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“Product videos are loved because they are informative, entertaining, and easy to digest. Four times as many consumers would rather watch a product video than read product description,” – Miljana Mitic
From a small, niche concept of online business transactions, e-commerce has expanded its business remit and entered the mainstream of business operations in the modern era. Traditional businesses are increasingly competing with online sellers in a world that is hyper-connected and on-tap around the clock. However, e-commerce operators are also competing with each other to sell merchandise and to gain wider profit margins. In this context, it is useful to state that product videos can help to boost e-commerce sales and empower online businesses to fulfil their commercial mandate. In the following paragraphs, we shall examine some of the techniques available to business operators in terms of promoting product videos with a view to boost e-commerce sales.
Apparel and clothing have emerged as a major product category in most e-commerce operations. We note that product videos can capture consumer attention with ease and therefore, these devices must be deployed in selling apparel and clothing to online customers. For instance, an e-commerce business operator must create tastefully produced product videos that spotlight various apparel creations. Businesses must deploy these professionally produced product videos in a bid to boost e-commerce sales. We note that consumers and online audiences are more likely to buy such merchandise when they peruse full motion videos of models draped in various items of clothing and apparel. That said, we note that the worldwide trend of mass access to higher bandwidth levels empowers the use of product videos as a selling mechanism.
Online search engines have emerged as great arbiters of commercial destinies. Every e-commerce operation is subject to search engine rankings and the presence of product videos helps businesses to elevate their ranking on search engine return pages. This higher ranking facilitates discovery and hence, promotes the scope for commercial transactions. In light of the above, we may state that the use of product videos helps to boost e-commerce sales because online discovery is key to growth in merchandise sales. That said, we note that competently produced product videos can automatically increase product sales because aspirational customers are likely to invest deeply in the advertised classes of merchandise.
Video sharing websites represent a major preoccupation for online audiences. These websites are the primary drivers of video consumption in modern markets. Therefore, online brands and businesses should invest significantly in terms of hosting their product videos on video sharing websites. These actions would increase viewership, enable mass conversions, and boost e-commerce sales for the concerned business. In addition to the above, we must note that product videos that are hosted on sharing websites would invite customer comments and suggestions. Online businesses must monitor these responses with a view to sample customer response and tweaking the production values of future video creations in an attempt to cater to consumers’ discerning tastes.
Social media is an all-pervasive fact of consumer life in modern times. Modern customers are plugged into all manner of general and specialised social media platforms. Therefore, e-commerce retailers and operators must exert themselves to create short product videos that can be shared on social media platforms. This course of action has the potential to boost e-commerce sales because videos can go ‘viral’ when a critical mass of customers clicks and shares these visual artefacts. The enhanced level of exposure can elevate sales opportunities and enable businesses to boost the velocity of transactions. In addition, members of online audiences can be encouraged to create and share their own videos featuring various items of e-commerce merchandise. These amateur videos can elicit widespread response and further boost e-commerce sales.
Online businesses must consider the potential use of storytelling mechanisms when they plan and execute the creation of product videos. This is a useful suggestion because product videos that hinge on a story can garner a higher number of viewers. For instance, an online seller of children’s toys can commission the creation of product videos that track the evolution of children’s toys over the last couple of centuries. We note that toys spotlight a certain aspect of human ingenuity and therefore, the said video can focus the various stages of development of children’s toys. Once the video is created, it can be launched on various platforms such as websites, social media, and video sharing platforms in an attempt to gain wide exposure and boost e-commerce sales. In addition, we note that product videos that rely on storytelling can be re-invented any number of times for a variety of products. In light of the above, we recommend that e-commerce operators should consider this mechanism when their product videos are on the drawing boards.
E-commerce business operators should be flexible about ideation and the creation of concept videos. This approach injects novelty and removes tedium from the process of creating product videos. A creative video will definitely attract online audiences because the majority of such videos tend to follow a cut-and-dried routine. For instance, a manufacturer of kitchen blenders can choose to boost e-commerce sales by fashioning videos on product performance. The series of videos can spotlight efforts to blend various members of the vegetable kingdom, in addition to blending a variety of fruits. These adventures have considerable visual appeal and online audiences may respond with heavy viewing of said product videos. We note that the focus on product performance is likely to win and present the business with substantial numbers of new customers. In light of the above, we may state that innovation can help develop product videos that are guaranteed to boost e-commerce sales.
Consumer education and technical instruction can form the crux of a certain category of product videos. E-commerce brands can commission specialise videographers to create product videos that boost customer knowledge about certain classes of merchandise. For instance, an automotive accessories company can boost e-commerce sales when it designs and deploys product videos that educate customers about the use of various automotive accessories. We note that the product range of such businesses can be fairly exhaustive and the videos can be instrumental in explaining the technical aspects of such products. That said, we note that such videos may not garner huge mass followings; they may be the target of heavy perusal by automotive enthusiasts and other niche online communities.
In the preceding paragraphs, we have explored the many approaches to create product videos for mass consumption. We must note that the ultimate aim of creating such artefacts is to boost e-commerce sales. However, we must note that product videos should be subject to professional standards of video production because amateur videos have the potential to wreck a brand reputation. That said, product videos must carry a relentless spotlight on the product at all times in the interests of promoting a certain commercial message. Therefore, brands and businesses must allow media professionals to conceptualise and create a product video. These artefacts must be deployed widely in a bid to garner consumer attention. The marketing message should be clear. Further, e-commerce operators should remain open to the idea of fielding all manner of consumer feedback in the interests of deepening consumer engagement. A close perusal of these methods should allow c-commerce businesses to deliver a focussed message through competent product videos.
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