How E-Commerce Businesses Can Master the Video Content Game This Holiday Season
Dec 18 2019 | 07:22 PM | 4 Mins Read | Level - Basic | Read Mode
Anna Ji Director of Product and Growth, Clipchamp
Connect with Author
Anna is a senior business leader with a decade of experience in growth strategy, through-the-line marketing, entrepreneurship, digital strategy and management.
She consulted for a wide range of organisations, from technology startups, such as Delivery Hero and Hotel Tonight, to government-funded BEC Australia. Most recently, she established the Digital and Growth Business Unit at Tyro, a fully licensed tech business bank. As Head of Digital, she achieved 10x growth in customer acquisition, and generated in excess of $46m worth of revenue during her two-year tenure.
A regular speaker and contributor within the Australian Growth Marketing Community, she’s actively working on nurturing talent and closing the skill-gap in this essential space.
Anna joined Clipchamp full-time on 5 April 2018. She serves as Director of Growth, and is responsible for the commercialisation of Clipchamp’s products, from customer acquisition, retention to revenue generation.
Video has become a crucial marketing tool for any e-commerce business but it doesn't have to be expensive! Here is my guide on how any business owner can make awesome video content this Holiday Season on a budget, shares, Anna Ji, Chief Product Officer, Clipchamp.
Holiday Season is upon us - with most retailers reporting it accounts for nearly 30 percent of annual sales - but with fierce competition for market share, marketers are tasked with keeping their company ahead of the pack.
Today’s professional marketer has so many different channels they need to stay on top of and to add to the challenge, 79 percent of consumers now prefer to watch a video than to have to read text.
Video has become a crucial component for most marketers to try and increase conversion and average order value. Research indicates 52% of marketing professionals have claimed creating video content resulted in the best ROI, with some stating that 64 percent of consumers make a purchase after watching branded social videos.
Myth - Creating Video Content Is Time-Consuming and Expensive
The good news is you don’t need to go out and take actual video footage of your products to make videos. You can use existing still product photos and turn them into video content. Many video editing platforms today have ready-to-go-templates where you drag and drop your photos, add Holiday branding, music and voila! You have just refactored a still image into a video to create more engaging content to be shared across all your channels.
The Top Content You Need to Consider Creating Are:
- Promote Deals - with Black Friday, Cyber Monday, Holiday specials or end of year sales, creating short and sweet videos to continually share across your various marketing channels is one of the cheapest and most effective ways to let your customers know about your products and special offers.
- Gift Guides are a great way to drive sales this time of year. Creating video gift guides for Dads, Moms, Teens, Kids, Grandparents, Coffee Lovers, Dog Lovers, under $50, under $100 - the possibilities are endless. Brainstorm all the products you have in your inventory, consider the different lists you can create and share as many as you can in the run-up to the Holidays.
- Send Cheer - the Holidays should hopefully not just be all about selling. It is also time to connect and build relationships with your customers. Give Thanks on ThanksGiving, send Holiday Cheer on family days, show your customers the behind the scenes of your company in a Year in Review.
Organizing Your Content
Today there are so many different channels every marketer needs to consider creating constant new content for - interactive banners for the website, product videos, landing pages, email videos, social media ads and a continually growing number of social media channels e.g. Instagram, Facebook, YouTube and TikTok etc.
Consider a ‘Create Once - Share Everywhere’ Strategy
First off, decide on what will be your company’s 2019 Holiday Season Brand. What backgrounds, color schemes, fonts, icons e.g. snowman or a gingerbread man will be splashed across all of your channels this Holiday Season? Try and keep it consistent with every new piece of content you create. You know when you are seeing a Macy’s or a Gap ad before you watch it, right? You should be trying to create the same consistent brand identity for your company.
After you create your overall themes and brand, then your content will most likely need to be resized, reshaped and recut to cater to the different channels.
One Minute Version
Video consumed directly on your website and the dedicated mobile apps (Instagram and Snapchat) is best created short and sweet. Instagram doesn’t allow videos over one minute and will need to be cut to the smartphone ratio - 1.91.1.
Two Minute Version
Facebook and YouTube users enjoy longer content and videos around the two-minute mark win on these platforms. Facebook favors you more if you post your video directly onto your Facebook page (as opposed to reposting a YouTube Link).
Don’t forget
- Add clickable links to bring people directly from the video to the product page.
- Adding text - remember not everyone will have their audio on when they watch their video.
- Any time you post new content on your social media channels, only a fraction of your customers will ever see it, so the more content you share, the more likely you will get on their radar.
- Encourage people to share!
And that’s it. I hope this guide helps you consider the endless opportunities video can give every marketer to create inexpensive but effective content to drive sales this Holiday Season.
