For one, it takes time and resources to produce a single video. Second, your content must be high-quality, compelling, and resonating. Mind you, embedding videos on your landing page can help increase your conversions to up to 80%!

Therefore, investing in video content product and marketing can be worth it. But you still have to put in the effort to make it stand out and help your online business get ahead of the competition.

What is Video Marketing?

In a nutshell, video marketing uses videos to promote the products you sell on your e-commerce website.

Here are some data we pulled from the Adelie Studios Report:

Videos help increase your organic traffic by 157%.
74% of millennials state that watching a video first before they purchase something.
It is estimated that customers prefer watching a product video instead of reading about it.

What Makes Video Marketing So Effective?

Video marketing allows you to tell a story about your products and engage them so that your videos will bring your products to life.

Although a high-quality photo with a succinct description can describe your products well, a video is a great way to demonstrate how to use them.

It can be as simple as showing how your product is used or interviewing a past customer about what they can say about it. To make video production easy, You can also upload your creations on a video hosting site like Hippo Video.

It is an all-in-one video platform wherein you can record, edit, and host your videos. Hippo Video also provides a straightforward way to embed your content on various websites.

Regardless of the platform you use, though, it is vital to incorporate elements like storytelling or humor to your content. That’s because evoking emotions can compel a person to take action.

This explains why video marketing is integral in boosting your e-commerce fulfillment conversions.

That said, here are the twelve creative ways how you can utilize video marketing for your online store:

Create How-To Tutorials

Utilizing how-to videos is exceptionally well in showing your customers the real value of your products.

With the help of videos, you’re not only conveying to your customers what your products can do. You’re also trying to make them understand virtually all the aspects of your products.

Apart from that, you can highlight the various uses of your product. This is especially great for products that have multiple uses or haven’t been in the market previously.

Create Product Review Videos

Utilizing videos to take your products to another level helps you reach a considerable boost in sales. According to MediaKix, 62% of customers are seeking testimonials and reviews before they buy a product.

It can be written customer feedback on the product page or a review posted on your social media pages. However, you can partner with YouTube influencers and let them create an unboxing or product review video.

Regardless, all this customer feedback and product video reviews can be part of your social proof. And this can boost your online store’s reputation.

You can also utilize video feedback through discounts and giveaways. Even the best retail loyalty programs can add incentives to leave feedback.

Optimize Video for Mobile Devices

In the same way, you should appeal to users who view your content on their smartphones and other mobile devices.

If you fail at this, then you’re missing out on 50% of users who will be viewing your video content. When someone uses their smartphone or tablet to browse through your site but fails to view your videos properly, it won’t serve its full purpose.

That’s why you must optimize your content for mobile devices. You can test in various screen sizes to know if it fits appropriately. It’s also worth noting that significant video streaming sites like Vimeo and Youtube will already adjust the screen size. That way, you won’t have to worry too much if it’s going to be a great fit.

Similarly, it would help if you utilized a mobile-friendly thumbnail that gives viewers a solid idea of what the video is all about. It should be attention-grabbing to convince them to push the play button with you and engage.

Don’t forget about your call-to-actions as well. You can tell users to subscribe to your channel, check a couple of products on your site, follow you on social media, etc.

You can also place a clickable CTA at the very end of the video. That way, it’s easier to redirect users to the next destination online.

Focus on Storytelling

One of the best ways to get an emotional response from your audience is through storytelling.

With it, you’ll be able to share some knowledge and information about you and your business. Incorporating storytelling in your video marketing campaign can help convey emotions better. And this is what makes your content resonate with your audience.

It’s worth noting that videos with great stories will stay in your customers’ minds for a longer time.

Interview Experts

Photo by CoWomen from Pexels

Interviewing experts, whether it’s about the products you sell or the benefits it brings, is a great way to build your authority in your niche.

People always want to learn about new things, and they love hearing the latest news or upcoming trends from the experts themselves. Apart from that, you have the opportunity to broaden your knowledge and reach.

As you grow your online following, industry experts would be happy to share their knowledge with your audience. Meanwhile, it positions your brand as a go-to online store for such products.

You also might be required to pay these experts for their time, especially if it may require some traveling, research, or preparation on their end.

You can also repurpose these videos later on into a podcast. This type of format makes it easy for users to listen to your content while they’re on the go.

Similarly, you can outsource an episode recap and publish it on your blog section with relevant links to some of your products and services.

Post the Video on Important Channels

A great video won’t make a difference if you fail to place it in front of your target audience.

Whether you have a dedicated following on Facebook, Instagram, or YouTube, you can publish your videos on these channels.

Ensure that you engage with people who will enhance your bottom line on places where they spend most of their time.

Create Brand Videos

Brand videos are often made as part of a more extensive ad campaign.These videos are created as social media ads to boost brand awareness and draw in traffic.

Brand videos are often created to help communicate the personality of the brand. This includes your company culture, mission, products, and services.

Make Animated Videos

Animations allow you to have complete creative freedom over your content.

This can be an ideal format that you can use to help explain to your audience the most difficult or abstract content or ideas.

Apart from that, creating animated videos are incredibly entertaining and eye-catching.

Showcase Company Culture

Similarly, you can also use videos to showcase what your company culture is like. You can publish videos like these on your social media pages or your website’s About Us page.

Examples of great content ideas would be featuring employee events like catered lunches or a field day with your employees.

Embed Videos in Your Emails

When you’re utilizing emails to communicate with your target audience, then you might consider embedding videos in it as well.

According to data, emails that contain “videos” on their subject line are 19% more likely to be opened.

That’s because most people would rather watch a video over text. That’s why adding this word in your subject line significantly increases your email’s open rates.

Note, however, that you should include the term “video” in your subject line only if there’s an actual video in your email.

Shoot Behind-the-Scenes Footage

Another interesting video type that you can use is behind-the-scenes footage.

If you offer products that provide a unique process that stands out from the rest of the pack, you should include that.

Your customers wanted to see how the products they’ll purchase are being made. More so if you include “sustainability” as a brand promise.

In the same way, behind-the-scenes footage allows you to show how the products you’re offering them are being manufactured. Doing so will enable you to build your customers’ trust because they see firsthand where the magic happens.

Go Live on Facebook or Instagram

Photo by Sticker Mule on Unsplash

With easy options like Facebook or Instagram Live, you don’t have to do pre-recorded videos.

All you need to do is log on to social media, plan out your message, and go live. Live videos aren’t just an excellent platform that you can use to talk with your followers in real-time. You can also use it to offer your audience detailed information about your products.

There’s often live chat that goes along with these Live videos. And this can help maintain that level of trust and transparency with your audience.

If you plan to take your e-commerce digital marketing strategy to the next level, you should incorporate video marketing. Doing so can help boost your traffic and online sales. Good luck!

Jake Rheude

Director of Marketing at Red Stag Fulfillment, an eCommerce fulfillment warehouse that was born out of eCommerce. He has years of experience in eCommerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others.