From traditional television advertisements to YouTube videos, Snapchat, and even Instagram Live, video marketing has ruled the online world for some time. And video marketing offers a lot of benefits for eCommerce brands in today’s competitive online shopping arena.
While high-quality product images pull customers in, videos do so much more effectively. Wyzowl’s State of Video Marketing Survey found that:
- 80% of marketers feel that video directly and positively impacts sales.
- 94% of marketers say video increases user understanding of products or services.
Video as a marketing tactic can increase traffic, grow revenue, and even reduce support calls. Videos let brands make a memorable human connection with shoppers, which pays off with more reach, credibility, business, and more.
Here’s a rundown of 7 significant benefits of video marketing that validate how it can accelerate eCommerce growth.
1. Improves Your Website’s Ranking
A key objective of any online marketing strategy is to appear on the top of the search engine results page (SERP). Even Google can’t resist the relatable video content that puts a human story behind its digital offerings.
Video is an effective tool to engage your audience and increase dwell time. Research conducted by Mist Media found that the average Internet user spends 88% more time on a website that includes video content.
Brafton reports that viewers stay on a website six times longer if the site includes video. And dwell time is the leading ranking factor on Google according to Backlinko.
Video marketing is a great way to increase dwell time in no time. Walmart, Hubspot, and more, are some of the leading companies that use video to stay at the top of the SERPs.
2. Delivers Higher Conversions
Video marketing helps build trust with your target audience and increases the chances that visitors will turn into buyers.
Because people can’t touch or interact with your products online (unless you’re using AR), offering video content for a product can play a significant role in the purchase decision.
According to EyeWideDigital, video can increase conversion rates up to 80% when used on a landing page. Business giants like Nokia, eBay, Yahoo Answers, and HP use this technique to quickly increase conversion rates.
There is no denying that putting a face to a name or brand makes your company more relatable to shoppers and helps quickly gain their trust.
3. Increases Brand Awareness
Video marketing is a great way to create brand awareness. Facebook has about 8 billion video views each day on average. This shows that people respond to video content.
Videos increase your brand’s reach and engagement. And they can keep your viewers coming back for more.
Videos let your brand connect with people and let them get to know your brand better. When done creatively and with purpose, video can spread brand awareness and set your business apart from competitors.
Video can also educate your viewers about products, ongoing offers, discounts, and more.
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4. Make Your Brand More Modern
Customers appreciate businesses that are up-to-date. And using video makes your brand seem more relevant to buyers.
Video is also a practical tool to offer branded experiences to viewers and create deeper engagement rates. According to video marketing statistics, when text and video are available on the same page, most people prefer video as a way to learn about a product.
And using video is easy. Newer technologies, such as live streaming, video filters, stories, etc., make video simpler and easier than ever.
5. Offer a Good User Experience
No one has time to read long product descriptions or dig deep into service descriptions in today’s fast-paced world. And videos can give a lot of information in a short time without a lot effort from the viewer.
Customers want to see a product in action. And video makes it easy to show your customers a product — whether at the top of the funnel or post-purchase.
Videos lets you give consumers whatever they’re looking for — reviews, product descriptions, or brand details. And because of its simplicity, video can generate more traffic to your website, landing page, Amazon store, or Facebook catalog and drive increased conversions.
6. Boost SEO
Another benefit of using video marketing for your eCommerce business is that it can help boost SEO. Search engines value content that engages viewers and holds their attention.
Video content satisfies Google’s internal algorithms for generating search engine results pages (SERPs). And, if you put your video on YouTube and your website, it can increase your brand’s visibility even more.
Videos on your website can also help you get more backlinks without putting in additional effort. According to the research conducted by Moz, embedding video into a page or post triples the average number of linking domains.
Since the number and quality of your backlinks impact your website SEO, video helps improve your SEO value, which can take your brand’s discoverability to the next level.
7. Improves Customer Satisfaction
Customer satisfaction can make or break your brand’s reputation.
Selling products online includes challenges. Because visitors can’t always see how your product works, looks, and feels, sales and conversions online might be lower than in person. And returns might be higher when the actual product doesn’t match a customer’s expectation.
Integrating video content into your marketing strategy can help you quickly overcome these challenges and increase customer satisfaction, which can reduce returns. Video lets you present your products from different angles to visually show what you’re selling and how using it can help your customer.
Marketplaces like Amazon are using this tactic with product description videos to give a clearer perspective on a product to prospective buyers.
Final Thoughts on Video Marketing for eCommerce
Video marketing is one of the most powerful mediums for eCommerce businesses today, and for good reason. Video can elicit emotion and can be more engaging and memorable than copy only.
No matter what industry or vertical you’re in, video content can help you promote your business effectively.
About the Author
Sanket Shah is the founder of InVideo. InVideo serves millions of users in roughly 190 countries. InVideo believes that the future of video creation is in the browser, across devices, and collaborative. Sanket studied at the University of Michigan at Ann Arbor and worked in Silicon Valley before returning to his native India.
