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IT How Video Marketing Can Help Your Business: The eCommerce Edition
Video marketing helps increase your brand’s visibility, improve your audience’s engagement with your content, and help increase brand recall.
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by Rohin Aggarwal
- 8 Min
In This Article
Introduction
As you navigate the bustling realm of eCommerce, where online brands strive to capture hearts and increase sales, you find yourself at a crossroads of innovation and opportunity. Rest assured, if you’re contemplating weaving video content into your marketing tapestry, you’re on the right track!
Video marketing helps increase your brand’s visibility, improve your audience’s engagement with your content, and help increase brand recall.
In today’s blog, we dive into how video marketing can help your brand thrive in this ever-evolving eCommerce world. This blog will help you understand what video marketing can do for your business. Before we understand how video marketing can be a game-changer for your business, let’s understand what a product video is.
What is a product video?
The primary role of a product video is to showcase your product.
A product video will help your eCommerce brand bring in qualified leads and sales. Today, most brands selling their products online use this method to market their products to existing customers and new audiences. Product videos often involve taking creative shots of the product from different angles and then stitching those shots together. Here is an example of a product video of Orika Spices.
Next, let’s understand the advantages of using video as a part of your eCommerce marketing strategy.
Benefits of video marketing for eCommerce brands
Sharing product videos over social media has made it easier for online brands to showcase their products. Here are four reasons why, as an eCommerce brand, you should add videos to your marketing strategy.
1. Video marketing encourages social shares.
When customers find your product videos relatable or helpful, they will likely share your video with their friends and family.
The global average video consumption is 100 minutes per day.
Video generates 1200% more shares compared to text or images.
Additionally, videos help the audience retain 95% more information about what they watch than reading text.
Today, more eCommerce brands include product demonstration videos and reviews on their product pages to help their customers understand how the product works. How-to guides, tutorials, and troubleshooting videos are examples of educational content eCommerce brands use.
eCommerce videos are also moving towards shoppable and short-form videos because most of their audience engages with their brands from mobile phones. Hence making your product videos mobile friendly is a no-brainer. This also encourages social shares.
2. Video marketing improves SEO and boosts conversions and sales.
The two essential metrics that Google considers for SEO are the time visitors spend on your website and the backlinks leading to your webpage. Adding video content to your webpage helps boost both these metrics. Video on a webpage increases the time users spend on a page, increasing the website’s quality.
After implementing the video markup, IBM’s Weather.com noticed that the number of video pages indexed by Google more than doubled, allowing users to discover the videos more easily.
3. Video marketing appeals to mobile users.
Videos are often the critical driving force for sales in most businesses.
At least once a week, 50% of mobile shoppers use their phones.
55% of people watch videos online daily (HighQ)
85% of marketers are using YouTube, making it the most widely-used platform for video (HubSpot)
YouTube users watch over 1 billion hours of video each day on the platform (YouTube)
TikTok has 50 million Daily Active Users while Instagram has over 500 million Daily Active Users (worldwide).
According to Statista, three million brand-sponsored Instagram posts were made by influencers in 2021, making it a fifteen-billion-dollar market worldwide.
When creating video content for mobile phones, be mindful of the dimensions you use. A vertical format or a ratio of 16:9 is the most commonly used dimension when creating phone content.
YouTube Shorts, Instagram Reels, TikTok, and Snapchat all use this format to make viewing videos on smartphones easier.
You can take distributing your eCommerce video content a step further by integrating it with your Shopify store. Idukki’s no-code integration method makes it easy to integrate your eCommerce videos / Influencer Reels within your Ecommerce store website, landing pages, and other parts of the marketing funnel.
4. Video marketing is great for educating and building trust.
88% of marketers claim that video has produced an excellent ROI.
Your website visitors will be able to retain the information with videos over information written in text. Storytelling via videos on your product listings or your website is an excellent way to convey a message and build a connection with your audience by evoking emotions. You can use videos to demonstrate products, explain complex concepts, or provide step-by-step instructions.
This is particularly beneficial for eCommerce brands that rely heavily on visual and practical demonstrations.
How do you promote your product using videos?
1. Introduction videos
As the name suggests, an introduction video introduces your product to your audience. This video tells your audience how your product can help them, who it is for, what your product is, and what it does.
