How to use video in e-commerce to educate, build trust, and develop brand awareness
Everyone loves a good product video. Not only are they engaging but they’re a proven sales strategy.
There are millions of blog articles (with nice looking info graphics and stats) about the value of video in ecommerce – and the impact video has on conversions, engagement, consumer learning, SEO etc. This isn’t one of those articles (but I will provide a few up-to-date links at the bottom if you want to read more).
Instead we’ll look beyond the product video at other ways the medium can be used in e-commerce to educate, build awareness and trust.
A rapidly growing b2b e-commerce industry* means that retailers, suppliers, manufacturers and distributors will need to communicate about their company, products, services and solutions to other businesses as well as consumers.
The constant rise of different technologies, competition, and the very nature of internet driven, mostly faceless operations in e-commerce create an environment where businesses increasingly need to show the personality or face of their business to help build trust and authority. Research also show that consumers want to engage with companies that support their values. Video is the ideal communication tool for this purpose.
Legrand Australia is a case in point. They are a multi-brand, global company specialising in products and systems for electrical installations and digital building infrastructures. It’s a complex business that operates in many different markets.
Legrand Australia contracted quickclips with a plan to build a video library to promote different areas of the business and showcase their products. These include:
- Installation Tutorials and how-to videos – for technical or electrical professionals (view example)
- Marketing campaigns
- Product Demonstrations – for consumers (view example)
- Product Launches and Events
- Company Culture – for employee and stakeholder engagement
All of these videos have used a combination of different production techniques including using 2D and 3D animation, live action footage, documentary style, and scripted pieces to camera.
Legrand distributes these videos throughout their social channels, across websites, presentations and by sales teams for both internal and external facing audiences. These videos are working for them 24/7 and have become a key tool in Legrand’s communications strategy.
Katie Mitchell, Digital Communications & PR commented:
“Story telling is very important for companies. You told our story. You were very real and professional. You’ve done an amazing job with How-to/ training videos which our consumers are really finding very clear. And bringing the behind the scenes of our staff! – you guys produced 3 amazing videos – very concise, good timing – they were very very powerful in positioning our brand and our people. You take away that stale corporate feel, which is great because at the end of the day we’re all human, and the more human we are with people I find that’s much more engaging.”
All of these videos are essentially communication pieces that can be used in many different ways throughout many different channels. They help tell the Legrand story to its multiple audiences in a way that’s engaging and authentic.
If you’re thinking beyond the product video here’s a selection of other ways in which video can help tell your story:
- Brand story – a nice way of showing the back story, or flavour of your company. These allow you to show the human face behind your corporate brand. They reveal the people, values and culture, and build confidence and trust
- Customer testimonials / case studies – Tell your story in the words of ordinary people and make it accessible and credible to a diverse audience. The best way to really show what people are thinking. These are natural, unscripted and genuine. This stuff gets through to people, we can all see through actors. When your customers speak about their real life experiences with your product or services they lend immediate credibility.
- Explainer & how to -convenient and easier to understand, these are great for more technical products or services, software, or systems.
Training & induction – hugely valuable, invest up front and guaranteed consistently delivered training materials. Build staff or client skills by demonstrating best practice and make it available on demand.
- how to – Vox pops – give voice to people in the street and provide a snapshot of public opinion. They are a great way to bring dry statistics to life or illustrate research findings.
- Behind the scenes / Process of product – providing another layer of interest and opening up the inner workings, how products are made or services delivered.
- Events – showcase the buzz, the speakers and the highlights to reach a much wider audience. Target your partners, sponsors and attendees and those who couldn’t make it. Add some vox pops from attendees to reveal the interest and excitement generated on the day. Use this to generate interest for the next event.
- Thought leadership – These can be very simple & natural pieces to camera offering insights on different market trends or topics
*”Global business-to-business (B2B) eCommerce sales are predicted to reach over $6.6 trillion by 2020, surpassing business-to-consumer (B2C) valued at $3.2 trillion by 2020”
U.S. B2B eCommerce Platform Market, Forecast to 2023, Frost and Sullivan.
Here are a few links for video/ecommerce content
- https://wistia.com/learn/marketing/beyond-product-demos-using-video-to-build-trust-and-authority ( 20 min webinar.)