How to Create Compelling Videos for E-commerce Marketing

According to a study led by Animoto, an online video creation service, 73 percent of survey respondents said that they were more likely to buy a product or sign up for a service if they watch a branded video that explains the product or service. What does this mean for business owners? It means that you need to look into incorporating different kinds of marketing videos on and off your website to stay connected to your consumer.

Product Videos: Behind the Scenes, Feature Showcase, and How It's Made
Animoto says that 67 percent of videos watched were instructional videos and 64 percent were product and service videos. General product videos showcase the angles of a product and explain its primary features and benefits. Product demonstrations explain how a product works, and answer common customer questions. Behind the scenes videos show the story behind your product or service and show how your videos are made.

About Us Videos
According to Animoto, 58 percent of consumers felt that a company with video content seemed to be more trustworthy. Invite consumers into your background history, what makes you special, and, most importantly, why you care about your customers. Use an About Us video as your main video on your YouTube channel and on your business's Facebook page.

Customer Testimonial Videos
As a business owner you've probably been told how important customer testimonials are for establishing your reliability. Even more influential than written customer testimonials are videos of your actual customers. A quote can come from anywhere, but capturing an actual customer's face, emotions and words makes a powerful impact to those watching.

Educational How-to and Solve-it Videos
Educational videos are great for putting into a series that you have on your website as well as your YouTube channel. Use inspiration for content based off of customer questions and stories shared. Your customers will love the free value and may learn facts and ideas about your products and services they never thought of. Use this opportunity to also share videos of trending topics and tie them into your business.

New Product Promotion, Sales and Specials Videos

Use videos on your social media platforms like Facebook, Instagram, Twitter and Pinterest to announce and promote new products, upcoming sales, and specials. More companies are using videos on social media, especially Facebook because as users scroll down their page, videos play automatically which boosts their visibility.

Entertaining Videos
Finally, create and share videos that are just for the purpose of entertaining your customers. Find a funny topic and tie it into your business. Is there a problem or frustration that your product or service can solve? Find or create bloopers or "fail" videos and tie them into your company with a link to your website.

Videos are the fastest growing e-commerce marketing platform and you've just got to participate if you don't want your company to miss out. Don't be intimidated with the thought of creating videos. Just grab your staff, your camera or smartphone, and getting shooting!



This blogger graduated from Goldman Sachs' 10,000 Small Businesses program. Goldman Sachs is a partner of the What Is Working: Small Businesses section.