By 2021, video consumption will make up 82% of all internet traffic. On top of that, Avasam reports that the average user will spend up to 88% more time on websites with video than they do on websites without video – and the more time they spend on a website, the more likely they are to convert to a paying customer. To futureproof your E-Commerce business, join the video revolution with product videos. These videos offer e-retailers a creative way of demonstrating their products while also giving customers a chance to view products in action.
What is a Product Video?
A product video is a piece of content designed to showcase your product to your target demographic for the purposes of sales, marketing, or promotional purposes. There are many different types of product videos and the one you will choose will depend on your goal and who you are targeting. There are five main types of product video:
- Product Demo
- Customer Testimonials
- Tutorials
- User Generated Content (UGC)
- Product Comparisons
4 Statistics To Inspire You To Start Making Product Videos Today
- E-commerce websites with video content experienced a 127% increase in the number of page visits.
- According to the 2015 Video Commerce Report by LiveClicker, 88% of business owners and e-commerce managers say product page videos have increased conversions.
- 81% more time is spent on sites from consumer audiences watching a video.
- E-commerce websites with product page videos experienced a 69% increase in average order value (AOV).
Why Do Customers Prefer Product Videos?
“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.”
– Brian Halligan, CEO of Hubspot
71% of customers say that they think videos explain products better than a written description. Perhaps the main reason for this is because you can get a much better sense of the ‘look and feel’ of a product from a video than from words. As a result, customers tend to have more trust in retailers with product videos and are more confident in their purchases and this helps to boost sales. Product videos also help to lower return rates as when surveyed 57% of consumers stated that they are less surprised by products upon delivery.
Find more statistics at Statista
The SEO Advantage of Product Videos
Research shows that product videos give e-retailers an SEO advantage as search engines such as Google tend to favour websites with videos. Furthermore, customers are also more likely to share videos than text pages and more social shares may also positively affect your rankings. It’s clear that adding product videos to your site will give you a better chance of ranking in search engines and this will help to boost your organic traffic rates.
Our Top 10 Tips for Making Product Videos
- PLAN, PLAN, PLAN
Don’t even touch the camera until you’ve developed a strategy of how you’re going to create, share, promote and measure your video.
- START SMALL
Get the ball rolling by creating a small selection of videos for your best-selling products.
- KEEP IT SIMPLE
Keep in mind that people from different cultures may be viewing your video, so keep the style generic and the language simple to maximize appeal.
- SHORT & SWEET
Keep your video short and to the point to maximize viewer engagement. Videos lasting less than one minute will captivate 77% of the audience but this figure drops to 47% after two minutes.
- OPTIMISE FOR MOBILE
In 2017, mobile devices accounted for 19% of all US retail e-commerce sales and this figure is estimated to reach 27% by the end of 2018. Ensure a seamless mobile experience by making sure your video features responsive design so that it displays properly on the site.
- SHOW DON’T TELL
The video should show the product in use to give the viewer a better sense of the look and feel of the item.
- OPTIMISE FOR SOCIAL
Bear in mind that different social media platforms may have different requirements. Check each platform to find out about video requirements such as length, file format and aspect ratios.
- INCLUDE A CALL TO ACTION
Usually featured towards the end of a video, a call to action (CTA) asks viewers to perform a specific action. When displayed on a product page the CTA is implied, however, when sharing the video elsewhere you may need to edit the content to include a CTA encouraging viewers to make a purchase.
- MAKE IT WORK WITHOUT SOUND
85% of Facebook videos are watched without sound, so it’s important to make sure your message comes across even when muted. If words are vital, include captions or include some text asking the viewer to turn on the sound.
- SHARE THE LOVE WITH UGC
“The thing that actually breaks through all of the noise is when you see real users sharing real content on social media.”
– Dom Garrett,
UGC, or user-generated content, is content created by unpaid contributors or fans. 51% of US shoppers trust UGC more than any other content on a company website. Increase your brand credibility and build customer confidence in your products by sharing content created by their peers.
Why You Need to Invest in Product Videos Today
If you are thinking about adding product videos to your marketing strategy, check out our infographic guide below to learn more about why you need to invest in product videos today. <br