Whether your e-tail operation is well established or just getting off the ground, it’s a well-nigh act of self-sabotage to opt out of the rich sights and sounds of video hosts such as Vimeo, Vine, YouTube, and Instagram. Although the parameters of these providers vary, they all offer the possibility of snappy, commanding messages that are easy to embed on your point-of-sale site or social media page. The format and strategy you choose, however, depends on the nature of your product and service and the resources at your command. Here are a few ways to use online video to get your brand noticed:
In-depth product description
Sometimes the best way to get your product across is through a no-frills demo. The shoe and clothing mega-site Zappos, for example, has seen significant spike in e-tailing that feature simple video demonstrations of products—and that’s for a relatively uncomplicated product like shoes. For a more abstract service such as the discount deals website Groupon, on the other hand, translating a process into easy-to-digest animation can be an invaluable way of letting customers know what your product is in the first place. Note how in a matter of moments, Groupon uses Vimeo to clearly identify how it works, but more importantly, that it’s a way to save.
Obviously, such videos by nature lend themselves to a long form presentation – YouTube – and are geared toward disseminating information as much as commanding eyeball-time. Furthermore, using a company’s actual staff tends to bring across a level of authenticity that actors won’t provide (again, Zappos has done well with this angle). In this way, customers feel like they’re getting a recommendation from a real person rather than a blatant pitch.
Behind the Scenes
In cases where you’re reaching out to customers who already follow you on social media, leaning on the personality of employees of the company who can tell the operation’s story through vivacious sound and image bytes takes full advantage of this interest. You make your audience feel a part of the brand experience.
For similar reasons, if your company hosts promotional events, capturing their energy with Instagram or Snapchat clips is alluring.
If your number one goal is to garner attention from potential customers, the flash and dazzle of Instagram is the way to go. Indeed, short-form video lends itself to getting people to stand up and take notice of a brand rather than providing detailed information.
Linking to existing clips made by a truly spirited consumer on his or her own webpage can function as a muscular Yelp! review.
Admittedly, that might be a tall order, so solicitation of user-generated clips may be necessary. For this, there’s nothing better than contest calls for clever Instagram or YouTube videos featuring your product.
As we have gathered, the budget and ambitions of marketing-driven videos can be drastically different and should be tailored to your capabilities and market share. Keep in mind that a clear vision, clever presentations, and an organically-cultivated connection with customers can increase your market share by multiples compared to a big-budget slick advertising campaign.