Ever since it was discovered that using a video on your landing page increases your conversion rates by 86%, video marketing has become the staple of ecommerce success.
However, not all videos are equally as efficient. The last thing you want is just to add a generic video and then feel disappointed that it didn’t give you the results you were looking for.
To avoid this, you need the right strategy. Here are six options you should consider.
1. Utilize voiceover videos
Adding a voiceover to your videos makes the message clearer. Sometimes, visuals alone aren’t enough, especially for more complex ideas. The voiceover helps guide viewers through the content, ensuring they understand exactly what you’re communicating. It’s like having a narrator to smooth out any potential confusion.
Voiceover videos tap into the emotional side of communication. Hearing a human voice (whether calm, excited, or empathetic) can evoke strong emotions in viewers than visuals alone. It personalizes the content, making your audience feel more connected to your message and, ultimately, your brand.
When you include a voiceover, people tend to stick around longer. The audio element adds another layer of interaction, making the content more engaging. Viewers are more likely to watch the whole video and retain the information presented, which helps you get your message across more effectively.
If you’re worried about hiring voice talent, AI voice generation is a budget-friendly alternative. These tools offer quality voice overs at a fraction of the cost of traditional methods. With easy customization options, you can tailor the voice to fit your brand’s tone without breaking the bank. You can even resort to voice cloning if you want to go for a specific voice (your own or of someone else).
Voiceovers are an essential accessibility feature. They help visually impaired people engage with your content, making it more inclusive. Adding this simple element ensures that your message reaches a broader audience, showing that you care about inclusivity and accessibility.
2. Leverage user-generated content
When potential customers see real people using and loving your product, it creates an immediate sense of trust. User-generated content, like reviews or unboxing videos, shows authenticity. People naturally believe other customers more than slick marketing claims, so this strategy can genuinely boost your credibility.
Inviting your audience to create content gets them involved with your brand. It’s not just a one-sided conversation anymore – customers become a part of your story. Whether it’s posting a picture or sharing a video, this participation strengthens their connection to your e-commerce platform, building a loyal community.
User-generated content is versatile. You can easily repurpose it for social media, your website, or email campaigns. Whether it’s a short testimonial clip or a longer review, this type of content can be adapted to suit multiple formats and platforms, maximizing its reach and impact.
Let’s face it: polished marketing campaigns can sometimes feel a bit detached. User-generated content cuts through that by adding authenticity. When your audience sees genuine reactions and experiences, it makes your brand feel more relatable and real, which is exactly what modern consumers are looking for.
People love sharing content that features them or their peers. When you highlight user-generated content, it’s not just the original creator who’s excited; their friends and followers are more likely to engage with and share it, too. This boosts your visibly and encourages further community interaction.
3. Incorporate customer testimonial videos
Testimonial videos offer valuable social proof. When potential buyers see others like them endorsing your product, it builds trust. Real customer experience makes your product seem more reliable and can often be the final nudge someone needs before making a purchase.
Testimonial videos allow happy customers to share their positive experiences with your product. This type of content highlights the benefits of a user’s perspective, which can be much more relatable and convincing to prospective buyers than traditional marketing claims.
Just remember that these are actual users, and their testimonials might be a bit rough around the edges. They’re not professional voice actors; their accents may be a bit thicker, and their diction may leave a lot to be desired. So, make several takes, provide a bit of coaching and editing, etc.
If you have an international audience, it’s a shame to let a good testimonial go to waste. Translate the video to English subtitles, and you’ll make it even more usable.
Nothing builds trust faster than seeing a real person vouch for a product. Testimonial videos provide an authentic, personal endorsement that written reviews can’t always capture. When viewers hear firsthand accounts of customer satisfaction, it lends credibility to your brand and enhances trustworthiness.
A glowing testimonial video can be incredibly persuasive. When customers see others raving about your product, it can help them overcome doubts and influence their decision to buy. This kind of peer recommendation often holds more weight than promotional content from the brand itself.
Testimonial videos are easy to distribute. Whether through social media, email campaigns, or even directly on your product pages, these videos can be shared across various platforms. The versatility of testimonial content ensures you’re reaching your audience no matter where they are online.
