As a marketer, you have heard some stats that hopefully drew your attention to video marketing. Some such as, 85% of people say they’d like to see more video from brands this year, in 2017 alone mobile video adverts grew by 35% and landing pages with videos lead to 800% more conversion.

At this point, video content should be a consistent part of your marketing strategy. Video content is not just important for eCommerce, but all industries that want to see growth in sales and brand awareness.

End of the day, videos can more easily reach and deliver messages to audiences compared to articles or blog posts. More than half of marketers worldwide say video delivers the best ROI.

Thus, we’ve gathered the best practices for leveraging video content. These can help you meet your marketing expectations and take your social media to the next step.

Customers Want a Story

A long explainer video can do exceptionally well when it taps into the right customer emotions. Those emotions play a huge part in social engagement, sharing, and even consumer purchases.

It’s a good idea to aim for shorter content. There’s really no concrete rule about how long a video should be. Just over half of videos published in the last year were under 2 minutes in duration.

Though HubSpot does share some data on how video content length should vary by the channel its posted to:

  • Twitter ~45 seconds
  • Instagram ~30 seconds
  • Facebook ~60 seconds
  • YouTube ~120 seconds

Emotion Rather Then Length

The whole point of using videos for your products is to make it easier for the customer to relate to your brand and visualize using the product.

A good product video shows emotion and connects with the customer on a deeper level. They’re ultimately left feeling like you understand them and have created a solution specifically for their needs.

Making a Human Connection

If roughly 75% of consumers are more inclined to buy a product after watching a video about it, it stands to reason that you probably want to work this element into your content strategy.

But what kind of videos should you make, and how should you distribute them?

Check out these examples to give you an idea of the direction you can take to find one (or more) that work best for your brand.

Video Marketing Examples

1. General Product Videos

It’s hard to say precisely how widespread is the use of video marketing in e-commerce, but data from eMarketer suggests that about 73% of top online stores feature product videos on their pages.

Why? Because oftentimes seeing only product images on the site and reading descriptions is just not enough to visualize a purchase.

Product videos add a different dimension to the online shopping experience. They allow visitors to see the product from multiple angles in motion, to see it in a context and to understand better how it works. They allow shoppers to quickly spot the differences between brands and models. This is invaluable information that is often difficult to grasp online using only images and text. As 52% of shoppers admit, watching product videos makes them feel more confident to place an order.

2. User-Generated Content

User-generated content allows you to humanize a brand and tell a story at the same time. Engagement increases by 28% when consumers can view a mixture of video marketing utilizing user-generated product videos, and official brand authored content.

In this video by Vodafone, content from company employees has been curated and crafted into a narrative by the brand. By seeing the happy and energetic people who work behind the scenes, Vodafone is conveyed as a positive company with integrity.

3. How-To Videos

For many brands, video starts here. It begins as a way to show a customer how to do something more efficiently.

These videos are great for establishing expertness and authority in the industry, but for capturing the all-important “how to”- and “hack”-themed queries in the search results.

4. Comparison Videos

Almost every car commercial you see on TV or on the web uses comparison videos. They may flood the market, but it also does a great job at clearly explaining all the benefits to the car in comparison to something else on the market. Consumers comparison shop now more than ever. And, for products typically bought in-store, like cars, it essential to have a video that shows consumers all the things they’d look for when purchasing in person.

 

Conclusion

All of this effort in creating and sourcing videos equates to building trust. Product videos, in the various formats listed above, provide your customers with the information they need to help them make an informed purchase decision.

When they better understand the product, and how it fits into their life, they’re far more comfortable with making that purchase and they’re ultimately happier that they’ve made it.

Happy, delighted customers are less likely to return products and far more likely to talk about your brand, as well as share the videos you’ve provided.

 

Tell us what you think in the comments below!

 

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