Video Stories Step into the world of interactive videos. Our blogs give you an inside look into creating video content for your e-commerce store. Learn how you can drive customer engagement and turn one-on-one conversations into conversions.
eCommerce Guide: Strategies for Driving Conversions and Scaling Your Business Introduction
E-commerce is a rapidly growing industry, and with more and more people turning to online shopping, it's more important than ever for businesses to have a strong online presence. In a recent webinar with Tim Masek (CEO, 1-800-D2C) and Anaita Sarkar (Author, Sell Anything Online), they shared proven key strategies for driving conversions and scaling your eCommerce business.
Exciting New Tools
Fondue: Offers cash back incentives to customers. Discounts are shortsighted, lack longevity, and are a huge loss of revenue. Discounts also capture the wrong type of customers who are motivated by discount incentives and won’t buy your product at full price. A better solution is to offer customers cash back. Those who are discount incentivized are still motivated to purchase. Those who aren’t motivated by discounts won’t redeem the cash back, and the money will go back into your business.
Bounty: Automate the process of gathering UGC and purchasing the rights to use the videos. Bounty empowers the everyday customer to become a creator by incentivizing them with cash based on how many views their videos receive. Businesses can gather more UGC at a lower price.
Tolstoy: Add UGC to your online store. With Tolstoy you can get more mileage out of your social media videos by having them live on your site. With scrollable video feeds on your site, customers will spend more time on your site and have a larger AOV.
Spellbound: Create interactive emails to engage customers and collect data. Stop making your emails sound like a sales pitch, turn them into a 2-way conversion. It’s high touch and you gather feedback.
Most Popular Tech Stack for Launching an eCommerce Business
Best to start with:
Shopify: Commerce platform providing trusted tools to start, grow, market, and manage a retail business of any size.
Klaviyo: Automates personalized email and SMS communications. Connects to your store to create customer segments based on past purchasing behaviors, customer preferences, and even future predictions of spending.
Gorgias: Customer support platform to chat with customers, edit orders, modify subscriptions, and refund payments
Junip: Collect reviews via email and SMS. Leverage photos and videos from customers to share directly on your storefront.
Okendo: Capture and showcase social proof such as product ratings and reviews, customer photos, videos, and Q&A.
Easy add ons to take your store to the next level:
Social Snowball: Automated affiliate acquisition, one click universal payouts, and a simple interface for eCommerce merchants selling on Shopify.
Superfiliate: Personalized storefronts for your best customers, influencers, and affiliates
Smartrr: Subscription app built to increase LTV, Smartrr increases customer engagement and brand affinity with a variety of out-of-the-box subscription models, flexible subscription management options, loyalty rewards, referrals, and member-only benefits. High-growth brands, such as Starface and Bloom, have seen an average of 5X more sales over the lifetime of a subscriber.
Skio: Subscription platform that is multilingual and gives customers an easy way to login to their account (passwordless login via SMS code).
Bounty: Drive growth by generating more UGC videos. At checkout an automated message will be sent to customers to encourage them to take a video review of your product and post it on TikTok.
Tolstoy: Increase conversions and leverage UGC by strategically adding interactive videos throughout your customers shopping journey.
Tools to Significantly Improve Website Conversion
Kno: If you’re advertising on TikTok, you need a post-purchase survey. KNO helps ad buyers better understand who their customers are, and where they’re coming from. Dial in your post-iOS 14 attribution, build more accurate personas, and drive action with pre-built post-purchase survey templates.
Oddit: eCommerce designers take an unbiased look at your website and gives you constructive feedback on changes you can make to your site to boost long-term conversion & strengthen brand loyalty. In Tim's words, Oddit will “roast your website.”
Clarity: Tim's most shocking finding of 2022. Clarity by Microsoft is a free research software that does heat mapping and scroll mapping.
Tolstoy: Having UGC or video content in strategic places throughout your entire eCommerce experience will help you drive hard conversions.
New Trend that Could Help DTC Merchants Get Off the Ground
Managed marketplaces can help DTC merchants get their products in front of a wider audience and increase their visibility. AOV is much larger than it would've been for a single store. An example of a managed marketplace is Ohne, a curated destination for a community looking for the best products in period care, sexual wellness and wellbeing. Brands that have seen an increase in conversions from using marketplace cross-selling are Blendjet and Manduka.
Carro automates marketplaces by connecting Shopify stores together to enable cross-store selling. Using Carro you can sell your products on leading stores, sell their products on yours, or both. Best thing about Carro is you don't have to hold any inventory because the merchant will ship the product.
5 Steps to Scaling Your Business
Tim shares his learnings gathered from interviewing 50+ eCommerce founders - you can view his full interviews from Under The Hood here.
Start with a remarkable product: “Consumers are the fortune tellers,” if it’s a good product, you will grow organically by word-of-mouth. Jeff, founder of Ugmonk, and Mike, founder of Windmill, are great examples of businesses that have started with a strong product and have seen success as a result. Unit economics are critical to growth: Don’t lose sight of your goals and get trapped in the appeal of growing at any cost – like spending too much money on ads and PR. Always keep your eye on a high profit margin. Matt, founder of Spacegoods, set himself up for success by creating a business model that led to a 85% profit margin.Paid advertising: Raize, Keto cookies, increased their monthly revenue from $10k per month to $50k per month by adding paid campaigns. Raize scaled exclusively with Facebook Ads. Other advertising channels like TikTok and Instagram can be explored, but traditional advertising on Facebook is reliable, and it works. Effective communication: Have a cohesive storyline from ad to landing page. Ask yourself, “what is the consumer’s goal?” and “how will they feel when they land on my page?” Landing pages are an incredible way to increase conversions. If a consumer comes across an ad for padded bags, when they click the ad, they should be taken to a landing page that features padded bags, not the generic homepage for all different types of bags offered. Anaita uses Shogun to create dedicated landing pages for targeted ads. Listen to customers: Jones Road Listening to customers (Eli) / making tweaks to Klaviyo flows / adding bundles / refining referral mechanisms. (Amelie at Underdays)
Using 1-800-D2C for Competitive Analysis and Industry Insights
1-800-D2C has a comprehensive list eCommerce companies and what software tools they are using. 1-800-D2C can be used as a tool to do a competitive analysis on similar merchants within your vertical. For example, you can see what software a competing business is using to help guide their consumers in sizing. Another way to use 1-800-D2C is to see what tools are popular in other industries and how you can apply it to your business.
