If you’re a business, you must get comfortable with video marketing. There’s no other way to put it – video marketing is the future of immersive marketing for eCommerce and retail brands.
Let’s face it, people are doing a lot more research before making an online purchase than they ever did before.
This isn’t just in terms of major purchases like jewelry online or even high-end luxury items. Even for simple purchases like a pair of flip flops or a set of new headphones, people want to be absolutely certain that their hard-earned money is going to the right place.
The thing is, they don’t just want to read about products before they make a purchase. They want an enhanced experience with the product.
Video isn’t just compelling – it’s emotionally engaging in a way that a lot of other types of marketing content just can’t match. Which is why it must be an integral part of your eCommerce marketing strategy in 2020.
If you really want to use video marketing to promote your retail business, there are a few key things to consider.
Getting Started With Video Marketing
Getting started with video marketing to promote your retail or e-commerce business is a lot easier than you might think.
You don’t need a team of people who have been trained to use professional-grade cameras and audio equipment to spread the word about your brand.
If you’re a smartphone user, chances are high that you already have a camera capable of shooting 4K video that you carry around with you in your pocket all day long.
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You also don’t need to set up a brand-new website to publish your videos. Creating a YouTube marketing funnel is just as effective as building your own site to house your content.
In many cases, it’s even more effective – especially in regard to how easy your videos will be to share on social media.
All of this is to say that you don’t need a lot of money and you certainly don’t need a lot of time to get started with video marketing.
In fact, you probably already have access to all the tools you’ll need and the ones you don’t can be obtained inexpensively.
At this point, all you have to do is decide which of the following OTT examples of video content are right for you.
Using the Video Format to Your Advantage
Once you actually have things set up from an infrastructure perspective, your next step should involve creating different types of compelling video content that your audience will connect with.
This, too, requires you to keep a few key things in mind.
As an eCommerce retailer, you’re going to be creating a lot of product videos. To make sure they’re engaging and convincing, take the following into account:
1. Your Videos Should Be Short & Sweet
Don’t forget that brevity is the soul of wit. Especially when it comes to a product video, your total running time should be no longer than about 30 seconds in length.
Sometimes you’ll need a longer length, and that’s fine – but be sure that you’re making the most of every last moment available to you.
Not only will this help make sure people watch it all the way through to the end, but it’ll make your content far more likely to be shared on social media, too.
2. Your Videos Should Tell A Story
Maybe it tells the story of your business and the challenges you overcame to bring this product into the world in the first place or maybe it’s the story of great customer experience.
In either case, framing your product video around a story that triggers your viewers emotionally and contextually is a great way to engage people. Without context, your video probably won’t make any sense.
3. Your Videos Should Be Relatable
Even though you’re filming a product video, you still want to come off as emotional and as human, as you can.
If your audience members can relate to your product, they’ll have an easier time relating to your brand.
At that point, they’ll want to know about the other types of things you sell, creating a ripple effect in the best possible way.
Take the following product video from Marucci, for example. Not only is it a slick, well-produced video, but it also eloquently tells the story of the product (and the many years of customer feedback and research that it took to bring it to life).
Not only does it convey essential information, but it also does so in a way with a genuine customer focus.
Another great example is this product video for the Kelty Linger Side Table.
It explains what the product is and demonstrates how easy the table is to set up and use.
By the end of the video, a viewer has all the information they need to determine whether they actually want to buy the product.
They can see how it will or will not fit into their lives and if they weren’t ready to make a purchase at the start of the video, they certainly will be by the end.
There are certainly other techniques that you can leverage to your advantage.
If you sell fitness programs online, for example, you’ll likely want to experiment with things like expert interviews.
If there is a particular person that your audience already likes or pays attention to, don’t be afraid to showcase that person’s opinion on fitness-related topics and other issues that your audience cares about.
Doing this will help you get information and also position yourself as an authority in that niche.
That is especially helpful when you’re not really selling a product so much as you are providing a service.
Here is a great example of an expert interview that many retail businesses and other brands can certainly learn a lot from.
In the end, just remember that video marketing isn’t something you “do once and forget about.”
For the best results, you’ll need to create as much content as possible and get it out there into the world.
That means not only product videos and interviews but also demonstrations, customer testimonials and more.
The more content you can create, the more opportunities you’ll have for people to discover and engage with your brand.
Amir is the digital marketing manager at Uscreen, an all-in-one video monetization, and live streaming platform.
It empowers video entrepreneurs and creators to monetize their content and build thriving communities and businesses around their videos.