The popularity and profitability of an online store depend on a correctly built marketing strategy, which should include a whole complex of constituent elements. Practice shows that video reviews are one of the most effective tools for e-commerce marketing.
What do video reviews give to an online store?
Video reviews are an ideal opportunity to demonstrate the product or service being offered. By watching them, potential buyers can:
- get acquainted with product features in details;
- see it in action;
- get a real idea of how it looks.
This greatly facilitates the process of making the final decision to buy, increases customer loyalty and trust in the site. When placing an order, the client will already have a clear understanding of what they will end up with.
Judging by the results of recent analytics studies, video reviews are much more effective than standard text and graphic materials. They compensate for the main disadvantage of online-stores – the lack of opportunities to touch the goods and get a better look.
Thematic videos are opened by more than 50% of customers, and about 80 of them say that they dispelled doubts and purchased the product thanks to viewing the review. Such figures suggest that the tool can bring a lot of value to the store and significantly improve sales statistics.
What an ideal product video review should be like: key parameters
When choosing a product for a video, it is advisable to carefully analyze the market demand and customer needs:
- whether the product will be of interest to the customer;
- whether there is something to tell about it;
- whether it can be presented in an interesting way;
- whether it will not cause difficulties during shooting.
This is a basic list of questions that are important to answer before starting the actual work.
According to experienced business owners, the most popular on the internet are video reviews of the latest models of electronic gadgets, all kinds of household appliances, products for children, sports equipment. Sometimes they combine several similar products from the same product line into one video.
Wishing to create a perfect product video, it is necessary to be guided by several criteria:
Brevity. The optimal length of a recording is no more than 3-5 minutes. This is enough to familiarize the client with the products. Longer presentations are more difficult to understand, and they are rarely seen to the end.
High-quality footage. You should not shoot a video about the product on your phone or an amateur camera. Bad lighting, shaky picture, blurry silhouettes and muffled sound will not bring the expected effect of the video. For content to give a positive result and help improve sales dynamics, it is recorded with professional equipment, taking into account all the technical nuances.
Objective approach. The review should not resemble a laudatory ode. It is better to rely on objectivity: to tell about specific features and capabilities of the product, demonstrate it from different angles, make a small emphasis on its strengths. If the video will be overloaded with ads and appeals to buy, there’s a risk that the potential buyer will leave the site, losing confidence in it.
Creative presentation. Original concepts and non-standard solutions which hold the attention are the key to the future effectiveness of the video review for your online store. It can be a demonstration of the video recorder in action while driving a car or a lively and enthusiastic narration from a direct consumer. You can get ideas for inspiration on English-language resources or on YouTube by watching foreign reviews of similar items.
