Videos have proven to be a good marketing tool, but for e-Commerce websites, they can be used in a more interactive and educational manner and add to the shopping experience.

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Michael Molinari is the Director New Business Development at KSC Kreate, a creative design company that specializes in all types of media -- including video and images. In turn, it helps other companies with content development, image creation and deployment to improve marketing efforts and expand a brand. He spoke with CMSWire about the use of video within the e-Commerce landscape.


The Impact of Video

Along with text and photo-based advertisements, video has made the transition into the digital marketing and e-Commerce world. There are tools, from YouTube channels to video platforms such as Adwords for Video, which aim to help businesses with product promotion and advertising.

According to a recent report from eMarketer, which surveyed High-level US media agency executives, about 95% of respondents said they used video to improve brand awareness, while only 21% and 38% used video to entice customer acquisition and purchase intent. While video is being embraced, in some cases it isn't being used to its full potential. Molinari says e-Commerce companies should create video not just because it is a popular marketing trend, but also because of how these visual tools can be used to educate and help with customer conversion, business appeal and revenue.

By introducing video to the eCommerce world, you’re adding another dimension to their [the customer’s] shopping experience,” he says.

Step One: Know Your Video

Molinari says that there are basic things that businesses should be aware of when using video -- such as make sure their video is embedded on a product page, removing the issue of having to open a new tab, and have a good analytics dashboard. In addition to these basics, companies must pay attention to what type of video they want to produce -- viral or educational -- both add different things to the customer experience.

A viral video is over 45 seconds long and is aimed at attracting a higher viewership or site traffic. These types of videos tend to be flashier but don't necessarily educate a customer about a product, they are merely promotional tools. While effective, Molinari believes viral videos shouldn't be used by themselves -- even though these videos tend to attract viewers and potential customers, it's what customers know about an item that will make them stay on a product page or help with a purchasing decision.

Viral videos are more about the sizzle," he says. "Shoot out the viral video to get people excited about it [the product] and also shoot out the educational one to get them a better understanding of that product and how it fills that gap or void in their life."

Step Two: Engage, Educate and Convert

In regards to this philosophy, educational videos, which tend to be 30 to 45 seconds long, can engage customers more than pictures or text because they supply a potential customer with specific information on a product. Subsequently, the more a customer knows about an item, the more likely they are to make a purchase and become a repeat customer.

To engage them [customers] is to really capture their attention and let them know there is something to watch there,”says Molinari. "Clicking through a gallery isn't enough, as customers need to know how the product is used, how they can use it and what it looks like.”

For example, if a clothing company is showcasing a particular item, they usually feature photoshopped images of the item on a mannequin or model. With an educational video, customers can, among other things, see ways to accessorize and style the item and how it fits and looks. The potential customer can not only can see an item in a new light with video, but can also learn more about the product itself and how it might be useful to them.

More knowledge = higher chance purchase, leading to a higher conversion rate and revenue. 

The Complete eCommerce Package

While video marketing can enhance an e-Commerce site, business should continue to use traditional promotions as well. Text and photos are still important and should be used to enhance product appeal.

Traditional advertising does a great job of selling the sizzle, but half the time when they get their item they aren't pleased with it because they don’t get how it works,” he says. “The video really gets down into the inside and the core of what you’re doing. It’s educating on the depths of which that item can actually be worn or used.”

Videos cannot only improve a site’s traffic and a company's appeal, but help improve company revenue and customer conversion rates through education -- helping both the customer and the business.