The Future of eCommerce, is DTC Dead?
Despite the challenges of the past year, DTC is far from dead. In fact, more people are selling online than ever before, with estimates showing an increase of over 200% in the last two years.
Having a strong product, effective communication, and utilizing the right technology stack are all key strategies for building and scaling a successful eCommerce business. Additionally, managed marketplaces can be a great option for DTC merchants looking to increase their visibility and reach a wider audience. DTC is growing and the market is ripe with opportunities.
Video marketing How to Create Engaging Product Videos for E-Commerce (+ Examples) Engaging potential customers is essential for your e-commerce business to succeed—it helps build brand awareness, establish customer trust, and ultimately boost your revenue.
However, connecting with your audience in a meaningful way can be challenging. While having clear and attractive product photos is essential, introducing dynamic product videos to showcase your products can draw in potential customers more easily and push your business to greater success.
1. Tell a Story
Telling a story about your brand or product is an important part of any marketing strategy, as it helps engage your target audience by developing an interesting narrative they can relate to. This makes potential customers more receptive to the product, company, or service you're promoting, making them more likely to invest and increase your sales.
For example, Native Union tells a relatable story about modern technology. Most of us tend to spend some time on our phones before bed and get annoyed when we can't find the charger cable. Showing people in bed struggling to charge their phones, Native Union's product video builds on this familiar problem to offer its product as an easy and convenient solution. This helps establish a personal connection with potential customers, increasing the chances they'll actually buy the product.
» Looking to boost sales? Try these e-commerce strategies for driving conversions
2. Know Your Audience
Depending on the product you're selling, the type of video you'll create will vary. For example:
If you’re trying to engage female shoppers interested in makeup, you’ll want to show them how to use the product, how much to apply, and what it looks like after application.On the other hand, if you're selling technology, you may want to mention the details that may be difficult to show in the video, like software information and specifications.
Makeup company Kosas does a great job of engaging the target audience in this way. Their product videos show different stages of product application culminating in the final look, making it easy for potential customers to know exactly what to expect of the product and picture themselves using it. What's more, the inclusion of different women in their videos helps appeal to a wider audience more specifically.
By understanding your target audience and their expectations, you can create product videos that really speak to your potential customers, helping engage them more effectively.
When crafting your product videos, take the time to research your audience and use this information to achieve your desired effect.
3. Keep It Clear and Simple
When creating product videos for e-commerce, it’s important to keep your message clear and simple so as not to overwhelm potential customers. You should provide enough information about the product’s features and benefits, but avoid going into too much technical detail.
Take MIELE's product video as an example—first, it introduces the product's essential features such as its suction power and motor system in simple terms, and then goes on to briefly demonstrate the vacuum's other important benefits, like its removable handle and interchangeable nozzle. This way, potential customers get a comprehensive overview of the product without being confused with complicated details. By sticking to the point like MIELE does, you can make sure people understand your product and are more likely to buy it.
Pick the Right Length
In addition to keeping your message clear, it's also important not to make the video too long to keep your viewers' attention. Your video should be short enough for the audience to watch all the way through, but long enough to cover all the important details.
For instance, the Honey Baby Naturals video by NaturallyCurly manages to incorporate the product's benefits and show how the shampoo can be used on a child while being just 14 seconds long. This goes to show that some product videos can be quite short and still be effective.
» Discover how product demo videos help get more sales
4. Offer an Interactive Experience
Making your product videos interactive is one of the simplest ways to engage your audience, as this lets them actually react to your video and brand. However, to reap the benefits of interactive videos, keep the following in mind:
Provide clear instructions and visual cuesAdd hotspots or clickable buttons for users to chooseInclude polls, surveys, quizzes, and other interactive elements
Videos that contain these elements can fully engage potential customers by making them active participants and letting them choose their own path while exploring your products. This allows them to control the viewing experience and get more information about what interests them.
One such video is Boursin® Sensorium Virtual Reality Experience, which takes the audience on a magical ride through a food lover's fridge packed with the fresh ingredients included in Boursin® original recipes. The video lets you "grab" the screen and move it to change perspectives and look around as you wish, creating the feeling of the Boursin fridge coming to life.
» Find out how interactive videos boost customer engagement
5. Utilize Shoppable Video Technology
Shoppable videos are a great way to use the most up-to-date e-commerce technology to give your customers a fun, interactive experience while improving your conversion rates.
Shoppable videos allow viewers to click on products that appear in the video and buy them directly from there. This is especially useful when selling clothing or jewelry, as customers can get a better idea of how the item looks and feels in action.
For example, SwimOutlet's product videos featuring athletes Alex and Gretchen Walsh allow viewers to shop the exact bathing suits they wear in the videos as they watch. This way, the audience's viewing experience is complete with the with the possibility of finding the exact item they want right away, increasing the chances of sales.
