Videos in product marketing aren’t new; it’s a strategy that’s been proven over decades, and e-commerce is just the latest channel. Data from Personify reveals that 90% of consumers say video content helps them make a purchasing decision. 

This figure represents the vast majority of consumers who are expecting video education and engagement during the shopping experience. And how e-commerce shops adapt is critical to their success. 

How Video Content Is Changing The Online Shopping Experience

The shift of prioritizing video content for online shops and digital storefronts bridges the gap between discovery and checkout. That’s the most difficult gap to overcome in the conversion process, and video content makes that easier. 

Additional surveys from Personify show that 97% of marketers say video content increases product understanding for consumers. The more consumers understand a product, the more likely they are to complete a purchase. 

Here’s a look at how video is changing the shopping experience for them. 

Video Content Makes Online Shopping Interactive

Video connects viewers to products on a deeper level. Scrolling and browsing are passive, but engaging with video content becomes more interactive. This is the opportunity to change consumer behavior from merely curious or passive to intentional. Intentional shoppers convert. 

Elements such as clickable icons and shopping links can be easily integrated into video content. Custom shoppable videos enable consumers to click directly within the video to purchase now, eliminating decision hurdles that can delay conversions. 

Online Shopping Happens In Seconds, Not Days

Modern consumers value convenience and speed. If it’s too complicated or confusing to purchase, they never will. With video content promoting products and educating consumers, they get all their questions answered, and they have the opportunity to see the product in real-life applications.

Purchases can be completed without ever leaving the scrolling app and without other distractions getting in the way, reducing the time to checkout. 

The Impact of Video Content on E-Commerce

Consumers aren’t the only party benefiting from video content in the e-commerce space. Brands, stores, and marketers are seeing measurable, positive outcomes from leaning into this shift in their strategy. 

Video Content Increases Consumer Engagement

Consumers love video content; they want more of it. They consume it all the time on social media, streaming, YouTube, and wherever they scroll. The more you can make their shopping experience feel like the casual browsing of their typical daily habits, the more you are likely to sell. 

Video content also allows brands and e-commerce shops to show, not just tell, their consumers about their products. This creates a visual, virtual experience and is far more effective than relying only on a line or two of sales copy

Video Content Increases Conversions

Personify survey results revealed that 76% of marketers confirm that video content increases sales and revenue.  Additionally, product landing page videos increase conversions by 80 to 86%, according to Smart Insights. 

When consumers can see the product in real-world applications, they can easily envision themselves using or wearing it. There’s less psychological resistance or hesitation, and completing the purchase becomes the next logical step. 

Online shopping platforms like Amazon, Walmart, and Target have all integrated native and UGC video content to elevate brand trust and increase conversions. Video content for e-commerce shopping is no longer optional if you want to stay competitive and see measurable results. 

Video Content Reduces Return Rates

Video content helps set realistic product expectations, reducing returns and the burden on your fulfillment team or partners. Consumers can find answers to common questions and issues, reducing the need for customer support and preventing your team from being bogged down with unnecessary support tickets.

Tips For Integrating Video Content Into E-Commerce Marketing Strategies

Video content can only help your online shop or e-commerce brand. However, you should still approach this shift with a clear strategy and well-defined outcomes for optimal results. Here’s a look at how to implement video content well:

• Keep It Short: Short-form video content performs the best of all video content in the online shopping experience. 

• High-Quality Video Content Is Critical: Poor-quality video reflects badly on your brand and products, representing wasted time and resources, as well as lost opportunity costs. 

• Make Them Feel Organic: Format, plan, and structure eCommerce product videos like you would viral content. This is how you make shopping feel like scrolling or consuming. 

• Strategic Placement: Include videos on product pages, home pages, in product video libraries, on all social media channels, in email marketing, and wherever else your consumers engage with your brand.

• Mix It Up: Diversify the type of promo videos you share. Include live videos, short-form, trending content variations, educational or FAQ videos, a behind-the-scenes look, product reviews, demonstrations, UGC and influencer content, and video ads.

• Use Clear Calls To Action: Keep it simple and eliminate any confusion about what you want the viewer to do. “Buy Now,” “Grab Your Discount,” and “Add To Cart” are examples of clear actions. 

If 90% of consumers want video content to aid purchasing decisions, 100% of online shops and e-commerce brands should deliver. Increase engagement and conversion rates for your online shop or e-commerce brand with high-quality video marketing content.