This post first appeared in Website Magazine.
A strong video strategy can provide merchants with many benefits – from an increase in engagement and conversion rates to better placement within the SERPs.
The biggest challenge with video, however, is creating content that will engage consumers and entice them to hit the play button. While many merchants implement video on their sites, often times their video strategies are limited to product videos and demonstrations for specific items. Although these types of videos are definitely helpful, they aren’t very engaging and are rarely available for every product on an e-commerce website.
In order to harness the true power of video, merchants need to create a more robust and innovative strategy that not only showcases their products, but is also interactive and makes consumers want to hit play. Luckily, Website Magazine has compiled a list of five tactics that can help merchants revamp their current video strategy to get better results, check them out below:
Brands that want to stay a step ahead of the competition should consider implementing a live video strategy. One way this can be done is with the Your BrandLive platform, which is a video communication software that uses live video and chat to create a unique customer to brand experience. In fact, brands can use the service to broadcast live video from any location and participate in real-time interactions with customers. Moreover, merchants can sell products during video sessions by uploading items into the Brandlive dashboard. By doing this, products are displayed across the bottom of the live video with titles, descriptions, images, prices and a call-to-action button for making a purchase.
That being said, merchants can also go live on Google+ with Google Hangouts. This feature can be used to video conference with up to ten people at a time, as well as live-stream a broadcast publicly onto Google+, YouTube and websites. This could come in handy when revealing a highly-anticipated product for the first time.
According to comScore, U.S. consumers watched 11.3 billion online videos in December 2012, which proves that video advertising is a big business. Furthermore, video ads tend to be successful because consumers typically either have to choose to hit play in order to view the advertisement or have already decided to watch a video (meaning they are alert) when the advertisement is shown. Merchants can launch video advertisements through Google, as well as on video ad networks like BrightRoll, Live Rail or Adap.TV. Additionally, LinkedIn recently announced video ads on its self-serve platform, which could be a good place for B2B merchants to display their advertisements.
Promote User-Generated Reviews
Most merchants know how influential consumer reviews can be, so why not feature them in a unique way? Yes, we are talking about video reviews. In fact, there are a variety of platforms available that allow merchants to include user-generated video content on their site, includingBravo, Authntk and EXPO TV. These videos could even prove to be more valuable than written reviews, because it is easier to tell someone’s sentiment when you can watch them speak, which makes this type of user-generated content more personable, relatable and believable.
It is important to use a multi-channel approach when implementing a video strategy. By maintaining a YouTube channel and cross-promoting that content on other social sites like Facebook, Twitter, Google+ and Pinterest, merchants have the ability to show their products to a wider audience. Moreover, merchants can use their social videos to create a variety of content outside of tutorials and demonstrations, such as entertaining spoofs or a behind the scenes look at a company.
Videos for Every Item
Just because you have updated your current video strategy to include some of the aforementioned tactics, doesn’t mean you should neglect adding or updating product videos/demonstrations on your site. After all, product videos are helpful to consumers who are on the verge of making a purchasing decision, which means having a video on every product page could potentially have a dramatic influence on conversion rates. That being said, creating videos is time consuming, which is why platforms like Treepodia can be very helpful to merchants. This is because Treepodia can be used to turn entire product catalogs into product videos. The platform does this with Image Reviving Technology, which brings still photos to life. Moreover, the videos are always kept up-to-date as the platform automatically generates new video versions to reflect changes in inventory and all videos are based on existing product images, descriptions, prices, user reviews and merchandising rules.