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5 video strategies every ecommerce brand needs to drive conversions
- Stokely Howard
As ecommerce brands, you’ll be well aware of the endless potentials to reach your customers. It’s just a case of doing it well. Video content is one of the most powerful tools to capture attention, build trust, and boost sales. But while it’s easy to see the appeal of video, many brands struggle with the execution of their creative, and actually create content that consistently converts. So to help us solve this, we’ve brought in the ecommerce specialist video production experts at Trendy Grandad to get their take on the top five essential video strategies that every ecommerce brand should consider to drive conversions and strengthen their online presence.
1. Shoppable Videos
Imagine a seamless experience where viewers can watch a video and buy the featured products directly from the same screen. Shoppable videos make this possible, offering a quick and intuitive buying journey. These videos provide clickable links, tags, or even pop-ups that direct viewers straight to your product pages. Whether it’s through YouTube, Instagram, or TikTok, using shoppable videos to showcase your products in action can reduce the steps between seeing and buying, increasing your conversion rate and advertising campaigns.
2. User-Generated Content (UGC) Videos
UGC is one of the most authentic ways to showcase your brand’s value. When customers share videos of themselves using or unboxing your products, it offers a level of social proof that’s hard to beat. By featuring UGC on your website, social channels, or in email marketing, you’re not only building trust but also encouraging others to buy and join the conversation. A great example of this is when you buy a product on amazon, 9/10 you will most likely scroll to the bottom of that page to find ‘real’ photos that someone has taken on their camera phone.
Tip: The right influencer partnership can significantly impact your campaign’s success, so take the time to research and select influencers whose values and aesthetics resonate with your target market. A well-matched collaboration can truly elevate your brand and drive conversions.
3. Explainer Videos
When potential customers come across your brand, they might need a bit of clarity on how your products work or how they fit into their lives. Explainer videos are ideal for walking viewers through product features, use cases, and benefits in a digestible and engaging way. A good video production company can create you a simple, but effective 60-90 second explainer video that’s well-scripted and visually appealing, this is great as it can make a lasting impact and can help simplify your offering, especially for new or complex products.
Another slick approach, that we think there is a massive gap in the market in the ecom world, is animation! Everyone is so focused on real faces & realy people? Could there be a slot for animated explainer videos? We think so!
4. Testimonial and Review Videos
Trust is one of the key factors that drive conversions. Intro Testimonial videos… where customers share their genuine experiences with your products and work wonders to build your credibility. Even the most simple review-style videos will help prospective customers visualise the benefits of your products and ease any concerns they might have. These videos can be extremely effective when shared on social media, where engagement and visibility are high. They don’t always have to be shot with fancy equipment, using the best video director/cinematography in the world or shot with crazy 8k footage either. Sometimes the rough and ready look works just as well and can come across more authentic.
Tip: To get authentic testimonials from customers, firstly offer them an incentive! Secondly, make it very easy for them to film in for you. Don’t script it out or storyboard it for them. Just ask them to make sure they have decent sound, good lighting & give them up to 10 questions to answer on camera. That way it will feel natural and not forced.
5. Behind-the-Scenes (BTS) Videos
Transparency is valued more than ever, and BTS videos give customers an inside look at your brand. Show how your products are made, who the people behind the brand are, or what goes into the daily workings of your business. BTS content humanises your brand, creating a stronger emotional connection with viewers that can translate into loyalty and higher conversion rates.
Tip: Share BTS snippets regularly on Instagram Stories or TikTok, where casual and authentic content performs well. For a more polished approach, try a “day in the life” format for YouTube, or highlight special moments like product launches, packaging processes, or community events. Make sure your editing is on point though as this is one of the most important factors of keeping an audience engaged in your videos!
Conclusion
So there you have it! With these five video strategies in your toolkit, ecommerce brands can look forward to some serious wins. We’re talking about forging deeper connections with your audience and delivering the trust, convenience, and engagement that turn casual browsers into loyal customers. Just remember, consistency is everything. Don’t be afraid to experiment with different formats, keep an eye on what works, and tweak your approach based on what resonates most with your viewers. So, get out there and start creating videos!
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