Product videos in the online shop – the advantages and possibilities
Are you looking for a way to make your online shop even more attractive to your target group? Product videos are an excellent idea for this. The format has already established itself in many marketing strategies and offers online retailers the chance to present products or services in a vivid way. Product videos have been proven to influence a customer’s buying decision and are becoming increasingly popular.
But why should you include product videos in your online shop, what are the advantages of the clips, which type is the right one and what should you pay attention to when creating product videos? In the following article, we at uptain have the answers to your questions.
Why rely on product videos as an online shop?
According to statistics from 2021, the weekly rate for watching video content in Germany was 87 %. An average of 34 minutes of free online video material is watched per day. Since the Corona pandemic, videos have become even more important. Especially in the course of the simultaneous increase in online shopping. Product videos have thus become an important part of a future-oriented online shop. Always bear in mind that customers cannot see, touch or try on your products live when shopping virtually. The main disadvantages compared to stationary trade. Product videos can compensate for this deficit and convey the most important information about the product in an entertaining as well as understandable way. The format of product videos supports you in creating a high-quality and appealing shopping experience for your target group. If customers feel well advised with product videos, despite the lack of personal support, conversions, recommendation rates and positive customer reviews increase.
What are the advantages of product videos in the online shop?
Professionally produced product videos bring a whole range of benefits that are not to be sneezed at – both for the customer himself and for your company:
- Direct influence on the purchase decision
- Increase in conversion rate and turnover
- Reduction of the return rate, as fewer incorrect purchases are made through good advice
- more satisfied customers
- better customer loyalty
- more effective acquisition of new customers
- fewer service requests and relief for the service team
- higher relevance in search engines
- longer time spent in your online shop
- avoidance of showrooming (informing in the stationary trade and buying on the internet) and thus
- acceleration of the buying process
- increased potential for recommendations and positive reviews
What possibilities does a product video offer?
A product video presents, depicts and describes a product or service in an interesting and appealing way using moving images and sound. The primary aim of a product video is to highlight the benefits and show how it can be used in everyday life, so that it becomes unmistakably clear that the item meets the customer’s needs. The goal of a product video is always to add value for the viewer and create an incentive to buy. Depending on which product or service you want to stage in a product video and depending on your industry, there are different types of product videos.
Explainer video
Do you offer a complex product? In that case, it is worthwhile to create a product video as an explainer video. In this video you can explain the function and handling of the product to your target group. Illustrations and animations are usually used for this purpose. Complicated facts can be divided into comprehensible steps with such a product video. If customers gain an understanding of the operation and the intended use, the probability of purchase is significantly higher. This also increases the conversion rate in the long term.
Tutorials
Tutorials can also be used as product videos. These are instructions in video format. They show how a product works in detail, how customers can adjust, install or wear it. In addition, with this product video you have the possibility to show certain combinations with accessories and thus increase cross-selling or point out further (higher) variants in order to increase upselling.
Product in use
Instead of a manual, this product video shows how a product is used in everyday life, what purpose it serves and what advantages it has. It is important for the scenes that the customer can identify with them.
Detail videos
If your product has particularly sophisticated details, a detail video is the ideal product video. Take viewers with you and bring them particularly close to your products so that even the smallest detail can be seen. Also use camera angles from different perspectives.
Storytelling
With a story in your product video, you lay the foundation for emotions. And these in turn still have the strongest influence on a purchase decision. Therefore, a lively, touching, funny or rousing story is one of the most effective tools for your product video.
Unboxing video
The unboxing format is particularly suitable as a product video for new products and product launches. In this format, you unbox the item only within the product video. Important: Create an arc of suspense.
3 tips that are essential for a product video
A product video should be one thing above all: professionally produced. Below we have compiled three of the most important tips for a product video.
The length
A product video should go between 30 and 90 seconds on average, otherwise you will lose the viewer’s attention. Despite the limited time, it is essential not to fill the product video with too much information. Concentrate on the most important benefits. For product videos that are purely for advertising, 30 seconds is sufficient. If you want to go into detail in your product video, make the most of the 90 seconds.
