Video is rapidly gaining traction as a medium to promote businesses and ideas and is the most consumed form of media. Therefore, an impactful ecommerce strategy should include video as a form of promotion. With its popularity, people are consuming videos online rapidly, day by day and week by week. There are varied forms of videos you can use to increase brand awareness, enhance sales and build a presence in the e-commerce world. Videos in the form of product videos, testimonials, videos to present your brand story is very popular in the ecommerce industry. Videos bring along many new business opportunities, and even though it might sound a bit intimidating, it is not as difficult to include videos in your ecommerce strategy.

Let’s take a glimpse at the types of videos, the benefits of including videos in your ecommerce strategy and steps to consider when starting with your video promotions.

What is the most suitable video for your business?

Accomplishing a strategy that includes every video category in the ecommerce sphere can take a long time and might burn a huge hole in your pocket. On the contrary, including every kind of video may not be valuable for your business. The best option is to explore different kinds of videos and make an informed choice about which video is right for your business.

• Product Videos: Showcasing your products in videos can boost sales and prove to be an impactful addition to your product pages. Videos can prove to be a great way to present the customer with every aspect of your product before purchasing. Rather than informing your customers about your product in the form of text, you can grab their attention by putting out videos of your products. Product videos boost sales because they show the products in their exact quality, colors and detailed features.
• How-to videos: How-to videos, in simple words, are informational videos in creative ways that will assist the customers in gaining knowledge of how to use the product. Demonstration videos will show the customers’ features and how to correctly use the product, why they should choose one particular product, and any hurdles they may face after buying the product. If you are a company that makes gadgets, how-to videos can prove to be a great way to bring in more sales and create potential buyers for your business.
• Story-telling videos: Brand videos create a great impression on the customer’s mind because it tells a story that connects with the audience. Story-telling videos resonate with the audience, giving them insight into where the products come from, how they are made, and the philosophy of the brand behind them. It would be best if you made it a point to include topics like manufacturing process, raw materials, which can create an appeal for the audience. This also applies to creating a video for telling a brand story. These types of videos are a great way to focus on the values that drive your brand, the why and who of the brand. People are more inclined to buy products from a brand with an impressionable mission statement, are inclusive of new ideas, and are concerned about environmental and social causes.
• Reviews and Testimonials: People repel the brands who boast about their greatness, but capturing video from real people who have experienced the benefits of your products and services can create a great impact on people’s purchase decisions. Video testimonials are proven to be more reliable and implementing them in your business ecommerce strategy. Reviews and testimonial videos are a powerful tool to boost sales and enhance conversions.

What are the best platforms to share your video?

Videos are a compatible form of media that can be implemented across various platforms, and you can share them with your audience in a plethora of ways.

• Using videos on your website: Inserting videos on your website will bring in more conversions and attract your audience. The page that can influence your sales is your product page on your website. You can use a combination of high-quality photos, informational product descriptions, and videos. You can also include testimonial videos on your product page to present real and lively proof of your product quality and customer satisfaction. An informational and well-written landing page can create a great impact when paired with video and prove beneficial for your SEO strategy. When you plan to create video content to describe your brand story, the best page to present it is on your About Us page. It will enhance the value of your brand and ensure the audience feels connected to your brand. As a result, people will be more inclined to buy products from people, which can be a great way to influence your audience.
• Email marketing and video: Email marketing is a powerful tool to include in your ecommerce strategy. There is a greater chance of your emails being opened and responded to when you include a video in the email. It can boost click rates and prove to be an excellent way to market your products.
• Social media content videos: Video content is favorable for social media algorithms. Posting regular videos can help you reap many benefits, enhance engagement, drive sales and increase your brand awareness. Video content is the most shared and engaging on social media. If you are looking for a great way to boost your brand’s sales, social media videos are the way to go. Platforms like Instagram, Snapchat, and Facebook are inclusive of video content and provide tons of ways to reach your audience. Instagram lives and stories, Facebook lives are an excellent way to engage your audience and creatively reach them. However, be very mindful of the target audience and demographics on the platforms. To appeal to a younger audience Instagram is helpful, but if you want to engage a more mature audience, Facebook is the way to go.

How are Videos for Ecommerce Useful?

• Reduce Returns: Implementing product videos to provide customers with valuable information about your product or service can greatly impact them. Video content is capable of increasing your sales and also ensures lesser returns. When a customer makes an informed purchase after looking as your product video, they are less likely to make any return after product delivery.
• SEO: Google’s algorithm open-heartedly welcomes video content, and every ecommerce experience begins with a click. Videos are a great way to boost your SEO and open the door to new opportunities. Websites that are inclusive of video content achieve a high rank on Google and get amazing click-through rates.
• Reduction in Inbound Enquiries: Videos offer a clearer insight into the products you are selling. When the customers know the product inside out, so there is no space for any confusion, video content reduces the amount of inbound enquires and avoids any confusion in the consumer’s mind.
• Marketing and Brand Awareness: Creating interactive, sharable and creative content will compel the audience to share your videos, which boosts your customer engagement and increases your brand awareness as people share your video content with their friends and family.

Other Factors to Consider in your Video Ecommerce Strategy

• High-quality Videos: The audience is always intrigued by high-quality videos. Don’t choose any blurred or poor resolution pictures as it can lead to a loss of interest or create confusion about your product.
• Video Length: Crisp and short videos are an efficient way to engage your audience. The attention span of a user is merely 3-6 seconds, so you don’t want to create a very long video. Keep your video to the point and interactive to keep your audience hooked.
• Provide a Call to Action: A powerful call to action should be included that prompts the audience to make a purchase. For example, include a CTA at the end of your video to inspire your audience to take a call.
• Editing: Including the correct music and editing can make a huge difference in your videos. Identify the tone of your brand and edit your videos accordingly. Be mindful of copyright issues and use sources that permit the usage of their audio.

Before putting out your video content, it is necessary to figure out minute details like the type of videos you want to use. Also, make sure you get as creative and expressive with your videos to engage your audience more. Finally, put up videos highlighting your brand personality and products to make sure your audience understands your brand quality.

Boost your ecommerce sales with creative videos now.