How to Create a Video Commerce Strategy: Your Blueprint to Creating a Strategy That Sells

Video commerce: It’s a much-buzzed about term in the world of ecommerce and beyond, and for good reason. Video is everywhere, and online stores (and other businesses) are playing catchup.

But like with most things, before you dive in headfirst, it’s best to go in with a strategy. That’s where this guide comes in. We're about to embark on a journey that will equip you with the essential knowledge to create a killer video commerce strategy. 

Of course, if you want more hands on support, we can help with that too! Join us for a free strategy session where we review your budget, audience, and goals, and help strategize which video commerce tools will best serve your business.

So, grab a cup of tea, sit back, and let the fun begin!

Understanding Video Commerce

Before we set sail, we need to clarify some fundamental concepts in the rapidly growing and evolving realm of video commerce. Fear not, we'll have these understood faster than you can say "Action!".

What is Video Commerce?

"Mystery shrouded in enigma", no that's not what video commerce is! In simple terms, video commerce refers to the use of video content in ecommerce to boost customer engagement and drive sales. It's a shiny tool in your digital marketing toolbox that can open up a world of possibilities for your online store. Intrigued? Well, there's more to it!

Let's dive a little deeper into the world of video commerce. Imagine this: you're browsing an online store, looking for a new pair of running shoes. You come across a product page that not only has high-quality images of the shoes but also a video showcasing them in action. As you click play, you see athletes running, jumping, and pushing their limits, all while wearing those very shoes. Suddenly, you're captivated. The video not only gives you a better understanding of how the shoes perform but also evokes a sense of excitement and aspiration. This, my friend, is the power of video commerce.

Now, you might be wondering how video commerce differs from traditional product images or written descriptions. Well, the answer lies in the immersive experience that videos provide. While images and text can convey information, videos take it a step further by creating a dynamic and interactive narrative. They allow customers to see products in action, visualize themselves using them, and make more informed purchasing decisions. It's like having a virtual shopping assistant guiding you through the store, showcasing the best features and benefits of each item.

The Importance of Video in Ecommerce

Now you might be thinking, “Aren’t videos just a nice to have?” The reality is this: videos are fun, they're engaging, and, most importantly, people love them! And all three of those things are genuinely important when it comes to grabbing attention, telling a story, and creating an emotional connection between consumers and your brand. In the ever-evolving and crowded world of ecommerce, this is exactly the advantage you need to stand out.

Let's take a moment to think about the last time you made an online purchase. Did you find yourself watching product review videos, unboxing videos, or tutorials? If the answer is yes, you're not alone. Research shows that consumers are increasingly turning to videos as a source of information and entertainment before making a purchase. In fact, a survey conducted by Wyzowl revealed that 84% of people have been convinced to buy a product or service after watching a brand's video.

Here’s an important point though: Much of that video consumption is happening off your website. And unless it’s sponsored content, you have very little say over what people are saying about your brand, or whether a shopper that views a video in one place will come back and convert on your website.

The real idea behind video commerce is marrying great content with a place to actually conduct commerce: In other words, placing video on your website, whether it’s user-generated, brand-produced, or created in partnership with an influencer.

How Video Drives Online Product Discovery

A lot of people associate video commerce with supporting product sales. And to be totally fair, we’ve used a lot of examples already that reference that - like having video on a PDP. 

But video is just as important when it comes to the discovery side of online shopping. Think of your last visit to a retailer like Costco or Target. Chances are you went there to shop for a specific products, or a grocery list. But the merchandising at these retailers is specifically designed to entice you to add products to your cart you never even intended to buy, or knew about when you walked through the doors. 

Online shopping often misses this magical ‘discovery’ moment, relying on static product recommendation boxes or customers knowing what to search for. 

Video commerce can actually be the bridge between discovery and purchase. Take a cue from popular video-based social media apps, like TikTok, and consider creating a video gallery or feed that shoppers can click into to start their discovery journey. Instead of having to choose where to go next, they can scroll through videos and learn about products, use cases, services, and more, in an organic, familiar way. And when they’re ready to go further, free tools like Ghost’s Shoppable Video app make it easy to drive viewers from consideration to conversion.

How Video Drives Ecommerce Sales

So we’ve already covered that video is super helpful to take people from a passive viewing experience to an interactive one. But why are videos so effective in driving sales? 

Well, it all comes down to human psychology. As visual creatures, we are naturally drawn to moving images and storytelling. Videos have the power to evoke emotions, create a sense of trust, and establish a personal connection with viewers. They can showcase the features and benefits of a product in a way that static images or text simply cannot replicate. By incorporating videos into your ecommerce strategy, you can tap into this emotional connection and leave a lasting impression on your audience.

