Product videos are an amazing ecommerce marketing tool that can be used to drive website traffic, increase conversion rates, and boost sales. This blog post will explore the benefits of ecommerce product videos in detail. Along with this exploration, we will provide tips on how you can use eCommerce product video effectively to improve your business’s bottom line.

Benefits of ecommerce product videos

Video can be a powerful tool to drive buyers. In fact, ecommerce videos provide an number of benefits to your business including reducing your bounce rate and drawing more visitors to your website.

To give you an idea of some of the many benefits of using a product video on your ecommerce site, we decided to more thoroughly breakdown the benefits with some useful video marketing statistics.

Video content can benefit your SEO

Someone showing their YouTube channel reach on their smartphone.

According to a study by Brightcove Gallery, adding video to your ecommerce website can increase your organic search results by up to 157%. Considering that almost two-thirds of shoppers start their product searches on Google, ranking higher in the search engine results pages (SERP) is critical for ecommerce success.

Video also engages customers significantly more than text alone. According to the same Brightcove Gallery study, adding ecommerce videos to product pages increased the time spent on those pages by 105%. That’s a lot of potential customers who are more engaged and interested in your products!

Product videos increase conversion rates

Not only will ecommerce videos bring more potential customers, but they can help convert more sales. If you create professional video content and deliver it with an expertly crafted video marketing strategy, you can increase conversions up to to 80%!

Investing in a professionally crafted marketing video or working with a dedicated marketing team will often deliver the best results. Video is a particularly tricky type of content to get right and poor quality videos can hurt your brands image. If you are looking to hire professionals, our team at 608 Media produces high quality and affordable product videos.

Make social media more effective

Close ups image of the YouTube app logo on an iPhone.

In addition to the benefits above, ecommerce product videos make social media marketing more effective. For example, utilizing video on Facebook can increase you engagement rate by nearly 65%!

Tik Tok, Instagram, and YouTube are all currently prioritizing short video content. Creating short and engaging video content for your brand could help you significantly increase your brands social media effectiveness.

Image of several social media and social channels' apps on an iPhone.

Videos boost consumer trust

In addition to the ecommerce benefits listed above, eCommerce product videos have been shown to boost consumer trust. When you add ecommerce video content, customers are more likely to feel confident about their purchase decisions.

In fact, many shoppers see ecommerce product videos as a sort of “virtual salesman.” They can help customers learn about the product, how it works, and what to expect.

eCommerce videos can also help reduce anxiety for first-time buyers. According to Hubspot, 73% more visitors who watch product videos will make a purchase. This often because video can provide more contextual information about your product and what it owuld be like to use it. If a product picture may tell a thousand words, but then surely a product video can tell a million words.

Types of product videos

A product video doesn’t necessarily need to be a marketing or promotional video such as an advertisement. Product videos could be any video type that is giving customers and prospective buyers additional information about about the product.

To give you an idea of the different ways to create a product video, we will break down four common types: promotional videos, customer testimonial videos, product demos videos, and unboxing videos.

Promotional videos

Image of a promotional product video being edited is Adobe Premiere Pro.

Promotional ecommerce product videos can be powerful marketing tools. They are often used to quickly and effectively introduce a product or service to viewers in an engaging, fun format. Keeping the ad short and exciting helps users stay engaged in your message.

Most often promotional videos are delivered through social media marketing or as YouTube ads. This type of video is often used to bring customers to the product page rather than thoroughly inform them about product features.

Customer testimonial videos

Image of a camera and light fixture being used to capture a customer testimonial for a brand awareness video campaign.

Product reviews help to inform your target audience about other customer’s experiences with your product and business. 85% of online shoppers read product reviews before making a purchase, so customer testimonial videos can be an ecommerce goldmine.

Customer testimonial videos are often unscripted and recorded spontaneously as customers talk about their experiences with the product or service. It is typically best to conduct these videos over a longer period of time – in order to get the best and most authentic responses.

Take the responses you collect and create a customer testimonial highlight real to reassure your customers. These testimonials will much more meaningful than simple text based reviews.

Product demo videos

An ecommerce product demo video or how to video can be extremely helpful for customers who are interested in a product, but want to learn more about how it works. It can be really difficult for consumers to conceptualize a product and how it will perform from an image.

Product demo videos walk your customer through the product and show them how it is used. This is a great way to overcome objections that potential buyers may have about products.

Product research can be time consuming and product demos, as well as “how to content”, can help you provide the information a visitor needs to make a purchasing decision.

Unboxing Videos

Image of an unboxing video featuring black athletic shoes. The unboxing video is being filmed from an overhead view.

