4 Video Marketing Tips to Convert Browsers Into Shoppers

Online video is an essential selling tool for countless companies. According to Google, four in five consumers have purchased a product  they discovered on YouTube, while nine in 10 consumers have found a new brand on YouTube. Given today’s highly competitive business-to-consumer (B2C) landscape, companies can’t ignore these statistics.

Unfortunately, many companies struggle to generate sales from their video marketing efforts. They invest time and resources to create videos, only to generate few or no sales. If this sounds familiar, you should consider the four following video marketing tips to convert more browsers into shoppers.

#1) Use a Unique Method to Present Products

According to a recent Think With Google report, videos that present products in a unique way typically perform better than their counterparts that use a generic form of product presentation. Think With Google researchers explain that 500 hours of video content is uploaded to YouTube every minute. Over the course of a day, that means roughly 720,000 hours of new video content appears on YouTube. With so much video content, it’s important for companies to differentiate themselves from their competitors by creating unique videos.

Think With Google researchers cite a recent video ad created by Liquid-Plumr as an example of how to present products in a unique way. In the video, the drain cleaner is tested against all kinds of drain blockages, including gummy worms and even a turkey. Although it’s a short video, it helps Liquid-Plumr achieve 38% higher brand awareness and 40% higher brand favorability.

Internet users have become increasingly selective regarding which videos they watch online. Unless a video stands out, a user probably won’t watch it. By presenting your products in a unique way, you’ll create high-performing videos that attract more clicks, views and sales.

#2) Show Viewers the Steps to Using Products

In addition to presenting products in a unique way, showing viewers the steps to using products can improve the conversion rates of your videos. It’s no secret that many consumers turn to video content for information and tutorials on how to use products. However, you might be surprised to learn that how-to videos generate the most viewer attention of all video types on YouTube.

If a shopper is thinking about buying one of your company’s products, he or she may search for a video that shows how to use it. By providing shoppers with this visualized tutorial, they’ll feel more confident purchasing it.

Some companies are even using interactive videos to show viewers how to use their products. Automotive companies, for instance, have created “test drive” videos that allow viewers to place themselves in the digital seat of a car before purchasing it. Whether you use interactive or non-interactive videos, you should create video content that shows viewers how to use your company’s products.


#3) Simplify the Conversion Process

You can also convert more browsers into shoppers by simplifying your conversion process. Generally speaking, complex conversion processes yield fewer sales than simple conversion processes. If a video is part of a long and complex conversion process, it probably won’t drive many sales for your company.

How can you simplify your conversion process exactly? According to Think With Google, adding valuable content — information that assists shoppers with their purchasing decision and journey — in the description of a video is one way to simplify the conversion process. If you’re uploading a tutorial video on how to replace a kitchen faucet, for instance, perhaps you can create a list of all required tools and supplies in the video’s description.

Using call-to-actions (CTAs) can also simplify the conversion process. You can’t always rely on a link to your company’s website in the video description to drive conversions. Some viewers may click the link and proceed to buy the advertised products. Others, however, may have their attention diverted elsewhere, resulting in a missed sales opportunity.

To overcome this challenge, use a clear and prominent CTA that tells viewers how to take the next step to purchase the advertised product. CTAs such as this naturally attract viewers’ attention. Furthermore, they are easy to click and use on mobile devices, which is particularly important if you’re trying to convert mobile browsers into shoppers.

#4) Create Highly Customized Videos

The amount of customization a video has will affect its conversion rates. Highly customized videos create a stronger connection with viewers than generic videos little or no customization. If a video isn’t customized, it won’t resonate with viewers, nor will it compel them to purchase the advertised product.

In a separate report, Think With Google found that longer videos benefited more from customization than shorter videos.  Researchers found that highly customized 15-second videos generated higher ad recall rates than shorter videos that were equally as customized.

Think With Google confirms that 70% of consumers want to learn about new brands through YouTube. By creating high-quality and engaging videos, you can connect with these consumers and convert them into shoppers.

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