According to one recent study, more than 33% of people say that they prefer to learn about products by watching a video. Even if there was a comprehensive blog post that conveyed the exact same information, your customers would still prefer to watch that video to learn more about what you offer.
This, coupled with the fact that about 69% of people believe a product demonstration best assists them when making a purchasing decision, shows how important video marketing has become to the world of e-commerce.
Even if you’re not talking about the dreaded “Amazon Effect,” e-commerce is an industry that is growing more competitive every day. Therefore, video marketing isn’t just how you get the word out about your products and services – it’s also how you stand out from the crowd, too.
Fortunately, you’re not stuck with just one particular format that you can use to generate the results that you’re after. In fact, there are six core types of videos that e-commerce businesses can leverage in their marketing funnels to boost sales, customer loyalty, and much, much more. Check them out below:
1. Product Demonstration Videos
If you want to show people how their lives will be better after they’ve purchased one of your products, it stands to reason that showing them how to get the most out of that purchase would ultimately become one of your top priorities. That, in essence, is what product demonstration videos are all about: showing people exactly how to use what they’ve just spent their hard-earned money on—with all of the detail of an instruction manual but without forcing anyone to sit down and read anything.
Overall, a great product demonstration video serves two purposes. First, as stated, you are giving people an overview of how your product works and what it can do. But beyond that, you’re also showing how easy and fun it is to use–which is more than enough to convince most people that the time is right to make a purchase.
To get an idea of what we’re talking about, check out this example from Breville:
2. Animated Explainer Videos
Animated explainer videos are a bit similar to product demonstration videos in their intent (meaning that they, too, are used to inform and educate your audience), but they’re a little more fun than that particular format.
If you were launching a new free shipping service, for example, an animated explainer video would be a great way to illustrate how it all works. As a bonus, the animation format is also far cheaper than live-action–so for certain complicated topics that you might not have the budget to pull off traditionally, the animation will be more than enough to get the job done.
Check out this example from Tommy John:
3. Customer Testimonial Videos
These days, social proof is one of the most effective ways of acquiring traffic that is currently available to you. People don’t just want to take your word for it that you’re a brand worth paying attention to. They want to know, beyond the shadow of a doubt, before they even think about giving you their money. The best way to do that involves letting your existing, satisfied customers tell their story in as much detail as possible via video testimonials.
Not only do some of your prospective customers get the social proof that they’re after, but you’re also giving them something emotional to latch onto. Those prospects can see the emotion behind someone’s eyes as they talk about a positive experience with your brand. They can literally hear the impact in their voice and, sooner or later, they’re going to want to have a similar experience for themselves.
4. Influencer Videos
Continuing along with the theme of social proof, sometimes videos from a regular customer won’t be quite enough to get someone to come down off the fence and make a purchase. That’s perfectly okay–it doesn’t mean that this format is irrelevant to your needs. It just means that you need to find someone who may not necessarily be considered a “regular customer” after all.
Influencer marketing is big business these days, and it has the potential to make a significant impact on your eCommerce business. By enlisting the services of someone that your audience already likes and is paying attention to, you’re immediately letting some of their reputations rub off on you, so to speak. There’s also a very good chance that you’ll be able to take a little slice of their audience and make it your own, thus killing two very important birds with the same stone.
If you wanted to make more money in fitness, for example, you would find an influencer in the fitness community and partner with them to make videos. The same would be true if you wanted to sell fitness programs online, or anything of that nature. Find a fitness guru that people already like and attach yourself to their image.
Find an influencer that matches your brand and business. If you’re a makeup brand, you could even find a beauty vlogger and have them review your product. Oftentimes this can have the type of immediate impact that is difficult, if not impossible, to replicate through other means.
A great example of this is Nick Offerman’s “Yule Log” promoting Lagavulin Single Malt Scotch Whisky:
5. Announcement Videos
Let’s say you have a new product or service launch in the coming months and you want to build awareness for it. Naturally, the best thing to do would be to create an announcement video and pull back that proverbial curtain in as much detail as possible.
Note that this isn’t quite the same thing as a product demonstration video because you’re not approaching things from the same angle. Here, you’re trying to create excitement and anticipation as opposed to strictly educating people about something. As a bonus, you can even make announcement videos a part of your email marketing efforts and use one technique to help prop up the other.
Here’s a great example of an announcement video in action:
6. How-To Videos
Last but not least we arrive at how-to videos–a format that any e-commerce business can leverage. While you might not be delving into the same over-arching detail of a product demonstration video, you’re still offering as much information about it as you can.
If your product is designed to do ten different things, for example, you would want to create a how-to video that breaks each one of those down individually. That way, people who have a question about how your product works can quickly find the answer they need without sitting through a high-level overview.
Here’s another great example of this type of video from the Breville Precision Brewer. Breville created a series of short how-to videos to show off their coffee brewer while also teaching viewers how easy it is to use it:
One of the great things about how-to videos is that you can leverage it both on your blog as well as on your YouTube channel.
In the end, remember that these are all strategies that you should be using on a regular basis to help empower and promote your e-commerce brand. Every single one of these video marketing formats is effective on their own and, in truth, you’ll probably get a little bit of a boost after using them.
But taken together, you’re looking at something of a perfect storm in the best possible way. When all of these content work collectively, you’re both supporting your existing users with insight and information and you’re creating an incredible amount of excitement among your prospective users, too.
At that point, you’ll be able to enjoy higher levels of customer loyalty and you’ll have a steady stream of new customers coming right to your virtual door. Regardless of the type of e-commerce business you run, that is an incredibly exciting position to be in!
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