Do I understand it correctly that your online store isn’t using video yet? Oh boy, you’re certainly missing out on sales! I strongly advise you to read my five main reasons to introduce e-commerce product videos and I am sure you will change your mind quickly…
As you might have noticed while scrolling through your Facebook timeline, video is becoming insanely popular. In August 2014, 85% of American Internet users viewed online videos. According to www.comscore.com’s most recent report, this has resulted in a record breaking 6.9 billion viewing sessions. It’s for sure that online video has evolved into a powerful marketing tool that online marketers would be stupid if they would ignore…
#1 Google <3 Video
Research shows that Google structures its search results to prioritise websites that include online videos. Next to that, if you optimise your videos properly, they’ll have a better chance of ranking well. This is because Google displays “blended search” results. In here, “blended search” means a mix of videos, images, maps, news and other medium in addition to regular search results.
In order to get your videos higher in the Google ranking, consider the following:
– Google is the owner of YouTube. So make sure your videos are hosted on YouTube. Don’t forget to embed your YouTube videos on your website. If you really want to make the best out of it: place your videos on a page that has text with relevant keywords.
– Make sure you use keywords in your video filename; both the title, description and tags.
#2 Videos Go Viral… Easily
Many studies have shown that people are more likely to share videos than old text pages. During my internship at an international non-profit organisation, I noticed that the videos we posted on our company Facebook page often gained more attention than regular text posts or even powerful and colourful photos. People are disposed to click on a video link than on something with no visual or multimedia element. And above all, when people “like” or “share” a video link on Facebook, it automatically appears on their wall for all others on Facebook.
#3 Video Is Easier to Digest
Yes, you read it well. It just doesn’t take a lot of brain power to watch a video, but to read an article… wow, that’s a whole other story. Because of the music, moving images, persons, endorsers or voices, video allows you to engage your audience that may have dismissed information you’d otherwise convey through text.
#4 A …. Is Worth a Thousand Words
Jup, you’re right. The dotted line should be filled it with the word: VIDEO.
Videos have the ability to convey millions pieces of information in a short period of time. If you have a video that displays your product, it will give the customer way more valuable information about what your product looks like. Furthermore, it can even strike an emotional cord or subconsciously tell them how they should feel about the showcased item.
#5 A Personal Touch to Your Products
Using video is an excellent way to personalise your online shop. In offline shops, customers are warmly welcomed when entering the shop and they might get the polite question whether they can find the product they are looking for and if yes, recommendations or other related information about that specific product. With the use of videos, it’s easy to copy this experience. Even if you just create a quick greeting video on your site (or blog perhaps), you’ll be positively surprised by how loyal customers can be if they see a familiar face or the real face behind the company.
An Insight In YouTube Analytics
Well, the five paragraphs above were just a starting point. Are you already convinced about the value of using e-commerce product videos? If so, please continue reading and consider the following…
YouTube is the second largest search engine in the world, after Google, of course. So as you can imagine, ignoring such a large pool of prospective customers is super silly. It’s now, more than ever, needed to include video as a part of your marketing strategy, and you should know about the YouTube analytics to track your YouTube campaign performances.
Once you rock the analytics behind your videos, you can start implementing strategies to widen your video’s reach, which, in the end, will lead to a higer sales.
#1 Keep Track of Your Views Over Time
One of the important metrics to determine whether your content is succesfull, is the amount of views your video gets. In the YouTube analytics panel, you can find your “Total View Count” metrics under the “Views Reports” section. You will see a graph illustrating your views since your video’s publication date. There’s also an option to compare the views between two or more videos within your YouTube channel.
By analysing the count metric, and by comparing your videos, you can start to assess which type of video attracts the most attention. Consider the content you showed, the music you used, the graphs or images you displayed and the topic of your video. This information is useful to shape the content of your next videos… In order to maximise your total views.
#2 Where Does Your Traffic Come From?
When you’re done analysing your video’s reach, it’s essential to figure out where your viewers come from. If you look at your YouTube analytics panel, under the “Traffic Sources” page, you can see another graph, displaying your various sources of traffic, together with the total amount per source. This metric gives you an insight into how the viewers find your videos. It looks like this:
So, if you find out that your videos are mostly found via Google and not via YouTube, you might want to improve your YouTube search engine optimisation.
#3 Demographics of Your Audience
To get a better understanding of your audience, go to the “Demographics” page in the YouTube analytics. Being up to date with your adience’ demographics will help you create future content related to your audience’ gender and age.
You might already have a target market on which to market your products to. If you review your video demographics, it will help you to reach the audience you desire. You can also turn on a notification that will alert you when you begin targeting the wrong demographics for your industry.
#4 Location of Your Viewers
Without leaving the “Demographic” page, you can discover where in the world (or even where in your country) your viewers are. Next to the location, age groups and genders are shown on this page.
#5 Audience Retention Rate
To be honest, I personally like this metric the most. How cool is it to be able to see when your viewers quited watching? It gives you a great insight in the time when your viewers lost their attention and interest and it thus shows you when your video content was on its weakest point.
By opening up the “Audience Retention” page, you’ll be presented a handy graph that displays the exact times of your video when people stopped watching. By knowing this information, you can discover the weaknesses in your video content, and thus avert the same mistakes in your future videos.
The above were just some basics in YouTube analytics. Yet, there is much more to discover! Next week, I’ll keep you guys posted with some more info about YouTube analytics and… *drumbeat* Relationship Management… In the mean time, try uploading some videos and watch your stats. You’ll be amazed!