Plenty of brands see video marketing as a hassle. And yes, creating a video marketing campaign can sometimes take significant time and effort, especially when compared to Google ads and other forms of digital marketing.
But the idea that video marketing is unattainable for smaller brands is simply not true. These days, the highest-converting video campaigns are sometimes the most cost-effective.
In this article, we’ll show you everything you need to know about eCommerce video production and how to make it work on any budget.
Video Marketing: What it is and What it Isn’t
Video marketing is the process of creating and distributing video content that promotes your product, service, or brand. It can include anything from promotional ads to interviews with influencers.
Several different elements can make up your video marketing campaigns:
- Social media videos: Videos on platforms like Twitter, Instagram, TikTok, and YouTube Shorts.
- Vlogs: Longer-form YouTube content such as lifestyle or product review videos.
- Explainer videos: Videos that explain a certain process or concept in simple terms.
- Interviews and Q&As: Videos featuring interviews with influencers, experts, and other thought leaders.
- CTV ads: Videos that run on streaming services like Hulu, Roku, and Amazon Fire TV.
- Live streams: Q&A sessions, product launches, and other real-time streaming events.
- User-generated content (UGC) videos: Videos posted by customers, influencers, and other users.
Each of these video types serves a different purpose – some to inform, others to entertain, and still, others to convert viewers into customers. The key is finding the right mix of videos that best fit your brand and audience.
Tips for a Successful Ecommerce Video Campaign
Video marketing isn’t just about creating and posting videos on YouTube. You need to have an overarching strategy in place that focuses on optimizing the videos for specific audiences and tracking your results.
Here are a few tips to help you create and execute a successful ecommerce video campaign:
1. Find the best kinds of video for your budget.
If you don’t have the ability to buy a space on a CTV platform, that’s okay. There are several budget-friendly ways to grow your brand.
User-generated content is often inexpensive or free since it involves leveraging the video production of others.
Social media content can also be made on a smaller budget. With the rise in vertical video content, you can create short and punchy videos to grab the attention of your key demographics. Rather than investing in expensive studio equipment, you can create content with what you have and make sure it looks professional.
2. Keep it authentic.
Authenticity is the most important element of your video campaign—it’s the key to connecting with viewers and turning them into customers.
Showcase real-life experiences and stories, as well as customer reviews or funny moments behind the scenes of your brand. This will help create an emotional connection between your viewer and your product, which is essential for driving conversions.
3. Measure your results during and after your campaign.
It’s important to track what content works and what doesn’t so you can adjust your strategy accordingly. Metrics to pay attention to include:
- Viewer engagement: How many people view your content and for how long.
- Conversion rates: How many viewers end up taking the desired action (purchase, sign-up, etc).
- Social shares: How much your content is being shared on social media.
You should also measure the metrics that are harder to quantify, such as how viewers feel about your brand after watching your videos (e.g., sentiment analysis).
4. Repurpose content across multiple platforms.
Once you’ve created a great video, you can maximize your ROI by distributing it across multiple channels. For example, a long-form video you post on YouTube can be cut up and posted as shorter clips on Instagram, TikTok, or Facebook.
You can also use the same content in different formats, such as repurposing your live stream into an explainer video or converting an underlying message in the campaign into a podcast episode. Repurposing your content will help extend its life and reach new viewers.
5. Utilize dynamic video retargeting.
Video retargeting helps you reconnect with viewers who have already seen your videos and gives them a chance to take the desired action.
Dynamic video ads allow you to personalize product recommendations based on the viewer’s browsing history or previous purchases, making it easier for them to find what they need quickly and conveniently.
These ads have proven to be more effective than standard retargeting, as they are tailored to the individual viewer’s needs and preferences.
Video marketing can be an extremely powerful tool for ecommerce brands looking to engage customers and drive conversions. With the right strategy in place, you can craft engaging videos that will help build a strong connection between your brand and its audiences, ultimately helping you grow your business.