Unboxing videos are a type of product video that has become increasingly popular in the ecommerce world. Unboxing videos document the process of opening and inspecting a new or unfamiliar product.

The popularity of unboxing videos comes from the information it provides potential customers. Viewers get to see exactly what they will get before they actually order the product. An unboxing video is a great example of a creative way to get consumers one step closer to your ultimate goal of completing a purchase.

7 tips for effective ecommerce video content

To get the best return on investment for your ecommerce video marketing, you need to both create great video content and place it properly to make the most impact. If the information you provide isn’t relevant, interesting, and timely, site visitors will often leave.

To make the most of your video marketing efforts, try these 7 tips:

#1 Make video part of product pages

When consumers are shopping ecommerce product pages they expect to see video. Place your videos in or near the products they are most relevant too, so you can drive traffic and increase conversions. Don’t just add a generic “video” section on your ecommerce page – it won’t get used! It is essential that ecommerce business owners provide their videos where they are most relevant.

#2 Keep videos short & concise

The average ecommerce video length is just 28 seconds. Keep your videos short and to the point, so you don’t bore viewers or lose their attention before completing the call-to-action at the end of your video message.

It is more important to keep your viewers engaged and get your message across, than to try and pack every feature and detail into your video. Too much information can overwhelm a potential buyer, just be sure to tell them how your product solves their specific problem. A concise ecommerce video message will keep viewers more engaged and is also more likely to be shared.

#3 Focus on quality over quantity

It is better to have one ecommerce video that has high-quality content, than multiple ecommerce videos with mediocre information. High-quality ecommerce videos show that you are an authority in your industry and can help build trust with potential buyers. Mediocre content ecommerce videos will only hurt ecommerce businesses in the long run.

Consider investing in professionally produced videos if your business can afford it. The increased production value and quality will be worth the investment, especially for promotional videos. Since promotional videos are often distributed in a PPC or PPM model, having effective content that converts better can save you tons of money and deliver new leads for a lower customer acquisition cost.

#4 Tell a story

Someone sitting with a book titled,

Ecommerce videos that tell a story can be extremely effective in getting buyers to connect with your product. Stories create an emotional connection and help potential customers understand how the product will improve their life.

When telling a story, it is important to focus on the benefits of the product, not just the features . Use the story to explain how your product will solve your customer’s problem. This is a great way to create content directed at your specific target audience.

#5 Use closed captions

Many videos are watched without sound. Captions help viewers who are deaf or hard of hearing to understand the video, as well as those who watch videos in a public place where they can’t play audio.

Adding captions to your ecommerce videos is an easy way to improve viewer engagement and make sure your message is received correctly. Captions can also help videos rank higher in search engine results pages.

Not only do videos with closed captions perform better on search engine results pages, but they also perform significantly better on social media platforms. Often users don’t listen to sound when browsing, so using closed captions helps make your content more accessible.

#6 Use an interesting thumbnail

The video thumbnail should be eye-catching and represent the message of the ecommerce video. The image you use for your videos should help potential viewers understand what they can expect from watching, making them more likely to click play.

A good ecommerce thumbnail encourages clicks by showing a problem or pain point that the product can solve. For example, if you are selling a product that helps people save time, use an image of a clock as your thumbnail. This will help to grab the attention of viewers who are looking for solutions to their specific problems.

#7 Create a storyboard

A storyboard is a great way to plan your ecommerce video before you start filming. This will help ensure that your video has a clear message and flows smoothly from beginning to end.

Storyboarding also helps you determine what type of footage you will need and how much time your video will be. Having a solid plan for your video will cut down on production mistakes and help you create more compelling content.

Storyboarding should be used to help you, “shoot for the edit.” Meaning you will capture your footage with the final edit in mind, which will help you create a more cohesive ecommerce video.

Someone planning storyboards for product videos.

Wrapping Up

If you’re looking to increase your product sales, it might be time for an upgrade. We know that there are a lot of moving parts when running an ecommerce store and often times the marketing aspects get overlooked or put on the back burner. That’s 608 Media can help, our team will work with you to develop custom content solutions tailored specifically toward your business goals. Whether it’s digital advertising campaigns designed to generate more traffic or video production services for your ecommerce products, our team can help support your digital marketing needs. Do any of those services sound like they could benefit your company? Let us know how we can help today!

Featured Resource

Free Product Video Toolkit

Get the Toolkit
Image of the title page of the Essentail Product Videos Toolkit from 608 Media.

Featured Resource

Free Product Video Toolkit

Get the Toolkit
Image of the title page of the Essentail Product Videos Toolkit from 608 Media.
Image of the title page of the Essentail Product Videos Toolkit from 608 Media.