Have you ever questioned how some brands seem to effortlessly boost their marketing returns while others strain to get noticed?
It could be because they apply a highly effective and engaging strategy: video marketing.
You may be skeptical about pursuing video content or deem it too complex or expensive. Well, you’re not alone.
However, the truth is that brands that leverage video marketing are seeing significant results from their initiatives.
Keep reading to learn how ecommerce brands are using video marketing to derive a good ROI.
The Importance of Video Marketing
Video marketing involves using video content to inform or educate the audience and increase engagement.
Videos are dynamic, engaging, and easy to consume. As such, people love videos.
Per a Wyzowl study, 82% of consumers say a brand’s video has persuaded them to buy a product or service. 89% of consumers claim they want to see more online videos from brands in 2024. And therein lies the golden opportunity.
How Ecommerce Brands Are Using Video Marketing
Besides promoting trust and connection, video marketing can deliver positive ROI. In fact, 87% of marketers claim that video has helped them directly boost sales.
Here’s a detailed discussion on how ecommerce brands are using video marketing to boost ROI.
1. Advertise Products or Services
According to Attrock, there are many ways to use social media to increase ecommerce sales.
Social media ads are an excellent place to start leveraging video marketing. You’ll need to create commercial videos and use them for your social media ads.
Ecommerce video ads on social media usually have better engagement rates. Although people often highlight how high YouTube engagement rates are, platforms like Facebook and Instagram are also great for video ad campaigns.
Here’s an example of a video ad on Instagram.
Image via Instagram
2. Explain How a Product Works
Create product explainer videos illustrating how to use your products. Describe a product’s features and functionalities to help the audience understand how it will help them.
Explainer videos also provide an overview of your product. According to the previously cited Wyzowl study, 91% of people surveyed said they had watched an explainer video to understand more about a product or service.
Here’s an explainer video from Apple.
Image via YouTube
3. Share Testimonials
Sharing a video testimonial helps show the value of your products or services. It’s a simple strategy that requires you to use your customers’ video reactions to make the hard sell.
The video should feature your happy customers talking about the value they received from using your product.
Here’s a good example from HubSpot.
Image via YouTube
4. Build a Connection with Storytelling
We often make emotional purchases. Our perspectives and interests usually influence how we decide which product to purchase and from which brand. Storytelling is a powerful way to connect with your intended audience.
So, you need to find something your audience loves. Then, create an inspiring story about how your service or product helps to achieve that.
Nike does a good job with this. Its team creates unique, motivating, and inspirational stories while keeping its target audience in mind. Such an approach helps them win their customers’ hearts.
Here’s an example of a video by Nike where to uses storytelling to engage viewers.
Image via YouTube
5. Increase Brand Awareness
A successful video marketing strategy doesn’t necessarily mean you should only create marketing videos to sell your products.
You can also win your target audience by making videos that inform people about your brand and what it stands for. Such videos help boost brand awareness and distinguish your ecommerce business from its competitors.
Here’s Nokia’s new brand video.
Image via YouTube
6. Highlight How the Product Has Helped Customers
Apart from testimonial videos, many ecommerce brands also create case study videos or success story videos to show how their products or services have helped customers.
Here, people don’t simply vouch for your product’s value or quality. It involves showcasing how your product/ service has helped your consumers achieve something, preferably with quantitative proof.
These videos should be persuasive, narrating real customer success stories. This will help potential customers realize the value you offer and invest in your products or services.
Check out this video case study by Adidas.
Image via YouTube
7. Show Your Product in Action
Making product demo videos is another example of how ecommerce brands use video marketing to drive sales.
Besides presenting the product’s features and benefits, demo videos also show products in use. They enable consumers to see a product’s characteristics visually and assess its quality.
Product demo videos often help enhance the perceived value of products. It’s a reliable strategy for a “technical” product or a product that is still poorly known or unknown to potential customers.
Arcade’s product demo video is a good example.
Image via Arcade
8. Make Personalized Videos
Another powerful ecommerce video marketing strategy is to target prospects with personalized videos.
Since video content’s popularity has increased over the years, video personalization has become more important. Video personalization allows you to make unique product videos, which make your communication more engaging and relevant to your target customers.
Spotify leverages personalization in its video marketing strategy. Here’s a look at their “Spotify Wrapped” campaign.
Image via Spotify
The campaign offers users a custom video summarizing their distinct listening habits. The strategy fosters a deep connection with the audience.
Conclusion
Understanding how ecommerce brands use video marketing is essential.
It revolutionizes how brands connect with their audience, driving higher returns on investment. Your brand can stand out in a crowded market by creating compelling video content.
Also, consider investing in the right digital marketing tools to simplify the process.
Ready to elevate your business? Leverage video marketing today to begin your journey toward ecommerce success. All the best!
