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10 Reasons Why Your Business Needs Video Marketing

Get high converting video ads here: https://bit.ly/3hrSYTI

While we’re all aware that search engine giant Google is the largest search engine on the planet, not as many people realize that the world’s second-biggest search engine is actually video platform YouTube. Google owns YouTube and the two platforms tend to integrate when it comes to Google search queries.

With video as a part of your marketing mix, not only can you rank your videos high when someone searches a particular topic on YouTube, but you can also get those same videos ranking high in a Google search as well.

In this post, we’ll be looking at some key reasons why businesses and brands really need to get serious about video marketing and to make it a regular component of content generation.

#1 – Videos Are More Personal
This is especially the case when there is an actual person presenting the video. It allows the audience, and potential customers, to see a real face behind the brand, product or service. Text-based content is fine, but it’s somewhat aloof. Video has become so popular because people connect better with visuals and it’s far more engaging.

Not all videos have to show someone’s face, but even a human voice over goes a long way towards making that vital connection.

#2 – More People Are Preferring To Watch Than Read
Written content will always have its place, but one of the key reasons why video has literally exploded is more and more people are getting too lazy to read the text and would much rather watch a video to discover information.

Do people enjoy watching TV, but how many people like reading subtitles?

With video, you can fully engage your audience with visuals and sound without them feeling like they have to sift through mountains of text to find what they’re looking for.

It’s simply an easier and far more relaxing way to consume content.

#3 – Enjoy More Conversions and Sales With Video
A popular video can bring in decent income just through monetization with ads alone, let alone the sales and conversions your business can achieve through incorporating video into your content marketing mix.

It’s been said that even the act of adding a video to your landing page itself can increase conversions by up to 80%.

Explainer videos that demonstrate a product, like a visual product review, will generally lead to far more sales than a page of text that describes the same product.

The best method is to have a landing page that talks about the product, have a video on YouTube that demonstrates the product, and also embed that video into the product’s landing page.

#4 – Video Helps Build That All Important Trust Factor
The art of getting people to buy products and services is to build trust. Anyone who is successful with email marketing will always make this claim, and it works the same with video.

When people only ever see the text on a page, they really have no idea who they are dealing with, but video changes all that. If they can see your face and/or hear your voice, suddenly their trust levels are raised exponentially.

Video engages peoples’ emotions too, which is another key way to get people to trust you and buy from you.

If you’re selling products and services entirely online, many people are still reluctant to hand over their money for fear of being scammed in some way. The video goes a long way towards alleviating their fears and enticing them to take action.

#5 – Want More Visitors From Mobile? Make More Videos
Video is the most popular type of content mobile users consume when they spend countless hours looking at their phone screens. From YouTube to TikTok and everything in between, video is a massive market for mobile internet surfers.

It’s been reported that some 90% of mobile users watch videos on their phones. That’s a huge market that you don’t want to miss out on.

Even YouTube has said that video consumption on their platform increases by a minimum of 100% each year.

#6 – Videos and Social Sharing Go Hand In Hand
You’ve just got to scroll through your Facebook feed to realize how often people share videos. They are everywhere on social media, from professionally made corporate videos, music videos, right down to someone filming the latest news in their neighborhood on their smartphone.

The more entertaining, informative and engaging your video is, the better chance there is that it’ll be shared, and shared multiple times. It’s in this way that certain videos end up going viral, and that’s

exactly what you want to happen to one or more of your videos. Just one viral video could generate leads and income for many months to come and in big numbers.

#7 – Advertise On Other Videos
Another way to capitalize on the burgeoning video market is to simply create an ad and run it on other people’s videos. Naturally, this isn’t a free method and will require an advertising budget, but it’s a quick and easy way to take advantage of the immense popularity of video.

All those monetized videos we watch every day on YouTube have ads playing at the start of the video, and even sometimes during the video. This is a key area where businesses can really cash in with their advertising.

#8 – Use Video In Your Email Campaigns
The video could be embedded within the email itself, or users could be directed to a landing page that hosts the video, or the YouTube platform itself.

If you have a solid email list of loyal subscribers, many of them will be more than happy to watch a video you’ve prepared if the content is engaging and relevant enough.

It’s really the same principle as we talked about before, where people are getting lazy to read and would prefer to watch a video to glean information. People are also getting lazy when it comes to reading long emails, so a short email that directs the reader to a video is proving to be a far more effective approach.

#9 – It’s Easier To Explain Things In a Video
It’s far easier to explain something in a video than it is to describe it in text format. You also have the advantage of visuals to demonstrate exactly what you are talking about.

Animated videos are a fantastic example of how video can be used to explain complex subjects so everyone can readily understand them.

#10 – Embedded Videos Increase Dwell Time
What’s dwell time?

It’s the amount of time a visitor spends on your website, and the longer the better. Google loves this, as it says to the search engine that your site must contain valuable information and it will help your site rank higher.

You don’t even have to have your own videos on your site. You can simply embed relevant videos

from YouTube and this will increase dwell time on any page that contains a video.

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Video Advertising: Your New Tool to Increase Ecommerce Sales

Get high converting video ads here: https://bit.ly/3hrSYTI

Customers are more informed than ever.

