YouTube. Netflix. TikTok. Instagram. Zoom. We live in a world that is dominated by video. We use video as entertainment, to learn new skills, and to communicate with others.<\/p>\n\n\n\n
We also use video to help us make buying decisions. <\/p>\n\n\n\n
Now, more than ever, ecommerce video matters. If you want to reach more customers, drive more sales, and keep pace with your competitors, you absolutely need to leverage video. <\/p>\n\n\n\n
In this guide we\u2019re going to cover:<\/p>\n\n\n\n
Video is critical for your ecommerce marketing strategy for a number of reasons. First and foremost, it allows potential customers to better understand products. <\/p>\n\n\n\n
Unlike brick-and-mortar retail, customers can’t physically touch ecommerce products before purchasing. But video can meet this need by showing the product in action and giving customers more context for what it looks, feels, and acts like day to day. <\/p>\n\n\n\n
Let\u2019s take a look at some of the facts: <\/p>\n\n\n\n
The bottom line is that using videos is essential for the success of your ecommerce store. <\/p>\n\n\n\n
Videos increase conversion rates, boost sales, and increase trust levels.<\/p>\n\n\n\n
Every brand approaches video differently, but these are a few of our recommended media efforts for boosting conversions. <\/p>\n\n\n\n
Perhaps the most obvious way to use ecommerce video is with product demonstrations. <\/p>\n\n\n\n
There’s a reason that infomercials have been used for years to drive sales<\/a> of products like Oxiclean and Ginsu knives. Seeing a product in action is much more compelling than simply reading a series of bullet points about what the product can do. <\/p>\n\n\n\n Product demonstration videos allow you to highlight specific product benefits and show potential customers tangible ways that products will improve their lives. <\/p>\n\n\n\n MUDWTR<\/a> uses simple product demonstration videos throughout their homepage to show how to make their drink, what the beverage looks like, and how easy it is start your day off with it.<\/p>\n\n\n\n Product spotlights allow customers to get an up-close look at products they are considering buying. They help customers imagine how something will feel and what materials it is made from. <\/p>\n\n\n\n Think of how Apple<\/a> uses ecommerce product spotlight videos to highlight the sleek design of their latest computers. They rotate it so that you can see the clean edges, technology, and the crystal clear displays. <\/p>\n\n\n\n Customers may not be able to physically touch the products you sell in your ecommerce store, but well-done product spotlight videos can compensate and improve this aspect of the customer experience.<\/p>\n\n\n\n Lifestyle videos show real people using your products in their daily lives. They help customers envision how they might use the products and give them a sense of how the items may serve their day-to-day needs.<\/p>\n\n\n\n If you sell waterproof hiking boots, you can show a hiker trudging through deep puddles and then show his dry socks as he’s taking off his boots. If you sell fitness equipment, you can show people of all types and sizes using your equipment in various ways. <\/p>\n\n\n\n Make your lifestyle videos relatable to your target audience, and get them excited for all the ways your product will enhance their life. <\/p>\n\n\n\n Here\u2019s a video from Peloton<\/a> that combines a product demonstration with lifestyle content woven throughout.<\/p>\n\n\n\n Testimonial videos are one of the most effective ways to increase sales and overcome objections. But above all, they build trust. <\/p>\n\n\n\n They’re usually formatted as a short video that captures an individual\u2019s experience with the product or service, their opinion on it, and why they recommend others buy it too. <\/p>\n\n\n\n Testimonials<\/a> ease customers’ fears because they have social proof that your products really work and people benefit from them. A person might not believe everything you say about your products, but they will likely believe a verified reviewer.<\/p>\n\n\n\n This example from Code Academy<\/a> shows how a great testimonial can demonstrate the value of a product or service through the eyes of a customer.<\/p>\n\n\n\n Tutorials are an effective way to show your target audience how to use your products to achieve a specific outcome. <\/p>\n\n\n\n For customers who are deep in the research stage of the buying journey, product tutorials can provide the assurance that they’ll be able to accomplish what they want with your products. <\/p>\n\n\n\n Tutorials can also reduce product returns by decreasing confusion or frustration customers might experience while trying to use your products. <\/p>\n\n\n\n Crossnet<\/a> does a great job of this on their product page, showing video and written instructions for how to play their sport. <\/p>\n\n\n\n A number of ecommerce brands have achieved enormous success using promotional videos that are full of personality.<\/p>\n\n\n\n For example, Dollar Shave Club became a household name almost overnight with their “Our Blades Are F***ing Great<\/a>” advertisement. <\/p>\n\n\n\n If you have the budget, think about creating a video ad in your brand voice that not only sells products, but builds brand love.<\/p>\n\n\n\n2. Product spotlight videos<\/strong><\/h3>\n\n\n\n
3. Lifestyle videos<\/strong><\/h3>\n\n\n\n
4. Testimonials<\/strong><\/h3>\n\n\n\n
5. Tutorials<\/strong><\/h3>\n\n\n\n
6. Video ads<\/strong><\/strong><\/h3>\n\n\n\n