» Want to try shoppable videos? Learn all about shoppable videos in e-commerce
Why Do You Need E-Commerce Product Video Marketing?
Product videos are a great way to bring your audience engagement to a whole new level. They can help show off the features of your product in a more dynamic way than a static image or written description.
So, if you want to increase your e-commerce sales, incorporating well-executed product videos into your marketing strategy could be a simple yet effective way to engage your customers and encourage them to make a purchase. Video marketing 5 Tips for E-Commerce Merchandising to Outshine Your Competitors Standing out from the crowd is critical for the success of your online business in today's highly competitive e-commerce market. With so many alternatives accessible to customers in just a few clicks, you need good e-commerce merchandising tactics to draw attention to your store.
Developing a solid e-merchandising strategy can help you attract more consumers and increase your business' income in the long run.
1. Optimize Your Site Search
Making your site search more effective is critical for enhancing the user experience in your store, increasing the exposure of your relevant items, and ultimately boosting sales. When optimizing site search for your e-commerce business, consider the following:
Make the search bar more prominentImplement auto-suggest and autocomplete capabilitiesProvide filters and refinementsDeliver only relevant search resultsAnalyze search data
Implementing these recommended practices can improve the efficacy of your site search, allowing you to distinguish yourself from your rivals and achieve more e-commerce success.
2. Rely on Personalization
Personalization is a highly effective e-commerce merchandising technique because it can make potential buyers feel cherished and more involved with your brand. However, you first need to understand your target audience's demographics, preferences, and behaviors to properly integrate personalization.
Try using cookies to track individual consumer interactions and build personalized experiences based on your customers' browsing and purchase history. You can use this data to send personalized emails with tailored offers and make customized product recommendations. This level of personalization can help you improve consumer experience, establish brand loyalty, and ultimately outperform your competition in the e-commerce industry.
» Boost customer trust and sales with these e-commerce personalization tips
3. Create an Immersive Experience
Offering an immersive experience to potential buyers can help your business leave a lasting impression on them, effectively distinguishing your business from others. E-commerce visual merchandising is an effective method to offer your customers an engaging experience, and the use of interactive videos is an excellent example.
Interactive videos let your customers actively participate by clicking on various sections of the video, following visual cues, examining product features, answering polls through responsive buttons, and more.
Creating engaging product videos can help keep your customers' attention and make the purchasing experience more enjoyable than that of your competitors, giving you a competitive edge in the e-commerce arena.
» Here's how interactive videos can help increase sales
4. Leverage Product Recommendations
Using different tactics to deliver relevant product suggestions can help you outperform your competition by making potential consumers feel that your business has more to offer. For example, you can send your customers recommendation emails with personalized product ideas, unique bargains, or collections curated to their preferences.
Upselling and cross-selling are effective methods for recommending higher-priced or complementary items based on consumer preferences and purchase history.
To achieve the best results with product recommendations, try sticking to these practices:
Analyze customer data to understand their needsUse machine learning algorithms to get accurate recommendationsDisplay the best products according to your customer's preferencesEnsure the suggestions are highly relevant to the customer's browsing context
5. Simplify the Shopping Process
Making the purchasing process in your store easy to navigate is critical for creating a great consumer experience that lets your business stand out from the competition. You can boost client satisfaction and loyalty by making the transition from browsing to purchasing as smooth as possible.
An excellent technique to facilitate the purchasing experience is using shoppable videos, which let your customers immediately engage with the items they see and make purchases while viewing the content. This eliminates the need to browse multiple pages or search for specific items, streamlining the shopping process as a whole.
You can combine shoppable video technology with optimizing your website's user design, developing a user-friendly checkout procedure, and providing different payment choices to create a completely hassle-free buying journey for your visitors.
» Find out how shoppable videos can improve customer experience
Triumph Over Competitors With E-Commerce Merchandising
Well-planned e-commerce merchandising strategies can significantly influence the success of your e-commerce business by making your brand more memorable, boosting customer engagement, and driving sales.
Adopting effective personalization, optimizing site search, providing immersive experiences, using product suggestions, and streamlining the purchase process can help your e-commerce store stand out from the crowd, giving your potential customers an overall positive impression. Video marketing E-Commerce Personalization: 5 Tips for Boosting Sales and Loyalty With the e-commerce industry growing at rapid pace, personalizing your customer experience is the key to thriving in its competitive world. It can make all the difference between a successful sale and a missed opportunity.
By leveraging the power of personalization, online stores can do more to cater to their customers and encourage customer loyalty, ultimately boosting sales as well. Check out the ways you can incorporate more personalization in your e-commerce store.
1. Personalize the Homepage
An easy yet effective way to achieve this is by incorporating recommendations in the form of product videos that match your customers' general interests. By customizing the user experience from the get-go, you can make sure your customers feel appreciated as soon as they visit your store and increase the possibility of conversions.
One example of a website that does this well is Netflix, which uses personalized videos on their homepage to make sure users see the content tailored to their preferences.
» Here's how to add videos to your Shopify homepage
2. Personalize Product Recommendations
Product recommendations are an important part of the e-commerce experience because they can help customers find the products they need more easily. When choosing recommendations, consider incorporating the following for the best results:
Different types of filteringLocation-specific productsSeasonal items
For the highest level of personalization, you can use videos to show your customers exactly how their recommended product works, what features it has, and why it may be the perfect choice for them. By creating personalized product explainer videos, you can help your customers learn more about the product before purchasing, building customer trust and leading to more sales.
