Video Sells: Why Ecommerce Needs Video Marketing

Introduction

In today's digital landscape, reaching and converting consumers has become increasingly challenging. However, video marketing has emerged as a powerful tool to capture the attention of potential customers and drive sales. With a staggering 78% of people watching online videos every week and 55% watching daily (Brandwatch), it's evident that video content is a crucial component of any successful ecommerce strategy. In this blog post, we will explore the importance of video marketing for ecommerce businesses and provide practical tips for implementing a successful video marketing campaign.

Why Video Marketing Matters for Ecommerce

1. The Power of Interactive Video

Interactive video is a game-changer for ecommerce businesses in 2017. It brings marketing and sales closer together by engaging viewers and encouraging them to take action. Shoppable videos, in particular, have gained popularity due to advancements in technology and social media platforms. By integrating with sales software and website tracking, brands can gain valuable insights into their audience and measure the ROI of their video campaigns.

Tips: To leverage interactive video effectively, focus on relevant, quality content that resonates with your audience. Incorporate clear calls-to-action and seamless shopping functionalities to boost conversions.

2. Building Brand Awareness through Video Content

Video content is not just about making a hard sell; it can also play a significant role in building brand awareness and trust among consumers. Engaging storytelling and content that aligns with your brand's values can inspire consumers to connect with your brand on a deeper level.

Example: Patagonia's "The stories we wear" series showcases customers' outdoor lifestyle and emphasizes the brand's commitment to sustainable and durable clothing.

Tips: Use video content to showcase your brand's unique identity and values. Encourage user-generated content and foster a sense of community around your brand.

3. Harnessing the Power of How-To Videos

When people need help or want to learn something new, they often turn to video tutorials. How-to videos are a valuable opportunity for brands to showcase their expertise and provide solutions to consumers' problems. Such videos can significantly influence purchasing decisions.

Example: AO's collaboration with Bosch to create a video on "how to make the perfect Christmas cake" not only provides useful content but also showcases the products on sale.

Tips: Identify common pain points among your target audience and create informative and engaging how-to videos that address those concerns. Remember to align the content with your brand's messaging.

4. Boosting Conversions with Product Videos

Product videos are essential for reassuring potential customers and nudging them towards making a purchase. These videos should highlight product features and benefits, providing a final push for conversions.

Example: AO's product video provides a detailed look at the product and helps customers make informed decisions.

Tips: Create product videos that are visually appealing, informative, and concise. Consider including customer testimonials or demonstrations to showcase the product's value.

The Power of Interactive Video

- Discuss the rise of interactive video and its impact on ecommerce.

- Highlight the potential of shoppable videos and their role in driving sales.

- Mention successful examples of brands using interactive video effectively.

Building Brand Awareness through Video Content

- Emphasize the importance of storytelling and brand alignment in video content.

- Showcase how brands like Patagonia have leveraged video for brand awareness.

- Provide tips for fostering a brand community through user-generated content.

Harnessing the Power of How-To Videos

- Explain the significance of how-to videos in addressing consumer needs.

- Use AO's collaboration with Bosch as an example of an effective how-to video.

- Advise on creating impactful how-to videos that resonate with the target audience.

Boosting Conversions with Product Videos

- Discuss the role of product videos in influencing purchasing decisions.

- Analyze AO's product video as a successful example.

- Provide tips for creating compelling and conversion-focused product videos.