4. Highlight product features with explainer videos
Explainer videos allow you to showcase your product’s benefits visually. Instead of reading long descriptions, customers can see exactly what your product does in action. This visual approach helps potential buyers understand how your product can solve their problems or enhance their lives.
If your product is more technical or has multiple features, explainer videos simplify things. A quick demo can easily break down the complexity and highlight the most important features. This gives your audience a better understanding without overwhelming them with technical jargon or confusing details.
When customers see an explainer video, they’re more likely to make informed decisions. By knowing exactly what they’re buying, they’ll feel more confident that it’s the right choice for them. This not only reduces the likelihood of returns but also builds trust in your brand’s transparency.
This video format is incredibly popular, especially in fields that people google a lot. Health-related issues and financial concepts are near the top of the list. So, using explainer videos could help drive organic traffic in some of these fields.
Explainer videos build confidence in your product. When viewers understand how it works and what they can expect, they’re less hesitant to make a purchase. Confident customers are happy customers, and they’re more likely to complete the transaction and even recommend your product to others.
Explainer videos are typically short and to the point, which keeps viewers engaged. In today’s fast-paced digital world, people appreciate concise content that gets straight to the value. This format keeps them interested and is more likely to lead to conversions compared to longer, drawn-out content.
5. Create behind-the-scenes videos
Behind-the-scenes videos show the people and processes behind your e-commerce business. This personal touch humanizes your brand, making customers feel like they know you better. It’s a great way to create a more genuine connection and show the passion that goes into what you do.
Seeing the faces behind the products creates a sense of relatability. Customers love knowing that real people are involved, which helps humanize your brand. This approach breaks down barriers between businesses and consumers, fostering a less transactional and personal relationship.
Offering a glimpse behind the curtain allows your audience to feel more involved with your brand. Whether it’s a sneak peek of product development or a day in the life at your office, behind-the-scenes content fosters a sense of belonging and loyalty among your customers.
Every product has a story, and behind-the-scenes videos help you share it. Whether it’s the craftsmanship, the creative process, or the hard work that goes into making each item, storytelling like this captivates your audience and adds depth to the product they’re purchasing.
6. Use animated videos for campaigns
Sometimes, your message or concept can be difficult to explain with traditional video. Animated videos can bring abstract ideas to life in a visually compelling way. Whether it’s showing the benefits of a service or simplifying a process, animation makes it easy to grasp complex topics.
With animation, you have full control over every element, making it easier to customize the video to match your brand’s look and feel. Colors, fonts, and characters can all align with your branding, ensuring a cohesive and memorable representation of your ecommerce business.
Moreover, if you create decent assets, you can easily reuse them. Roughly 92% of marketers do just that while creating videos.
Animation simplifies storytelling by stripping away unnecessary details and focusing on the core message. Whether it’s a product demo or a brand message, you can streamline the narrative in a way that’s engaging and easy to follow, keeping your audience hooked from start to finish.
Animated videos tend to be highly shareable due to their eye-catching nature.
What Is EcomBalance?
EcomBalance is a monthly bookkeeping service specialized for eCommerce companies selling on Amazon, Shopify, Ebay, Etsy, WooCommerce, & other eCommerce channels.
We take monthly bookkeeping off your plate and deliver you your financial statements by the 15th or 20th of each month.
You’ll have your Profit and Loss Statement, Balance Sheet, and Cash Flow Statement ready for analysis each month so you and your business partners can make better business decisions.
Interested in learning more? Schedule a call with our CEO, Nathan Hirsch.
And here’s some free resources:
- Monthly Finance Meeting Agenda
- 9 Steps to Master Your Ecommerce Bookkeeping Checklist
- The Ultimate Guide on Finding an Ecommerce Virtual Bookkeeping Service
- What Is a Profit and Loss Statement?
- How to Read & Interpret a Cash Flow Statement
- How to Read a Balance Sheet & Truly Understand It
Conclusion
Incorporating video marketing into your e-commerce strategy is no longer optional in 2024. By utilizing techniques like voiceover videos, user-generated content, and animated campaigns, you can engage your audience more effectively, enhance brand credibility, and drive higher conversion rates.
