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Which catches your eye first? A long block of text, a picture, or a video.
Chances are, it’s a video. Statistics based on research, published by Synthesia report,
- Visual content is processed by the human brain 60,000 times faster than text.
- When there’s a visual overlay on screen, there’s an 80% chance viewers will look at it.
Videos have proven to be the fastest way to capture people’s attention due to their motion effects, graphics, and sound. Due to the increasing demand for engaging content among people, eCommerce video marketing has emerged as a powerful tool for businesses to connect with their target audience and showcase their products.
In this blog, we will discover the power of video marketing for eCommerce stores along with its best practices and strategies used by successful businesses in the market.
eCommerce Video Marketing
Let’s face it—people’s attention span is shorter than a sneeze. Businesses will lose the chance to seize their moment in the customer’s mind if they do not realize how to deliver all necessary details in seconds.
Video marketing is an effective way to grab the attention of customers in a short span. eCommerce stores can also benefit through video marketing in the following ways:
Boost in SEO ranking
Video marketing does more good for your website by boosting your Search Engine Optimisation (SEO) ranking. The longer customers stay on your website from watching a captivating video, the longer their “time on site” becomes. This makes the search engine know that the content on your site is worthy of customers’ attention.
Creates Transparency
Videos are a way of building trust among customers about your brand and your products. Rather than a picture of a product, a video showing the product in action is more likely to encourage customers to buy it. You can also create videos of your company culture and product manufacturing process to establish transparency.
Content at Customer’s Convenience = More Engagement
Content can be delivered at your customer’s convenience through video marketing. Videos can engage the customers with more comfort than text, which requires concentrated reading and pictures that will not be able to deliver the complete information in one go. On the other hand, videos allow customers to just sit, watch, and listen at ease.
Wider Reach
Don’t we find ourselves scrolling through multiple videos when we have time and mobile phones in our hands? The same goes for your customers too. People of all ages have been consuming a ton of video content each day, and at least 100 million Internet users watch a video online every day. This is why your eCommerce video marketing can have a broader reach.
15 Must-Try Video Marketing Types (with examples)
Here’s a list of 15 compelling video marketing types that we found to be better choices for eCommerce stores.
- Product Demo Videos
Product demo videos demonstrate how a product works and explain its features. This type of video is mostly sought by customers after purchasing a product. People try to save their time from watching these demo videos rather than reading through the entire product manual. So these videos must be clear and straight to the point.
Kelty’s linger side table demo video is a good example of a product demo where the video clearly shows how to assemble and use their product along with specifying its descriptions.
- Explainer Videos
These videos are used to explain the company’s business idea, products, or their services. They are usually short and explain what kind of problems the business solves through their products or services.
Airbnb released this cool explainer video about their services, highlighting their system pros through verbal explanation and immersive visuals.
- Testimonials
People prefer to hear from people than from the business itself boasting about its products and services. Testimonials are a good source to build customers’ trust by featuring the reviews of customers who have benefited through the business. Videos of customers sharing their experience can create an emotional connection with people who share the same views.
Toyota’s testimonial video featuring a couple and their toddler, really captures the essence of their car being a part of their family and its potential to emotionally echo with every family is phenomenal.
- Event Videos
Event videos can include the teasers of an event and the post-event highlights that are produced to create brand awareness. This way you can show the public what you do through your business.
This example of FlixelPhotos event video shows their meetup highlights hosted along with the company Moment. It displays the involvement of the community members through whom the cinemagraphs were created.
- Social Media Videos
Social media videos are creative short videos that are created to be posted specifically on social media platforms like YouTube, Facebook, Instagram, X (formerly Twitter), etc. These types of videos usually revolve around the trending topics and music on these platforms.
This RedBull facebook reel reflects their slogan, “RedBull gives you wings,” while perfectly capturing the high-energy vibe of the drink.
clean pickup, clean flip, clean feet 🦶 🏄♂️: Parks Bonifay 🚁: Aaron Fitzgerald 📍: Red Bull USA
- How-to videos
This type of video is one of the most sought-after videos on the Internet. Don’t we all start browsing our question with “how to” when we are unaware of doing something? That is why we can find a wide range of videos, from ‘how to tie a shoelace’ to ‘how to drive a car.’ Businesses often post tutorials/how-to videos related to their niche of products and services which also allows them to establish their brand as an expert in that area.
