Videos help build brand awareness, communicate product features effectively, and answer customers’ questions and concerns. Six types of videos can be used to help e-commerce businesses convert.
Customers rely on visuals when making a purchase. If you own an e-commerce store, you will already be aware of this fact. This makes perfect sense. Customers want to see the product and to get to know it before making a purchase. That is why many online shops are investing in improving their content to attract potential customers.
In today’s highly competitive online selling world, images and descriptions may not be enough. customers respond better to videos that are well-written and have catchy titles.
Explainer videos can be a perfect match for e-commerce. Videos can be used to help you generate leads, increase demand for new products, and even as an advertising channel.
Continue reading to learn how you can use the best videos for your ecommerce store. 6
Different types of videos that increase conversions
- Video stories about companies
- Testimonial videos
- Video clips of products
- Explainer videos
- FAQ videos
- How-to videos
Why use videos in your E-Commerce shop?
You can bring your products to life with video content right in front of your customers’ eyes. Businesses often rely on text and photos to convey their message, but video content can help you stand out from the rest.
A well-made marketing clip can highlight the benefits and features of your products quickly and easily. Videos can be powerful when done right. They can show the products in action, compare them with inferior options, and get happy clients talking about them.
If you have the right tools, a video can provide more valuable insights about your products and services.
Your goals will determine which type of video is best for you.
1. Testimonial videos and company stories showcase brand values and build confidence
You can establish your brand identity through certain types of videos. These videos allow you to show off who and what your brand stands behind.
This creates trust and transparency in your target audience which will lead to more sales.
These videos can be helpful:
- Video stories about companies
- Testimonial videos
Video of Company Story
A company story video introduces your company to potential customers.
Company stories often focus on your brand as a whole or the backstory behind your star product. Or even your origin story (e.g. what motivated you to create and market your products).
This video works best on your profile or home page, or on a landing page as part of a funnel.
The Little Potato Company‘s video about the company tells its story in a relatable and engaging way.
The Little Potato’s story video builds trust and encourages customers to consider The Little Potato when they next purchase potatoes.
Testimonial Videos
A great video strategy is to put a happy customer in the spotlight.
It is more authentic to let a real person speak about how your product has helped them or impacted their lives than talking about your product. Testimonials can also be a way to share a personal story with your audience.
A single testimonial can be created about your brand for use on multiple pages of your online store. Or, a series with testimonials that are specific to products you want to use on those pages. For testimonials, you can even create your landing page.
Fender, for example, uses a video to introduce new bass with the help of Panic! Nicole Row, Disco’s bassist.
Fender’s testimonial clip showcases the new bass company from a customer’s perspective — which is more impressive and more original than if it were from the company.
The testimonial videos and company stories show off the product or company and help build trust with consumers.
2. Product videos and explainer videos effectively communicate the features of products
The most common use of video in ecommerce is to illustrate a product’s features.
People want to know what makes a product stand out from the rest, so they don’t need to do too much research.
Two types are ideal for this:
- Video clips of products
- Explainer videos
Video of Product
Product videos are the most popular video type in e-commerce. They allow you to quickly and easily introduce the strengths and features of your product, while also explaining how it works.
Video product descriptions give potential customers an overview of the product’s key features, which can be enticing to buy it.
These videos can be used as introductions on a variety of sites, including your homepage and individual product pages. You can also follow Samsung‘s lead and split a video into smaller pieces that only focus on one feature. These little bits can be shared on social media.
Samsung’s product video takes just 10 seconds to show one aspect of its smartphone — the camera. This makes it easy for users to grasp the most important features of the product.
Explainer Videos
Explainers are short videos that quickly explain the purpose of your product or service.
These videos can be used as introductions, but they follow a narrative arc. Animated explainer videos use compelling stories and subtle marketing strategies to go from one issue to the solution (your products).
Explainers can be used wherever you are, and they can introduce people to your brand or e-commerce platform. They are often found on landing pages and at home in e-commerce.
To give you an idea about the potential for explainer videos, here’s a great example of a video that we made for Blume Beverages.
Blume Beverages’ explainer film promotes the company as well as explains the history and origins of Ceylon cinnamon beverages.
Video explainers and product demonstrations help consumers decide whether or not to buy a product.
3. FAQs and How-to videos address consumer concerns and last-minute questions
Videos can also be used to address the main concerns and issues of your customers regarding your product or brand.
It’s a common problem: Customers often have questions about specific features, how to make the product work properly, technical aspects of your product, and so on.
Videos can be used to anticipate these questions and give the correct answers right away. These are two types of videos you can use to do this:
- FAQ videos
- How-to videos
FAQ Videos
It is easy to understand the name. FAQ videos will answer the most common questions about your products.
You have two options: you can cover all the questions in one video or you can create separate videos to address the questions that require more attention or are the most popular.
FAQ videos can be found in the support section of your ecommerce shop, or on a dedicated FAQ page (if one exists).
It’s not a good idea to make a product too complicated for a casual customer.
Apple answers one of the most frequently asked questions about its iPad. Here’s an example: “What is Two-Factor Authentication?”
Apple’s FAQ Video Answers a Commonly Asked Question Simply and Comprehensively
How-to videos
These how-to videos are a popular type of video and for good reason. They make it easy to understand any process.
How-to videos are a great way to help customers and potential customers when you’re thinking about products that can be sold in an ecommerce store. These videos show the products in action and address common problems. They also give an overview of the learning curve required to use them.
How-to videos should not be placed on your website in random places, as with FAQ videos. These videos are better suited to be placed on the support page. However, you can still use a general how-to video on how to use the product on a product page.
Sennheiser’s how-to video on wireless earphones is a great example of this.
Sennheiser’s how-to video shows how to use the product. It is easier to understand than text and makes it more interesting.
FAQ videos and how-to videos address customers’ questions and show how to use the product.
Video Marketing to Convert Customers
It is difficult to build a digital platform. Videos can help improve the presentation of your website and increase user engagement.
It is not enough to embed videos just for the sake: Quality is key.
You need to have good lighting and good video quality for live-action marketing videos. A highly skilled animation company is almost always behind great marketing animations.
The first step to quality content is choosing the right type of video.
Identify your video’s goals, select quality content, and place it on the site where it will be most impactful to customers. You will soon see the positive impact videos have on sales, conversions, and customer satisfaction.
