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Video is taking over Digital Commerce

Jan 5, 2023

Consumer interaction is indispensable for business success in the 21st Century. According to Forrester Research, a one-minute video is as persuasive as 1.8 million words. That is nearly 3600 pages! 

Global e-commerce requires a greater emphasis on KPIs like reach, engagement, and conversion. Hence, businesses must achieve high engagement levels and keep a strong conversion rate. To achieve this, customer engagement is crucial. The rise of the creator economy and video content have changed customer engagement. A new era of change in customer engagement is being ushered in. According to Cisco, videos will make up more than 82% of all consumer internet traffic by 2022. And about 73% of consumers who view a product-related video will go ahead with the purchase. 

New-age marketing strategies reflect this change. Strategies like Livestream shoppable videos are replacing outdated methods. Livestream videos engage customers directly and enable real-time shopping. 

Tik Tok has pioneered live commerce. Which has resulted in many social media platforms incorporating it as well. Instagram introduced Live Shopping, and Facebook is slowly rolling out Facebook Shops. Amazon Live and YouTube also offer select businesses live commerce capabilities. Now that you’re convinced video content is crucial for your e-commerce business, you must be thinking about where to start? We have listed various points in the journey of your customers and examples of content you can create - 

PRE-PURCHASE - 

Video is primarily used for search and discovery. It enables customers to investigate features and benefits contextually and visually. This is reflected in Live Streaming. Live streaming is becoming a more common technique to introduce products and stage showcase events.

ONLINE PURCHASE - 

Brands should leverage videos to encourage customers to add more items to their shopping carts. Shoppable TV is also anticipated to become another channel. To provide a more seamless experience, brands may also use interactive shoppable movies with a CTA or click-to-basket conversion.

 IN-STORE PURCHASE - 

Retailers can utilize QR codes or apps to display significant product benefits and features. They can also be used to collect client feedback or how-to demonstrations in a physical storefront. Customers can "try out" the products in various situations. Which would assist them in making an informed choice.

POST PURCHASE -

At this point, providing clients with pertinent information about the goods or services they have purchased is important. Leading retailers are rapidly raising the bar on engaging with customers, from unpacking guides that educate buyers to use video for advocacy.

Here are a few examples and best practices for your video content strategy which you can get started right now- 

1. Add tutorials and demos

Videos that demonstrate how to use your product or service are ideal for this purpose. The content can help customers and foster a sense of trust. Customers can quickly compare features in videos before making a purchase. Using this how-to video template, you can demonstrate to your clients that you are a subject matter expert.

2. Showcase brand personality

Brand personality can show through with video marketing. Videos can promote company culture, highlight employees, and showcase what makes a company unique.

3. Use customer-generated content

When businesses incorporate their target audience into their marketing strategy, magic happens. To increase client loyalty, make your customers the protagonist of your brand's narrative. Additionally, it demonstrates that clients adore your goods or services in addition to using it.

4. Include your CTAs

Each one of your marketing content needs to have a strong call-to-action (CTA). If it is not urgent, captivating, or engaging enough, the majority of viewers will walk on.

5. Optimize videos for SEO

Many individuals are unaware that YouTube videos are indexed by Google. Brands can appear more than once in a single search. Relevant keywords should be used in video descriptions to improve visibility. Viewers are more likely to click through shortened links with an appealing CTA.

We at Appbrew are enabling D2C brands to power their mobile apps with video content through various Shopify integrations ready to integrate off the shelf. Through our no-code platform, brands can create, manage, and scale their Shopify store. Contact us right away to get started on creating a beautiful, fast app for your Shopify store.

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