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These days it seems everyone’s talking Engagement when it comes to social media marketing on platforms like Instagram and Facebook and TikTok. If you’ve also been wondering how to increase engagement on your posts so you can sell more of your products online, here’s some statistics to consider:

  • Video posts have on average 67% higher engagement than static images or multi image posts – Alice Hazlett, Socialised by Keetrax.

  • 90% of consumers claim a video will help them make a purchasing decision – Social Media Today.

If you’ve spotted the word Video and decided that this article is definitely not for you, because, well… VIDEO – I’m going to ask you to give me a chance to change your mind. Video marketing is truly a powerful way for you to boost your ecommerce sales. And if you’re already dabbling in video marketing, or know you should be, but don’t know where to get started, this article is for you too.

What is Video Marketing?

Video marketing is marketing that uses video content to promote a product or service. For ecommerce business owners video is a highly effective way to engage your audience and reach new customers on digital and social channels. Video is also an excellent way to educate your customers about your products and how to use them.

If you’re on any social media platform in 2022 you’ll already know how popular video content has become.

Whilst YouTube and TikTok have always been about video, both Instagram and Facebook are now priortorising video content. But these are not the only places to consider publishing video content.

According to Hubspot:

  • Video Tweets on Twitter get 10x more engagement.
  • 68% of video marketers plan to use LinkedIn video this year.
  • People watch almost a billion videos a day on Pinterest.

And video content added to the product page of your website is incredibly valuable and effective too.

Why Using Video Marketing Could Boost Your Ecommerce Sales

Video appeals to online consumers because it’s easy to consume, whilst being entertaining and engaging. And it appeals to ecommerce brands because it influences consumer buying decisions. In a 2022 Report OptinMonster found that  84% of people say they’ve been convinced to buy a product or service by watching a brand’s video. But that’s not all:

  • According to Google, more than 55% of shoppers use online video while actually shopping in a store.
  • Wyzowl says that 66% of consumers prefer watching a video to reading about a product.
  • And Hubspot says that 54% of consumers want to see more video content this year.

But knowing that you should be putting video content out there and doing it are two different things. So let’s now look at how to get started with video marketing in 2022.

How to get Started with Video Marketing in 2022

Like any of the marketing you do, the place to start with video marketing is strategy. Use this simple video marketing strategy to help you get your first video created and published:

  • Identify your target audience.
  • Determine what platforms your target audience are hanging out on and what types of video content they respond best to (a good tip is to save videos that catch your attention to use as inspiration for the types of videos that may catch your audience’s attention too).
  • Determine a goal for your video marketing – for example, engagement, shares, leads, sales.
  • Assemble the team who will help you create your videos (just you, your in-house team or outsourcing).
  • Set a timeline and budget for your videos.
  • Script your videos, focusing on the key message you want to send your audience.
  • Decide which metrics you want to track and how you will measure success (for example – boost my ecommerce sales by xyz).

Video Types for Ecommerce Business Owners

Once you have your video marketing strategy outlined, your next step is creating your video and publishing it. And this is where so many ecommerce business owners get stuck. Which is why we say, the only way to master video marketing is to dive in and give video a try by:

  • Finding a style that you feel comfortable with and mastering that before moving onto something that feels more challenging.
  • Focusing on creating short form videos. Short form video is any type of video under 10 minutes. But your video doesn’t have to be that long – focused videos of less than one minute are very effective at holding a viewer’s attention and getting the key message across.
  • Putting the most important information at the beginning of the video – you’ve got less than 5 seconds to convince your audience to keep watching. And the middle of your video is a great place for your call to action.

Four Simple Marketing Video Types to Try

These four video types can all be created using your Smartphone. They’re also videos which lend themselves to being published on Tik Tok, Instagram Reels or Stories and even on Pinterest. These video types could also be published within your online store to catch a buyer’s attention at the point of purchase.


Product Close-up

This style of video is very effective if you want to give buyers the feeling of holding/consuming your product. Close-up videos are the ideal way to show detail from different angles.


Product Overview

Excite your audience about the features and benefits of your products with this style of video. Product overviews work best when someone is presenting the product to the camera. And they’re ideal if you’re launching something new.


Video Testimonial

Social proof is a powerful way to sell your products. This is also the perfect style of video to use when you want your audience to see how someone uses your product – for example skincare or makeup, toys, cooking utensils and gadgets etc.


Explainer Video

This style of video is an excellent way to build your brand reputation and excite your audience about being part of your journey or aligning themselves with your values. They’re most effective as a way of sharing your brand story or the ‘why’ behind your business and the products you sell.

Help me Create my Videos!

If you’d like to get started with Video Marketing but the thought of doing them yourself is overwhelming, we’ve got you covered. Nelson local, Summer, recently joined the team to create Reels and Tik Toks for our clients. Summer has a design diploma and specialises in short-form video.⁠ If you are ready to use video to take your content and Socials to the next level, reach out and let’s talk video marketing strategy and content creation for your ecommerce business.

Video marketing strategy and content creation
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