How To Create and Measure an Effective eCommerce Video Marketing Strategy
By Aljaz Fajmut
Got an eCommerce store but feeling as though conversions aren’t as good as they could be? Perhaps traffic is down too. Sucks.
There’s one great solution to all this: Video marketing.
Video marketing is certainly effective for online merchants, with 52% of marketers saying that video has a better ROI than any other type of content. Video is a great way to engage with your shoppers before educating them about your products and turning them into actual paying customers.
If you’re totally new to the video marketing game and aren’t quite sure how to get started, we’ve got you covered. Let’s take a look at how to create and measure an effective eCommerce video marketing strategy.
Make sure the video fits the platform
When it comes to any kind of content, you have to optimize it so that it fits the platform.
Knowing what kind of content works best on each platform will help you build a more effective video marketing strategy.
For example, the optimal length for an Instagram video is just 26 seconds.
Meanwhile, over on Facebook 56% of all videos published in the last year lasted less than two minutes.
On YouTube, you have more freedom to create longer videos. At the same time, you again don’t want to overdo things by creating an epic. People’s attention spans are short, which is why you need to meet user expectations on each platform you post to. For example, on YouTube, you can create more detailed and in-depth videos, while on Instagram you can use the social media platform to catch peoples attention or quickly promote your products.
Naturally, a 26-second video doesn’t give you much to work with. If your video is sure to exceed 26 seconds, consider breaking it up into a series of 3 or 4 videos with a carousel ad.
Add videos to product pages
4x as many customers prefer to watch videos about your products than read about them. A video on your product page educates a customer about your product, showing them how it looks, or even showing them how it works. This helps to establish more trust and can nudge them closer to a sale.
While you might not have time to create a product video for every single product, definitely consider creating them for your bestsellers. Then, make sure that the option for playing a video about the product is clearly visible to the customer.
As mentioned, types of videos you could create include “how to” videos, or you could simply show the customer how the product looks in real life like Training Mask did.
Training Mask with their video, meanwhile, decided to show their product in action.
To create the best videos, reach out to existing customers to find out what they like most about a product, as well as how they use it. Then, you can focus on these things in your video.
Combine video marketing with email marketing
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