8 Types of eCommerce Videos You Need to Boost Sales

Every business owner strives to make the most of various tools to rapidly increase store visibility and expand its customer base. Video marketing is perhaps the most effective tool for this.

People adore perceiving information visually. And using video in e-commerce is a path to success.

According to a study by Brightcove, 46% of consumers revealed that they had purchased something from watching a video.

Read the information below if you still don’t know what videos to use to grow your e-commerce business. We will share eight creative ways to market your products with videos. Let’s go.

Why does an e-commerce website need a video?

  • A potential buyer can thoroughly examine the product and make the right decision. The e-commerce platforms with video content will quickly win the trust and loyalty of customers more than one that uses white-background photos and product descriptions.
  • The buyers watch the video, which takes a certain amount of time. Accordingly, they spend more time on the site, which is taken into account by search algorithms. Your site is moving higher at the top of the search results.
  • A helpful video gives you a better chance of selling a product. It is psychologically more accessible for customers to buy a product they have already seen in all angles and details than one represented by pics. The client takes the targeted action and increases the conversion of your site.
  • Good video reviews reduce the risk of product returns due to the mismatch of the client’s expectations with the harsh reality. If a person sees all the advantages and disadvantages of a product on a video, they will either buy it or not.
  • The very fact of using video gives you an edge over competitors. Not everyone is still using this powerful content marketing technique. Therefore, if a person is given a choice – to go to a site with high-quality, detailed videos or to a similar site without them – the choice will be evident in favor of the former. Your website traffic and the number of potential customers will be growing.

What kind of videos can you make for e-commerce marketing?

1. Video descriptions of goods

Show the product from all angles, and describe all the advantages. If you have an online clothing or footwear store, invite a model to show how the product fits a natural person.

If these are goods of other kinds, film something like a video story: tell about the design and main characteristics, and if the product has components, make close-up shots and tell about them. Please, remember that the essential purpose of the video is to answer all the questions and objections of the client and encourage them to buy the product.

You can get some inspiration from videos filmed by producers: adapt them for your audience.

And one more tip: when post-processing the filmed material in video-making tools, try not to use too many color corrections – if you overdo it, you may trigger customer objections and a stream of product returns.

2. Video instructions

Such videos are perfect for demonstrating tech tools, electronics, and all kinds of gadgets. Show the product in action: how it works, what it can do, what functions it performs, and what life hacks and tricks there are. Don’t miss details: they can be crucial to the buyer. Imagine yourself in the buyer’s shoes: what would you be interested in? 

Another option is a training video to help customers figure out how the product works. For example, a pensioner may find it challenging to master a smartphone or laptop – so help them. You don’t need super complicated tools; a user-friendly screen recorder or tutorial video maker will do.

3. Expert reviews

Find someone professionally versed in the product – your employee, you, or an industry expert.

4. Customers’ reviews

You’ll need to contact genuine buyers or social media influencers for this video. An excellent edgy format is unboxing: a person receives a product and begins to unpack it, commenting along the way. Such clips are widely used with beauty-related products.

This format is great because customers feel that they are involved in the online store’s work; they think they are a part of it.

5. Testing

This video review format is widely used in blogging. Owners of online stores order a product review from a famous blogger and send a free sample for testing. They, in turn, shoot a video and expresses their opinion. Check out the YouTube channels of favorite bloggers and learn how this format works. But remember that such reviews should not be too sickly-sweet: the client is not a fool and will immediately feel fake.

6. Corporate video

Present the employees of the online store, and find the most beneficial qualities of each. So your store will not be impersonal – it will acquire itself.

Moreover, this format will allow buyers to form their opinion about the brand and evaluate your values ​​and rules. This significantly increases brand loyalty and works for the emergence of not just working but friendly ties.

7. Situational videos

This is the brand’s reaction to the events happening worldwide. The hackathon has passed – shoot a video, and link your products to this event. A new film has come out – go to the premiere with a brand new purchase. Don’t miss the news, connect them with your products, and make videos that evoke emotions as the world’s marketing juggernauts do. Holidays are also a great excuse to shoot a themed video.

8. Funny clips

Short videos in TikTok format or a series of humorous videos are a trend. Do you remember that the Internet loves cats and humorous sketches? These are indeed the options that work anytime, anywhere. And what you sell doesn’t matter – turn on your imagination, and don’t be afraid to be funny! It will be perfect if the client also shares your video on social media.

Final say 

If you are still unsure whether videos will increase conversions on your online store, make some test clips and evaluate how their use will affect the sales of these products.

So you can also understand what costs and time resources the creation of each video will require and be able to plan further work.

Publish your video wherever you can – on the website, on social media, and on YouTube – the result will not be extended.

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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of VisionPros.com, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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