One of the things when creating an introduction video is to keep your video short. Get a professional videographer if required to get high-definition and quality videos. Shoot your product from different angles and showcase what makes your product stand out. Use storytelling to compel your audience to resonate with your product. Mention a clear call to action.
Here is an example of NIKE creatively introducing its LeBron 17 shoe collection by focusing on its quality.
2. Explainer videos
96% of people have watched an explainer video to learn more about a product or service.
In an explainer video, you often tell a fictional story about overcoming your buyer’s pain point by implementing your solution. Write down valid ways about how your product can help your customers. Talk about how your product helps solve your audience’s pain points. Does it help them save money, does it save time, does it bring a comfortable experience?
Use high-quality videos to create explainer videos and give your audience a solid call to action.
Here is an example of a fictional explainer video that creates a scenario where ideal buyers may find themselves and explains how the product can help the buyers.
Here is an explainer video of GoPro HERO 12. It explains to prospective buyers all they can expect from the product and the pain point it solves.
3. How-to videos
How-to videos are educational videos that teach your audience how to set up a product or how to use the product. These videos help educate your audience about one or more ways they can make the most out of your product.
These videos walk your viewers through how the product works. It Instructs customers on how to use the product step by step once they purchase it.
When making a how-to video for your product, ensure that:
The instructions are easy to follow
The narration is at a good pace and not rushed.
You know your audience’s level of comprehension and write your script accordingly.
Your video is high quality, as high-quality videos attract viewers and help you position yourself as a professional brand.
Depending on your audience’s level of comprehension, you can go as detailed as possible with your instructional videos or simply keep them short.
Here is an example of a video GoPro created for users to learn how to use GoPro HERO11. The video contains instructions and tips on how to use the new GoPro; it explains the various functions of the gadget, how to attach the camera to various mounts, how to control the exposure, and more. This video gives an in-depth understanding of how to use the product.
Here is an example of a how-to video by IKEA on how to maximize your storage space.
4. Unboxing videos
Unboxing videos have been a rage for a while now. Unboxing videos include a person unpacking the product from the original packaging and assembling the product if required.
Social media influencers started these videos, which are going strong to date. Most brands collaborate with influencers by sending them packed products (often as gifts) for them to unbox.
Unboxing videos show how the product will look when they receive it, how to remove it from the packaging, how to put it together, and how to use it.
Here is an example of a user-generated unboxing video of iPhone 15.
5. Testimonial Videos
Your customers are your brand’s best advocates.
When asking for your customer’s testimonials, ensure you ask them for a testimonial video.
Testimonials show social proof and encourage your target audience to purchase your product. These videos give customers the final nudge they need to purchase your product.
Don’t give your customers a script of what they should say. Their testimonial should be genuine and not rote-memorized. Instead, have three to four questions that your customers can refer to so that they speak to the point.
Some of these questions include:
What led you to purchase the product?
What were the problems you faced before the product, and what was the difference after using the product?
Anything you’d like to say to those on the fence about purchasing the product?
Here is an example of a product testimonial video.
How to add your product videos to your Shopify store?
Add product videos or user-generated content to your Shopify store by adding Idukki’s widget to your Shopify Store.
You can seamlessly embed videos into your Shopify store using Idukki’s no-code solution, saving time and boosting engagement, conversion, and brand loyalty.
The following are seven steps to add Idukki to your Shopify store
1. Browse the Shopify app store and find the “Idukki” app.
2. To install the app, click “Add App”.
3. Allow the app to access your store by clicking “Install app.”
4. Add your company details and select your collection source during setup. 
5. Make your collection more convenient by adding feeds, media, and customizing its appearance. 
6. Upload your collection, follow the Idukki Onboarding Tour tutorial, and copy the custom code.
7. In your Shopify store’s “Customize Theme” section, select “Idukki UGC” under Template and paste the code. Click Save. 
Wrapping it up!
Product videos build trust, help brands rank higher on search engines, educate customers, and, most importantly, boost sales.
Video platforms such as Idukki help eCommerce brands integrate video with various marketing touchpoints, thus allowing brands to make the most out of their single effort of creating videos.