Research done by the world’s leading animated explainer video company, Wyzowl, shows that a massive 79% of people prefer watching videos about products rather than reading about them. This indicates that one key strategy that simply can’t be ignored in e-commerce marketing is using videos to promote a business or products.
The question now is how should videos be used to promote products? So, in this article, we’ll discuss a few ways to use video in e-commerce marketing:
One of the best ways to market your product online is by making videos that show close-ups (or unboxing) of your product. This showcases your product clearly to your target customers and lets them see exactly what they are buying.
According to a survey carried out by Wyzowl, 80% of those surveyed said that close-up videos of the product gave them more confidence when they considered buying a certain product online.
Another great way to promote a certain product of yours is by using a video where you explain how to use it. This strategy works exceptionally well when you are promoting a product that is innovative and unique – i.e., something that is new in the market.
Story-telling is a powerful way to build your brand’s image and overall reputation (this naturally can increase customers’ trust and reduce the number of disputes with clients. Another way to handle those disputes is to use services such as Purchase Guard). A study by Google revealed that women between the ages of 18 and 34 are more likely to have a positive image of a brand and its product when they watch a video with an emotional storyline. In fact, they are 80% more likely to share, comment on, and like such videos, thereby promoting your business or brand.
Customer Reviews of Products
Posting videos of customer reviews and testimonials is another tactic that you can use in your video marketing campaign. People want to know what those who have used your product think about it. However, when using this strategy, you need to ensure that the reviews are realistic and honest, so it can be a double-edged sword if not handled carefully.
This one is a relatively new concept in e-commerce marketing. Unlike traditional videos that you can only watch, interactive videos engage potential customers by allowing them to click, drag, hover over, scroll, etc., so that they can interact directly with the content.
There can be hotspots (clickable areas in a video), 360-degree views (where you can drag the screen in the video frame and explore all directions), branches (you can choose various options which will lead you down different paths, and you can customize the content), quizzes, and so on.
Video Content Marketing
Making video advertisements isn’t the only way to use videos in your e-commerce marketing plan.
You can also create video content related to your niche that is relevant and unique, and the purpose of these videos is to educate people and change user behavior gradually over a period of time. This is a continuous effort that needs to span multiple channels such as email marketing, your website, and even social media platforms.
The benefit of such a marketing strategy is that eventually, viewers are converted into buyers, and buyers are converted to repeat customers, which can help your e-commerce business grow in the long-run.