Video Marketing in e-commerce – Loading.. Play.. Pause.. Buy!

Visual appeal has been with man since time immemorial. We have studied in history lessons about paintings in caves and carvings on rocks. Even the Ramayana & Mahabharata have been passed on by generations in scriptures, pictures & videos. But undoubtedly, those of us who have watched the videos recall the fables better than most others. The imprints that videos create are always more powerful and long lasting than other forms of media.

Three years from now, that is by 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Video-on-demand traffic alone will have almost trebled. It will not be surprising at all to see rapid growth in Video based content marketing.

Why Video Marketing?

Video is the future of content marketing. That is, if it’s not the here and now. Various studies show more than half of companies are already making use of the medium – a figure that’s predicted to rise as more and more realise the possibilities. Nielsen claims 64% of marketers expect video to dominate their strategies in the near future. It’s not difficult to see why. E-commerce is not far behind. Having a Youtube channel has become a pre-requisite for these businesses. Here is a simple video by IndiaCircus, an ecommerce site that offers all- Indian Pallet designs in home décor & personal accessories.  All the video does is showcase some of their products with a lovely background track. But what actually catches a customer’s attention are the uses cases of these products and the kind of people who use it so that they see themselves using the same. This is possible through a video more than a descriptive Product Description or Extensive Product photo-shoots.

Is it for you?

Even the biggies like Myntra, Jabong and focus on their video channels more than ever. There are many articles out there outlining on why businesses must invest in online video marketing and also articles that give you ways to convince your boss to invest in video marketing but what eventually matters is how this strategy it is going to benefit your very own business. Video Marketing is definitely an expensive affair because unless it is done right, there is no point. Yes, there are small businesses out there risking it with videos shot on Smartphones, but once they see value in the strategy they will rise up to professional services if not outsource the entire marketing program to professionals. However, the ROI monster needs to be addressed before taking up any such activity isn’t it?

A quick reference to understand the concept of ‘return on investment’ in video marketing is explained simply in this 2 minute video.

Need some Video Marketing Ideas?

I personally love this idea by Myntra.com and even tried it at home!

2. Enrich your Customer Testimonials: Your customers’ words matter much more than yours. And a video, adds so much more credibility to these testimonials. It actually shows potential users that people out there love your brand/products

This video testimonial by Urban Ladder makes me want to decorate my home right away!

3. Be a Story Teller: Nobody likes reading long pages about you, so why not let them know the same stuff via interesting video snippets? Check this one out by Flipkart!

  

4. Make interesting pitches: It’s always nice to have a zing to a pitch be it a business pitch or an Hr one for potential customers or employees. Look at this one from Pepperfry.com talking about how it is to be part of their team!

5. Be part of an initiative: This always strikes an emotional chord with customers. And a collection of the activity is best presented in form of videos that can be shared across social platforms

I have a few of my own relatives featuring in this video by Zivame.com

6. Use Animation: Creativity flows from every corner when it comes to Animation! Most people I know share these videos because they are made so well. Who doesn’t like these adorable Chumbak videos

How can you start?

There are many ways how retailers can use videos for ecommerce, but here are some Tips and Strategies that you can get kick started with

1. Make Multi-purpose videos: This means use the video in multiple ways as well as the multiple angle shots/celeb bytes/behind the scenes etc in various marketing collateral. A single Video shoot can generate content for multiple messaging opportunities.
2. Leverage the power of Sharing: True value for a marketing video comes from its sharing viability and the virality it generates. Make videos with content that is sharable without imposing only on your brand/product
3. Bring in Emotional Connect: There is no better way to play a game than playing the person. Connect with your customers at the emotional level and you will see sparks fly.

Here is another useful website that gives you tips, trends and strategies in Ecommerce Video Marketing- reelseo.com

With online video quickly becoming a key means for people to satisfy their information and entertainment needs, small businesses that fail to include it in their internet marketing strategies will do so at their peril. So, don’t worry about being a small start-up, or an established ecommerce business. There’s always a starting point. So, go try your hands on video marketing right away!

Here is what I did….One lazy Sunday morning, I got a friend to use the camera in my garden and behold-?