“My product sells itself. I don’t need video.”
So many companies fall into this trap of thinking. While it may be true that you have a killer product or service, video should still be an essential component in your marketing strategy.
Videos are effective and versatile because they can reach customers at all stages of the buying decision process:
- Awareness during the discovery phase
- Product reviews during the consideration
- Post-purchase support in the form of how-to or repair instructions
With online video accounting for nearly 75% of mobile traffic, the importance of this marketing component can’t be ignored.
In fact, 91% of businesses use video. So, will you invest in this strategy or fall behind your competitors?
What kind of video is the best fit for your company?
The most commonly used e-commerce videos are:
- Explainer
- Product
- Instructional
- Testimonial
- Promotion
- Lifestyle
Explainer
An explainer video is just a quick introduction to your company. Think of it as your elevator speech. Something adaptable and memorable. Not only can you upload it for the public, you can also bring it along to meetings or your next pitch.
Sure, you could rattle off a quick description, or you can really wow your audience and give them a lasting visual impression. The key takeaway for the audience should be your company’s value — how can you help them? Reiterate your audience’s problem and show how you can solve it.
Prepare your explainer video with a concise script and remember to speak to your audience. Is this for the public to build awareness? Then simplify your language and adopt a conversational tone. Is this for a private presentation to a CEO? Speak formally and keep it informative.
Finally, don’t forget the call-to-action. What do you want the viewer to do? Call your office or download a whitepaper? Make the request relevant for your company.
You can see each of these tenets brought to life in the explainer video we produced for our client, Tolam Earth.
Product
Product videos are extremely useful for customers because it gives them the chance to interact with your product from different angles. Effective product videos follow a before and after theme. For example, we know how to use most common cleaning products, but in a product video, you can show the results of those products.
We did something similar for RepelWell on their social media channels, which you can check out here. If nothing else, it proves you don’t need a big budget to make this part of your marketing mix.
Instructional
Instructional videos should be more in-depth than the average product video. Here, you can go into detail about how to operate your product or service. These videos build trust, loyalty and enforce your credibility.
Troubleshooting videos also fall under this category. By developing a series of how-tos or tutorials, you provide visual support whenever its needed, which goes a long way in turning one-time buyers into lifetime customers.
Our client, Sparklight Business, wanted to inform business owners about the rising threat of cybersecurity attacks. Stealth Creative wrote and produced this video informing companies what they can do to protect their data.
Testimonial
Ah, yes, the power of word of mouth. Close to 95% of consumers read online reviews before purchasing, so capture those positive comments on video! A good video personality mixed with the benefits is the best formula for a testimonial video.
We produced this video capturing why our client, Sparklight Business, proves vital for their client, River Sober Living.
Promotion
Promotion videos showcase your latest specials and sales — and social media loves promotion videos. They’re quick, attention-grabbing and most importantly: addictive. In fact, people spend 50% of their time on Facebook and Instagram watching videos! So, why not promote your sale or event?
Just look at this video Stealth produced for a business internet and phone bundle. Not only did we weave a concept throughout, the payoff resonated with the intended audience.
Results? One of the best-performing campaigns our client had experienced in quite some time!
Lifestyle
Lifestyle videos focus on branding. Instead of capturing one item, this is a way to distill the true essence of your brand. Forget product features, benefits and selling. Lifestyle videos are all about narrative and emotion. They tap into our natural attraction to storytelling — translating into human connections from your product.
When you watch the story we tell for Friendship Village, you’ll practically feel what it’s like to live there.
Which Video Type Makes Most Sense for Your Business?
Contact Stealth Creative and we’ll take care of everything from ideation to production.
