Video Commerce Will Revolutionize E-commerce
3min read - iAdvize
Over the last decade, e-commerce has experienced rapid growth, significantly changing consumer habits. One of the most striking trends is the rise of video as a tool for online promotion and sales. In this article, we explore how video is transforming the e-commerce landscape and why it's an indispensable asset for businesses.
The Importance of Leveraging Video in E-commerce
According to a Cisco study, video accounted for 82% of all internet traffic in 2022. This trend can be explained by several factors:
- The democratization of smartphones and high-speed internet connections has made video content more accessible.
- Social networks, such as Facebook, Instagram, and TikTok, have popularized the consumption of short and engaging videos.
- Consumers appreciate video for its ability to convey information quickly, in an attractive and entertaining way.
Why Using Video in E-commerce Benefits Brands
Video offers numerous advantages for e-commerce businesses, including:
- Improved visibility: Videos attract more attention from internet users and encourage sharing on social networks. According to a Brightcove study, videos generate an average of 1,200% more shares than images and text combined.
- Increased conversions: According to a Wyzowl study, 84% of consumers say that video has helped them make a purchase decision. Additionally, another study by Animoto indicates that 73% of internet users are more likely to buy a product after watching an explainer video.
- Product enhancement: Video allows for presenting products from different angles, showing their functionality, and highlighting their features. According to a Forbes study, 90% of customers believe that videos help them make a purchase decision, and 64% are more likely to buy a product online after watching a video.
- Reduced returns: A clear and detailed video presentation of products can help reduce returns by minimizing unpleasant surprises for customers. According to a study by the online video platform Invodo, businesses that use video to showcase their products experience a 25% to 35% reduction in returns.
The Most Effective Video Formats for E-commerce
Several shoppable video formats are particularly suitable for e-commerce:
- Demonstration videos: These showcase a product's features and demonstrate how to use it.
- Customer testimonial videos: These provide social proof and reinforce consumer confidence.
- Behind-the-scenes videos: These allow consumers to discover the inner workings of a brand, showing, for example, the product manufacturing process, ethical or environmental commitments, or daily life within the company.
- Unboxing videos: Very popular on YouTube, these videos show the unpacking of a product and provide a preview of what customers can expect when they receive their order. They pique curiosity and excitement around the product while offering an honest and authentic assessment of its quality and features.
- Comparative videos: This format allows for an honest and objective comparison of different products' features, such as the camera on new smartphones from Apple, Samsung, or Google. These videos help consumers make informed choices based on their needs and budget.
- Influencer videos: Testimonials from influencers can give consumers confidence and help them make an informed purchase decision. These videos benefit from the authenticity and credibility of the influencer while reaching a broad audience and increasing brand visibility.
- Storytelling videos: The stories told in these videos can be emotionally engaging and help consumers feel connected to the brand or its universe. This format allows for highlighting the company's values, creating a strong brand identity, and establishing an emotional connection with the audience.
- Inspirational videos: These videos often showcase a lifestyle that customers can draw inspiration from and identify with. They highlight experiences, situations, or aspirations that encourage consumers to consider the featured products as an integral part of their own lives.
Companies That Have Been Successful With Video
- ASOS: The online clothing brand ASOS has integrated runway videos on its website's product pages. These videos allow customers to see the clothes worn by models in motion, providing a better idea of the final look. As a result, ASOS has seen an increase in conversions and a reduction in returns.
- Blendtec: This blender company created a series of viral videos called "Will It Blend?" to demonstrate the power of its products. The videos show the company's founder, Tom Dickson, blending various unusual objects, such as smartphones or golf balls. These videos have generated millions of views on YouTube and have significantly increased brand awareness.
- Glossier: The cosmetics brand Glossier regularly uses tutorial and customer testimonial videos to showcase its products. These authentic videos, often created by influencers and satisfied customers, reinforce consumer trust and encourage sales.
The Future of Video in E-commerce
Video will continue to transform e-commerce in the coming years. Here are some trends to watch:
- Live streaming: Live sales are becoming increasingly popular and offer an interactive way to showcase products.
- Shoppable videos: These interactive videos allow customers to directly purchase featured products by clicking on them, providing a seamless and frictionless shopping experience.
- Augmented reality and virtual reality: These technologies will enable consumers to visualize products in their environment or virtually try on clothes.
- Artificial intelligence: AI will enable the creation of personalized videos based on consumer preferences and behaviors.
Video is becoming an essential tool for e-commerce players. Businesses must adapt to this trend and fully exploit the potential of video to stand out, engage their customers, and increase their online sales.
In response to these challenges, Aploze by iAdvize offers both a solution and comprehensive support for integrating video commerce into brands' strategies. With its expertise, Aploze helps businesses improve their commercial performance by reducing bounce rates, increasing session times, and boosting conversion rates.
Ready to see how live shopping can transform your brands' online shopping experience? Get started with Aploze by iAdvize today!