How to increase sales with high-quality videos?

Progress in the field of business promotion on the Internet in recent years has become evident. New methods appear and become outdated before they even gain a significant number of followers. The service in online sales is also improving. New and unusual online stores are emerging, product assortment is expanding, relationships with customers are improving, and delivery times are shortening.

The niche of online sales has become so in demand that many companies have started working in it, and the competition has become enormous. Giants of online commerce have emerged: Ebay, Amazon, Aliexpress. Despite this, there is still room for everyone, as the number of Internet users continues to grow. Online shopping is popular among many internet visitors. Some do it out of laziness or reluctance to interact with sellers. Others are attracted by the convenience of purchasing: there is no need to handle the delivery themselves. Additionally, prices for goods in many online stores are lower than in regular stores, as most of them do not need their own warehouse; they deliver products from partners.

Why Not All Customers Trust Online Trading

The main disadvantage of remote sales is the inability to touch the product, to see it in action (to listen to the sound of an audio system or try on a fur coat). Stores like «Aliexpress» do not guarantee that the received product will match the one depicted in the advertising image.

Most traditional online stores (owned by a specific company, not renting pages to anyone who wants) operate differently. Their owners cannot imagine allowing such a possibility. They monitor product quality very strictly.

Because clever scammers try to sell non-liquid goods using blurry images, trust in photos is low. However, video ads seem more trustworthy to customers. After all, they allow the product to be viewed and its properties assessed remotely.

As a rule, a simple presentation of the item, showing it from different angles, was used. For example, glasses were demonstrated on faces of different shapes so that the buyer could assess whether they would suit them.

In Ukraine, this kind of advertising is something new, still little used by entrepreneurs. Therefore, those businessmen who are the first to launch such campaigns enjoy special trust from consumers and potential customers. As a result, they achieve higher conversion rates than their competitors.

Another important consequence is that the number of purchase returns due to unsuitable products decreases if they were made after watching a video ad.

The Benefits of Audio Materials and Video Clips

There are several advantages and additional opportunities provided by audio and video formats.

1. High Engagement Level. Videos increase the consumer's engagement in exploring product information, illustrating its features and characteristics. An example could be a video showing how to assemble and set up a tent. It is much more illustrative than dry text.
A pleasant bonus for the company: improved positive ranking in search services. Video clips keep users on the site longer, increasing their time spent on it.

In a short film about the product, additional information about special offers or unique features can be presented. And it will be engaging, not overwhelming with data that is not always easy to study.

2. Noticeable Increase in Conversion. The improvement in conversion is especially evident when using video for certain product groups: small gadgets, watches, home products.
The more expensive the product, the more necessary a realistic video that allows for viewing it in all details!

Technically complex devices are easier to sell through videos. In clips, you can demonstrate how they work. A kitchen combine, a baby monitor, or a car video camera system requires special presentation, as they are products that need to be shown in action.

3. Improved Sales of Additional Products. A smartphone case, a beautiful watch strap, or a camera lens filter should be shown directly in the clip. People usually forget to buy them and later purchase them separately. But if you make a special offer, showing accessories in the video, the number of their sales increases.

4. Experience in Use. The more complex and useful the device, the more advantageous it is to demonstrate how to use it. Then people start sharing links, adding their comments. They ask friends and spouses to watch the unusual vegetable slicer or bike mount for the car roof. To enhance the return on the clip, it's worth including a "how to use" section.

5. Easier Selection. Entrepreneurs who use video for promotion have found that customers find it easier to choose product configurations, colors, or the necessary size if they see it in the clip. The number of questions and returns in this situation decreases.

6. Attracting Additional Visitors. If the clip appears in search results, it brings additional traffic to the site. In such a situation, sales are made even before the person comes to the online store's pages. To make this possible, don't forget to include your phone number and other contact details in the video.

Compared to articles and static images, video almost always wins for most types of products. However, there are a few categories that are especially easy to sell with the help of videos.

Appearance-related Products. Clothing, accessories, jewelry, bags, costume jewelry, shoes require video clips. Typical items should be used, showcasing the full range of sizes and colors. The aesthetics of the clip is especially important for this group. It should not be primitive or unattractive. Both the setting and the product must be presented beautifully.

Product Varieties. Identical products that differ only slightly require visual demonstration of the differences. Smartphones, tablets, home appliances, and travel goods often fall into this category.

Products That Effectively Perform Their Function. Complex devices are easier to see in action. Customers want to understand how their automatic safe alarm works. Buying such products for security purposes is much easier when not done blindly, but after seeing that they are impervious to fire, water, or mechanical actions with tools like a grinder.

Market Pioneers. Products that are new to the local market need to be shown in action. It's hard to persuade users to buy something until they understand what it is and how it can be used. Unusual vegetable slicers, baby monitors, or pet products can fall into this group. They need to be shown from all angles and in various application scenarios.

How to Create a Successful Product Presentation Through Video.

The quality of the shooting is very important, as users do not only watch the video on small smartphone screens. They might view it on a huge plasma screen connected to the Internet or from a large desktop monitor. Every detail is visible there. There should be no unattractive cuts or blurry frames.

For high-quality shooting, good lighting and professional equipment are necessary.

The space for filming also matters. Usually, entrepreneurs don't have any of this. Ordering the production of videos in large studios is expensive. Not every online store can afford this.
An experienced and reliable freelancer is the best option in this situation. They usually already understand what the target audience wants to see. Many professionals working remotely have their connections, scouted shooting locations, and a team of performers.

Major social networks like «Facebook» and «Instagram» prohibit showing clips with popular melodies. They require you to upload a document confirming the purchase of the rights to use these songs. There are audio collections that exclude this risk. Freelancers usually have these, and it's just a matter of choosing the best melody that will appeal to your target audience.

Another issue is finding a voice-over artist and recording the message. It needs to be properly timed so that the text fits smoothly and beautifully into the flow of the video. If possible, it's better to order a multi-voiceover that includes male, female, and children's voices.

Inviting actors for a staged video is the highest form of art for this format of advertising. All that remains is to clean up the sound and add effects.
After gathering all these materials, you need to edit and assemble the video. It makes sense to add your logo and contacts to it so that competitors can't take advantage of your work.
When posting the video, it's worth supplementing it with a short text and links to the product page. Choosing the right hosting for the video is an important question. You can publish the clip on popular platforms and embed it on your site using code. Uploading clips directly to your site doesn't make sense, as it may slow down its performance and complicate the structure of archives.

Popular external services for videos are considered to be YouTube, Facebook, Vimeo, DailyMotion. By publishing videos there, you can get additional traffic if network visitors find it interesting and start discussing it. Moreover, on large sites, videos are indexed by search engines faster than on small store pages.

The Conclusions Are Clear

Audio and video presentations are not a particularly popular but very effective way to improve the conversion of online store visitors into buyers. Only a small percentage of entrepreneurs use such content for promotion. Standing out among them is quite easy.

Experience from foreign companies shows that engaging in video advertising is profitable. And if you turn to freelancers, you can create videos quickly and inexpensively. After all, these professionals have ready-made solutions - scripts for animation, programs for creating slide shows, and simple presentations based on product photos. It's recommended to start with simple and inexpensive formats to test what the audience likes. Then, invest in the production of more complex product films.