Using explainer videos correctly in e-commerce

Videos about products in the online store pay off.The better informed a customer feels about a product or service, the more likely they are to buy it. It is therefore not surprising that over 80% of online users consider explanatory videos to be helpful in the purchasing decision process. A full 64% are even more likely to buy a product if they have seen the product video beforehand. However, the success of moving images in online stores depends on several factors. Retailers who want to offer films as an additional service for their customers should therefore take a closer look at the following tips:1. select product categories sensiblyIt is not only difficult-to-explain and complex products such as barbecues or tents that are particularly suitable for explaining their use and special features to customers with the help of an explanatory video. Product ranges such as clothing and shoes can also benefit from integrated films. According to studies, consumers find it particularly important to offer high-quality visual content in the form of moving images in these two product areas. For fast-moving, low-priced products, on the other hand, it is not worth providing explanatory videos.2. the right placement is importantMost users prefer to watch product videos on the product detail page. Videos that relate to the product or service also belong there. Higher-level videos, on the other hand, which are intended to introduce the company or highlight particular unique selling points, are best placed on the store's homepage.3. the purpose determines the lengthEven if there are different views on how long a video should be, one thing is clear: brevity is the spice of life! For higher-level videos on the homepage, a length of 30 seconds to three minutes is acceptable. It is important to keep an eye on the abandonment rate afterwards and make any necessary adjustments. Product videos can be considerably longer - depending on how much explanation the product requires. The rule of thumb for videos that provide assistance with complicated processes is around 70 seconds. Depending on the platform on which the video is also to be shown, there are further recommendations: On Facebook, for example, the user decides in the first three seconds whether they want to watch the video or not - so the relevant information should be there right at the beginning.4. post videos on youtube and FacebookIt is also a good idea to post explanatory videos on social media platforms such as Facebook or YouTube and then link them to your own website. To ensure that the videos are found, you should carry out a detailed keyword analysis with monitoring and professional video SEO. This pays off for the search engine ranking in two ways: firstly, interesting content increases the length of time customers spend in your store, and secondly, targeted video SEO measures help to increase your visibility on Google & Co.5 The area of application determines the designThe possibilities for creating an explainer video are as varied as the areas of application. So-called lay-out or scribble videos, which are usually simple drawings and in black and white, are available from around 2,000 euros. However, those who want a high recognition value and want to see their own corporate design taken into account will have to dig deeper into their pockets: videos that are completely tailored to the customer cost around €3,500 to €20,000.