» Learn more about shoppable videos in e-commerce
3. Offer Personalized Discounts and Deals
It's no secret that everyone loves a good deal, so personalizing discounts and deals for your customers is a great way to boost sales and loyalty while reducing your cart abandonment and bounce rates.
Cart abandonment occurs when visitors start the checkout process but then leave before completing the purchase. On the other hand, bounce rates are when visitors land on your website but then leave quickly without engaging with any content.
Offering personalized discounts and deals can help win back abandoning visitors and encourage them to make a purchase by incentivizing them with additional savings. You can also re-capture visitors who are about to leave by setting up a personalized discount offer to appear on their way out to get their attention.
Try Upselling & Cross-Selling
Personalized discounts and deals are especially suitable for incorporating upselling and cross-selling.
Upselling means offering an upgraded version of the product the customer has purchased in the past or is interested in. Meanwhile, cross-selling is when you suggest additional products that complement the item the customer is purchasing.
Both strategies are a great way to expand your customers' knowledge of what your business has to offer and increase the average sale size. However, make sure your offers are reasonably priced and non-intrusive to increase your chances of conversions.
» Looking for ways to drive conversions? Try these e-commerce strategies to scale your business
4. Send Personalized Emails
Email-marketing campaigns can be a powerful tool to engage with your customers, boost loyalty, and increase conversion rates. However, the key to success with email-marketing campaigns is adding personal touches to your emails.
For instance, you can include customer names or customize messages based on their preferences and past purchases to create more impactful experiences. You can use these emails to encourage customers to act on their abandoned shopping carts or to offer personalized discounts and deals.
» Need help? Learn how to create interactive email campaigns
5. Offer Personalized Customer Support
Good customer support is essential for any successful business, especially in the e-commerce space. Customers are more likely to come back and recommend your services if they had a pleasant experience with your store. That's why it's important to offer personalized customer support, allowing your customers to feel they're getting individual attention.
To up the level of personalization of your customer support, consider replacing standard chat bots with interactive video chat bots to give your customers a heightened sense of agency and familiarity. This can go a long way in building loyalty among your customer base and give them a good impression of your brand.
Make Every Customer Feel Like a VIP With Personalization
Your customers are invaluable to your e-commerce business, and providing them with a personalized experience is one of the best ways to show how much you value them. Personalization can create a more meaningful connection between your business and your customers by making each customer feel like a VIP.
By personalizing your e-commerce store's product recommendations, discounts, email content, and customer support, you can improve the customer experience and increase loyalty, ultimately boosting sales as well. Video marketing 5 Mistakes To Avoid When Creating Your eCommerce Product Pages Your eCommerce product page is crucial for driving conversions and sales. In fact, studies show that over 75% of online shoppers say that the product page is the most important factor in making a purchase decision. So, if your product page is lacking, you could be missing out on a lot of potential sales. To help you improve your eCommerce product page and boost conversions, we've compiled a list of 5 common mistakes to avoid.
1. Unclear Product Descriptions
Clear and compelling product descriptions are essential to successful eCommerce sales. When writing ecommerce product descriptions, avoid vague words, eliminate buyer’s guilt, be original, sell a lifestyle, and use keywords.
a. Avoid Vague Words
Avoid vague descriptions by painting a clear picture of your product. Words such as the following should be avoided at all cost:
Instead, use descriptive words that paint an accurate picture of what you are selling.
b. Eliminate Buyer’s Guilt
Majority of online shoppers experience buyer’s guilt before finalizing an online purchase. Your job as an online store owner is to use your product description to eliminate buyer’s guilt.
* Provide shoppers with a sense of urgency. Tell them that your offer is valid for a short period of time, so they’ll feel justified after making a purchase.
* Tell shoppers that the product can do many things. A simple sunglasses can become multi-purpose if you present it well (i.e. “This glasses will keep your eyes out of the sun while giving you a fun and sexy look.”). Let buyers know they are getting a great deal.
When you get rid of buyer’s guilt, your customer walks away satisfied, while you make a sale.
c. Be Original
Don’t plagiarize; ensure to write original product descriptions.
d. Include Keywords
Keywords play a major role in getting your product descriptions to feature at the top of the search engines. Don’t stuff them but use them sensibly.
e. Sell a Lifestyle
Don’t just sell a product, sell a lifestyle. When your buyers know your product is an essential part of their wardrobe, they’ll be more than willing to buy.
2. Not Leveraging Social Proof
Leveraging social proof is crucial for the success of your eCommerce store. Social proof refers to any positive comments or reviews about your business or product, which serve as endorsements from satisfied customers. Online reviews play a critical role in shaping your brand's reputation, as they provide potential customers with insights into the experiences of previous buyers. In fact, research shows that 92% of consumers read online reviews, and 80% of shoppers trust them more than traditional advertising. Therefore, if you want to increase conversions, you cannot afford to ignore customer reviews, as products without reviews can be seen as untrustworthy.
The Power of Reviews in eCommerce Social Proof
They enable you to market with the voice of the customer, which carries more weight than self-promotion.They engender trust and credibility by providing evidence that your products are worth buying.They nurture customer loyalty by acknowledging and responding to customer feedback.
Top-performing online stores not only use customer reviews but also leverage user-generated content on the product page to persuade visitors to buy. For example, OutdoorMaster showcases social media posts from current customers to convince prospective buyers of the quality of their products. By featuring social proof on your product pages, you can increase trust and credibility, and ultimately drive more sales.
3. Missing Opportunities to Upsell and Cross-sell
To increase revenue in your online store, you have two options: upselling and cross-selling. By utilizing both tactics, you can increase your average order value (AOV).
