E-commerce became really popular in last decade or so. According to eMarketer, it is expected for retail e-commerce sales to increase to $4.058 trillion in 2020.
As e-commerce companies started to grow and develop, it also led to development of new marketing products and services. One of the best ways retailers can nowadays bring traffic to their site is with animated explainer videos.
Several years ago, product videos were nothing more than an interactive media for your blog. Today, they are inseparable part of your online brand strategy.
As something that will help e-commerce business get to more customers, they have become one of the best examples of how digital resources directly impact your profits.
Video content can sell almost any service or product
One of the top features of interactive videos is that they are immersive. They bring product or services closer to a customer and help build trust. Videos help people learn more about an item preparing them for a purchase.
Because of that, script has become the main element of a product video. If you know how to write a good script, you are able to sell almost anything.
Here are some of the main factors that need to be considered during script creation:
- Your phrasing is crucial as it allows potential client to imaging benefits
- Always use simple wording; this way you can explain your product to a larger audience
- Make sure your scripts are light and humorous. This is the best way to retain clients’ attention
- Make sure to use sentences in conversational manner
- While shorter videos are usually better, you will need enough time to actually explain what does a product do
- Viewer has to feel as a part of the process – always address viewers directly
We already posted an article with explainer video script tips that will help you make a better script.
Explainer clips are the main reason clients spend more time on online stores
Explainer videos are also great in terms of SEO. Optimization experts know that in order to become relevant to Google and YouTube, you also require high user engagement. This includes factors such as high average time spent on a page as well as low bounce rate.
Unfortunately, this doesn’t always result in higher sales which is the main point of having explainer product videos in the first place.
Next factor that needs to be considered when creating product video is their length.
As you probably know, when planning video topics, you need to focus on things you can explain rather quickly. After all, check our latest study.
Basically, videos that are shorter than 1 minute will manage to captivate 77% of audience. The longer content goes, the retention will become lower: after 2 minutes, only 47% of viewers will stay on a video.
You need to be quick in explaining products and services given that your audience is on the clock and every additional minute has potential of losing them.
According to our data, people who watch a product video are more likely to make a purchase afterwards (1.81 times more to be precise)
Videos bring product closer to potential customers
Explainer video are used to quickly explain a process, method, product or anything else. This is a necessity given that the Internet is littered with various products.
When shopping online, most people take their time. They start browsing slowly, going from a website to a website and searching through product groups they like.
Although they still have a lot of time to search the web, there is one big drawback of buying things online: you can’t see them, touch them or try them out.
This is precisely why videos work so well; they are able to circumvent this problem and bring product close to a customer.
This is precisely why explainer videos have become one of the most powerful tools in the hands of savvy internet marketers.
Still, the question remains: what is the best way to sell a product through a video?
Based on my experience here are some of the main factors that persuade potential customer to buy something:
- Having an actual issue and requiring a product or a service to resolve it
- Whether or not your product is perceived as useful
- What makes your product better than your competition
- How long do you need to sell your product
As I already mentioned, there are numerous reasons why an e-commerce company would use these videos. First and foremost, it’s because they keep people on a page and provide more information regarding a product.
Still, their main goal is not only to explain a product but sell it as well.
How do you use product videos? What software do you use to create them?
Share your success stories in the comments below! Also make sure to contact us through social media – Facebook, Twitter and LinkedIn!