Key features of video marketing
The most significant differentiator of video is its ability to effectively convey information through a combination of sound and image. Presenting a product on video gives customers the opportunity to look at it more closely, estimate the scale and set it in reality. There’s a reason we prefer to see clothes on a model or model than hanging on a hanger, just as a car speeding down the road looks better than standing in a garage.
There is also the question of the effectiveness of this content. Currently, most social media platforms promote the creation of short videos. It is this format that gains the widest reach, generates the most user engagement and is responsible for the fastest and most spectacular social media growth in recent years. And while this is a trend typical of platforms such as Instagram, TikTok or Facebook, driving sales on social media is, after all, one of the most promising trends for e-commerce in 2024.
Product video content is also an excellent way to increase brand recognition, build trust and increase conversions, which will ultimately translate into increased sales. The presentation, which is made by a store employee or a hired actor, can highlight the product’s distinctive features and benefits, while showing potential customers what the product looks like in real life – for example, placed in an apartment.
How to use video marketing in the e-commerce industry?
Ways to implement video marketing for an online store are numerous. From simple product presentations (for example, 360° video, to full-fledged advertising spots, shorts and tutorials, to reviews, prepared in collaboration with influencers – there’s plenty to choose from, and any of these formats could prove ideal for your store.
Way one: just show the product
A short video that presents a product from all sides – for example, using a kit that allows 360° footage – is a solution that requires relatively little effort, while allowing customers to take a close look at the product. This way they will be able to see its appearance from all sides, making it easier to make a purchase decision if what they see meets their expectations.
Way two: show the product and tell about it
Shown a little earlier, the several-minute presentation of the TV is a great example of a video that strongly engages the viewer. A presenter who gives the impression of being knowledgeable (we don’t know if that’s actually the case), a handful of technical details, but most importantly a TV still playing in the background. With this video, we see the product in action and can imagine what the content we will watch on it at home will be like.
Way three: record a video tutorial
Not every product is ready to use right out of the box. Sometimes a little more in-depth discussion is needed. If you sell board games, you can prepare a so-called “video instruction”, that is, a video telling you how to play the selected title. If you sell car parts, in the video you can tell about the most common mistakes in self-assembly or point out the vehicle models for which the part fits.
Way four: shoot a commercial spot
In 2024, advertising spots will still be created and effective. Allegro’s annual Christmas commercial demonstrates that the center of a spot doesn’t have to be the product itself; the emotions it evokes are the most important. But don’t worry – you don’t have to have Allegro’s budget to create an ad that reaches your customers.
This is perfectly illustrated by the example of the SFD company, which created a spot undoubtedly modeled on the style, presented by Allegro, and was able to simultaneously present its, after all, specific products:
Such an advertising spot doesn’t necessarily put products in front of the viewer’s face – it’s often an opportunity to tell a memorable story, for which the product is meant to be nothing more than a backdrop.
Way five: show the effects of using the products
We talk so much about selling a product and presenting it in the best possible way, but nothing compares to showing what we can achieve with the product. Such a video does not have to be a high-budget production.
Are you selling a high-end microphone? Make a short video demonstrating the sound quality you can get from it. Are you selling lighting for your home? Show in a video how your environment changes by including lamps in the arrangement. Do you offer pet food in your store? Show how they munch on products from your store.
Achieving the desired effect is what your customers care most about. Make their decision easy and show them what they can expect!
Way six: use the services of an influencer
A nationally known actor is not necessarily the best choice. Much depends on the product, but if you are selling specialized items, for a narrow audience, it is certainly better to invite a person who is respected in the group.
If trekking boots are shown and reviewed by Luke Supergan, customers unfamiliar with the topic will develop trust in your products precisely because they have previously trusted a professional. Even if his review does not consist of praising the product, you stand to gain a lot, because an increasingly strong currency among influencers is honesty and the fact that they can be relied upon.
The same shoes can, of course, show everyone Julia Wieniawa, but her involvement will consume a much larger budget, and the reliability of such an assessment may leave much to be desired.
Video marketing in e-commerce: summary
Video marketing is a bottomless well when it comes to the multitude of options and formats available. Video content is assimilated most readily, and there is a place for both short and longer video forms in promotional efforts for e-commerce. Regardless of the type of products you offer in your store, you are sure to find the type of videos that will support your marketing efforts. However, if you’re just getting started with video marketing, try first creating such productions that won’t overburden your company’s budget. Over time, when your first attempts prove successful, introduce forms that are more time-consuming and require more effort and resources.