Upselling and cross-selling are different in several ways:
Upselling involves convincing customers to buy a more expensive version of the product they originally intended to buy, while cross-selling invites customers to purchase related or complementary items.
Upselling aims to increase sales revenue, while cross-selling increases both the number of items sold and the total sales value.
Upselling increases the average purchase value, while cross-selling increases both the average purchase value and the average sale value per customer.
If you’re a shopify store owner, you can use the Zoorix App to implement upselling and cross-selling strategies. Hooked Coolers, a Florida-based company that designs and ships coolers and accessories, effectively uses these tactics as shown in the image below:
4. Not Using Product Videos
One of the most common mistakes online store owners make on their product pages is not using product videos. As customers cannot physically interact with products before purchasing them, it's crucial to provide as much information as possible. Product videos not only showcase the product's features but also offer a glimpse into the various lifestyle uses, making it easier for customers to visualize the product in their home. This level of personalization increases the likelihood of a purchase, and ultimately, boosts sales. Furthermore, product videos can help in creating an engaging customer experience, improving SEO, and showcasing testimonials, among other things. Types of product videos include how-to, demonstrations, shoppable videos, unboxing, testimonials, and quizzes, each offering a unique way of presenting the product to the customer.
5. Complicated Checkout Process
A complicated checkout process is one of the primary reasons why shoppers abandon their carts. To avoid this, you should make sure to:
a. Optimize for Mobile
More than half of the people visiting your online store are doing so from a mobile device. Therefore, it is essential to optimize your eCommerce product page for mobile devices. Make sure that the checkout process is smooth and easy to navigate on small screens.
b. Allow for Guest Checkout
Allowing shoppers to buy as guests will make the checkout process faster and more convenient. They should not be forced to provide personal information before they can proceed with their purchase.
c. Avoid Asking Too Much Information
If you ask for personal information on the checkout page, make sure to ask for only the essential details that are required for the purchase. Asking for too much information can frustrate shoppers and make them abandon their carts.
d. Offer Multiple Payment Methods
Provide shoppers with different payment options, so they can choose the method that is most convenient for them. Don't limit people to a single payment method.
e. Disclose All Costs and Fees
Make sure to be transparent about all the costs and fees involved in the purchase. Don't surprise buyers with additional costs they didn't know about. Be upfront about the total cost, including taxes and shipping fees.
f. Use Security Seals and Badges
Using security seals and badges on your checkout page can help build trust and credibility. These elements reassure shoppers that their personal and financial information is safe and secure.
In addition to avoiding these mistakes, it's also important to continuously test and optimize your eCommerce product page. A/B testing different elements such as product descriptions, images, and checkout process can help you identify what works best for your audience and lead to even more conversions. Remember, the eCommerce landscape is constantly changing, so staying up to date with the latest trends and best practices is key to success.
Video marketing Top 4 Video Marketing Tips to Promote Your Small Business Online As a small business owner, you may face many challenges when it comes to reaching a wider audience and driving conversions. One effective way to do this is through video marketing, which has become increasingly popular recently. It can help you build a connection with your customers and improve your online presence.
Still, many don't know where to start. Today, we will cover the top 4 video marketing tips to help you promote your small business online.
» Educate yourself on the best interactive marketing strategies in 2023
1. Know Who Your Customers Are
Understanding who your customers are is essential to successful video marketing. Knowing your target audience can help you choose the best places to advertise your business and create content that speaks directly to them.
It's important to consider things like age, gender, location, occupation, hobbies, and interests. For example, if you're targeting young entrepreneurs or freelancers, LinkedIn would be an ideal platform to promote your videos, as it's used primarily by those in the business world.
However, if you're targeting a younger demographic, Instagram would be a better choice, since it's more popular among millennials and Gen Z.
» Prefer a more traditional medium? Learn how to create interactive email campaigns
2. Choose the Right Type of Video
Knowing your audience also helps you choose the right type of video for them. Here are 5 of the most popular video types that can be used to effectively promote your small business online:
1. Product Demo
Product demos provide viewers with an interactive experience by showing them how your product or service works. They allow potential customers to see the features and benefits of your product or service, making it easier for them to know whether it's what they need or not.
Testimonials are a great way to build brand trust. When you show customers what others have to say about your business, it makes it easier for potential customers to make that initial decision based on somebody else's experience. Just make sure those testimonials are easy to find on your website.
3. Founder's Story
Company stories help viewers get to know you and your business or brand on a deeper level. Showing viewers how your business came to be can help you create a connection with your audience and share your vision, which they would support too. Plus, if you do it well, a good founder's story can definitely help you stand out.
Informational or tutorial videos are a great way to educate viewers on topics related to your business. This type of video allows you to showcase your expertise in the industry, which again builds trust—but in a more objective rather than emotional manner.
Behind-the-Scene videos are great for connecting with viewers, showing them what it's like to work at your business, and giving them an inside look at how things operate.
3. Partner With Influencers
When promoting your small business online, one of the most effective ways to reach a wider audience is to partner up with influencers. Influencers are typically people with a large online following who are seen as experts or enthusiasts in their field. Some of the main benefits are:
Increased brand visibility—Influencers have a large audience that can help spread the word about your business and potentially lead to more sales.Established credibility—By associating with influencers, your business will appear more credible and reliable in the eyes of potential customers. Get authentic endorsements—Influencers can provide genuine and honest opinions of your products or services, which can be more powerful than traditional advertising.
