to the research conducted by Nielsen in 2016, emotional ads sell better than rational ones by 23%.
But how to make a video about a vacuum cleaner or an office chair emotional? To achieve this effect, the Manufacturer should use storytelling. A good story can add emotion to any video demonstration.
Notably, a video can show a story about a typical problem that a new product solves. For instance, the Manufacturer can post a short movie in which a woman cleans her apartment with a regular vacuum cleaner and gets tired. Then the same woman can be shown lying on a sofa with a book while an innovative robot cleaner does all the work for her.
Showing items in a real-life context of usage is another good option for igniting emotions. For instance, a video or a 3D animation advertising can demonstrate furniture pieces in a stylish modern office. It will allow the viewers to imagine this furniture as a part of their daily life. So as viewers relate to the situations and contexts shown in a video, they connect emotionally with the brand. It makes them more engaged and motivated to purchase at an ecommerce store.
#4. Work with Influencers
Influencer video marketing for ecommerce is quickly gaining popularity among Manufacturers. Many of them have already found out that selling things with the help of opinion leaders is much easier.
To start this kind of marketing campaign, a Manufacturer should choose an influencer whose followers are the target audience of the brand. For instance, if one wants to sell an innovative blender, they should find a well-known culinary blogger with many followers on Youtube or Instagram. The audience of such a blogger definitely love cooking and are keen on useful kitchen devices.
If the influencer agrees to cooperate, the Manufacturer will have a possibility to expose the product to all their followers. When people see how the influencer cooks delicious dishes using the new blender and explains its advantages, they will get interested in the new device — because they trust the blogger`s opinion.
Though influencer marketing for ecommerce might be rather costly, the result is worth it. Opinion leaders take the quality of their blog content seriously because the followers are their assets. It means that when promoting a device the influencer will choose the most appropriate format to reach out to the subscribers. In fact, the blogger will make a video based on what followers love to see and will make the new device look a natural part of it.
#5. Reach More Buyers Through Different Channels
Making a good video is only the first step of the ecommerce marketing strategy. The next step is to place this asset in all marketing channels where the brand is present. The following are the most important ones.
Product pages. If every item description includes a video, the website will get high add-to-cart conversion. In fact, according to the study conducted by Invesp, pages that contain videos sell better by 37% compared to those with text and pictures.
Company’s website. Video can take the Manufacturer’s website to the top of Google search results. Seotribunal informs that landing pages with videos are 53% more likely to be seen on Google’s first page!
Selling platforms. With a video instead of text manual, it’s easier to get buyers’ attention on websites like Amazon or eBay. It is proved by the statistics from Wyzowl, which says that 72% of people who shop at selling platforms prefer video demonstration to text.
Social media. With promotional films, SMM becomes much more effective. Forbes informs that video posts on Facebook have 135% more organic reach than photo posts, not to mention text ads.
Youtube. As Thinkwithgoogle reports, 90% of Internet users learn about new brands and products from YouTube. So creating a business channel on Youtube is a must to expand the brand’s audience and increase ecommerce sales — and every video should absolutely be placed there.
Video marketing for ecommerce is a sure-fire way to increase sales. Close-ups and tutorial videos can show an item in detail and explain how to use it. Storytelling in videos engages buyers’ emotions, and influencer marketing increases the trust and loyalty of clients. And to make the most of these assets, Marketers can promote videos through numerous online channels.
However, many Manufacturers still don’t take benefit of ecommerce video marketing because making a good movie needs serious efforts. In fact, the Manufacturer needs to have a scenario written, to find and rent a space to shoot the video, to take products there, to hire a professional operator and video editor, to decide about visual effects, and also to keep an eye on the final result quality.
Though it all sounds a bit overwhelming, these are not the reasons to abandon the idea of video marketing for ecommerce. To keep things simple, one can use an alternative to traditional video — 3D animation. For when working with CGI, Manufacturers do not have to send items anywhere to produce a movie. They can just contact a 3D modeling studio, send a smartphone pic for reference, and get photoreal 3D animation for ad of of any type or complexity level.
Need professional video marketing materials for ecommerce? Contact UFO3D team for catchy 3D animations that will make your sales grow.