eCommerce Video Marketing: How Videos are Transforming eCommerce Businesses
As competition increases, e-commerce businesses must discover innovative strategies to attract and retain customers.
Here’s where eCommerce video marketing comes in.
Video marketing has become a powerful tool that eCommerce brands use to boost engagement, increase awareness, and skyrocket their sales.
A survey conducted by Renderforest reveals that 44% of people are more likely to purchase a product after viewing a video about it, signifying the importance of video in digital marketing.
Keep reading to discover the different ways videos are transforming eCommerce businesses.
What is eCommerce Video Marketing?
eCommerce video marketing involves using video content for promoting and selling products online. It includes customer testimonials, product demos, explainer videos, etc.
Video marketing for eCommerce businesses helps create informative and engaging content that helps customers make the right purchasing decisions.
One of the key benefits of eCommerce video marketing is the opportunity to humanize your brand. You can build a deeper connection with your target audience by creating videos highlighting your product’s benefits and company culture.
The main types of eCommerce videos that you can use for marketing purposes include:
- Product videos
- Virtual try-on
- Unboxing videos
- Influencer videos
- AR product demonstrations
- Testimonial videos
- How-to videos
- Behind-the-scene videos
- Live streaming
- Explainer videos
- Customer Q and A videos
- VR product showcases
- And lots more
7 Ways Videos are Transforming eCommerce
The most significant benefit of video marketing for e-commerce brands is the marked increase in sales. Video marketing drives results, with video users experiencing revenue growth 49% faster than non-users.
This effectiveness has made it a standard practice across various industries, with online retailers at the forefront.
Demonstrating product benefits and features in a video instantly makes an e-commerce brand appear reliable, modern, and genuine. Here are the different ways through which videos are transforming eCommerce business:
#1 Building Connection
Most purchasing decisions are driven by emotions.
In fact, 70% of viewers who are highly likely to purchase a product were emotionally influenced by an advertisement.
When we need to buy something, our choice of item and brand is often influenced by our perspectives and interests.
One of the most effective ways to connect with your target audience is through storytelling—no elaborate plot or dialogue is needed.
For instance, the Maya (a pearl-beaded dress) uses a video to bring out the true elegance of the materials used in the dress. It allows viewers to imagine themselves feeling extraordinary as they walk into an event wearing the most dazzling dress in the room.
#2 Increased Search Engine Visibility and Traffic
Videos are effective in engaging website visitors, significantly increasing the time they spend on your page. The average user spends 88% more time on web pages that include video content.
By capturing visitors’ attention, videos not only enhance lead generation and conversion rates but also signal to search engines that your content is valuable and relevant. This improves the store’s authority and improves its ranking.
More so, video metadata adds to keyword density, indicating to Google that your page is highly relevant to user queries. Websites with videos are 53 times more likely to appear on the first page of Google search results.
#3 Enhanced Lead Generation
Video content has a unique ability to engage customers throughout their entire buying journey. According to research by Renderforest, 83% of marketers believe videos are effective in generating more leads.
Also, more than 50% of social media users interact with brands after watching videos on platforms like X (formerly known as Twitter) and Instagram.
More so, 75% of user engagement with e-commerce brands occurs on mobile devices.
In a nutshell, videos are easily consumed and effortlessly understood, making video marketing a powerful tool for generating leads.
#4 Established Trust
Half of online consumers look for product videos before buying a product. Businesses should no longer rely solely on online reviews to influence perceptions of their products.
To stand out from the competition, e-commerce businesses are always innovating. It’s not uncommon for a brilliantly conceived advertisement to capture the internet’s attention, thereby building trust with the target audience.
Producing high-quality videos has become more accessible and cost-effective than ever. Yet, they remain effective tools for building trust among consumers.
Videos help ecommerce brands to showcase professionalism and transparency, while simultaneously piquing consumer interest and desire for the product. As a brand portrays itself as an authority, consumers will not see the need to seek external validation.
#5 Enhanced User Experience
E-commerce brands continuously leverage several tools and applications to improve customers’ buying experience and increase sales. Online retailers need to ensure that users have a complete idea of what their purchase journey will look like.
Videos now make it possible for e-commerce businesses to provide buyers with all they need to check product quality and examine every detail before making a purchase.
By incorporating videos into e-commerce marketing, you can create a complete online retail environment, thereby paving the way for successful purchases and overall customer satisfaction with your product.
#6 Increased Brand Awareness
Video marketing is a great strategy for making more people know your brand. According to studies by Wyzowl, 90% of video marketers confirm that videos helped them increase their brand’s visibility. Also, 89% of consumers are hungry for video content from brands in 2024.
More so, the fact that Facebook gets about 8 billion video views daily shows that people like and respond to videos.
By incorporating videos into your marketing strategy, you can enhance your brand awareness and interaction, thereby creating repeat engagement with your audience.
In addition, videos provide a unique opportunity for your brand to connect with individuals, allowing them to gain a deeper understanding of what it represents. When you do it creatively and with purpose, videos can make you stand out from the crowd.
#7 Improved Customer Satisfaction
The success of your brand depends on customer satisfaction. When it comes to selling products online, there are challenges that you must overcome. Since customers can’t physically interact with your products, there’s a risk of lower sales and higher return rates due to mismatched expectations.
However, by integrating video content into your marketing strategy, you can quickly address these challenges and improve customer satisfaction, thereby reducing returns. Videos allow you to showcase your products from different angles, thereby visually demonstrating their features and benefits.
Amazon uses this strategy by incorporating product description videos, thereby providing potential buyers with a clearer understanding of the products they’re considering.
Grow Your eCommerce Business With Optimized Videos
Although speed is important in Google’s algorithm and is also crucial for meeting Core Web Vitals standards, the typical website still falls short, with PageSpeed scores averaging between 40 and 50 for both mobile and desktop.
Google’s data also indicates that 53% of visitors abandon a mobile site if it takes more than three seconds to load.
Considering that any website scoring below 90 faces risks, you can’t afford to have videos that will slow down your store.
SpeedSize helps you tackle this challenge by reducing video sizes by up to 99% while preserving 100% of their quality. This results in a store that looks better, loads faster, and improves user experience. Learn more.
FAQs
How can video enhance an e-commerce website’s product page?
Including e-commerce product videos on your product pages can significantly increase your online sales and improve the conversion rate of your store. Research indicates that 73% of online consumers are likely to purchase a product after viewing explanatory videos that demonstrate how it works.
What makes video marketing such a powerful marketing strategy?
Video marketing allows brands to highlight their products or services, create more awareness for their brands, and build trust with prospective customers. It also helps businesses distinguish themselves from their competition by creatively conveying their message.
Why use a video marketing strategy for eCommerce?
Video marketing is more captivating compared to static images. This makes it easier for eCommerce businesses to engage with their audience. Studies indicate that short video content effectively triggers emotional reactions in viewers (the first step in driving engagement.
What is the role of digital video in e-commerce?
Digital video offers immersive product demonstrations that enhance brand storytelling and engage customers on social media. It also enhances visual experiences, encourages user-generated content, and enables personalized targeting for higher conversions.
It is a powerful tool for e-commerce businesses to connect with prospective customers, drive sales, and build brand loyalty.
