Video marketing is one of the most effective ways to capture your audience’s attention in today’s era of video-favoring social media algorithms. After the huge success of TikTok, video has taken over social media.
And this isn’t platform-exclusive, either. TechCrunch reports consumption of short-form video content (Reels) now makes up more than 20% of the total time people spend on Instagram. Similarly, Meta noted video consumption makes up 50% of the time users spend on Facebook.
As a result, brands have realized the power of video to promote their products. Product videos for ecommerce are a great tool for direct-to-consumer (DTC) brands looking to boost engagement and drive more sales.
This is likely why the number of ecommerce marketers using product videos is rising. Data from Wyzowl shows 86% of all businesses now use video as a marketing tool.
So why is video marketing important for ecommerce brands, what are the benefits, and how do leading DTC brands use different types of videos to drive more sales? We’ll cover all of this and more. Let’s dive in.
Video marketing refers to the use of video content to educate and inform the audience, boost engagement, and promote products and services through a variety of digital channels and formats.
According to Lemonlight, 92% of marketers believe that video will play an important role in marketing over the coming years. The reason? People love videos. They are visually engaging, easy to consume, and dynamic. Data further validates this: In 2021, U.S. adults spent 149 minutes per day watching digital video.
Here’s the thing. While people watch entertaining and educational video content of all types, according to data from Optinmonster, 84% of people say they’ve been convinced to buy a product or service after watching a brand’s video. And therein lies the opportunity.
Video in ecommerce is directly linked to ROI. Unlike in the past when ecommerce brands looked at video marketing as a way to increase general brand awareness, video has become a solid revenue-generating tool. Research shows that 87% of marketers say video has helped them generate positive ROI.
Videos are easy to consume, which makes them the perfect tool to reach your target audience and convey your message. Here are a few benefits that come with using product videos for ecommerce:
Visuals tell more of a story than product descriptions ever could. Adding videos takes product pages to the next level, as they can convey an incredible amount of information in a short time frame. Showcasing your product through video will help your customers better understand the product.
For example: The DTC furniture brand Burrow uses product videos for ecommerce to show customers how different products from their collection look and how easy it is to assemble.
According to Wyzowl, 94% of marketers say video has helped them increase visual context and provides more in-depth information about their products or services.
This, in turn, can help ecommerce brands cut down on product returns since customers have more clarity when making a purchase online. A SaleCycle survey shows 64% of customers say the main reason for online product returns is that the purchased product didn't match the description. Having a video on your product page is a simple solution for this common problem.
Adding product videos to your ecommerce website can also keep customers more engaged while browsing your site. When asked how they’d most like to learn about a product or service, 73% of customers said they’d prefer to watch a short video. This might be a virtual try-on, a how-to video, or a quick explainer video highlighting key features and benefits.
According to Wyzowl, 82% of marketers say video has helped them increase dwell time — the length of time a person spends looking at a specific webpage. This explains why 62% of marketers say video marketing success is determined by the level of engagement their videos get.
One of the most neglected aspects of using product videos in ecommerce is their impact on your website’s SEO. In Google's organic search results, videos receive great exposure: the platform now shows video thumbnails in 26% of search results. The presence of a video thumbnail deems the result a “rich snippet,” which can boost your SEO efforts.
We see this approach at work with skincare device company FOREO, which uses product videos across different channels and platforms. Doing so helps them boost their organic reach and SEO when their video results populate for different keywords within Google search.
While video brings different benefits for DTC brands using it as part of their marketing toolbox, the ultimate goal for marketers is increasing sales. The good news is that product videos can help you with that, too.
According to Wyzowl, 86% of marketers say video helped them generate leads, and 81% say video helped them directly increase sales. DTC brands looking to boost their conversion rates should explore using product videos for ecommerce.
Luxy Hair is a successful online store selling hair extensions for women that built a seven-figure business using only YouTube marketing. With more than three million subscribers, it’s clear product videos have been instrumental to that success.
Video is one of the most effective ways to reach your audience. If you’re an ecommerce brand and you’re not creating dynamic product videos that resonate with your audience, you’re missing out.
For inspiration on your next video marketing campaign, here are a few ideas from nine successful DTC brands.
According to Statista, in 2021, ecommerce accounted for nearly 19% of all retail sales worldwide. Forecasts indicate that by 2026 this percentage will be close to a quarter of total global retail sales.
Product videos are the digital equivalent of inspecting a product before making a purchase. Ecommerce brands invest in product videos to provide more in-depth context during the online buying experience.
Allbirds is a well-known DTC brand for comfortable shoes and flats made with natural materials. Product videos on product pages are an essential part of Allbirds' strategy, as they provide an opportunity for online shoppers to see the product up close and in action, much like they would in-store.
As reported by Renderforest, 93% of Millennials watch how-to videos on YouTube. Whenever they have a doubt, they just grab their phones and type two magical words: “how-to.” According to Wyzowl, 96% of people have watched an explainer video to learn more about a product or service.
If you’re selling a more complex product that needs some sort of instructions for use, how-to videos can be a great way to help customers understand how to use and get the most out of your product.
DTC brand Doe lashes sells handcrafted silk lashes, and since their product requires a specific application process, how-to videos are a vital part of its marketing strategy. Customers can find videos that show how to apply lashes for different eye shapes, the basics of application, taking care of your lashes, etc.
