Today's videos have something extra: they've changed shape, have become dynamic and interactive, and more than often are being chosen as a privileged tool for marketing strategies and product promotion. The largest players of e-commerce and retail have already figured it out: whether it's brand reputation, user engagement, or increasing conversion tax and purchasing, videos are the newest key tools. Always more diffused and consistent (according to Cisco, video viewing will make up 80% of global Internet traffic before 2019), videos have an elevated rating of efficiency and are the new marketing tool of success.
Made in Italy excellence finds the ideal cloud service in MainStreaming to communicate its products and push the user to purchase. Videos in fact show an optimal tool for brands, stores, and the retail sector: it communicates the characteristics and function of products in detail and heightened intensity compared to texts and images. Big and small stores make the most use of it, especially in fashion (Gucci, Yoox and Nike, for example) and entertainment (it's easier to buy a film while you are watching the trailer or buying an album with a click-to-buy on the videoclip).
Shoppable videos for retail
Retail videos are used in two ways:
- distributing shoppable video, or online video with which it’s possible to interact with, clicking on products and asking for more information or proceeding directly to purchase. Shoppable video encourages a major push to buy: conversion taxes higher than average speak clearly and smart retailers have already figured it out:
- Inserting video site-specifics in the store, or videos that go directly to the point of sales on the multi-touch totem and digital signage, big screens, and smart TV’s. Demonstrative videos of products or live events (like fashion shows) are particularly effective: the show becomes an experience of communication and visual entertainment able to capture the attention, to inspire, and inform the client.
An article from Wired
clearly explains the revolution of retail video:
"Shoppable video change frequently-they are fit to home cinema, to blogs, to advertisements, to social networks, to video chat channels, to the service of on demand streaming-and they optimize the return on marketing investment (ROI): for this reason its reasonable to expect them to succeed. "
Some real advantages of retail video
Strengths of shoppable videos in customer acquisition strategies:
- videos guide clients in the process of awareness and purchase through demonstration and effective simulation (according to research, 85% of consumers declared they were more inclined to purchase after seeing a video);
- they strengthen trust, commitment and product purchasing (inciting engagement and trust, as shown by Internet Retailer)”;
- Videos are the best demonstrative tool, especially for products that are difficult to understand;
- They are convincing in all sectors, from fashion to entertainment, up through leisure and luxury;
- The tendency to share online is stronger, on social media or by email.
E-commerce activity has discovered a tool of elevated effectiveness and a power of conversion in video users. Shoppable video has become fundamental in the retail sector, and has been so far an essential step for a successful activity of e-commerce. We aren’t just talking about videos of purchase, but more of a general strategy of video content to increase awareness and present its own products. According to a survey, for every user willing to read a text on a product, there are four who would prefer to see it presented in a video.
E-commerce videos have two fundamental objectives:
- Off-sites: to promote products and attract new clients;
- On-site: to increase conversions and AOV (average order value).
But not only: an e-commerce video strategy that’s proper and different brings additional benefits.
Product demo: it explains the product and reduces return requests.
Social sharing: they have a higher potential for social sharing, widespread sharing, and word of mouth (videos have a 135% reach on Facebook compared to images).
Backstage videos and making-of: a brief account of how a product is made to engage users through storytelling and to increase curiosity and credibility.
Company video: it’s the presentation of a business, of a team or start-up in a video that is in “about us” mode.
Customer testimonial videos: product experience shared directly by the user.
Proper video strategy and dynamic content for digital signage requires a streamlined platform that’s flexible and fast, always updated and dynamic, with an ease of use and intuitiveness of video content and information management. As shown, video content is an essential tool for digital signage success and pays back well.
For a successful brand, it's essential to tell a story and make you live an experience. Storytelling encourages engagement and awareness in the user. That's why top brands are increasingly focusing on their own Web TV channel: to create content with which they can share. Obviously as long as video content is of quality and value.
Here are the reasons for which more brands are betting on video content and their own Web TV channel:
Storytelling creates a brand’s luck
To create Brand Identity: to increase brand reputation one needs to create an image of itself and convey brand values.
Because it's fluid and multi-device, allowing it to be used on any device, and particularly effective when it's applied to a physical place (you can see cases of digital signage and retail video).
To promote and retain
A brand's value and characteristics have become known as branded content and can be narrated through webisodes: explained by the Content Marketing Institute, branded content can get out of the traditional parameters of business enterprises.
. All of this, without considering the possibilities of earnings with video advertising and therefore directly monetizing it’s video contents of value. To say it with Mashable: "If you want to make money, make videos first"