Any e-commerce retailer not using product videos as part of their multimedia marketing strategy in this digital day and age is falling behind the technological edge that their competitors are certainly taking advantage of. E-commerce videos offer many advantages. Besides higher conversion rates and sales, which of course means higher profits, videos are an effective way to increase search engine optimization (SEO) as well as visibility and customer engagement on websites, social media, and advertisements. E-commerce videos capture the attention of customers in a way that photographs can’t, especially the coveted Millennial demographic, which has been raised on video and can readily relate to the medium.
E-commerce videos are perfect for product demonstrations, but they can also be used to highlight other aspects of a business, including special promotions, sales, and new locations.
Videos produced for e-commerce purposes differ somewhat from those done for other niches, and require a specific approach and technique. Here are a few quick tips for making great e-commerce videos.
Show the products in use. Not all products require a demonstration, but all products can be demonstrated. For example, clothing can be showcased on a model, walking and turning, so the customer can see what the item will look like in everyday use. Even something as mundane as a coffee mug can be made more appealing by showing it being used by a friendly group around a kitchen table.
Focus on production techniques and know-how. Obviously the video should look as professional as possible from a photographic point of view, but more importantly, work with people and/or companies that know how to shoot e-commerce video for use on the Web, and have experience doing it. Video production companies whose primary experience is in producing videos for television or for corporate training purposes simply don’t have the expertise and skills, and probably don’t have the software and equipment, to produce and export videos for use on the Web.
Having once produced an e-commerce video, it’s important to distribute it to as many platforms as possible. This means making use of all the social media channels, Facebook, Twitter, Snapchat, Youtube, and anywhere else that a video can be promoted. If someone is likely to watch it, there it should be.
Check out the efforts of other e-commerce sites. It pays to see what the competition is doing with their videos, especially the big players like Amazon and Zappos and other large retailer’s sites. It’s a great way to generate ideas and pick up tips on technique.
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