With greater access to information and decreasing attention spans, competing for that attention is no easy task.

Video advertising is an often underutilized yet growing form of engaging with your customers that provides value other mediums simply can’t.

Video ads are the ideal attention-grabbing combination of visuals and a narrative — perfect for introducing your brand, showing off individual products, or driving sales.

Organic engagement on video is higher than any other type of media, and 80% of users can recall a video ad they’ve seen in the past 30 days.

Video is changing the way people shop and make purchasing decisions — 85% of millennials say they’ve made a purchase after viewing a marketing video.

Video ads can help move potential customers through multiple stages of the funnel more quickly than almost any other type of touchpoint.

In the words of Mark Zuckerberg, “video is a megatrend,” and everyone should be able to take advantage of the benefits of video advertising.

At Waymark, we empower ecommerce businesses to create premium video ads in seconds with our online video maker.

In the process of bridging the creative gap and running ad buys for our customers, we’ve learned a lot about optimizing video ad campaigns.

Here’s a complete breakdown of the current state of video advertising and how you can jump in to build your ecommerce brand and move your product.

What Is Video Advertising?
Well, that depends on who you ask.

Networks heavily invested in display might claim video advertising encompasses any digital ad that contains video, including in-banner and in-text ads.

They might say any advertisement that falls within a video stream qualifies as video advertising.

What we’re diving into in this post is a definition of video advertising that focuses on video content that tells your story, sets you apart from your competition, and drives your audience to action.

That can live in a lot of different places and look a lot of different ways.

Video advertising campaigns evolve with ad formats, and as social media platforms increasingly prioritize videos over other types of content, it’s becoming crucial to nail your video communication.

We’ll dig into what makes video advertising different and how you can use it to grow your ecommerce brand.

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How Videos Are Changing The Way We Advertise
The dawn of the age of video advertising has created a paradigm shift for marketers.

According to Forbes, Video ads now make up over 35% of all ad spending online.

Video enables you to say much more with less — to construct a story for your brand that’s engaging and packs a punch.

Not only that, but online video is predicted to make up to 80% of all global internet traffic by 2020.

Social media platforms prioritize videos over other types of content, and videos help brands build more trust than traditional ads. All of these trends make it crucial to nail your video presence.

1. They appeal to the short attention spans of today.
The digital media landscape is crowded. We’ve all heard that time and time again.

The good news is that consumers are way more likely to watch a video than read a block of text or spend 15 seconds considering an image.

Video ads consistently see higher engagement rates and time spent than other types of ads.

Not only that, but 80% of users can recall a video ad they’ve seen in the past month.

So if you want to engage customers, video ads are an easy way to capture the attention of your audience and stand out.

2. They allow you to effectively spark interest in a short amount of time.
Video ads can communicate more than a tagline — they can promote a sale, build a story, outline your value proposition, or go deep into product details.

Importantly, they are incredibly good at driving customer action.

15-30 seconds is the optimal length for a social media video ad, which allows you to hit the balance between catering to a short attention span and creating a meaningful narrative.

3. You can control the narrative.
Instead of hoping the customer reads what you want them to, you can show them in a captivating video.

One of our favorite customer examples at Waymark is Havenly, an online home design service that has a unique value proposition.

Havenly uses a few different types of video ads — the 15-second branding video and the live-action explainer.

Havenly’s value proposition can be hard to get across with just beautiful photos of the rooms they design, so they use video to communicate who they are and how they can make your life better.

With this video, they’re able to concisely explain their service in just 15 seconds. It visually develops their brand and hits all their key messaging points, and is personalized for the platform it appears on — Instagram.

Building brand awareness through user generated content.
Some of the most impressive social followings have been built using user-generated content — it’s a video strategy fosters brand advocates and makes for beautiful, human content.

It’s also an excellent way to reach new audiences. Airbnb, Glossier, and GoPro are among the top users of this strategy.

It’s no surprise that user-generated video ads work.

After all, word-of-mouth advertising has always been one of the most effective forms of advertising.

76% of respondents in an AdWeek survey said that they find UGC more influential than content created by the brand directly.

That right there is the power of social proof — potential customers are more likely to purchase if they see someone like themselves promoting or experiencing your product.

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Video Marketing for eCommerce: 6 Types of Videos That Will Help You Sell More

Get high converting video ads here: https://bit.ly/3hrSYTI

Video is known to build trust and increase engagement levels. But what kinds of videos does your eCommerce business need in order to see a revenue uplift?

Here, we look at six types of eCommerce videos known to boost sales.

An eCommerce marketing strategy is dynamic and often made up of many separate elements. You’re running ads on social media. You’re writing emails. You’re promoting your product store…

Having an omnichannel marketing strategy is key to success, but you may still be struggling to create the type of content your audience wants to consume. Look no further than online video marketing.

In this post, we’re going to cover the reasons why you should create an eCommerce video marketing strategy and give you a variety of video ideas to choose from.

Let’s dive in!

4 reasons why your business needs a video marketing strategy
1. Video converts viewers into customers
Your customers are more likely to buy your product if your eCommerce marketing strategy leverages the content medium they prefer.

