Video in E-commerce Marketing


Video is the future of marketing. It’s expected that 80% of all internet traffic will be video by the end of 2019. If your business isn’t operating within that majority, you’re going to be sending your customers into the arms of competitors who are.


If you think pictures are worth a thousand words, 1 minute of video content is worth about 1.8 million, according to digital marketing expert James McQuivey. You’re able to say more with less, while instantly grabbing the attention of visual customers.


The most common types of e-commerce videos include:

  • Tutorials/how-tos

  • Explainers

  • Product Demos

  • Product reviews

  • Unboxing

  • Testimonials


Each of these video formats can help grow your audience, increase conversions, and get your business ranked on social sites. The cost of video is proving exponential return that your e-commerce business simply can’t ignore or neglect anymore.


What are the benefits of video for e-commerce marketing? How can investing in video help differentiate your online store?


A girl in front of the smartphone camera


1. Engage customers

Every marketer runs into the same struggle: how do I engage visitors? The attention span of your customers is shrinking quickly (less than 10 seconds), so you need to grab them fast with unique, intriguing content. Written content and images just aren’t doing the trick anymore.


Video is the easiest way to elicit a response from your viewer. That’s because video creates an instant connection between customer and brand. You are telling a story and entertaining the visitor, and they can write reactions and comments in real time. This kind of “conversation” builds rapport while engaging your brand fans.


Visitors are also more likely to share video than other forms of content. In fact, Simply Measured reported that video is shared 1200% more than both text and links combined.


They’re sharing entertainment and connection with their friends, which in turn makes them feel more connected to your brand. If they share your content, they’re more likely to purchase from you again because they’ve already put their stamp of approval on you. Their friends are also more likely to convert because they see the social proof from their friends.


Video builds rapport and engages customers in a new way that shows serious benefits for conversion.


2. Enhance brand

Video is one of the strongest tools to strengthen your brand message and story. You can show your employees, your production process, and even tell your company history. Video is one of the only mediums that allows your brand to actually talk to the audience, which in turn allows you to share your brand voice in an effective, engaging way.


This can enrich your brand identity, which attracts customers who connect to that brand mission. A video transforms your product into a lifestyle (and that lifestyle into a sale).


Learn how to establish an e-commerce brand voice and identity here.


"80% of all internet traffic will be video by the end of 2019."  -Click to Tweet-


3. Establish trust

Customers feel that video is more authentic and genuine than other forms of content. In fact, 58% of shoppers perceive companies with product videos as trustworthy and credible. This is because customers can feel and hear your brand voice firsthand, which establishes a layer of trust. You also put a face on your brand, and people have more confidence in people than words.  


This trust is amplified if you use unfiltered video, like live streaming videos on social media. They can see what your products and brand look like without any scripting, artificial lighting, or edits. This transparency is one of the best ways to not only prove legitimacy but also to get them even more engaged with your brand lifestyle. Plus, live video is easy and low-cost to create—even though engagement and viewership are high. Learn how to use live streaming in your marketing here.


4. Boost conversions

Having a video on your landing page or homepage can increase your conversion by 80%, according to EyeWideDigital.


Videos engage the customer, show off your brand, and establish trust. These are the foundations of selling. Video does the “heavy-lifting” to get your audience to pay attention while getting them hooked to your brand. Once they’re hooked, it’s a lot easier to sell them on your awesome products.  


71% of consumers say that video is the best way to see and experience product features online. This experience shows them how the product would fit in their lifestyle, and it gives them more certainty and confidence in their purchase.


In fact, 73% of visitors who watch product videos will buy. Product how-tos and tutorials give them an idea of how the product functions, testimonials convince them with social proof, and entertaining videos keep them engaged with your brand.  


Plus, video content typically works well on all devices. It’s highly compatible and responsive, so it can work just as well for mobile as for desktop. This means that you can attract and engage those on-the-go customers, which make up almost 75% of worldwide video viewing. You want to be able to sell anywhere at any time.


They’re also highly effective for email marketing. Email campaigns are still a critical part of marketing, but it’s becoming more challenging to connect with customers and cut through the noise. Studies show that adding video to emails can increase click-through rates 200-300%, and even writing “video” in the subject line encourages them to open the email in the first place.


A group of people in front of smartphone


5. Reduce returns

Not only will you sell more, but you’ll actually help reduce the number of returns as well. A lot of businesses struggle to lower their return rate, but video is proving to be one of the most effective ways to reduce the number of unhappy purchasers.


57% of customers are less surprised by the products they’ve seen displayed in a video. They have a better idea of what the product looks and functions like after watching a product video, so they can make a better determination if it’s what they’re looking for. There is more certainty in the original purchase, which makes them less skeptical or likely to return the product.   


6. Rank organically on search engines

Altogether, this helps boost your search engine optimization and ranking. Here’s how:

  1. If your customers are more engaged, they’ll spend more time on your website—especially on your product pages. As a matter of fact, users spend an average of 88% more time on sites with videos than those without. The longer they’re on your website, the lower your site’s bounce rate—and search engines rank a low bounce rate highly.

  2. Customers are more likely to share your video, which builds more backlinks and clicks. The more your link is shared around the web, the better your ranking on search engines.

  3. Visitors are more likely to visit your website after seeing a branded video, so you’ll get more traffic to your site. The more traffic you have, the greater your legitimacy on search engines.


A better ranking on search engines gives you even more traffic to your site, which further improves your ranking and conversion. This creates a positive cycle of leads, sales, and growth!



2019 is the year that e-commerce moves to video marketing. Content must be created with video in mind. Emails will be used to share your video. Social media will be the backbone of live videos and interactive content. Everything is moving in the direction of video, and it’s time to jump on the bandwagon.


Not sure where to get started? Don’t know where video fits in with your marketing campaign? Seller’s Choice can help. Contact us for a free strategy consultation today!


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