Furthermore, videos have the ability to increase the time spent on your website. According to a study by Wistia, people spend on average 2.6x more time on pages with videos compared to those without. This extended engagement not only boosts brand awareness but also increases the likelihood of conversion. When customers spend more time interacting with your content, they become more familiar with your brand, develop trust, and are more likely to make a purchase.

Okay! Now that you understand the importance of video in ecommerce, it's time to harness its power and take your online store to new heights. Whether it's product demonstrations, customer testimonials, or behind-the-scenes footage (check out dozens of other shoppable video ideas), incorporating videos into your marketing strategy can help you create a memorable and impactful brand experience. Get ready to captivate your audience, drive sales, and make waves in the world of video commerce!

Steps to Create a Video Commerce Strategy

Now that we’ve got a solid understanding of the 'what' and 'why' of video commerce, let’s dive into the 'how'. The good news is, creating a video commerce strategy doesn’t have to be super scary. Follow these steps, and you'll be there in no time!

Step 1: Identifying Your Target Audience

Before you start producing any video, you need to know "who" you're making them for. Identifying your target audience is much like writing a love letter. Is it for the young and trendy? The seasoned and sophisticated? Understanding your audience is the first, and arguably the most important, step to creating content that truly resonates.

When identifying your target audience, it's essential to consider factors such as demographics, interests, and pain points. Conducting market research, analyzing customer data, and even creating buyer personas can help you gain a deeper understanding of who your audience is and what they want.

For example, if your target audience consists of young, tech-savvy individuals, you might want to focus on creating visually appealing and interactive videos that cater to their preferences. On the other hand, if your audience is more mature and sophisticated, you might opt for informative and educational videos that showcase the value of your products or services.

Don’t forget about the medium as well as the message here. The savvy your audience, the more likely they’re going to be comfortable with videos presented in a social media-style feed or interactive format, compared to a static embedded video that might work better for less video-centric audiences.

2. Setting Clear Goals

Once you have your core audience in sight, you need clarity on what you aim to achieve. Is it boosting brand awareness? Driving more conversions? Or simply educating the customer? Having clear goals gives you a roadmap for your video strategy and helps measure your progress (more on that shortly!)

When setting goals for your video commerce strategy, it's crucial to make them specific, measurable, achievable, relevant, and time-bound (SMART). For instance, instead of saying, "Increase brand awareness," a SMART goal would be, "Increase brand awareness by 20% within six months through the creation of engaging and shareable video content, which can be measured by an increase in search rankings and web traffic."

By setting SMART goals, you can track your progress and make data-driven decisions to optimize your video strategy. Additionally, having clear goals allows you to align your video content with your overall marketing objectives and ensure that every video you produce serves a purpose.

3. Choosing the Right Type of Video Content

Now, knowing your audience and setting goals is like knowing the destination and having a map. But what's a trip without the right vehicle? In video commerce, the 'vehicle' is the type of video content you choose. Will it be fun product demonstration videos? Or perhaps customer testimonials that inspire trust?

When selecting the right type of video content for your strategy, it's essential to consider the preferences and needs of your target audience. Different types of videos serve different purposes and evoke different emotions. Some examples of popular video content types include:

• Product demonstration videos
• How-to tutorials
• Customer testimonials
• Behind-the-scenes footage
• Brand storytelling

By understanding your audience and their preferences, you can choose the type of video content that will resonate most with them and drive the desired action. For example, if you're targeting tech-savvy individuals who love hands-on experiences, product demonstration videos showcasing the features and benefits of your products might be the way to go.

4. Building Your Video Commerce Toolkit

There’s also the consideration of how to deliver these videos to your target audience. Again, we want to differentiate that video commerce is video presented in a place where consumers can transact, or are most likely to make a purchase. Social media is certainly a place for video commerce, particularly with platforms like TikTok making moves into the ecommerce space. But we’d argue that true video commerce involves presenting video content on your actual website. 

The question is - what type of video content will you serve up? On the simplest, most basic level possible, video commerce can be as straightforward as having a video embedded on a PDP or on your home page. 

But that’s just scratching the surface. Tools like Ghost’s free shoppable video app can let you take that single, standalone video, and tag products or other page links to give viewers a logical next click in their journey. You can also create carousels, galleries, or feeds of shoppable videos as well. 

Want to offer longer-form interactive video? Check out Ghost’s shoppable livestream platform. It requires zero integration and can be set up in minutes. We even let you broadcast your first show for free!

Other options for video content types include video quizzes, floating video widgets, or on-demand / by appointment live video chat (like Ghost’s live personal shopping solution).

With an idea of your audience, goals, topics, and yes, budget, in hand, you should have a decent idea of which types of video content will best serve your audience. But if you’d like some extra assistance, we offer free strategy sessions to help identify which tools are right for your unique job.