When it comes to selecting an influencer for your campaign, you'll want to keep in mind a few key factors:
Consider the influencer's niche and make sure it aligns with your business.Check whether they have high engagement with their audience so that your message will reach the right people.Make sure you can afford the influencer.
With these in mind, you should be able to find the right influencer for your video marketing campaign.
4. Invest in Quality
It is essential for brands to create professional-looking videos in order to show customers that they are serious and trustworthy. Quality videos will also help to drive engagement with your content and make it more likely to be shared by viewers.
When creating a video, make sure you have the right equipment and tools to ensure the best results. Use good lighting and avoid shaky camera work to keep viewers engaged. If needed, you can also invest in professional editing services to help polish the video and make sure it looks its best.
Small businesses still have something to prove, and they can show how professional they are by taking the time to make good videos.
» Learn more about the interactive marketing tools you need for boosting customer engagement
Why Should Small Businesses Use Video Marketing?
Video marketing is one of the most powerful tools a small business can use to reach its target customers and promote its brand. It has been shown that video content is easier to remember than text-based content. This means that businesses can leave a lasting impression on viewers by using video.
Plus, videos are more likely to be shared, which raises the brand's visibility and awareness. Videos can also be used to educate customers about a product or service and to demonstrate the value of a product or service in a visual way that resonates with viewers.
All in all, by creating engaging videos, businesses can connect with customers and encourage them to take action. Video marketing How to Make a Product Demo Video That Sells From producing videos to distributing, promoting, and selling them, the rise of video isn’t slowing down. Today, brands and businesses are leveraging videos to promote their products and services. After all, it’s an effective way to showcase the features of your product, highlight the benefits, and show potential customers how it works.
Of course, by creating a well-crafted product demo, you can also make your product stand out in the competitive market and increase your sales.
Although creating engaging product demo videos that sell can be intimidating, it doesn’t have to be. In this blog post, we’ll look at the different types of product demo videos and the steps you need to take to make a product demo video that sells.
» Looking for extra inspiration? Check out these 5 product explainer videos
Understand the Different Types of Product Demos
Product demos are one of the most powerful tools for demonstrating the value of a product and convincing potential customers to buy it. But to make a successful demo video, you need to understand the different types of demos available. Here are 3 that are most commonly used:
1. A Narrated Product Demo
This type of video usually has a combination of visuals and audio that helps viewers gain a better understanding of the product. For example, it may include audio narration or commentary that explains what is happening on the screen. This also allows the presenter to add a personal touch and describe the features or advantages of the product in more detail.
2. Screen Capture Product Demos
Screen capture demos are videos that show users how to use a product or service by recording the computer screen. This type of video is great for software products, websites, or apps, as it walks viewers through each step of the use.
3. Live-Action Product Demos
These are videos that feature real people using the product in real-time. These videos provide a great way to show potential customers how the product looks, feels, and works in the real world. You can also use live-action product demos to tell fun and memorable stories about your product, which can make it more engaging for viewers.
Learn to Describe Your Products the Right Way
When creating a product demo video, it’s important to make sure you are describing your product accurately and effectively. The structure of the demo video should include the following:
A description of the product—Describe what your product is, what features it has, and how it can benefit the customer.A demonstration of how it works—Show your viewers exactly how the product functions and explain all the features in detail.Examples of potential problems it can solve—Give viewers real-world examples of which potential problems it can solve. This can help them see the practical uses of the product.An encouraging CTA—Be sure to end with a call-to-action to further encourage viewers to take action.
By following these steps and crafting an effective product demo video, you can boost your sales and increase your reach.
» See how to advertise your products via shoppable videos
Identify Your Target Audience
Before creating your product demo video, it’s important to identify your target audience. This is the group of people who are most likely to be interested in what you have to offer. Knowing your target audience will help guide the direction of your product demo video and help you create content that resonates with them.
When identifying your target audience, consider their age, gender, interests, and preferences. For example:
If you’re targeting young people, you may want to focus on more modern visuals, references to popular culture, and fast-paced videos. One way to do that to by including references to an iconic TV show like Friends or Game of Thrones in your video. This could help you stand out from the competition and make a connection with your viewers.On the other hand, if you’re targeting older generations, you may want to focus on more traditional visuals or sounds and a slower pace. You should also think about whether the people you want to reach prefer PCs or mobile devices. This could affect the formatting of your video.
Boost Your Sales By Following Our Tips
With the right product demo video, you can increase engagement, attract new customers, stand out from the competition, and reach your desired goals. Essentially, you’re providing potential customers with an immersive experience that allows them to better understand your product.
With these tips in mind, and with some additional help from Tolstoy, you’ll be well on your way to creating a successful product demo video that sells. Video marketing 5 Clever Product Explainer Video Examples to Draw Inspiration From in 2023 Product explainer videos, what are they?
These clever videos are an effective way to quickly and clearly communicate the benefits of a product or service to customers. They are designed to grab attention, create interest, and motivate viewers to take action. Product explainer videos can be used in various stages of the marketing funnel—from generating leads at the top of the funnel (TOFU) to converting prospects into customers near the bottom (BOFU).
These videos make it easier for marketers to reach their target audience, build trust with potential customers, and increase conversions.
Structure of Product Explainer Videos
Product explainer videos typically have 4 main parts:
Introduction of the problem that the audience might have
The introduction part sets the tone for the video, presenting a relatable context in which the audience might need the product or service. Explanation of the product’s key features and benefits related to the problem
The explanation part helps explain why customers should buy the product, focusing on its features and benefits. Examples of how the product works
Examples help demonstrate how the product can be used in real-life scenarios. A call-to-action
Finally, the call-to-action encourages viewers to take action, such as buying or signing up for a service.
