One of the most powerful and underused ways to increase conversions of your products is to build video content around them. The most obvious advantage of video is its ability to engage your target audience and convince them of the benefits of what you are selling. However, there are secondary benefits that many people overlook or do not know about. Some of the benefits are listed below:
- Enhanced user experience: By allowing people on mobile to digest large amounts of information quickly.
- SEO: From readable transcriptions and video rich snippets in the SERPs.
- Coverage: By creating targeted content that will naturally be linked to and customisable embed codes that have a link pointing back to your domain.
Below I have listed my six favourite types of video that help increase conversions, which will get you some serious ROI on your video investment.
1) Generic Overview
Content: Describing the generic unique selling points and touching upon dimensions, price and shipping options.
Minimal Production: You will need a tripod, a camera that films at 720p and above, natural lighting, and a mic for a voice over. Alternatively you can skip the voice over and add text to illustrate the USPs of the product.
Location: Self-hosted and embedded on your product page.
2) Product Demo
Content: Commonly seen in the tech and home sectors, product demos can convince users that the durability, speed, quality and other attributes of an item live up to the product description. The power of seeing a product in action before buying is enough to see a spike in conversions in your analytics.
Minimal Production: This depends on what you are selling as you need to show the product in action. But your basic HD camera, fluid head tripod and mic should be enough.
A common mistake (or plus if you’re disguising faults) is not recording sound and solely having music. If you are selling a blender or washing machine that runs quietly, let the viewer hear (or not hear, for that matter).
Location: This can either be self-hosted or on YouTube, depending on how well-known you’re brand is and your goals. You can host on both platforms if optimised properly, but there is the risk that you could cannibalise your results in the SERPs.
3) How To and Tips & Tricks
Content: How to and tips & tricks videos are one of the most popular types of videos on YouTube. You can approach the content with a two pronged attack. The first is to help with customer support by answering questions and queries or by visualising processes in a instruction booklet. The other is to give genuine instructions related to your niche.
Minimal Production: This type of video needs the most work as you need experts or a presenter, props and a variety of shots. The hard work is worth the pay off however.
Location: Host on YouTube to get the maximum exposure.
Content: Commonly produced by ecommerce sites selling a variety of one type of product, comparison videos answer common questions asked by customers. For example, if I was a phone supplier I might want to do a comparison between my top 2 phone models to help the customer make quick purchasing decisions.
Minimal Production: These videos could be made on a basic HD camera and tripod or even on your phone.
Content: This type of video content demands that your audience engage with your brand by taking pictures, making videos and uploading to social media, as well as educating them about using your product. Challenge videos are commonly used by the sports and gaming sectors but can be used in almost any niche.
Minimal Production: This type of video can be as simple or complex as you want. Do you want one shot with one presenter or do you want a variety of shots with graphics? Is it a 2 minute YouTube video or a 15 second Instagram video?
Location: YouTube, Vine & Instagram.
Difficulty: Easy to hard.
Content: An unboxing video is usually released either before a product launch or on the day of release while interest in your product is at its peak. Unboxing videos simply describe what customers will see when they open your packaging. Simple!
If you want to take your unboxing video to the next level you can show the initial assembly, installation or set-up of the product.
Minimal Production: Mobile phone and a steady hand (but use a tripod if you have one).
You can also use video to your advantage without even hitting the record button. Sending relevant video bloggers your products can generate lots of brand awareness, from videos such as reviews, hauls, pickups, empties, giveaways, favourites, tests, and many more.