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1,187
8 min
All of the world’s biggest brands and e-commerce businesses are using video content to distribute and market their products better and more widely – so why shouldn’t you?
Video content is the most requested form of content online, covering 82% of internet data as of 2022. Videos have become the predominant medium to communicate, market, educate and entertain in our digital world.
Understanding how to create e-commerce videos can help assist your marketing strategy to its full potential, so let’s look into what factors to consider when incorporating videos as part of your e-commerce marketing strategy.
An e-commerce video is an online commercial video that shows a product, and what it can do. It emphasizes its features to show potential customers what it can do for them, and it is connected or linked to an e-commerce shop.
Online video promotion is a way to attract viewers and convert them into customers, and it’s an important part of competing in today’s digital market.
The Wyzowl State of video marketing report states that 80% of businesses say they have directly increased sales by integrating video into their marketing strategy, and 84% of people say watching marketing videos has convinced them to buy specific products. Seeing a product in a video gives a better understanding of its functionality and quality.
How do you want to present your brand and product? What should the characteristics of your videos be? – Something that makes people think or wonder is always a smart pull, but it really depends on your product and your marketing idea.
A video needs to have an effect on its viewers to make an impression. Maybe it makes them laugh, amazes them, makes them wonder or speculate, shocks them, surprises them, or even annoys them. Sometimes it can be a combination of these that does this trick. The point is that you want to cause a strong enough emotional effect to make people want to react to and share your video – aim for it to go viral.
Like Amazon’s Big Game Commercial: Mind Reader with Scarlett Johansson and Colin Jost. This is a great example of an ad that makes you laugh.
Scarlett Johansson and Colin Jost: Amazon’s Big Game Commercial: Mind Reader
In the end, it only takes a creative mind, an inspirational source, or maybe just an idea that comes up by coincidence to incorporate video into your marketing strategy. And this is both the fun of business itself and video making!
Usually, videos are assisted by audio explaining the storyline or message.
However, most videos today are actually watched on mute or with the audio volume reduced.
Considering our mobile time age, we can conclude that the muting phenomenon has arisen due to people wanting to be discreet and respectful – whether watching videos at home or in public spaces.
Furthermore, hearing impairment affects around 1 in 20 people worldwide, and therefore a significant part of an audience is quite dependent on the presence of subtitles and captions.
This means adding subtitles is basically obligatory in today’s video market. In fact, studies show that subtitling videos improves comprehension of, attention to, and memory of videos. And furthermore, increase engagement rates by up to 80%. To save time, you can use an auto subtitle generator to add subtitles without having to do it manually.
Create video content that causes curiosity to catch your potential viewers’ attention. If you have a thumbnail or a video preview, it has to be eye-catching in one way or another – whether it attracts the eye, causes curiosity, or something third. This will be the first gate that you want viewers to enter.
Once someone starts watching your video you have around 3 seconds to catch their interest, so your video intro is obviously also very important. You can’t expect viewers to keep watching if the first 10 seconds of your video don’t make an impression.
Consider the title, tags, and captions to serve a more comprehensible first impression. Ensure your text corresponds well with the video content and your product. Be concrete, or play around with words to make it more mysterious depending on your product and target audience.
Keep your viewers engaged throughout the whole video, instead of losing their attention as soon as they start watching – high bouncing rates are not good for video metrics. Consider a storyline that evolves so that it can keep your viewers interested. Try to build up a tension that will keep your audience watching – for example by letting the viewer sense that something worth waiting for is going to happen in your video.
A commercial video model, for example, can present a well-known real-life problem and its consequences – something the target audience can relate to – and then present the solution (your product) together with trustable reviews.
A web-based survey with 1.041 participants showed that 73% of people are more likely to buy a product after having watched a video showing the product and how it works.
The length of the video plays a role in whether people will watch it until the end. Usually, shorter videos are easier to watch, so that’s a strategy. Sometimes longer commercial videos succeed because they manage to keep the viewer engaged, leading to stronger bonding and trust.
Illustrate the Need and Desire for Your Product.
What is the need and desire of your target consumer? You have to go back to when you came up with the business idea in the first place. Keep considering and analyzing what the target consumers are missing, desiring, or could benefit from, how your business can contribute, and how it can be shown in your videos. Your product might solve a problem or be desirable for some specific occasion. There really are so many options on how to contribute to the consumer market. Just remember to let your video reflect yours well.
95% of businesses using marketing videos say that videos help customers to better understand what their product or service is about.
Trust is key to interaction. Make video content that your target viewers can easily identify with and that they can relate to their own real-life situations. This will motivate viewers to interact, increasing engagement rates. Positive viewer engagement such as views, likes, shares, and comments will make your brand or product more trustworthy and helps convert your audience into consumers who feel enough trust to try out your product. A survey showed that 77% of people believe that companies presenting videos on their websites are more engaged with their customers than those who don’t.
This is also why it can be helpful to get in contact with influencers that care for your product and are happy to promote it for you in videos. The trust they have earned from their audience will affect the opinion of your product, and it’s likely to sell better. On YouTube, for example, 67% of viewers say they watch product reviews to help them decide whether a product is worth purchasing.
Videos can be a powerful and significant tool for your overall SEO strategy if you understand the mechanisms behind it.
SEO is short for search engine optimization and is the process of search engine robots detecting different factors on all pages around the internet to determine the pages ranking in search inquiries. Obviously, the aim is to rank as high as possible for more people to see your content.
We’ve actually already spoken a bit about the factors that can help improve your SEO – such as views, likes, comments, shares, view duration, and other metric factors related to your video.
Unfortunately, search engine robots are not able to detect the visual and audible parts of videos, and therefore it’s important to add text to your video that the robots can index. Make sure to include the proper keywords in your text to have the search engine robots rank you better in the matching search inquiries.
This means including keywords in your title and tags. And, add closed caption subtitles with relevant keywords, that search engine robots can detect and value in their ranking process.
Important to note, that hard-coded subtitles do not directly contribute to better SEO, as they are burned onto the video and therefore have become part of the visual video content that cannot be detected. However, hard-coded subtitles can be as beneficial for viewer engagement metrics as closed captions subtitles can be.
If you want to reach a more global audience, try to add a selection of translated SRT subtitle files to your video – to make it accessible for audiences who don’t understand the original language in your video.
So, it’s no longer a secret that video marketing is the most effective way of creating awareness of brands and products. But although video content is easy to consume, it isn’t always easy to create and edit. Video editing software is needed in order to put together video content with enough potential to lead to attention, interest, desire, and action – in the end, that’s what you need to engage viewers and create a call to action.