The abundance of video content today makes it hard for brands to stand out. Around 3.7 million new videos are uploaded to YouTube every day, and that’s only one channel. The large amount of videos uploaded daily also raise customers’ expectations for video content, especially from brands. Here’s where storytelling videos come in handy.
Using video marketing to tell a story is a great way to hook viewers and keep their attention. Whether that’s the story of how the brand was founded, the vision of the brand, or what the brand stands for, storytelling videos can be the best format to share the story with a larger audience.
One of the brands that use the power of video to share stories with its customer is the grooming company, Beardbrand. The DTC brand has a very specific approach to content creation, and video is an integral part of its strategy. With almost two million subscribers on its YouTube channel, Beardbrand regularly publishes videos that share different customer stories while showcasing some of the brand’s products in action, too.
Customers today constantly look for unbiased feedback and social proof to help them decide whether or not they should buy a product. Along with product reviews, video testimonials are a powerful way to build trust and encourage customers to buy your product.
According to a study by Wyzowl, two out of three people are more likely to buy something after seeing a video testimonial from a previous customer, and 77% of people who have seen a testimonial product video said they were motivated to make a purchase.
Ritual is a collection of all-natural personal care and household products crafted from the highest quality ingredients. Since customers are always cautious regarding health-related products, the brand uses video testimonials to share positive customer experiences and build trust. Using video helps Ritual humanize the experience, allowing customers to identify themselves with the people who already use Ritual’s products and hear first-hand what the key benefits are.
The death of third-party cookies made ecommerce brands realize the importance of collecting first-party data. In response, more ecommerce brands are now using quizzes on their websites to collect customer data and then personalize the buyer’s journey with that information.
Video quizzes allow ecommerce brands to connect with customers and keep them engaged while gathering information about their product preferences.
One of the brands that use video quizzes to provide customers with skincare advice and recommendations for a basic routine is Korean skincare. By taking a short, interactive quiz, customers get answers to their questions and receive personalized recommendations, helping them make an informed purchasing decision. Unlike standard quizzes, the video aspect of this format adds a human element making the experience engaging and trustworthy.
Unboxing videos are exactly what they sound like–'unboxing' or opening a product box for the first time while on camera.
Aware of the importance of first impressions and the hype of the overall unboxing experience, DTC brands use these videos to create excitement, generate FOMO, and motivate customers to buy the product.
The premium adjustable pillow brand Henrie uses an unboxing video to get its product in front of the audience. The psychology of unboxing videos taps into the anticipation and excitement we feel for something shiny and new. These unboxing videos also provide helpful product information, giving consumers a real-time look into what they can expect when they get the product.
Ecommerce brands looking to reach their online audiences beyond organic content should consider video advertising. Statista data shows that video ad spending is expected to show an annual growth rate (CAGR 2023-2027) of 10.97%, resulting in a projected market volume of US $318.80B by 2027.
On top of this, digital video is a growing media channel, especially with big players such as Disney+ and Netflix rolling out ad-supported options. According to eMarketer, U.S. advertisers spent $21.16 billion on connected TV in 2022, a 23% increase from 2021.
The reproductive DTC brand Natalist is beefing up its media mix with a video-led ad strategy. The brand relies on digital and traditional television advertising to build brand awareness and expand its audience. While video advertising requires a bigger investment in video production, it is a great way to promote your products and reach your audience across different channels and platforms.
Shoppable video is an interactive video with embedded functionality allowing customers to discover and buy new products. People today expect instant gratification and want to get the information they need with a click of a button.
According to an IAB report, 40% of marketers now use shoppable videos. Ecommerce brands are constantly trying to reduce friction, and shoppable videos can achieve that while offering interactive and engaging content for consumers. It’s a win-win.
Cancha bags feature industry-leading modular designs, empowering customers to customize their sports and travel bags with a wide range of personalized accessories. The brand uses shoppable videos to showcase the product, but also to encourage customers to add the product to their carts with one click. The modern online customer requires a seamless online shopping experience, rich with visuals, videos, and product information that ease the decision-making process. By pairing video with an option to take action and buy right away, it creates a highly frictionless experience.
Live selling is the practice of showcasing products through livestreams, usually via social media, allowing customers to buy products in real-time. Live selling is not a new concept—platforms like HSN or QVC have been live-selling products for decades.
However, with the rise of social media, this format became popular again in recent years as it democratized an experience that was traditionally only available through large media platforms, making it more accessible to smaller brands. According to Coresight Research, the U.S. livestream commerce market is projected to hit $25 billion by 2023.
Outdoor furniture brand Outer sells live on YouTube. According to the founder, Jake Liu, live selling is a 10x ROI channel for them, with a 90% audience retention rate for a one-hour show. While live selling requires a significant effort, the fact that the brand receives more than 10,000 views makes it worthwhile, especially because they are selling a high AOV item.
Video in ecommerce has the power to evoke emotions and to urge customers to take action — which is why they can be instrumental in the success of DTC brands. However, investing in video marketing is not enough. With these investments, it’s wise to stay on top of the analytics and monitor results to understand what works best for your brand.
If you’re struggling to gather insights and understand attribution for your video marketing efforts, Triple Whale is here to help. Now you can manage analytics, attribution, and creative for your Shopify store, all in one place. See Triple Whale in action.
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