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Nic Dunn |
CEO - Charle AgencyThere are certain aspects that brands have to consider while making an eCommerce ad. Let’s discuss the most common of them.
The average consumer is bombarded with countless ads daily. That’s why it’s important to find ways to stand out and encourage viewers to interact with yours specifically.
One of the ways to do so is to start your eCommerce video ad strong. Videos must grab attention within the first few seconds, discouraging viewers to click away. Brands can use intriguing questions or hooks that promise value to potential customers to keep them interested.
Video marketing has plenty of benefits compared to images and text. No other type of content is as good at demonstrating how a product works, providing a behind-the-scenes look at production, or showing testimonials.
eCommerce product videos give customers a more profound understanding of what they’re buying, why it matters, and how to handle it.
Search engines love videos. This type of content encourages users to stay longer on your website, which leads to improved rankings and even more traffic.
Optimizing your video descriptions, titles, and tags with proper keywords is also a fantastic way to make your content easily discoverable.
Mobile marketing has never been this relevant before. According to video marketing statistics, 90% of consumers watch videos on their mobile devices. That’s why producing short, vertical videos that are so popular on such platforms as YouTube, Instagram, and TikTok is so important for eCommerce.
Let’s have a look at some popular formats for eCommerce video marketing:
Showcasing your product in action and it's features is one of the most effective ways to promote it.
For example, a skincare brand might create a video demonstrating how to use their products for the best results and give examples of customers that have used it. Such videos answer the questions the audience might have, help viewers understand the brand’s product better, and remove uncertainties.
Social proof is important when it comes to marketing. Potential buyers prefer listening to regular people than to brands who have a bias, this is known as user-generated-content or UGC for short.
Feature real people sharing their experiences with your product with ecommerce videos with specific details about the products, have them explain how and why it’s improved their lives. You can then even use these videos directly on product pages or around your store too. UGC can be a great way to convince customers to buy your products compared to competition. Collect video reviews that your customers post online and use them as part of your marketing campaign and give future customers information they might need to made a decision on whether to buy the product. If you are on a budget then these ads can be a cost effective way to gain content for free from anyone of your customers.
Educational content should never be underestimated. It’s especially good for a brand that’s selling complicated equipment or difficult-to-navigate software this might also be a gap to differentiate yourself from competitors to your future clients.
Tutorials establish your brand as a helpful resource and show the audience that you’re a true professional who knows what they are doing.
Giving viewers a glimpse into your company’s story, customer service, values, and production processes helps viewers feel closer to your brand.Customers appreciate seeing the people and effort behind the products they purchase. It makes the brand feel real life and genuine.
Special occasions and holidays are ideal for launching themed e-commerce video ads and are a top time that customers might be open to purchasing from a new brand. These videos create excitement and encourage viewers to make timely purchases.
They’re especially effective for products that can be purchased as a gift. For example, if it’s Christmas season, and you’ve got a cooking brand, you may focus on promoting a cookbook with Christmas-themed recipes in your video.
Now that we’ve discussed the basics of creating an effective eCommerce video, let’s dive into our guide on how to actually do it.
People should always be the heart of your marketing campaign. And to make them the centre of your attention, you have to learn about what they want.
What issues might your viewers encounter? What do you know about their preferences and shopping behaviours? Do an online survey or conduct research to learn more about the people you’re trying to reach.
Every great video starts with a solid script. Focus on storytelling and create a narrative that hooks viewers and introduces your product as the solution.
Remember that your content should be relatable to your target audience and have elements that cover the core reasons a customer might buy. For instance, don’t try to speak the “tech language” to those who are looking for a fitness course. Campaigns that have a well written script will engage customers and be more memorable - plus are likely to attract more clicks and impressions.
Professional visuals and audio are non-negotiable for eCommerce video production.
Try to think about everything: good lighting, great microphone, professional camera, decide on the ad style, a number of other considerations and any other equipment you might need.
Moreover, keep in mind that high-quality production cannot exist without video editing so you will need to hire those skills or learn the ability to edit yourself. There are plenty of great options online like, for example, Movavi software that matches the needs of users of all skill levels - different pricing plans apply. Many video editing softwares come with video templates and tools for video creation however some features and options are limited to the plan you are on. Using medium to advanced video editing tools can be the difference between creatives that stand out amongst competition and not acheiving your objective and goal. Always look to gain an advantage over competitors.
Don’t limit yourself to just one platform; promote your product everywhere you can. But remember that each platform has its own set of requirements.
Go for vertical format, 30–60-second e-commerce videos for Instagram, Google, TikTok, and YouTube Shorts. Use regular YouTube videos for longer, horizontal and more in-depth content. You can also add animated photos or graphics to make the video feel more interactive depending on your mission and goal of the ad but it's important to place a bit of time and work with creators to make content suitable for each platform. It's important to note that every platform will be different based on your own category and audiences, we recommend trialing campaigns case by case to understand what works for your business to make ecommerce ads work best for your business.
Focus on subtle branding instead of choosing the in-your-face approach. Incorporate your logo, brand colours, and tone of voice without overwhelming the audience.
Your content should be memorable, but viewers should feel the care, and not just your desire to promote your brand. There are hundreds and thousands of ways to design an ad, so experiment and learn what works well with your customers over time for the best impact. We suggest to involve your team in the strategy to ensure you get as many opinions on the strategy as possible. An authentic ad can be the difference between a successful and failed advertising campaign.
Since many users watch videos (especially ads) with the sound off nowadays, it’s crucial to include subtitles and captions in your content. This way, you minimize the chances of your videos being skipped.
A potential customer has watched your eCommerce ad. And now what?
It’s your job to answer this question by including a CTA. It can be “Shop Now,” “Learn More,” or “Subscribe” and a direct link to your website or product page, for example. Place CTAs strategically during key moments or at the end of your video.
The success of your eCommerce video marketing campaign depends on constant improvement. Analyse metrics like views, click-through rates, and conversions. Use this data to make adjustments to your future videos and ongoing marketing campaign.
Don’t be afraid to try new ideas and formats. Incorporate animation, experiment with humour, create interactive video ads.
Video content is one of the most powerful tools for eCommerce marketing. Videos help brands drive traffic, improve engagements and drive sales.
Creating video content is not an easy task. However, if you learn enough about your audience, focus on quality production, use analytics tools, and keep an open mind, you’ll be able to make ads that stand out and impress your audience.
Author Bio: Ron Stefanski
Ron Stefanski, once a college professor, has ventured into the realm of online business ownership. With his extensive knowledge and experience, he has assisted a multitude of individuals in building and promoting their successful online businesses. To learn more about Ron Stefanski and his journey, visit OneHourProfessor.com.
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