This video from Smackcoders provides a proper tutorial of how to export WordPress data using their product Ultimate CSV Importer PRO within 2 minutes.
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- Live Streaming
Live videos create a sense of urgency among audiences to experience something in real time.
Tommy Hilfiger hosts interactive live shopping events known as ‘Tommy Live,’ where viewers can explore and purchase products in real time as they watch.
- Brand Videos
Brand videos are created to advertise a brand’s values and stories to create a long-lasting impression of the brand’s image in people’s minds. These do not necessarily focus on the products of the brand but on the brand itself.
Google’s brand video called “Parisian Love” is a very touching and creative take on their brand idea, implying that Google assists you in all stages of your life. This is a great example of how an excellent brand video can be created with no characters or dialogues in it.
- Company Culture Videos
Company culture videos give the audience a look at the inside of the organization. Through these videos, businesses can show the public what it’s like to work with them. They also focus on the values the company believes in and the ideas it supports.
Zendesk’s company culture video takes a very fun and entertaining way of explaining their culture. Though being a software company, it does not include any technical stuff in their culture video, making it very simple to understand for all groups of audiences.
- Interviews or Q&A videos
These videos can be used to answer customer queries or to provide an expert view on a subject related to the industry of the business.
This example of a Q&A video displays 3 people discussing and answering the audience’s common questions.
Video Q&A: Answering Your Top Video Questions
- Promo Videos
Promo videos are short and engaging videos, created with the purpose of promoting a specific event, product or a service of the business.
Amazon released its 30-second promo video for its product, Alexa Echo Spot, which spotlights its features, emphasizing how the device effortlessly fits into your lifestyle.
- Behind the scenes
We all have this piquing curiosity to know what happens behind the curtains. Behind-the-scenes videos are the best way to humanize your brand and create transparency, giving the audience an exclusive little peek into your processes, culture, and the people who make it all happen.
This video of Nine Line Apparel shows who actually runs the store, mainly featuring the women behind the processes. It also conveys a strong message that there is nothing that women can’t do.
- Campaign videos
Businesses publish campaign videos to promote their support for a specific cause. Each campaign is given a unique name, often accompanied with hashtags, to amplify its reach and resonate with the target audience.
Nike went viral for its #JustDoIt campaign videos. This inspirational video expresses a strong emotion that evokes the feelings of the audience to empathize with the message conveyed.
- Influencer Collaboration videos
Collaborating with social media influencers who have a huge follower base can be one of the fastest methods to tap into a wider audience and boost brand visibility. These collaborations can include product reviews by influencers and sponsored content showcasing your products.
This example is a video of Dove collaborating with an influencer named Gabrielle Union under the “Dove Self-Esteem Project.”
https://www.instagram.com/gabunion/reel/Cc8fOtqjbhJ
- User Generated Content (UGC)
User generated content refers to the videos created and posted by the customers who have purchased and used the products. Unlike the sponsored and paid collaborations, UGC is entirely organic, making it highly authentic and original. This authenticity builds trust among the audience, making UGC an effective and profitable marketing strategy for businesses.
GoPro reposted an adventurous video of their customer Danny MacAskill, bike riding over the rooftops of a city wearing a GoPro. The thrill and the adrenaline rush, well captured in the footage, makes it an excellent choice for GoPro to repost.
Tips For Effective Video marketing
- Share Meaningful Stories: Focus on emotions and real-life experiences to connect with viewers.
- Keep Branding Subtle: Maintain consistency in visuals and tone without overloading viewers.
- Add Clear CTAs: Let customers know their next step with direct, well-placed CTAs.
- Ensure Quality: Invest in sharp visuals and clear audio to hold attention.
- Choose Platforms Wisely: Tailor content to match the platform’s audience and format.
- Repurpose Content: Maximize value by turning videos into blogs, clips, or campaign highlights.
- Listen to Feedback: Use audience insights to refine future videos and build stronger connections.
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Conclusion
Videos can quickly stir up emotions and easily resonate with the audience. Hence, adding video content to your marketing strategy is sure to boost your business’ promotion and marketing. Experiment with the different video marketing types and choose the ones best suited for your eCommerce store. Convert your browsers into buyers by harnessing the power of eCommerce video marketing.
