It’s not exactly a secret that attention spans are getting shorter; more and more platforms are catering to this, and the same can be said for content creators and marketers. Now, short attention spans, oversaturation of content, and fierce competition against not just those within your industries but others have made marketing significantly more challenging.
With the exponential rise of online shopping, leveraging the power of video has become a game changer. In fact, you could basically say that this is essential now. Nowadays, just writing articles and taking aesthetically pleasing images isn’t going to cut it. People want to see videos! It’s videos that are changing marketing, driving engagement, building brand awareness, and ultimately boosting sales. It all sounds pretty great, doesn’t it?
If you finally want to change your eCommerce business, then here’s how e-commerce video marketing can get you where you want it to be!
Getting to Know Your Audience
So, before you hit that record button, trying to understand your audience is important. Now, this needs to be a deep understanding, too! What are their pain points? What solutions are they seeking out? You have to keep in mind that you’re trying to tailor your video content to resonate with their needs and preferences.
Whether it’s informative demos, engaging storytelling, or even user-generated content, you’ll have to align your messaging that resonates the most. Honestly, it doesn’t matter if you’re planning on making the content yourself or even hiring an eCommerce advertising agency; if you truly don’t know your audience, your content will fail.
Craft Compelling Content
At this point in time, everyone knows this, and that content is king. So, in the realm of video marketing, you could basically say that this reigns supreme. You’ll want to create content that captivates, educates, and even entertains! On top of that, when it comes to showcasing your products, it needs to be in action; you need to prove what makes it so unique, what the benefits are, and demonstrate how this is going to solve the issue that your customer had (or the issue they didn’t know they had). In general, you’ll also want to look into storytelling because forging a connection is key to being more relatable and memorable.
Optimise for Different Platforms
This is where so many businesses get it wrong; they think, “I’ll make one video, and I’ll share it everywhere.” Now, it sounds easy enough if you go this route, but you’re probably going to be hurting your business more just by doing this. Now, there is an array of social media platforms out there, and even video-sharing sites, and they’re all at your disposal.
However, each platform is different, so each platform is going to have unique characteristics and audience demographics. If you’re making an aesthetically pleasing video for your audience on TikTok, you better believe that it won’t work if you put that video onto LinkedIn.
The Shopping Experience Needs to be Seamless
If you’re able to, why not integrate your eCommerce platform directly into your videos? That way, you can create a seamless shopping experience for viewers. Every website and platform is different, but if you can incorporate clickable links, product tags, and even interactive elements, this can allow viewers to explore and purchase products while they’re watching the video. So why all of this work? Well, it’s really all about reducing the friction within the purchasing process. So, it’s the best way to streamline the path of conversion and increase sales.
Harness User-Generated Content
So, you’ll want to encourage your customers to become brand ambassadors by getting them to share their own experiences with your products through UGC. Nowadays, more customers, especially Gen Z and Millenials, are more than happy to oblige by this. Typically for customers, they see it as helping a brand that they love to support while having some fun at the same time.
So try to promote something like an unboxing experience video, product reviews, or testimonials. However, there are many ways to harness the power of authentic content creation by real people. In fact, this is going to be far better than solely focusing on Influencer Marketing. Why? Well, this builds trust and credibility, shows that you’re not some soulless corporation, and fosters a sense of community around your brand.
When creating an effective eCommerce video marketing strategy, you need to remember that this requires a blend of creativity, data-driven insights, and a deep understanding of your audience. It’s never going to be as easy as copying trends or going on canva and making a few graphics. There is a lot of work that goes into it. But it’s absolutely possible to unlock your full potential and the full potential of your business, you just need to master the art of video marketing first.