If you sell products online, you will know by now that competition is fierce. The e-commerce industry is booming, and it can sometimes be very difficult to make yourself stand out from the crowd. But one of the ways you can differentiate your products (and your brand) is by using high-quality videos of your products. Time and time again, product videos have been proven to increase brand awareness, improve sales and deliver a high ROI whenever they are used. But is that enough of a reason to create a bunch of product videos for your business?
Types Of Product Video
Despite being a type of video in its own right, product videos can also be split down into different types of product video, depending on what suits your product best. A lot of this will depend on the number of products you have, your budget and how you want to present your product to your audience. For example, if you’re selling a new kitchen gadget, you will probably want to give customers a 360° view, just like they were in a shop looking at it, as well as a demonstration of how it works. If you’re selling fashion items like clothes and accessories, you might opt for more of a ‘catwalk’ video, so that customers can see how the clothes look on a live model rather than hanging on a rail. You could also use the ‘how-to’ style for products that have lots of information to get across in a short space of time, and these tend to go deeper and answer customer questions.
When choosing the type of video to use for your products, you first need to consider the value to your customer. Are you providing what they are looking for, and is it likely to encourage them to buy? Get those 2 basic things right, and you’re already on track to increasing your sales.
Why Use Product Videos?
Video is becoming more and more of an essential marketing tool for business owners as time goes on, and product videos even more so. The main reasons for this are:
1.A greater number of people are engaging with this kind of content online.
2.Conversion rates for video are much higher than any other form of marketing, including text and still images.
3.Video works for practically any product
4.Higher ROI than almost any other form of marketing
5.Google favours video content, with videos 53 times more likely to be displayed on page 1
Couple that with the universal popularity of smartphones and ever-improving connectivity, consumers can now view and download videos anywhere, at any time. And with YouTube now being the second biggest search engine in the world, more and more people are turning to video to answer their questions.
When it comes to products specifically, there is still some scepticism from the public around buying online. Many people still prefer to be able to see products in more detail before buying them, not always being convinced by a still image. While you can’t help customers touch, feel or smell your products using video, you can bring it to life in a way that allays those fears and makes them more comfortable buying from you online.
Our Top Tips
1.Keep it short: Product videos often benefit from being kept as short as possible. And while it might not seem like much, there is a lot you can achieve in under a minute.
2.Tell a story: Human beings love a good story, and we are much more likely to engage in a narrative than in a list of facts. If you can tell a story with your product video, you’re more likely to get an emotional response.
3.Show your product being used: This might seem basic, but it’s amazing the number of companies whose product videos don’t actually show the product being used. 360° views are great, but if you want to build a stronger connection with buyers, you need to show the product in use.
4.Go for quality: This shouldn’t come as much of a surprise, but investing in a quality end product (in this case a video) is always a good idea. A poor quality video with shaky camera work, out of focus and dark shots will do your reputation much more harm than good.
At Ginger Video, we love creating product videos. We’ve worked with products of all shapes and sizes, showcasing brand new innovations and everyday items with stunning, high-quality video.
If you sell products online, then we would love to help you create compelling promotional videos that will increase sales across the board. If you would like to find out more, just get in touch with us today.