Cobrandit | How to Utilize eComm Video

Using the word “Video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%.

“Video is a such a powerful communication medium that simply using it in an email subject line gains more positive results.”—brainshark.com (sales enablement software provider)

How to Utilize Video for eCommerceStatistics, Examples, Production Methods, Distribution

prod

uct v

ideo

ben

chm

arks

repo

rt in

vodo

.com

These are views on eComm sites managed by a leading provider These are views on eComm sites managed by a leading provider

People are watching more product video than ever

survey courtesy animoto.com

And they want to watcheven more…

Zappos: Quick and dirty show and tell. All studio, product points, not much detail or lifestyle.

Retailers are producing various types of product video

http://www.zappos.com/converse-chuck-taylor-all-star-core-ox

Consumer video, How-To, Unboxing, Recommendation

Influencer videoprovided by gen.video

Edit by Cobrandit

http://www.amazon.com/COVERGIRL-Bombshell-Intensity-Passion-0-020-Fluid/dp/B00F5VEC0S

Bellroy: Stop motion animation, product points, very clean design to match product http://bellroy.com/collections/classic

Video provided by vendor…bad format, off-topic

http://www.wayfair.com/Saratoga-Single-Curtain-Panel-MP40-12-QMP2473.html

High-end eComm producers: http://www.invodo.com

3D viewsShoppable videoLifestyle settingsStudioProduct video at scale

Archived live clips, lots of detail (could run a program like this thru livestream)

The Grommet: Storytelling, one product a day. Mix of studio and provided maker video.

Video Production MethodsBuild your own studio: http://wistia.com/library/diy-office-video-studio

Video maker platform: animoto.comupload images, logos, text into a template

Creator/Influencer Networks (Buy in or develop your own, crowdsourcing)

Source video from vendors

Specialized eComm Producers & Platforms

3D viewsshoppable videoproduct video at scale

video players and metrics,a complete ecosystem

Hi-end Production, “Halo Effect” Branding

More of a “halo effect” than product specific, these vids can drive awareness, assist in product category education, and create a relatable company/brand voice.

Beyond product video…marketing content

UnboxingTorture TestHow-To’s and TutorialsComparisonsBehind-the-ScenesBrand StorytellingBrand JournalismDigital PR and Outreach

So many ways to do outreach, so many ways to place ads…

Video Platforms and DistributionYouTube, Facebook, etc can be great for discovery and ad serving, but you might want something you can control more.Context, custom players, ability to gather data and convert from your site or direct campaign

Conversion: Your company has at least 2 conversion points. Which ones are you most hoping to address?

Context: Where are you going to use the video? What kind of video does that call for?

Voice: What is your brand’s feel? How should it be presented?

Measurement: Do some testing, basic A/B tests to start. What is the value of a view?

Budget: How much content do you want to produce? How often? How complex?

What to Produce? Marketing Videos & Product Videos

These are the Questions!