5. Creating a Video Production Plan

You've got the destination, the map, and the vehicle... Let's embark on this trip! But wait, you'll need a plan. A video production plan is your travel itinerary that outlines what will happen at each step, who's responsible for what, and when and how everything will be carried out. With a plan in hand, it's smooth sailing from here on out!

When creating a video production plan, there are several key elements to consider:

• Scriptwriting: Clearly define the message and structure of your video content.
• Storyboarding: Visualize how each scene will unfold and plan the shots accordingly.
• Pre-production: Gather the necessary resources, such as locations, props, and talent.
• Production: Capture the footage according to the script and storyboard.
• Post-production: Edit the footage, add graphics or animations, and finalize the video.
• Distribution: Determine the platforms and channels where your videos will be published (Pro tip: You’ve probably already got this figured out from Step 4!)

By having a detailed video production plan, you can ensure that everyone involved in the process understands their roles and responsibilities. This helps streamline the production process, minimize delays, and maintain consistency across all your video content.

Implementing Your Video Commerce Strategy

So you've got the tools and the blueprint. Now it's time to roll up your sleeves and bring your vision to life! Don't worry, we've got your back each step of the way. Let's look at how to effectively incorporate your exciting new video content into your online store, and beyond.

Implementing your video commerce strategy requires careful planning and execution. It's not just about creating videos, but also about integrating them seamlessly into your online store. By strategically placing videos on product pages, landing pages, and even in emails, you can enhance the overall user experience and drive engagement.

However, it's important to find the right balance. Just like too much candy can give ya a toothache, too many videos can overwhelm users. You want to provide enough video content to engage and inform, without bombarding customers with an excessive amount of videos.

Integrating Video into Your Online Store

With all of that in mind, the first thing you want to aim for is seamless integration of videos into your online store. Consider creating a dedicated video section where customers can easily browse and watch your video content. This can be a great way to showcase your brand story, product features, and even behind-the-scenes footage. Ghost’s shoppable video tool actually allows you to create a TikTok-like feed; once shoppers click into your videos, they can keep cruising along based on whatever catches their eye (including going to PDPs or other pages). 

You can also embed video right on your home page. Some Ghost clients have gone so far as to make their home page header shoppable video, but placing videos anywhere on the page can be an effective way to give shoppers a new way to discover products. 

Another effective strategy is to embed videos directly on your product pages. This allows customers to see the product in action and get a better understanding of its features and benefits. By providing this visual demonstration, you can instill more confidence in your customers and increase the likelihood of conversion. Don’t forget about using video as a way to fuel more time on site - instead of relying on static product images in product recommendations, inspire shoppers to learn (and click) more by watching video instead.

Finally, consider using videos on your landing pages to create a captivating first impression. A well-crafted video can quickly grab the attention of visitors and convey your unique selling proposition in a compelling way.

Using Video for Product Demonstrations

Product demonstrations in video form can be a game changer! Instead of relying solely on static images and descriptions, videos allow you to showcase your products in a more dynamic and engaging manner. By demonstrating how your products are used in real life, you can provide a more immersive shopping experience for your customers.

When creating product demonstration videos, make sure to highlight the key features and benefits of your products. Show different use cases and scenarios to demonstrate the versatility and value they offer. That way you can help customers visualize how your products can solve their problems or meet their needs, including in ways they didn’t even think about when first visiting your site! 

Consider incorporating customer testimonials into your product demonstration videos as well. This adds an extra layer of authenticity and credibility, as potential customers can see real people sharing their positive experiences with your products. It's a powerful way to build trust and encourage conversions.

Leveraging Video for Customer Testimonials

Don't just say you're great, show it! Let your happy customers do the talking. Video testimonials are a highly effective way to showcase the satisfaction and positive experiences of your existing customers. They provide social proof and can significantly influence the purchasing decisions of potential customers.

When creating video testimonials, choose customers who are enthusiastic and articulate about their experiences with your brand. Encourage them to share specific details about how your products or services have benefited them. By featuring a diverse range of customers and their stories, you can appeal to a wider audience and make a stronger impact.

You can also collect user-generated content and craft a curated gallery of user feedback and testimonials - just make sure you ask permission first! 

Consider incorporating video testimonials throughout your online store, not just on a dedicated testimonials page. Place them strategically on relevant product pages or landing pages to maximize their impact. This way, potential customers can see firsthand the positive experiences others have had with your brand, further boosting their confidence in choosing your products or services.

Measuring the Success of Your Video Commerce Strategy

No strategy is complete without assessing its effectiveness. Let's shed some light on the key performance indicators for video commerce and the tools you need to measure success.

