As a busy e-commerce entrepreneur, your marketing strategy can probably be boiled down to trying to get your brand out there in as many ways as possible. You’re running ads on social media. You’re writing emails. You’re promoting your product store. But you’re still not seeing that big a boost in engagement. Now what? Well, have you considered video?
In this series of articles, we’re going to cover the reasons why you should create an e-commerce video marketing strategy and our friends at Linkeo Ltd will give you a variety of video ideas to choose from.
First of all, why should you consider video marketing? Here are 4 good reasons:
1. Video converts viewers into customers
Your customers are more likely to buy your product if your e-commerce marketing strategy leverages the content medium they prefer. Researchers have found that two-thirds of people (66%) said they’d prefer to watch a short video to learn about a product or service, which is over 3 times higher than people who said they’d prefer to read a text-based article (18%). Also, 84% of consumers say that they’ve been convinced to buy a product or service by watching a brand’s video.
2. Video builds trust between you and your audience
In 2019, a survey of over 1,500 consumers and marketers in the US, UK and Australia revealed that 90% of people say authenticity is important when deciding what brands they like and support. This is even more true for younger generations.
Video is the most human form of digital communication. It displays your voice, your face, your eyes as if you’re standing in front of your customers. It lets you show off your personality. And it demonstrates confidence in your brand and products. All of which can create a strong bond between you and your audience.
3. Mobile users crave video
If you would rather read text or watch a video on your smartphone, which one would YOU rather do? The answer seems obvious, and you probably assumed your audience prefers video, too.
Well, YouTube confirms it. More than 70% of YouTube watch time comes from mobile devices, according to YouTube’s own research. The best part? Consumers who watch your video content on their mobile devices are nearly 2x more likely to feel a personal connection to your brand and 1.3x more likely than desktop users. This is super important to keep in mind. Make videos that cater to mobile users first.
4. Video is the best content for social media
From ads to tutorials, videos perform better on social media and get higher engagement more than virtually all other forms of content. So make sure you create a video that grabs attention. On Twitter, for example, video Tweets are ten times more likely to 10x more engagement than those without video. Facebook videos have an average engagement rate of 6.13% compared to just 3.6% for Facebook posts in general. The newest video platform, TikTok, has the highest average engagement rate posts of any social media platform. And 90% of people say they have discovered a brand or product on YouTube.
It should be obvious at this point that e-commerce success is closely related to having a strong video marketing strategy in place. What you have to figure out now is, what type of videos should you create? But that’s a story for another time.
Be sure to check back in the near future for the next entry in this series. In the interim, check out the Deliver By Linkeo platform for advice on how to start your own e-commerce today!