video content marketing

How to Use Video Content Marketing to Boost Your Ecommerce Brand

In today’s world, video is an undeniably large part of media and content marketing.

87% of online marketers use video content marketing, which makes sense seeing as 1/3 of all online activity is spent watching videos.

With consumers focused largely on online entertainment and e-commerce, it’s no wonder that businesses are turning to video in their marketing strategy.

Video can be a great way to interact with your audience and promote your brand. It not only benefits consumers but businesses as well.

Here’s how to best use video content marketing to boost your brand.

Put Videos Wherever You Can

This might seem excessive, but video content marketing can be extremely beneficial for almost all areas of your business.

Whether it’s in an email, on your website, or an advertisement elsewhere, a video will almost definitely help your business.

If a video is included in an email, it increases the click-through rate by 200%. Additionally, 64% of people are more likely to buy a product online after seeing a video.

But besides this, videos can also increase your website’s search engine optimization (SEO).

After seeing a branded video, the majority of business-decision makers will visit that brand’s website. This can increase your website’s views while also giving you the opportunity to showcase your brand through video content marketing.

Represent Your Brand

All of these statistics are obviously exciting and promising: why wouldn’t you use video content marketing if it means that people are more likely to visit your website and purchase your product?

But it’s important to keep in mind that these videos are basically an extension of your brand.

You want to make sure that the videos you put out are consistent with your brand’s voice and purpose: don’t make a video just to make a video.

Videos help with brand recall, so use the same fonts, logos, voice, and general feel that you would use on your website or your blog. Think about huge brands like Apple: when you see an Apple ad, you know it’s an Apple ad.

When people watch your video, you want them to know that it’s your video.

Do Your Research

As I said before, you don’t want to make a video just to make a video. The internet can seem like you are putting things into the void, but don’t treat your video marketing that way.

Do some market research in order to create content your audience actually cares about.

Whether it’s a video about a certain product, a certain video format, or a particular subject, you need to know what your audience wants to watch. This will save you money and help your business in the long run.

Make Videos Accessible and Interactive

One of the great things about video content marketing is that it’s shareable, and thus can be easily distributed to a wide audience.

92% of mobile video viewers will share videos with other people, and videos are shared 1200% more times than text and pictures.

By having your video content accessible on multiple platforms, your business will benefit not only because those who watch the videos will be more likely to buy your product, but they will reach a wider audience through sharing.

But with many people clicking away from a video within 30 seconds, you have to keep your video entertaining and engaging.

Studies have shown that when a video includes interactive elements, 35% of marketers saw increased conversion and 25% saw an increase in sales.

Keep these ideas in mind as you create your content.

Best Types of Video Content Marketing

At this point, I hope you’re convinced of the importance and relevance of video content marketing for your business.

But now you have to actually make the videos. Here are some of the more popular and effective types of videos used for marketing purposes.

Short and Sweet

Nearly two-thirds of consumers prefer videos under 60 seconds according to Animoto. And as we talked about before, people often click away from the video after 30 seconds.

If you want to get your message across and represent your brand, try and do it in under a minute. This will help you get the best results from your video content marketing strategy.


No one likes to sit through a dry, boring ad.

Adding humor or a certain ‘funny factor’ can be a great way to engage the viewer while also making your video memorable and shareable.


The information you provide in your video should be relevant to your product or service while not becoming too dense or hard to follow.

There are so many options when it comes to making informative videos:

  • Explain a particular product or service
  • Show how a product works
  • Explain a relevant concept
  • Show people using your product or service

According to a study by Google in 2015, 53% of smartphone users feel more favorable towards companies who provide instructional videos.

Additionally, 4 out of 5 consumers say these types of videos are important to them.

As I said multiple times before, the content of your videos matters. Really think about what you want to say in your video before you put it out there.


Testimonials are a great subcategory of the “informative” videos I just discussed. Animoto reports that 56% of customers find testimonials helpful.

Testimonials are often viewed as being more believable than other types of video marketing: it is real customers, unscripted, reviewing a product.

These types of videos can combine many of the ideas we have talked about: they can be short, simple, and informative all at once.

Bottom Line

Video is taking over online content, and with that, it is taking over content marketing.

Consumers want to be entertained while simultaneously being informed about their buying decisions. Video content marketing is the way to satisfy both needs at once.

You’ll not only be giving consumers what they want, but you’ll also be increasing your sales and brand’s exposure to a large audience.

If you have any questions or comments on this topic, please let us know or leave a comment below!

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