With all that in mind, let’s look at 5 clever product explainer videos that you can use as inspiration in 2023.
» Learn more about how interactive video marketing can improve customer experience
Spotify is a music streaming service that has become increasingly popular over the years. 11 years ago, Spotify introduced the app with this creative ad video for the brand, gaining millions of views and subscriptions. Its product explainer video focuses on how easy it is to use the platform, with an upbeat tone that perfectly captures its target audience.
The one thing we love about it is how it uses simple visuals to explain the concept of the product without the need for voiceover. The creativity and simplicity of the music, brand colors, and concept made it more engaging and appealing.
An indicator of a good explainer video is when it sticks to the point, and that’s exactly what Ahrefs did. This SEO tool has one of the best explainer videos out there. This is simply due to the fact that the video explains its features in a straightforward manner. It does an excellent job of highlighting how the tool works and why people should be using it.
In this video in particular, Ahrefs played with engaging animation following a friendly voice that clarifies the "problem," or the "pain points," of their audience. It's simple but creative—but it's also detailed and perhaps a bit "longer," showing their target audience exactly what Ahrefs can do for them.
3. Dollar Shave Club
Razor brand advertisements can be successful by using humor to draw in their young-adult male target audience. That's how Dollar Shave Club did it. Its explainer video uses comedy to capture the viewers’ attention, while quickly and effectively showing the product's features and benefits. The video cleverly uses metaphors such as “A dollar a month to shave time and shave money” to explain why Dollar Shave Club is a better choice than other competitors.
If you ask us, never shy away from getting creative when it comes to showcasing your product or service—you have to stand out, and this Dollar Shave Club video definitely succeeds in that.
A great example of a product explainer video is the one available on ZAILA's website. This video clearly and effectively explains how to use the product, shows the proper quantities, and showcases the benefits it can provide for your skin. The demonstrator also uses the product on herself, which shows viewers the results of using this particular skincare brand.
By doing this in their explainer video, they manage to show potential customers why and how their skincare products can help them, while also building trust and creating a strong sense of community.
Buoy is a brand that sells electrolytes to maintain electrolyte balance in the body. Similar to that of ZAILA, their product explainer video also clearly shows how to use the product and how much of it you should use. It also briefly lists the benefits that come with it. Of course, there may be differences based on their respective industries, but the purpose of the video is the same—to provide viewers with an easy-to-understand explanation of their product.
The best part about this explainer video is probably its approach, featuring a very creative backdrop and moving illustrations that help deliver the key message of their product. This video is an example of how you can make a great explainer video without having to spend too much money on production and animation.
Why Are Product Explainer Videos Useful?
Through visuals and audio, explainer videos effectively demonstrate the features of a product or service in an engaging and easily digestible way. This is also useful for growing businesses that may not have the budget for costly marketing campaigns.
Moreover, by creating a compelling explainer video, you can quickly and effectively establish your company as a legitimate source of information, providing customers with the assurance that your product or service is worth investing in.
All in all, explainer videos are an incredibly effective way to get your message across and build trust between your business and its potential customers.
» Want to stand out from the crowd? Use interactive videos for your brand Video marketing 3 Tips for Using Videos to Create Better Shoppable Customer Experiences This likely isn’t a surprise to anyone, but online shopping is quite popular today. Consumers are flocking to the digital world for convenience, and it’s up to businesses like yours to make sure they have a positive experience. The challenge today is—how do you do that?
Using videos is an excellent way to add value and create a better shoppable customer experience. They are engaging and interactive, and they help people feel more connected with your brand. But, it’s important for you to know how to use videos the right way.
Additionally, when it comes to online shopping, customers want convenience and immediacy. They want to buy what they need quickly and easily, without any hassle.
So what can you do to make sure your customers have a great shoppable experience using videos? Here are 3 tips that we think can help.
» Do you have an online store? Read about other interactive marketing tools that can help you
1. Choose the Right Type of Video
The type of video you should use depends on the product or service you’re selling.
For example, if we're talking about an interactive product that needs to be used in a certain way, then an instructional video might be the best choice. On the other hand, if you’re selling a luxury item like jewelry, a lifestyle video showcasing the product could be more appropriate.
Moreover, there are different types of videos that your potential customers would like to see, such as:
Product demo videos to describe the products betterFounders' stories to introduce the brandShoppable videos on-site and on social media to make shopping more convenientReview videos showing how the products are used in different contexts
Essentially, you should choose videos that are tailored to your products, brand, and customers. You also want them to convey the product’s value and benefits in the most effective way.
2. Pay Attention to the Structure
Have a look at the structure of your video. Make sure it’s concise and easy to follow, while still conveying all the necessary information. Also, be sure to include a call-to-action at the end of your videos so customers can easily make a decision after they watch it. For example, you could include a link for them to buy the product, sign up for a service, or just browse your product page.
Other things you need to consider when creating a great structure of a shoppable video are:
Essentially, you want to make sure your videos are well-structured, informative, and engaging. Overall, the structure should be clear and logical.
3. Optimize Your Video
If you’re using a shoppable video on social media, like Instagram, for example, make sure it’s optimized for mobile users. If you’re using it on your website, consider adding an in-video purchase option to streamline the process.
Moreover, you can also add videos to your email campaigns or create a customized video landing page to help drive more conversions. In short, placement matters when it comes to shoppable videos. So, make sure you’re choosing the right locations for maximum potential, and make sure the video fits the platform.
