As presented at the Boston eComm Meetup March 1, 2016 (minus some proprietary statistics from gen.video)

1. 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 eCommerce
Statistics, Examples, Production Methods, Distribution

2. productvideobenchmarksreportinvodo.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

3. survey courtesy animoto.com
And they want to watch
even more…

4. 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

5. Consumer video, How-To, Unboxing, Recommendation
Influencer video
provided by
gen.video
Edit by Cobrandit
http://www.amazon.com/COVERGIRL-Bombshell-Intensity-Passion-0-020-Fluid/dp/B00F5VEC0S

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

7. Video provided by vendor…bad format, off-topic
http://www.wayfair.com/Saratoga-Single-Curtain-Panel-MP40-12-QMP2473.html

8. High-end eComm producers: http://www.invodo.com
3D views
Shoppable video
Lifestyle settings
Studio
Product video at scale

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

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

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

12. Video maker platform: animoto.com
upload images, logos, text into a template

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

14. Source video from vendors

15. Specialized eComm Producers & Platforms
3D views
shoppable video
product video at scale
video players and metrics,
a complete ecosystem

16. 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.

17. Beyond product video…marketing content
Unboxing
Torture Test
How-To’s and Tutorials
Comparisons
Behind-the-Scenes
Brand Storytelling
Brand Journalism
Digital PR and Outreach
So many ways to do outreach, so many ways to place ads…

18. Video Platforms and Distribution
YouTube, 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

19. 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!