When it comes to video commerce, measuring success is crucial in order to understand the impact of your strategy. It allows you to identify areas of improvement and make data-driven decisions for future campaigns. But what are the key performance indicators (KPIs) that you should be focusing on?

Key Performance Indicators for Video Commerce

Your performance indicators will largely depend on your initial goals. They could range from views and shares to more tangible metrics like increased conversion rates and revenue growth. Each KPI provides valuable insights into different aspects of your video commerce strategy.

Views and shares are important indicators of the reach and engagement of your videos. A high number of views suggests that your videos are being discovered and watched by a large audience. Shares, on the other hand, indicate that your content is resonating with viewers and they find it valuable enough to share with others.

You might also want to look at time on site, or number of pages viewed. One of the most effective ways to check on whether these metrics are actually growing is to A/B test your video commerce strategy. Offer video assets on one version of your site, but skip it on the other. If you see increased time on site with the video version, logic stands the video assets are what’s holding people’s attention.

However, it's not just about site performance numbers. Conversion rates and revenue growth are key metrics that directly impact your bottom line. A successful video strategy should ultimately drive more sales and generate revenue for your business. By tracking these KPIs, you can determine whether your videos are effectively influencing viewers to take action and make a purchase.

Furthermore, tracking metrics such as click-through rates (CTRs), average watch time, and engagement rate can provide deeper insights into how viewers are interacting with your videos. 

• A high CTR indicates that your videos are compelling enough to entice viewers to click on the accompanying call-to-action 
• Average watch time can reveal whether your videos are holding viewers' attention
• Engagement rate measures how actively viewers are engaging with your content through comments, likes, and shares

A successful video strategy leaves a visible imprint on key indicators, lighting the path for continuous improvement. By regularly monitoring and analyzing these KPIs, you can identify areas of strength and weakness, allowing you to refine your video commerce strategy for optimal results.

Tools for Tracking Video Commerce Success

Measuring success involves analyzing your video performance and interpreting data to ascertain whether or not your strategic goals are being met. Fortunately, there are various tools available that can help you track and measure the success of your video commerce efforts.

One popular tool is Google Analytics, which provides comprehensive insights into your website's performance, including video metrics. With Google Analytics, you can track key video engagement data like views, shares, and comments. This data can help you understand how your videos are resonating with your audience and whether they are driving the desired actions.

Another useful tool is YouTube Analytics, specifically designed for tracking and analyzing video performance on the YouTube platform. It provides detailed information about your video views, watch time, audience demographics, and more. YouTube Analytics can give you valuable insights into the effectiveness of your video content and help you optimize your strategy accordingly.

Ghost’s entire video commerce suite also offers built-in metrics to help track performance on individual videos, events, products, or sales associates, depending on which tools you’re using to ignite your video commerce strategy.

Equipped with accurate data from these tracking tools, you'll be able to steer your strategy in the right direction. You can identify what's working well and replicate it, as well as pinpoint areas that need improvement and make the necessary adjustments.

In conclusion, measuring the success of your video commerce strategy is essential for continuous improvement and achieving your business goals. By focusing on key performance indicators and utilizing the right tracking tools, you can gain valuable insights and make data-driven decisions that will drive the success of your video commerce efforts.

Future Trends in Video Commerce

As with everything else in the digital world, video commerce continues to evolve and innovate. So fear not, we won't send you out into the world without a forecast of the future. Brace yourselves; it's time for a sneak peek into what's hot and happening in the realm of video commerce!

The Rise of Live Shopping 

Imagine not just watching a product demo, but being able to ask questions and make purchases while at it! Meet live shopping: the new big thing in video commerce, where real-time engagement meets online shopping to create a unique blend of entertainment and retail. 

You can host a livestream shopping event for free with Ghost, or level up your entire video commerce experience by offering one-on-one live shopping, connecting live sales associates with online shoppers on demand, or by appointment.

The Impact of Virtual Reality on Video Commerce

As if live shopping wasn't cool enough, brace yourself for another game changer: Virtual Reality (VR). VR has the potential to bring your online store to life by providing immersive, interactive experiences that engage customers in entirely new ways. 

Free Video Commerce Strategy Session

So we’ve given you an entire playbook on adding video commerce to your online experience…and you’ve still got questions? We get it! There’s a lot to take in and consider.

That’s why we offer FREE strategy sessions that walk you through Ghost’s entire product suite and help identify the exact right tools and techniques that are right for incorporating video into your site. There’s zero obligation - it’s really just a chance to learn a bit more about video commerce and how we can help (did we mention Shoppable Video is also totally free? Get it now!) 

If you want to start planning the future of your video commerce strategy now, book a complimentary session with us. 

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