» Prefer to advertise on Shopify instead? Read our guide to embedding shoppable videos on Shopify
How to Get Started
Now that you have an idea of how to use videos to create better shoppable experiences, it’s time to start creating!
Remember, the type of video you choose, its structure, and where you place it all matters when it comes to optimizing your shoppable experience. With a bit of planning and strategic thinking, you can create videos that not only engage customers but also drive conversions.
Videos can be one of the most powerful ways to create memorable and lasting shoppable experiences for your customers. Use them strategically and you’ll be well on your way to creating more successful marketing campaigns.
» Learn more about how shoppable videos affect e-commerce
Why Focus on Videos?
There you have it. The key is to keep your customers in mind and deliver an experience that’s tailored to their needs. By following these tips, you can create shoppable videos that will help boost your sales and build loyalty with your customers. And if you're not sure where to start, let Tolstoy handle the complicated details for you.
Ultimately, creating a positive customer experience will help your business stand out from the competition and keep customers coming back for more. So don’t forget to include these tips and leverage the power of video when creating your next shoppable experience. Video marketing How D2C Brands Can Achieve Breakthrough Growth Outside of Social Media Monopolies By Dov Kauffman, Co-Founder and CEO of Tolstoy
The rising prevalence of video-based ecommerce platforms has equipped retailers with a new tool to enhance their close relationship with consumers, and it’s letting them cut all the middlemen out, for good.
This seismic shift towards video has given rise to a new era of independence amongst direct-to-consumer retailers, a cohort that cut its teeth competing against big business in the arena of online shopping. Having to go toe-to-toe against dominant brands in huge markets, D2C brands inherently understand the value of independence and how it relates to their capacity to react with agility and creativity.
For the first time these brands are being given the opportunity to really own the customer experience and reduce their dependence on social media giants through shoppable and interactive video which allows them to offer a vastly improved customer experience and build on their social capital.
Social Commerce 2.0
The use of social media platforms like Instagram and TikTok to market and sell products and services within the app has had a transformative effect on customer buying habits. Data shows that Gen Z in particular use social media to seek inspiration, research products and connect with their favourite brands. As a one-stop shop, social commerce platforms bring together all elements of online shopping in a single convenient package complete with customer support and easy check out.
Shopping has never been so streamlined, and it’s for this reason that the value of social commerce has skyrocketed. By 2026 it’s estimated that the value of this seamless form of shopping will reach $2.9 trillion in the US. Live shopping is another form of video and social commerce that has already gained massive traction in Asia and Latin America. Worth an estimated $600 billion in China alone, the format is being rolled out across rival platforms including Amazon Live, TikTok Shop/Live, Instagram Live and Twitch.
For the average social media user who spends 15% of their waking life on social platforms, the melding of entertainment and socialising with online shopping represents convenience, fun and a more authentic brand experience.
The emergence of independent shoppable video platforms means that D2C brands that have previously exclusively relied on social media to drive brand awareness, strengthen customer connections, and generate revenue are able to do so outside of social media monopolies by turning their websites into their own self-contained platforms. These retailers are empowered to create their brand narratives, build communities, and access full analytic data without being beholden to unknown algorithms, restrictive guidelines, or sudden loss of access to social media accounts.
Leveraging Independent Shoppable Video Platforms to Fast-Track Growth
As the internet is a great leveller for D2C brands, the development of integrated shoppable video for ecommerce retailers has given them advantages that have until recently only been accessible to social media heavyweights. Brands are able to leverage in-depth data to hone product offerings, personalise the customer shopping experience and build on community engagement.
D2C retailers can also capitalise on their nimbleness to create compelling brand narratives that will add credibility and meaning to their campaigns. As a medium, video is a powerful vehicle for immersive storytelling – more pertinently, video also offers consumers product information that is otherwise unable to be conveyed via text and images alone. From the look of a product to its colour and proportions, shoppable video reveals far richer details than the standard ecommerce format.
Retailers are now able to tap into the power of shoppable video to replicate its benefits on their brand’s own page instead of only selling through social media, and they can do it armed with targeted insights gleaned from the platform. Businesses can see how customers react to certain products, what content they engage with the most, which areas or products underperform, which do well and more.
These insights are critical to personalising the customer experience and assists with product development and retargeting of customers. For D2C businesses accustomed to overseeing all aspects of the business from production to distribution, independent shoppable video platforms add an extra layer of control. No longer do social media middlemen have exclusive access to valuable customer information, brands can solely focus on their own D2C strategy to increase loyalty and sales.
Quick Tips for Making the Most of Shoppable Video
Brands looking to maximise their shoppable video ROI should keep the following in mind:
There’s no need to spend a lot to make a great video, keep it simple and stick to these guidelines and you’ll be well on your way. Don’t forget, audiences favour unfiltered and authentic content over slick productions. Taking a low key approach works in favour of your business. Try embedding a Founder story to greet customers with. This should quickly introduce them to your brand and its products and direct them to where they need to go. Consider your Founder story and how it connects to your overall brand story. Work through it if necessary to identify your business’ values, mission, and goals.Keep it simple and authentic. Utilise influencers and user-generated content. Reviews are especially essential to credibility, so make the process as hassle-free as possible for your customers.For a start, you can use videos you already posted on social without creating new ones and make them shoppable. Make sure that you choose the most engaging videos. You already know what works well on your socials so use the information you already have.Make sure that every piece of content represents this brand narrative. Consistency is key to reinforcing brand messages.
By reclaiming their right to dictate their own direction through use of independent shoppable video platforms, D2C retailers are making it clear to the big names in social media that their era is officially over and the playing field is now even for businesses of all sizes.