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How to Develop an eCommerce Video Marketing Strategy?

Ankit Jena Published on : 05 May 2022
ecommerce video marketing strategy


Video has always been a successful method for captivating the audience’s attention. It’s not anymore confined to the entertainment industry; it’s popularly used in the marketing sector to skyrocket sales and outsmart competitors. When it comes to ecommerce stores, using product video can accelerate your sales and appeal to consumers to buy more products. 43% of the consumers like to watch a product video before purchasing because it gives them an easy and fun way to learn more about a product. Video marketing strategy does a great job of engaging users and it also breaks the monotony of texts, images, and other formats of content.


How does an ecommerce video marketing strategy help you?

From traditional TV ads in the 1960s to today’s YouTube, Snapchat, Vimeo as well as Facebook live, video has become one of the essential parts of our lives. Business owners get an attractive, versatile, and shareable medium to reach their audiences and on the other side consumers also get an efficient and convenient method of knowing the product. Video marketing is a 600% more effective marketing tool than print and direct mail combined.


Getting started with ecommerce video marketing

Before creating a product video, you need to have a video strategy in place and realize the needs of your customers. To do that, you must consider how you are planning to use each video, who will be watching your videos and where they are consuming your content.

Product page videos should showcase diverse features of your product to potential consumers that they couldn’t see in a still photo. Fashion retailers might use models to show how a product looks while down the street with all eyes on them whereas online stores offering outdoor recreational items can show a product being used in camping excursions with a stunning background of mountains and lakes. 49% of online buyers say not physically touching the product doesn’t make them satisfied while buying things online. So, your primary goal should be to bridge the gap and provide a more holistic buying experience to the consumers. Showcase your product in such a scenario that your consumer might use it to test it out when in the store.


ecommerce video marketing strategy


Product Videos can be used everywhere

Yes, you read it right! You can use product videos in email streams as well as on several social media platforms such as Facebook and Instagram. Knowing how to use a product marketing video can minimize the costs and time spent in making a video. Proper planning can help you optimize your time and resources appropriately.


Where can you use your product videos?

There are three major channels where you can use your product marketing videos to reach your targeted audience and they are:

  • Product page
  • Welcome series email
  • Paid advertising like Facebook and Instagram ads


Why should you use product videos?


High Conversion rate

A unique aspect of the video is that they create a sense of trust with consumers. This gives rise to a higher probability of visitors turning into active paying consumers or subscribers. Videos work efficiently if they are placed on the product pages with a brief description, especially with proven trust drivers. According to research by RenderForest, 70% of business owners say that videos have a better conversion rate than any other form of content. And, when it comes to explanatory videos, it increases the conversion rate by 20%.  As consumers are unable to touch and examine the product personally, visual contents play an important role in their purchasing decision. Videos always give a more realistic feel.


Videos give better results on Search Engine Result Pages

Search engines love videos that are uploaded on websites. Videos not only help in spreading brand awareness but also help in link building. Ecommerce product videos set a standard in the marketing domain. Every company kept writing about their product, kept linking back to their website, and also shared the video. This in turn helped businesses with the backlinks, which led them the way to success.  Creating relatable video content with a human story behind the digital offerings will help your business rank on the first page of the search engine.


Video complement marketing tactics

Any video marketing content can ideally complement your existing marketing tactic. If you are currently planning and executing weekly blogs, you can convert these blogs into a video format or even add further content in the form of video. How-to-do blogs can also convert into how-to-do videos. It will engage your audience in a new method and also help translate content into another popular format. And for your blog text leveraging an AI writing tool, it can significantly enhance the efficiency of converting weekly blog posts into compelling written content, providing a more effective and streamlined approach to diversifying your marketing strategy.


Explainer Videos – An Easier Method to Describe Audience

How it Works Videos of any newly launched product are a lot easier and more admired as compared to any other format. 98% of users love to watch explainer videos to learn about the features of a product. Interactive videos are effective at enlightening the audience and also increase their watch time by 47%.


Video has the power of engaging even the laziest audience

Besides being the most beneficial learning tool, videos are also easy to consume. People are living a busy life and reading a long product description or digging deep into the services is again a hassle. The modern-day audience loves to save time and see the product in motion. Hence, visual content is one of the driving forces for companies to use in their content marketing strategy.

eCommerce video marketing strategy captures a wide range of audiences from several socioeconomic statuses including the laziest ones and ensures your brand target both ears and the eyes of the audience.


Increase Brand Awareness

On average, Facebook generates eight billion videos per day, which means individuals are responding to video content. Video has a higher engagement rate and attracts more people compared to long-form blogs. With the right video marketing strategy, your brand can spread its message like wildfire. 


What does each video need to attain its goal?


Product page video

The Purpose of the product page video is to increase conversion and Average order value. To attain these goals, the product page video needs:

  • Shots of the product in use
  • 360-degree views of the product
  • Shots of the product in use with commonly used items you sell, or with necessary accessories


What to keep in mind while making the video?

Make it clean – take the simple background. The more the video looks clean and concise, the more will consumers trust your brand. Trust will increase your conversion rate or average order value.

Keep it simple – Make product page videos in less than one minute. Making it simple and to the point is the best way to engage the maximum audience.


Welcome Series Email

The main purpose of the welcome series email video is also to increase conversions and average order value and to achieve these two things, the welcome series email video needs:

  • Introduction to the new consumer or new blog subscriber to your brand
  • Show off a best-selling product
  • Show off your service as well as brand capabilities

Once this video is created, use it as the main video on your official YouTube channel. This is the primary video audience sees when they come to your channel.


Facebook and Instagram Ad

The main purpose of Facebook and Instagram ad videos is to increase conversion, average order value, and attract new consumers to achieve this Facebook or Instagram Ad video needs to be:

  • Net new customers: Intro the new customer to your brand
  • Net new and existing: Show off a best-selling product
  • Net new and existing: Show off a new product release
  • Existing customers: Encourage conversion


Facebook Video Ad Requirements:

  • Text: 90 characters
  • Aspect Ratios Supported: 16:9 to 9:16
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • News Feed Ratio: 16:9 (full landscape) will be masked to 1.9:1. 9:16 (full portrait or vertical) will be masked to 2:3
  • Format: .mp4 container ideally with leading moov atom, no edit lists
  • Audio: Stereo AAC audio compression, 128kbps + preferred

Make sure to add a Call To Action (CTA) button with a link to your desired page. Facebook gives you the opportunity of several CTA buttons.


Instagram Ad Video Requirements:

  • Aspect Ratio: 1:1
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Format: .mp4 container ideally with leading mov atom, no edit lists
  • Audio: Stereo AAC audio compression, 128kbps + preferred
  • Caption: Text only, 125 characters recommended

Instagram provides you with eight CTA options. You can choose any one of the eight CTA options and add the desired link to complete the buying process.

Bring immersive video experience to your website’s product page, app and other platforms such as YouTube, Facebook and Instagram with Muvi Flex. It helps you deliver buffer-free video and audio content across the globe. Manage your audio and video content with an easy-to-use CMS. Start a 14-days free trial to acknowledge the benefits of video and audio experience across your website and other social media platforms.


ecommerce video marketing strategy

Written by: Ankit Jena

Ankit is Content Writer for Muvi’s Marketing unit. He is a passionate writer with 5+ Years of Experience in Content Creation And Development. In his past time, he likes to dance, play football and google various things to quench his thirst for knowledge.

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