What types of product videos do you need for better conversion?
Today, video is one of the most effective content formats you can address your audience with. For an ecommerce store, it may be an exceptionally good tool for acquiring new customers or even for pampering the old ones, for building a brand. This article is about how you can do all that yourself.
To be more precise, we are going to talk about product videos. You probably remember the bad quality films of the previous century, recorded with funny narrations demonstrating the operation of fork-lift trucks and other machines. These were not really good for anything else but to put the audience to sleep right away: they were intended to be informative, but since they were dull creations without any creativity, this objective was not been achieved at all.
The other thing that may come to your mind is Home Shopping Network and similar channels: it is an efficient, but a clearly sales-type tool, which in addition is too clumsy for the age of the internet. You cannot seize the Y generation through the TV home shopping any more – especially because they don’t watch TV, and if they do, not such channels.
No, in the post-web2 era, you have to use much more sophisticated tools than that. By relying on content marketing, you need to make videos that are interesting, valuable, useful and relevant for your audience.
Videos, which are searched and found by the users themselves, are usually watched from the beginning to the end with pleasure and are even shared with friends.
You can read about the following topics in this article:
- Why do you have to use videos?
- What can you use them for exactly?
- Explanatory videos
- How-to videos
- Product presentations
- Thumbnail videos
- What will the near future bring?
Why do you have to use videos?
Because that’s what the market dictates.
For example, because of Google: today, the proportion of relevant videos on the results pages is already high, which is not surprising, since the company wants to make its YouTube service more powerful from the search engine’s side as well.
At the moment, you find videos with approximately 14-15% of the organic search results. So you cannot miss out on aiming to dominate the hit lists in this field either.
Videos perform superbly in the social media as well. Users readily play and share video content, since they can watch them even directly on their timelines. And if their friends recommend them content, that has a much greater effect than if you spread it yourself.
For this, you don’t necessarily have to make a viral video: it’s enough to make one that properly responds to a given problem of one of your target groups.
Did you know that according to HubSpot, 71% of the consumers think that the products can be explained much more clearly with the help of videos? If the customers fully understand what a product is for and how it can be used, they will more likely buy it.
The power of videos in brand building and for increasing your visibility is enormous, and at the same time it also makes you look more trustworthy. This figure number also comes from HubSpot: 58% think that the companies publishing videos are more reliable.
There are simple reasons for this: on the one hand, they transfer much more information than the companies not using videos, on the other hand, due to the individual faces of the company appearing, introducing themselves in the videos, the customers can more easily connect with the company.
What can you use videos for exactly?
You can make almost anything from the videos within the framework of content marketing.
- You can use them to promote your brand, to make it visible: to reach new people by having them sharing your videos among themselves.
- You can obtain leads by presenting your products and the solutions that are available for your customers with their help.
- They can serve as “bait products” or hooks that you give in exchange for the data of the users and you can build a list thanks to them – we’ll talk about that later.
- You can use them, as exclusive content, for reinforcing loyalty.
- Videos can facilitate sales promotion by presenting your product more effectively than a few images would.
And this is only a very short list.
Now let’s move on to what fundamental types of e-commerce content marketing are worth using.
There are cases when it’s not your product that you need to present.
You operate an online home improvement store. You sell hammers, saws and nails – these are not too exciting products, you can hardly make any videos about them that would capture your target audience’s attention.
But in this case it’s not even the hammer that your target market wants to buy. A tool, as it is, is functional, you use it for something: you either want to build a tree house for the kid, repair the kitchen cabinets, or finish the shed.
Let’s take the tree house example: if you shoot a video about how anyone can build such a thing easily, you’re already winning. People who are interested in the hows of tree house building will watch it – it makes sense that they will need the tools you are selling, either for this or for a similar project.
Still, you don’t need to shove those products down their throats anyway. It’s enough to introduce yourself as a brand giving helpful, detailed and useful answers. They will remember that they learned those specific things from you, and once they really need a hammer, they will be most willing to buy it from you.
You don’t simply carry out audience building with this method, it is also good for lead generation. Let’s assume that you are dealing with some kind of a more complex problem: you might as well make the first couple of videos freely available but hide the rest. You don’t ask for money of course – you just ask for an email address.
