Not using video content in your organic and paid social strategies? You’re missing out! Don’t be camera shy – read on for some simple ideas to get your brand front of mind… 

Oh yes.. I’ve seen many clients start to squirm, their palms get a little sweaty and then the ‘umm’ and ‘errr’ commences.

I get it! Video used to give me ‘the fear’ too. Here’s what I used to think:

• The video has to look professional. I don’t have the knowledge or the tech to produce something like that…
• What would I show in the video? How do I make that interesting?
• Video takes so much time – and I don’t have time!

Use video content to gain pace over your competitors

But here’s the thing. According to the Sprout Social Index 2023, users will retain 95% of a message delivered by video, as opposed to 10% via text. And 66% report that short-form video to be the most engaging type of social media content. (Read more here) 

However, the report also finds that video is apparently the most under-utilised format across FB, IG and Twitter comprising 14%, 11% and 5% of each network’s content respectively. 

So what does this mean for your e-commerce brand? It means there’s a massive opportunity here for you to gain pace over your competitors, to showcase your brand in a way that others are yet to embrace – via short-form, entertaining video content!

• It doesn’t have to be highly polished.
• Everyone has something they can show in video
• Not every video has to take oodles of time. Quick, simple and to the point are often the best performing. More often than not, highly polished videos don’t do as well – keep it real folks!

Here are a few simple ideas to get started with video for your e-commerce brand

1. Behind the brand

Take your users to places they can’t normally see – into the factory, the workshop or the packaging facility, for example.

Introduce them to the team behind the brand, show their personalities, their roles. People love to see the people behind their purchases.

A brand that frequently shows the ‘behind scenes’ and tests its products on video is Preppers Shop UK. Here’s a very ‘tongue in cheek’ video of them demo-ing a camping toilet:

2. Show your ‘why’

Why should people buy your products? Your unique style? Your commitment to sustainability? Product durability?

If it’s the latter, for example, try creating a video where the product’s durability is actually being tested – dropped, thrown, stretched etc. 

Video content such as this is great at showing the quality of your products and provides potential customers with reassurance – helping to build the know, like and trust, and also helping to nudge them closer to purchase!

3. Product tips and tutorials

How can users put up that new tent / build that bed / use that new kitchen gadget? Show them how it’s done / how it works/ give ideas for product use.

Skincare brand? Demo the ideal cleansing/moisturising routine to maximise the product’s benefits.

Jewellery brand? Show viewers the best ways to store, clean and care for your product range.

A great example of this is Tower Housewares on Instagram and TikTok – they have some great content ideas for their kitchen equipment.

4. Frequently asked questions

• Does this come in other colours? 
• Is this safe for pets?
• Will this help my skin condition?
• Can I use product X if I am also already using product Y?

Make quick explainer videos that answer these questions.

5. Inject a little humour!

OK so maybe this one is a little harder to create, but injecting humour into your videos goes a long way! People love to be entertained.

A great example here is the language educator, Duolingo. The messaging of the video is sometimes more subliminal than blatant, but check out the social proof on this post!

6. Website tours

Show people how easy it is to buy from you or make a Reel showing off your new product range on your website.

Super easy to do – either screen record on your phone or via a desktop program, such as Loom. Show them how easy it is to add to basket, or what payment options they have, how and when shipping is calculated and how long delivery takes.

7. Video testimonials

This is a big one. There is no better advert for your brand than reviews from people who have bought from you before – your loyal customers, your advocates. 

And user-generated content involves very little effort from your business. 

Email your list to ask for a video testimonial in return for, perhaps, a time-sensitive discount code. 

Keep the brief simple: show yourself with the product, say why you like it, or how it’s made you feel/helped you, roughly 30 seconds, for example. Using a tool such as VideoAsk can make this super simple.

8. New launch / product teasers

Encourage viewers to sign up to a pre-order list, or to be ‘first in the know’. Keep an element of mystery, but do give a concrete release date.

9. Go live on your social channels

A big one here – but one that can really rack up the views. Have a purpose to the live and plan it. Launching a new range? Go live and tell people about it.

Show the products: model them if it’s clothing; demo them if it’s skincare. Right at the end you could offer a discount code to encourage sales – boosting views and purchases! Not only great organic content – but great for brand awareness, engagement and – hopefully – sales.

PleeseCakes have done some amazing lives on TikTok – showcasing their expertise and the personalities behind the brand. They also have a very active and creative Instagram channel. This video below is very simple, but effective!

So the question now is not ‘if’ you should be using video content, it’s ‘when’ are you going to get started?!

Choose one simple idea, and then execute it well. Plan your strategy – remember most video content that you use organically can be pulled into ads too. So it’s really worth taking some time to think about the end goal before saying ‘action’!

Thinking about outsourcing your brand’s e-comm ads? Read more about the process here: Discovery Call, Ad Account Audit and Ongoing Management