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How to Make Video Marketing Work for Your E-Commerce

YouTube is the internet’s second-biggest search engine and serves up millions of hours’ worth of video every minute of every day. It’s clear that people enjoy consuming their content in video format, and it’s why you should be making videos to work for you in your e-commerce business. Here’s how you can bring in more traffic to your online store by using videos.

Improve Your SEO

Organic traffic consistently brings in more qualified leads than any other type of digital marketing. Adding videos to your website, YouTube, and other online video platforms increase the likelihood that your content will get pushed further up the search result’s page. Your SEO efforts are further improved when visitors take the time to watch your video content because it will increase dwell time. A longer average dwell time provides an SEO benefit as it indicates your content is of high quality.

Increase Sharing on Social Media

Videos on Instagram receive more engagement and shares than any other type of content. Tweets with videos also get ten times the attention of text-only tweets. The social media algorithms favor posts that attract a lot of engagement. So popular videos can feature in social media news feeds for days, weeks, or even months. All of the social media channels offer video capability to their users, even Pinterest. So it’s worth experimenting with the medium to see how it can positively impact your e-commerce business. 

Resonate with Gen Z and Millennials

These two generations have never known a time when online video wasn’t available from a device carried in a pocket. In a YouTube survey, 50 percent of Gen Z and Millennials reported they couldn’t imagine living without videos. If you aren’t already creating video content, you will miss out on a massive demographic with lots of spending potential. 

Brand Continuity

Building a brand is all about being seen in more places, and videos create opportunities to do just that. YouTube is not your only option. There are many other video platforms where you can post your content. Like increasing your reach on Instagram, for example. Loom is one such option where you can instantly deliver online video to your audience. Yep, without all the third-party branding and advertising detracting from your message. The more places you can showcase your brand and improve brand continuity, the more trust you will build between your audience and your company. 

Engage with Your Audience Through Webinars and Facebook Live

A webinar is terrific for engaging directly with your audience in real-time. You can use webinars and Facebook Live to showcase new offerings or teach your customers how to get the best performance out of your product or service. Webinars are also one of the most influential mediums for establishing authority and expertise in your niche.

Product Demonstrations and How-To Videos

A video that teaches customers how to use a new product or showcase its features is much more efficient. Viewers are 6x more likely to remember a video over the same content delivered in text format. How-to videos are also incredibly popular in search, so they present another opportunity to improve your SEO. For example, it’s much easier to show how to fold a fitted sheet, rather than write about it. 

Consequently, if you own an e-commerce business, you can’t ignore the power of video for your brand. A well-done video can help distinguish you in a crowded marketplace while also adding value for your leads and prospects.

All photos by Mirko Vitali, 123RF.


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