The products
In principle, every product is suitable for a product video. In reality, however, it is difficult, especially for an online shop with an extensive product range, to fulfil this requirement for every item. Therefore, use product videos in a targeted manner. In addition to your bestsellers, you should also present new products and low-selling products in a product video.
The equipment
To create a professional product video, the right equipment is a basic requirement. Use high-quality technical equipment. This will ensure that your product videos gain in quality – be it in picture or sound. Today’s specialised trade has the right equipment for this. In addition, you need the right expertise of a professional to record and post-edit a product video. If you do not have the necessary internal resources, it is advisable to get the support of experts on your side. The investment in a professional production is usually worth it in the end and a good product video usually pays for itself quickly.
Use product videos in many ways
Once a product video has been produced, you can use and integrate it flexibly in many ways. For example, in addition to the product page, you place product videos with new articles directly on the homepage. You can integrate product videos into your email campaigns and thus improve the opening and click-through rate of the newsletter. Just make sure to embed playbuttons or static images with corresponding links in the e-mails instead of the product video itself, as at least mail servers can play videos directly in the inbox, the storage space is simply too extensive and so the e-mails quickly end up in the spam folder.
Product videos also cut a good figure in social media. In the context of social media marketing, they increase engagement, boost interaction and reach and address target groups much more effectively. Product videos on YouTube, Facebook and Instagram are also gaining a high degree of significance in the context of social commerce and shopping directly in social networks. If you want to post product videos on your profiles, pay attention to the right format and length. Especially for Instagram, you should shorten your product videos and only post a small teaser. On your YouTube channel, of course, the full length of your product video is a good idea. The same applies to LinkedIn.
Take advantage of the potential and versatility of product videos. Win new customers more easily, strengthen customer loyalty, improve your service quality and increase conversion. With product videos, you have the right tool at hand.
If you still have questions about “product videos”, please do not hesitate to contact us.
Frequently asked questions about Product videos
How long should a product video be?
A product video should run between 30 and 90 seconds on average, otherwise viewers lose attention. Thirty seconds are enough for purely advertising clips, while videos that go into detail can use the full 90 seconds. Even then, do not overload the film with information: concentrate on the most important product benefits so the core message stays clear.
What are the advantages of product videos in the online shop?
Product videos influence the purchase decision directly and raise conversion rate and turnover. They lower the return rate, because better advice means fewer wrong purchases, and they reduce service requests. Beyond that they improve customer loyalty and new customer acquisition, increase search engine relevance and time spent in the shop, speed up the buying process and generate more recommendations and positive reviews.
What is a product video?
A product video presents, depicts and describes a product or service with moving images and sound. Its primary aim is to highlight the benefits and show everyday use, so it becomes unmistakably clear that the item meets the customer’s needs. A good product video always adds value for the viewer and creates an incentive to buy.
Which types of product videos are there?
Six formats have established themselves. Explainer videos break complex products down into comprehensible steps using illustrations and animations. Tutorials show installation, adjustment and accessory combinations, which supports cross-selling and upselling. Product-in-use videos depict everyday situations customers can identify with, detail videos bring viewers close to sophisticated features, storytelling creates emotion, and unboxing videos suit new products and launches.
What do online shops need for a professional product video?
Professional production rests on the right equipment and the right selection. Use high-quality technical equipment so that picture and sound gain quality, and bring in a professional for recording and post-production if internal resources are missing. Since few shops can film their entire range, use product videos in a targeted way: bestsellers first, then new products and slow sellers.
Where can online shops use product videos besides the product page?
Beyond the product page, place videos for new articles directly on the homepage. In email campaigns they improve opening and click-through rates, but embed a play button or static image with a link instead of the video file, otherwise the mail lands in the spam folder. On social media they raise engagement and reach: a short teaser on Instagram, full length on YouTube and LinkedIn.
Why should online shops use product videos?
Online shoppers cannot see, touch or try on your products, and product videos compensate for exactly that deficit by conveying the most important information in an entertaining and understandable way. Customers who feel well advised despite the lack of personal support buy more often, recommend you more readily and leave more positive reviews. That makes video a core element of a future-oriented shop.