You’ve immediately created a list for a relatively well usable segment: you will have a list of those who are very much interested in the solution of the given problem. Then you can make them offers in email, which help them solve that problem. You can show your hammer at this point.
This is a solution very similar to the previous one. You have to make this according to the following:
- You define your target market.
- You identify a problem that at least one segment of your target market wants to solve.
- This should preferably be a problem that can be solved with the help of your products.
- Describe the process in detail, showing what they need to do step by step.
The mechanism of action is the same in this case as well: members of your audience commit themselves because you help them solve their problem, and with a little smartness, you will have a chance of list building, and thanks to product placements and relevant offers, you can even promote sales with these videos.
Product videos may work well in an online store – provided they are honest. Click To Tweet
The biggest problem of Home Shopping Network and the like is that it’s too theatrical. A knife will not change the world, and it’s not the biggest problem of the average people’s lives that they can’t cut a tomato in half at first. And a random host should probably not be shouting enthusiastically just because he comes across an incredibly sharp knife set.
You have to present your product truthfully and in detail.
Ideally, it has functions that your audience is not necessarily aware of. For example, did you know why there is a hole in the centre of the pasta spoon? Because by putting spaghetti into it before cooking, you can precisely measure out one portion of pasta with it.
Perhaps it has some characteristics that can make it more useful – and thus more attractive –, however, the customers are not necessarily aware of those. Or there may be some tricks that can increase its lifetime.
In case you show these things in detail and quite spectacularly in your videos, your audience will be grateful for it: they will feel they get more from you than a simple product: complete guidance and in an enjoyable form, too, not as an IKEA catalogue.
Social proof, the power of the community is one of the most convincing techniques you can apply, which we have already mentioned on our blog earlier. And video is an exceptionally good content format for recording these.
But a video will not become a good one just because one of your satisfied customers says in it how happy he or she is with the purchased product. If you watch this, you don’t find out anything else, apart from the fact that some other person thinks the product is good. You need more than that.
So you should shoot videos about the results.
- What was your product used for?
- What has been achieved with its help?
- Why exactly are they happy because they bought it – how did it make their lives better?
It’s not enthusiasm that a good testimonial can be recognized of, but of your potential customers being able to imagine themselves having the position of the satisfied customer. This is why you need to use authentic, even worse quality images in the testimonials of the product pages instead of shiny stock photos – and that’s because you need to have real people performing in your videos instead of extras or models.
Because they need to talk honestly about why they think it was good for them choosing you, and this should be done in a way that the video is not focusing on you but on your audience. It’s not about your store: the key player of a good marketing communications is never you, it’s always your potential customer.
Isn’t it boring that in every online shop you can view the products only in simple photos?
You have to offer the fullest possible experience to the users: you have to make up for not being able to touch, measure or scent the product in person. Therefore, you need to present the product in as many details as possible, with the help of the tool that you have: visual techniques.
So you can create a video gallery in which you show the product in small videos, from all angles, during use, in situations to which your audience can somehow connect.
At the same time, you should also be informative: you can display the specifications, demonstrate the different functions, all this in a very easily and immediately consumable form.
What will the near future bring?
Videos play a huge role in ecommerce globally. Today, you can have an adequately strong internet connection without problems: even tack sharp HD videos run smoothly, and today, we are already starting to get used to 360-degree videos.
While many people are only getting acquainted with the power of video marketing, many western companies have already left this market and are interested in the virtual or extended reality, that will soon be part of our everyday lives.
However, in marketing, it’s the time of the video that has come: statistics undoubtedly show that those who don’t use videos, simply give up on a set of opportunities, which their competitors on the other hand will soon take advantage of.
If you have an estore without any videos, start making videos by talking to your audience about some solutions that your product can offer. Positive feedback, new visitors and leads that this simple technique will bring you, will definitely convince you to go on.
Digital Marketing Manager
Gábor started working for AionHill as a Magento eCommerce project manager. After 6 years, he joined the restructured Marketing Team. His main responsibilities are content strategy and communications partnership management. Gábor has two kids, likes cooking traditional Hungarian meals and playing strategy and online role playing games.