How to use e-commerce video to drive more sales

Unless you've been living under a rock, it's clear to see that video is the most powerful form of content right now.

The average person consumes almost 4.5 hours of video content per day, a massive chunk of their attention.

All the major digital players in the battle for our attention are prioritising video because they know it keeps people on their platform for longer.

Instagram have heavily pushed reels over still images.

Tiktok, a platform that has over 1 billion users exclusively features video.

Facebook and twitter, historically text-based platforms, have also pushed video content heavily to keep up with competitors.

Basically, everyone is addicted to video content, and you have got to deliver your customers video content to communicate your message as effectively as possible.

In this short article we'll teach you how and why you should use e-commerce video to drive sales for your brand.

Who are we?

Well we are Trendy Grandad, a results-driven video production company that has worked with e-commerce brands to help develop video strategy, content and drive growth.

We have worked with a wide variety of brands, from leather cleaners to sex toys, meaning we think we are pretty well-placed to have a crack at this!

‍

Check out our latest ecommerce ad for Renapur below;

Without further ado, here's how you can use video to drive more sales to your brand.

Product Videos

Having eye-catching video of your product is so important, it has the ability to place your product in the hands of your customer before they have purchased it.

Unlike an image, with a video you can display how your product feels, the weight and how it moves.

The number one opportunity we see with e-commerce brands right now is product video within your product display pages.

If you are a fashion brand, a simple shot of your model moving around, showing how it changes and stretches with your body movement will be useful for the customer to get a deeper understanding and therefore increase the conversion rate.

If you have a product that has a clear "before and after" then a video on the product page displaying this is a no-brainer.

We worked with Renapur to produce a suite of videos for exactly this purpose. To show off how good their leather cleaner was and all the different use cases for it.

These videos can be used not only across product pages but also within adverts.

The best thing about product videos is they don't have to be big budget. They can be simple, functional and shot alongside your product photography.

‍

Brand Films

Branded films are such important content to build the story behind your business.

This film could be a simple homepage video that gives a glimpse into the brand. Going back to the example of a fashion brand, it could be models in your clothing spending time in locations that are aspirational for your target market. It's purpose is to give your customer a "feel" of your brand more than anything.

It could also be a brand film that covers who you are and how you help. This is more of a complex film that might include product demos and interviews with key stakeholders

It might also be a storytelling film that tells a story specific to your brand

‍

Testimonials

Testimonials are so important and can really drive sales to your brand.

The beauty of testimonials is that they can be shot by your customer. This is called UGC. You can incentivize UGC creation from your most loyal customers by offering discounts or exclusive products. This often means you get super valuable content to be used in your marketing as well as another sale next time they order!

Now whilst UGC is valuable, it's not always right for your brand. If you have a polished, luxury brand positioning, a more produced testimonial video might be your best bet. It's another opportunity for you to drive home your brand messaging as you weave it throughout the testimonial video.

‍

Video ads

Paid advertising is often the lifeblood of e-commerce brands. Brands rely on using platforms like Meta and TikTok to build brand awareness and bring traffic to their site. Ad creative is one of the key components of high performing adverts, getting this right can mean the difference between a profitable campaign and a losing one. One of your options for ad creative is video content. We already know video is king with 82% of global internet traffic coming from video. So leverage this.

Creating short, scroll stopping video ads for your product that can compete with organic content on Instagram and Tiktok will boost ad performance compared to static images.

The key is testing. Test UGC, product reviews and product videos to see what resonates and delivers the highest ROI. The beauty is you already have this content shot, it might just take a light touch re-edit to optimise it for each platform.

‍

Check out our latest work for ecommerce brand Rocks Off

‍

Getting the most out of your video:

Here are a few ways to get your existing content to work harder for you.

Repurpose

The biggest ROI move you can make is reusing and reformatting your existing content.

You have already paid for the expensive shoot day.

Re-edit using new styles, ideas and trends to rejuvenate it.

This will be more cost-effective than booking a new shoot completely.

Drive traffic

The number one mistake we see brands make is not driving traffic to their videos.

They get a brand film made, they love it, but only a fraction of their customer base see it.

Get some spend behind the video, blast it out in an email campaign, put it front and center on your site.

Give it the opportunity to work its magic.

‍

Measure and track results

What you don't measure you can't track.

Set up a process to track the success of your content, this could be views, engagement, signups or purchases depending what the video's purpose is.

‍

Looking for ecommerce video production? Contact us