In October of this year, it will be 10 years since I filed the LLC for my first business and officially became a “founder” full time. When you become a founder, you also become a product developer, a marketer, a salesperson, a publicist and an HR manager. At a small e-commerce company, the dynamics are very similar. Your job title or job description can feel more like loose job guidelines. And that means having to constantly up your skills and add new tools to your toolbox!
That’s why this email today is to encourage you to add “video marketer” to your list of skills. And I have a LOT to say about it, because video production was my first professional love. It’s why I’m really hopeful that I can inspire you to leverage video to improve your product marketing this year.
Have you ever heard the phrase: “show, don’t tell”? It’s one of the best phrases to capture how to help your customer get inspired to buy. When we “show” our customers what they are going to get - we give them confidence to purchase. And video can help you do that showing for you.
- Social video: Did you know that YouTube is the second largest search engine in the world? And that watching reels makes up 31% of all user time on Instagram? TikTok has become the fastest growing social app in history. Organic social video is where consumers like to spend their free time. By contributing regularly to the drumbeat of social video in the feeds, you can capture attention in the algorithm.
- Product listing video: Wix reports that video on a product listing page improves conversion rate by as much as 143%. Why? If you did all that work of getting a shopper to your website, you want to make sure they convert while they are there! My personal favorite type of video for product pages is unboxing videos. They help the customer imagine the end result of their purchase without having to make it up in their mind.
- User generated video content: One of the best things about video is that you can easily mix high and low production quality in your content mix. Shoppers aren’t expecting perfection. They are expecting to be convinced. We all like to see someone like us validate our decisions. User generated videos can help your customer see themselves within your brand.
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One thing I hear from so many folks in e-commerce is this: “video is so intimidating.” I don’t want you to feel scared. I want you to feel excited! To play! To take a chance. I hope you will use this opportunity to expand your skills and check out video for your product.
In October of this year, it will be 10 years since I filed the LLC for my first business and officially became a “founder” full time. When you become a founder, you also become a product developer, a marketer, a salesperson, a publicist and an HR manager. At a small e-commerce company, the dynamics are very similar. Your job title or job description can feel more like loose job guidelines. And that means having to constantly up your skills and add new tools to your toolbox!
That’s why this email today is to encourage you to add “video marketer” to your list of skills. And I have a LOT to say about it, because video production was my first professional love. It’s why I’m really hopeful that I can inspire you to leverage video to improve your product marketing this year.
Have you ever heard the phrase: “show, don’t tell”? It’s one of the best phrases to capture how to help your customer get inspired to buy. When we “show” our customers what they are going to get - we give them confidence to purchase. And video can help you do that showing for you.
- Social video: Did you know that YouTube is the second largest search engine in the world? And that watching reels makes up 31% of all user time on Instagram? TikTok has become the fastest growing social app in history. Organic social video is where consumers like to spend their free time. By contributing regularly to the drumbeat of social video in the feeds, you can capture attention in the algorithm.
- Product listing video: Wix reports that video on a product listing page improves conversion rate by as much as 143%. Why? If you did all that work of getting a shopper to your website, you want to make sure they convert while they are there! My personal favorite type of video for product pages is unboxing videos. They help the customer imagine the end result of their purchase without having to make it up in their mind.
- User generated video content: One of the best things about video is that you can easily mix high and low production quality in your content mix. Shoppers aren’t expecting perfection. They are expecting to be convinced. We all like to see someone like us validate our decisions. User generated videos can help your customer see themselves within your brand.
{{studio-ad="/external-components"}}
One thing I hear from so many folks in e-commerce is this: “video is so intimidating.” I don’t want you to feel scared. I want you to feel excited! To play! To take a chance. I hope you will use this opportunity to expand your skills and check out video for your product.
