Digital marketing is changing every day, and if you wanna stay on top, you’ve got to keep ahead of the competition by making your eCommerce site as irresistibly alluring as possible. And how do you do that? With product videos!
Using product videos to increase eCommerce sales is a tried and tested tactic, with research finding that users are a whopping 64% more likely to make a purchase after a video. There are huge gains to be made—if you know how.
In this article, we’ll take a look at exactly how product videos can increase eCommerce sales, as well as what you need to do to make sure your product videos are top-notch. It takes a little time and effort to create your own product videos, but with the sage guidance of Suki Marketing, you’ll be nailing it in no time. First on the agenda:
How do product videos help to convert potential customers?
Internet users are notoriously lazy. All of us, when we begin swiping around on our phones, only have a few seconds of attention to give. Answer honestly now: when was the last time you read an article in full, from start to finish? For most people, the answer is, well… basically never. In fact, I imagine you’re skimming through the subheadings of this piece this very minute. Hopefully, you stick around!
They say a picture’s worth a thousand words. If that’s true, it’s only logical that a video should be worth a heck of a lot more still. In those crucial moments when you are holding your potential buyer’s interest, you only have seconds to convey all the information you need on what your product is and what it can do. With a video demonstrating this, you do this in the quickest time possible, thereby holding your audience’s attention and maximising those sales.
Product videos don’t always have to be demonstrations
Typically when we hear ‘product videos’ we think of beaming, fake-tanned men and women on shopping channels cheerily showing us how to wield a garden hose. Don’t worry—your videos don’t have to be so… plastic. Instead of demonstrating your products in a cheesy, artificial manner, why not instead create ‘How To’ videos, whereby you can solve problems for your viewers, while also introducing them to your product.
Also Read: How to get more blog traffic.
Instructional videos are immensely popular these days, with YouTube packed with videos teaching you how to do anything from playing the piano to building a motorcycle from scratch.
How to make great product videos
If done well, product videos can provide a great boost to conversion. Done badly, however… the opposite is true. A perfectly good product showcased in a poor manner can actively dissuade potential customers from buying. In order to avoid this, here are a few tips on the dos and don’ts of product videos!
– Shoot with a high quality camera
In 2021, this shouldn’t be too much of an issue, as most of our mobile phones can produce a higher quality image than entire film studios could muster only a few decades ago. Poor image quality and poor sound can make a great product look mediocre, so whatever you use to film, whether it’s a mobile phone or a handheld camera or something else entirely, be sure to go for maximum quality every time.
– Show the product from multiple angles
The importance of this will vary depending on what your product is, of course. We don’t necessarily need a 360-degree pan around a pencil, for example. For most products though, it’s handy to see all angles in order to get a good feel for the dimensions of the product and its aesthetics, particularly if it’s a fashion item.
– Get the lighting right
Once upon a time, it would have been sage advice to hire professionals to shoot your product videos. These days, a great many businesses are getting creative and doing it themselves. A key aspect of shooting your own product videos is getting the lighting right. Lighting in product videos is one of the most important aspects of making your products look fantastic.
Experiment with lamps, different times of day, and different backgrounds until your products look their very best.
– Keep your presence minimal
If you’re a born presenter with a glowing smile, then it’s probably no risk for you to hop in front of the camera. For most of us, however, even if we fancy ourselves as the next David Attenborough, when we appear on camera we come off as awkward, wooden or sloppy. In order to minimise the risk of this happening in your product videos, minimise the appearance of you in them.
Again, a caveat to this is that it really depends on what you’re selling. If you’re selling new gadgets and gizmos that people may not know how to use, it’s sensible to demonstrate their usage, which naturally requires your presence on camera.
Also Read: How to improve your eCommerce website conversion rate in 10 steps
If you’re trying to sell jeans and t-shirts online, however, unless you’ve got the body of a Grecian god people aren’t going to watch a video of you parading around your bedroom in them.
– Be genuine
2021 is strange, and the rules of what may or not be lapped up online change every day. Increasingly people just want to see something real. If you’re a small business just starting out, being genuine is one of the best ways of building a loyal customer base. In fact, sincerity and warmth just about trump everything in this article.
You can get the lighting wrong, use a rubbish camera, and showcase your new wok to the camera from your kitchen, but if you’re sincere in your efforts, chances are that people will engage with you and your business.
Ready to nail your product videos?
If you like the sound of the uplift in sales that product videos can bring, but still don’t quite have the know-how to put them together, get in touch with Suki Marketing today. Let’s have a chat about what we can do to take your business to another level.
