One of the many changes brought about by the COVID-19 pandemic is the rise in e-commerce sales. Customers preferred to shop online and remain safe in their homes. Even though it’s convenient, customers can’t touch or try on a product before buying it. As a result, they don’t know exactly what they’re getting when they buy clothing or fashion accessories online.
Product Videos Positively Influence the Customer Experience
Customers who watch product videos are more likely to complete online purchases, according to The Good, and 73% of consumers are more likely to buy a product after watching videos that show it in action. Product videos are essential for educating customers, answering frequently asked questions, and improving customer satisfaction. Video marketing is absolutely necessary in order to provide customers with an experience that is comparable to a touch-and-try-on experience before making a purchase, particularly at a time when e-commerce sales are soaring.
According to Brian McNeill, co-founder of Stringr, “one of the best ways to promote your product — to make it stand out from the other look-alike, priced-alike products in the same channel — is through some combination of a better description, better reviews, or better imagery and videos.” One of the few surefire ways to stand out in a crowded room is through videos. In fact, research conducted by the digital marketing industry group ClickZ found that 72% of consumers prefer to learn about products through video content, and a Hubspot-reported study found that 84% of people polled had been influenced to make a purchase by a brand’s video.
Creating Videos Can Be Easy & Inexpensive
McNeill asserts that video marketing is an excellent tactic for independently owned small retail establishments. In the real world, small retailers can stand out by providing a better shopping experience than big box or chain stores. Indie retailers have a chance to create better online experiences through the use of video, both at the store level and for each individual product. Online, it is difficult to differentiate and properly illustrate a better experience. Businesses are experiencing rapid growth in the use of video, which is why Shopify and TikTok formed a partnership last fall and why Vimeo launched Vimeo Create early.
Think again if you think video marketing is a little out of your comfort zone. Utilizing videos has numerous advantages for independent retailers, including raising brand awareness, expanding your online presence, displaying your personality, increasing social media engagement, establishing customer trust, and increasing sales. In addition, the following recommendations can help you implement videos as quickly and affordably as possible:
- For less than $20, you can get very professional intros and outros for your videos from Fiverr.
- You can easily find inexpensive freelancers to assist you if you are unable to edit your own videos.
- Software for editing videos does not cost anything. OpenShot, VideoPad, Freemake Video Converter, VSDC Free Video Editor, iMovie, and Movie Maker are among the best free video editing software programs.
- When you’re just starting out, use your smartphone. Using lighting wisely, shooting horizontally rather than upright, maintaining the phone in a smooth and steady position, and manually setting exposure and focus are all ways to produce better videos with your smartphone.
What Are Consumers Looking For in a Video?
McNeill asserts that authenticity is the sole focus right now. Retailers ought to make an effort to produce a video that appears to accurately represent the product and should, ideally, involve actual customers. To convey a sense of authenticity, the best content makes use of a company’s own employees or customers. Also, independent retailers should try to make videos that are beautifully shot and made.
“Ideally, each product ought to have its own video, possibly multiple videos. According to a report from Hubspot, product videos increase sales by 144%, so you should give all of your products a chance. Naturally, if you have a lot of SKUs, this can be difficult, so we recommend starting with your best sellers and expanding from there,” McNeill stated.
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