Wyzowl 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%).

Video marketing strategy chart
(Source: Wyzlow)
Product videos and video content marketing are the tools you should use to sell your products. But that’s not all Wyzowl discovered in their survey.

Turns out, 80% of video marketers say video has directly helped increase sales.

In return, 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, Stackla conducted a survey of over 1,500 consumers and marketers in the US, UK, and Australia. The study 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.

YouTube usage statistics - mobile vs desktop
(Source: Oberlo)
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, Tweets with videos are ten times more likely to 10x more engagement than Tweets 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 eCommerce 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?

6 types of eCommerce videos you need in your marketing strategy
1. Product video – The Close Up
Buyers want to see videos of your product that make them feel as if they are holding it themselves. Product close-up videos zoom in on your product and display specific features viewers may not see in pictures, or demonstrate a function that has to be observed very closely, or simply show off your product from multiple angles.

eCommerce product videos leave nothing to the imagination. You should try to capture as much detail as possible so customers will have a clear understanding of what they’re buying. These type of videos are also perfect to have on specific product pages which can help increase conversions.

Here’s a product close up video example from Truwood watches, showcasing their product in various environments and angles.

2. Product video – The Overview
A overview product video goes in-depth into the features and benefits of your product. This type of eCommerce product video usually features a speaker demonstrating how the product works and why your audience should consider buying it.

This can also help build excitement for your product, especially when leading up to a product launch date. It may seem like a simple product demo, but the information shared and the trust these types of product videos build can be very powerful. Again, these videos are perfect to place on your product pages to build trust and keep users engaged on your website.

Here’s a product overview example for the Olympus’ OM-D E-M5 Mark III camera.

You’ll notice he describes many of the top features of the product, how to use those features, how this camera differs from previous versions, and why photographers should buy it. You’ll want to describe your product in a similar way.

This is the perfect type of eCommerce product video if your product will be handled or used a lot by the user, and it could be classed as a significant investment. Products like DLSRs, drones etc are perfectly suited to this.

3. Video testimonials 
Social proof is one of the most powerful and persuasive motivators to get people to buy your product, and it’s essential to include in your eCommerce marketing strategy.

Nielsen surveyed more than 28,000 people in 56 countries and found that 92% of consumers around the world trust recommendations from friends and family above ALL other forms of advertising, which represents an increase of 18% since 2007. And Brightlocal found that buyers prefer to read an average of 40 online reviews before believing a business’s star-rating.

4. Product tutorial
While the product overview shows off the features and benefits of a product in broad strokes, a product tutorial video demonstrates how a customer can perform specific tasks using the product through step-by-step instructions.

These types of videos are super important for skeptical buyers who are wary of being disappointed by big marketing claims. Showing them how to achieve a particular goal with your product is a powerful way to convince them to buy it.

5. Message from the Founder/CEO
A message from the Founder of the CEO video is not used by many companies, but when executed well, it can be a powerful tool to add to your eCommerce video marketing strategy.

Featuring your company leader in a video is one of the best ways to personalize a brand and develop a deep connection with your audience and customers. A study by Ace Metrix revealed that ads featuring CEOs performed better, on average than ads without a CEO.

6. Explainer video
Explainer product videos are very popular and widely used to explain your Get high converting video ads here: https://bit.ly/3hrSYTIproduct in a short period of time. They usually tell a story about a customer’s journey from dealing with their problem, finding your product as the solution, and achieving outstanding results with the product.

Many explainer videos are animated but they can also be live-action. They’re usually 30-seconds to a minute in length. These videos don’t necessarily show off all the features of your product but hit on the emotional reasons why your customer needs a product like yours and shows the outcome of having your product.

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How to start incorporating video In your eCommerce marketing strategy

Get high converting video ads here: https://bit.ly/3hrSYTI

By now you should know why it’s important to use videos in your eCommerce marketing strategy, and what type of videos you can use in different stages of the customer journey.

But where do you start if you want to make the most use of your eCommerce videos? There are a couple of no-brainer steps, such as:

1. Post these videos on your social media channels: YouTube, Facebook, Instagram, TikTok, etc. Make sure to match the dimensions, length, and other technical parameters of each platform. Consider adding subtitles to your videos for people who don’t like to watch with sound.

2. Use them in your lead generation and retargeting ads. Video ads allow you to build an audience of engaged people because you can track their video view statistics. Combined with static image ads and served at the right moment, video ads can generate huge ROAS.

3. Embed these videos on your website: homepage, about pages, product pages, FAQ pages, etc. Having videos on these pages will boost average time spent on the site and will likely improve the customer experience by providing answers on the most relevant questions.

4. Serve them across the entire customer journey: from lead capture forms to exit-intent overlays, etc. At Yieldify, we built multiple campaigns for our clients across various eCommerce industry verticals.

For instance, direct-to-consumer sportswear brand HYLETE ran a cart abandonment campaign highlight free shipping and returns to see which type of content – still image overlay or a video overlay – would generate more engagement. The results revealed that video was more effective at driving conversions, with 42.2% uplift versus the control group.

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