Videos, specifically product videos, help potential buyers better understand your products and services. You may be thinking: Don’t my blogs, copywriting, high quality images and customer reviews achieve the same thing? Sure.
But videos are quite possibly the most effective way to fully demonstrate a product or service to your customers. According to marketing guru Neil Patel, viewers are anywhere from 64-85% more likely to purchase products after watching product videos.
If that statistic alone doesn’t convince you of the importance of videos, remember that the Number Two search engine in the world is….YouTube! So having a presence on YouTube is definitely advantageous to you. Plus, Google – which incidentally owns YouTube – prioritizes websites that have video in their SERPs (Search Engine Results Pages).
What all that means is having videos on your site, preferably hosted on YouTube, is a great way to raise your rankings in SERPs. And remember, the higher up you are on those results pages, the easier it is to get customers to your site.
The next big questions are: What kinds of videos should you create, and How often should you post them?
1. Let’s start with Types of Videos
Ideally, creating a product video for each of your main products or services is a solid objective. The best way to approach creating these videos is to think about telling a story about your product(s).
- Why do customers need your product?
- What makes the product irresistible?
- What is it about your specific brand that makes you stand out?
For example, does your brand have a sense of humor? If so, then your YouTube videos should have a sense of humor as well. Keep in mind that beyond branding, on a very basic level, you want your YouTube channel to coordinate aesthetically with your website, so using the same colors, logos, and themes is wise.
Some e-commerce businesses think the best strategy is to use video to show their products in a 360-degree view. While a comprehensive view is always helpful, the truth is, showing a human interacting with and/or using your product will generate higher returns.
Even better, if you’re able to show humans using your product and having an emotional connection to it, that can further increase relatability between your brand and your potential customers. If it is not possible to show humans using your product, an animated video could work instead, though it may be more time consuming and costly to create.
I’ve linked our company’s product video library, where users can see videos of our products, how to use them and actual reviews of each bidet.
2. With YouTube, the Longer the Better
Interestingly enough, when it comes to YouTube, longer videos are better. Videos on the shorter side (i.e. 30 seconds or less) work well on social media. But for YouTube, videos can be much longer.
A 2018 Pew Research Center study revealed that YouTube had begun shifting its recommendation system to reward longer videos. Their goal was to encourage viewers to watch more minutes of videos and, as a result, watch more ads. What that means for you as an e-commerce business is that if you want to appear higher in YouTube’s search engine results, then making longer videos is a sound strategy.
Surprisingly, the top metric YouTube uses to determine where you fall in the search rankings is not video views! It is minutes watched. Translated, that means the longer viewers watch your videos, the more you will be rewarded by YouTube. Here’s an easy catch phrase to remember when it comes to YouTube videos: Minutes Matter Most. So go ahead and tell a complete story about your products and services.
As you contemplate the best content for longer videos, think about doing detailed tutorials or “How To” videos, or try product comparisons, or try “best” videos. The word “best" is often used when searching for a product or service. For example, people might search “5 best espresso machines of 2020” or “3 best lawnmowers.” For our company, we’ve created a best bidets video for 2020 that you can use as an example.
Remember if you’re doing a “Best” video, though, that you’ll want to highlight your own products and give less time to competitors! You could also create longer videos by doing product comparisons.
When consumers start comparing similar products, they are deep in the purchasing funnel and very close to making a purchase. Tutorials/How-To’s are usually also fairly time-consuming, which, again, is great for YouTube rankings. So consider finding an engaging, friendly, charismatic person to demonstrate using your product or service.
Once you’ve created your videos, you need to think about two additional important factors: the thumbnail for the video and the video’s title. Your video title should obviously summarize what your video is about, but how you arrange the keywords of the title can significantly impact potential customers’ search results.
For example, if the product you’re demonstrating is a microwave, “Microwaves: The Best 5” will return better search results than “Best 5 Microwaves.” That is because YouTube puts more weight on terms that appear early in the title.
Likewise, a custom thumbnail can entice someone to click on your video over the competition’s. Good thumbnails use contrasting colors, have a consistent look, and clearly complement the content and title of the video.
3. How Often Should You Post?
After you’ve done all the work creating your videos, it’s time to think about frequency. As in: how often should you post videos? In short: once a month is a good place to start. If you are able to build a large library of videos, you could consider posting twice per month.
The long-term goal is to eventually upload a large quantity of videos, because once potential customers see one of your videos, you want them to be able to browse as much additional content as possible.
Also, the more videos on your site, the higher YouTube ranks your channel in those prized search results! Plus, the more time customers spend watching your YouTube videos, the further you imprint in their brains.
A final piece to consider: social media. While it’s true that the videos described in this article are not exactly designed for social media, remember you can always take those videos and edit them down to something closer to 30 seconds in length.
Then you can post those same videos on your social media accounts. Bonus: they will already match your YouTube channel and website in tone and brand since you’re simply re-cutting them from pre-existing videos!
Putting the time in to create a YouTube channel with high-quality, engaging videos can seem overwhelming, but if you’re looking to increase your e-commerce sales, it’s a step that is definitely worth your while.
Jensen Lee is the Founder and Managing Member of bidetsPLUS, an online retail store specializing in bidet toilet seats. Prior to bidetsPLUS, Jensen held management positions in technology-related fields, in both the U.S. and Europe. He has held the position of Product Manager of Global Network Services for British Telecom. Most recently, he held the position of Executive Director of Product Marketing at AT&T Interactive, AT&T's internet advertising division.