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If a picture is worth a thousand words, how many words is a video worth?
Video content has become a powerful form of content marketing: more so than product specs, copywriting or even photos.
Videos give sellers a creative way of demonstrating their products, and also give buyers a look at the products in action. Videos also help products gain exposure, as search engines become tailored to video content and social media allows for easy sharing of product videos.
The goal of any product website is to convert visitors into buyers. Videos have proven to be great tools at accomplishing that mission. According to the website analytics company Kissmetrics, website visitors who view a product video are up to 85 percent more likely on average to purchase that product. One online retailer reported an increase of 144 percent in the likelihood of their website's visitors to purchase their products after viewing videos on those products.
In 2011, Google launched their “Panda” update. The new update not only expanded the world's most popular search engine's capabilities beyond simple text into allowing users to search for video content.
According to SearchMetrics, a search engine industry analytics company, a larger fraction of users are searching for video content over text or photos. The report also shows that users stay on pages that have video content for longer periods of time, and that pages with video content have a lower “bounce rate” (i.e. rates of visitors leaving the page immediately upon visiting it) than pages without video.
Another powerful aspect of product videos comes from their compatibility with social media. Sellers can post their product videos on their social media sites, allowing customers to see the products for themselves before they consider their purchase. Buyers can also post the videos of the products they like and share them with their social networks, which expands the product's reach to a wider audience.
Here are some types of videos that companies use to highlight their products:
One of the most popular types of product videos is the “unboxing” video. These videos walk the buyer through every step of the process, from removing each component, to putting the pieces together, to displaying the finished product.
A 2014 Wall Street Journal article stated that Google displays more than 20 million search results for “unboxing”, and that unboxing videos had more than 10.3 billion views up to that date.
(PlayStation doing an unboxing video of the first original PlayStation to celebrate their 20th anniversary | Source)
A product tour offers an in-depth explanation of a product's features and benefits. For simple products, these short videos (5-10 minutes) can offer buyers useful details on how the product works.
For more complex products with numerous features, a series of short videos allow the prospective buyer the chance to pick and choose which features they want to see, rather than wading through a long presentation to get to the information they want.
(Nikon doing a product tour video of Nikon D850 | Source)
Product demonstration and “how to” videos can be highly effective at giving customers the knowledge they need to use the product, while also offering them peace of mind prior to the purchase.
These videos use the time-honored practice of storytelling: show, don't tell. Instead of creating videos that feature speakers touting the product's virtues, a how-to video allows the customers to see for themselves how effective the product can be, which makes their purchasing decision that much easier.
(Blendtec taking "show, don't tell" mantra to a whole new level with this "how-to" video | Source)
“Lifehacks” are short tips or tricks that can save customers time, effort, or money. These videos may also teach customers about ways to use the product that may not have previously occurred to them.
The more useful the customers believe the product to be, the more likely they are to make a purchase. Lifehack videos are also popular on social networks, as one member of the network shares the video with their friends, and those friends pick up it and pass it on.
(If I had an eCommerce company selling scarves, this is the type of product video I'd make | Source)
Videos that feature the process behind the product can also engage viewers. These videos give buyers a “sneak peek” into how the products are created, assembled, and packaged for shipping.
They can also show the quality of the workmanship, materials, and labor that go into making each product, which gives viewers an intimate look into how their favorite products are made and build a connection to the brand.
(A popular Melbourne-based pastry chef, Pierrick Boyer, likes to share the "behind-the-scene" videos of his pastry shop, Le Petit Gateau | Source)
Testimonials from satisfied customers can be among the most effective ways to persuade prospective buyers. While written reviews and star-ratings are highly useful, videos featuring customer testimonials give the product a level of credibility and trust that viewers may not find in even the most well-written product review.
Testimonial videos also give prospective customers a human connection to the product when they see people like themselves using and enjoying the product.
(Frank Body has a lot of these customer testimonial videos | Source)
In addition to the company's own unboxing clips, videos featuring customers doing their own unboxing can connect to prospects. Customer-filmed unboxing videos give prospects the experience of opening and handling the product for themselves, in an unfiltered and impartial setting.
A customer can show the excitement and anticipation of opening the product in their unboxing video, so the viewer can pick up on those emotions and associated with the product.
(Unboxing ASOS and JD Sport | Source)
The visual commerce platform experts at GoodVidio offer some advice on how to create effective product videos, as well as on how to present those videos for the maximum impact. Some of their advice includes:
Place the product videos on the individual product pages. Just as you would place the photos and specs on the page, the videos that display that product should go on that product's page.
A product video should be more than a series of still shots and voice-over narration talking about the product's features and benefits. An effective product video gives the viewer the experience of holding the product in their hands.
A powerful product video does not need to be long to be effective. Most product videos run less than five minutes. This timeframe should give the video enough room to demonstrate the product, engage the customer, and direct them to the purchasing system.
A well-executed product video can engage viewers, keep them entertained, teach them about the product and convert them into buyers. They can also reinforce current branding efforts and create an identity for any online retailer, regardless of size, as they give the customers a unique experience with the product before they buy.
How are you planning to boost your sales with video content? Let us know in the comments below!