Just a few years ago, online shopping was met with skepticism, with people asking questions like, “Is my personal information safe?” and, “Can I trust the quality of the item I’m ordering?” and, “How do I know that I’m actually working with a legitimate company and not some computer-savvy 13-year-old who’s orchestrating credit card scams from his blanket fort?”
Today, however, online shopping is second nature to most consumers. In fact, many people prefer buying even their groceries and everyday household items online over braving the stores on a busy Saturday afternoon. Even so, with some types of purchases, particularly those of items that have heftier price tags, there remains some hesitation. How can your e-commerce business overcome those reservations? By creating a video! Here are three important strategies for using video to highlight your e-commerce company.
Decide What Products or Services Would Benefit from Video the Most
Obviously, creating a high-quality video is going to cost some time and money, so use your resources wisely by deciding which products or services will benefit the most from being featured in a video. Generally speaking, people are most hesitant when making a big purchase online, so focus on your high-dollar, feature-rich offerings.
When creating product videos, make sure that you emphasize the benefits of a product or service, rather than its specific features. In other words, answer the question, “What’s in it for me?” For example, rather than saying that batteries are included, tell your viewer that the product is ready for them to use right out of the box. Instead of mentioning that a program is customizable, emphasize that it is designed to meet your customer’s unique needs.
Let Your Fans Do the Work
Getting ahold of user-generated content is a fantastic strategy for using video to highlight your company. It’s obviously a cost-effective alternative to spending the time and money to create a video yourself, and as an added benefit, it’s basically word-of-mouth advertising, which has been shown to be wildly successful.
Generally, satisfied customers are more than happy to share their experiences with your products or services, even if there isn’t a tangible incentive to do so. Create a hashtag, a contest, or a giveaway for those who share video content pertaining to your brand on social media. Your customers get their 15 minutes of fame, you get free video content, and everyone wins.
Sharing Your Video Wisely
There has been some debate as to the best way to share corporate videos online, so it’s important to do your research, evaluate your goals, and determine the best course of action for your business.
A major perk for sharing your video on YouTube, of course, is the ability to utilize the platform’s TrueViewvideo ad format. This allows you to reach audiences beyond those who visit your channel or social media page. Advertisers have several different options for sharing their content through TrueView ads, allowing them to customize a strategy that will fit their budget.
You don’t have to produce a video for each and every product and service you offer. By creating a strategy and partnering with an experienced video production company, you can reach your target audience and make sure that your e-commerce company shines.