6 Types of Videos to Supercharge your eCommerce Sales
7 out of 10 users turn to YouTube for information, if you’re not, here are 6 types of videos you should be using videos to boost eCommerce Sales.
Video is officially one of the most essential marketing mediums you can use in 2020.
Did you know that more than 72% of people would rather watch a video to learn about a product? and that a third of the internet flocks to YouTube each month? That’s more than 2 billion people searching for video in almost any and every niche you can imagine every single month.
Video has become an essential part of our lives. According to Google, seven out of 10 users turn to YouTube to solve a problem.
But the main question is, how can you capitalize on this trend and leverage video content to boost your eCommerce sales and growth?
In this post, we’re going to cover the top 6 videos you can create today to supercharge your eCommerce sales.
1. Product Demonstration Videos
Product demo videos are one of the most effective and high-converting types of videos. In essence, a product demonstration video captures how your customers can exactly use what they’ve just purchased and shows them how your product can improve their lives.
Overall, a great product demonstration video serves two purposes. First, as mentioned, you are giving people an overview of how your product works and what it can do. But beyond that, you’re also showing how easy and fun it is to use – which is more than enough to convince most people that the time is right to make a purchase.
You can leverage these types of videos on your product landing pages, as well as remarketing and social media ads.
Here’s a great example of a product demo video from Peloton. The video begins with a quick look at the origin story of the Peloton bicycle and then quickly moves the viewers to the benefits that this bicycle offers. The video is created around the viewers’ pain points. It explains that “one of the challenges with boutique fitness is that it can be inconvenient.” And what is the solution? Peloton.
2. Explainer Videos
Explainer videos are another invaluable asset for your eCommerce store. According to one recent study, 39% of people say they want to see more explainer videos from brands – beating out product demos, video blogs, and even interactive videos.
An explainer video is usually a short (think: a minute or so) video that focuses on explaining an idea associated with your business in a very simple, easy-to-understand and compelling way. You might devote an explainer video to addressing what types of products you sell or discuss your mission. You could talk about the problem you were having in your own life that you set out to solve by way of the products that you’re now selling on your eCommerce store.
Check out a great example of this type of video content from DODOcase:
3. Customer Video Testimonials
In the eCommerce world, one of the major elements of your competitive edge is the experience that you can offer to your customers. There may be other businesses that have products like yours, but that high-quality experience – from the ease of making a purchase to customer service and everything in between – is ultimately what will convince someone to buy from you instead of somebody else.
By far, video testimonials are one of the most effective ways to show off exactly what that customer experience entails.
Econsultancy found that customer testimonials can increase eCommerce sales by 18%, while also increasing the likelihood of purchase for 63% of site visitors.
Not only do some of your prospective customers get the social proof that they’re after, but you’re also giving them something emotional to latch onto. Those prospects can see the emotion behind someone’s eyes as they talk about a positive experience with your brand. They can hear the impact in their voice and, sooner or later, they’re going to want to have a similar experience for themselves.
Video testimonials allow you to capture those emotions and present them in an engaging way to your visitors. These types of videos don’t need to be more than 1-2 minutes. You can leverage them on your main converting pages and your product pages.
4. Influencer Videos
Influencer video marketing is big business these days, and it has the potential to make a significant impact on your eCommerce business. When it comes to influencer video marketing and omnichannel marketing, your brand stands to gain a lot. Influencers can help businesses at all stages of their journey.
Working with a credible influencer can lead to transference. Audiences will look at the influencers and pay attention. And more than that, your brand could attract a larger audience for your videos and enhance its credibility.
If you wanted to make more money in Yoga, for example, you would find an influencer in the fitness and yoga community and partner with them to make videos. The same would be true if you wanted to sell any other niche-specific product video. By tapping to the influencers’ audience, you can get your product in front of a wider group of people that might be interested in what you’re offering.
But before you work with an influencer, make sure that you have a gameplan. You need to know what your business goals are and which metrics to use to track success. Otherwise, this can be a very costly venture.
A great example of this type of videos is Nick Offerman’s “Yule Log” promoting Lagavulin Single Malt Scotch Whisky:
5. Q&A Videos
To create engaging video content, you don’t want people to passively view your video – you want them to interact with it. When they interact with your videos, they’re more likely to further interact with your brand. In this case, that means making a purchase.
That’s where Q&A videos will absolutely come in handy. By answering the important questions that your customers already have, you’re doing more than just creating content – you’re having a conversation in real-time with your visitors. You’re also establishing yourself as an authority and as a brand to be trusted. Q&A videos are great for your store’s social media profiles, as when they get shared they can help amplify your eCommerce brand’s reach even further.
There are a few different variations on the “Question and Answer,” or Q&A, video. You can record someone interviewing another — think someone from your team interviewing an expert in your niche. Or you can take questions from your audience and answer them on-camera.
The first is probably best for B2B companies, while the second is ideal for B2C and eCommerce businesses.
Here’s a great example of a Q&A video from New York’s famous Museum of Modern Art:
6. How-To Videos
Last but not least we arrive at how-to videos – a format that any eCommerce site can leverage. How-to searches on YouTube and Google are incredibly popular. They’re the perfect format to dive into how your product can help your viewers.
So if your product is designed to do ten different things, for example, you would want to create a how-to video that breaks each one of those down individually. That way, people who have a question about how your product works can quickly find the answer they need without sitting through a high-level overview.
Here’s another great example of this type of video from the Breville Precision Brewer. Breville created a series of short how-to videos to show off their coffee brewer while also teaching viewers how easy it is to use it:
Video marketing is a great opportunity for your brand to develop stronger, and more engaging relationships with your customers and prospects. While the idea of creating videos may seem a little daunting, it’s not and the benefits outweigh any initial jitters.
Creating videos, however, requires planning. Know why you want to use video for your brand and who your ideal audience is. Set your goals, create a game plan and ensure you have everything you need to produce a quality video, one that generates results.