The growth of the internet has changed the dynamics of doing business. Today, more and more consumers look for reviews and videos before purchasing a product to make the right decision.
Video marketing on online sharing platforms has become a great tool to identify the target audience, reach out to them, and interact with them. According to the study by Multivision Digital, the likelihood of consumers buying a product increases by 64% after watching a video of the same.
YouTube – The King of Video Content
Started in 2005, YouTube, the online video-sharing platform has grown phenomenally and created surprising statistics –
- There were 1.9 billion users who visited YouTube per month
- It is used in 91 countries and 80 languages
- Every minute, 100 hours of video is uploaded on YouTube
- As per Nielsen, YouTube caters to a mass audience of 18-34 years than any other network.
The future of e-commerce will further advance with the improvement in technology and online experience. To increase the profitability of eCommerce businesses, digital marketing videos play an important role as they have a far-reaching effect. The traffic on YouTube is extremely high, that allows businesses to target the market audience.
Gen Z, the newest generation, can’t imagine their lives without the internet. Hence, video marketing is an advantageous addition to the marketing mix. Viral marketing is directly related to the marketing of videos on a digital platform.
Videos should be compelling enough to induce internet users to watch and share. When maximum people watch and share the videos, the video goes viral. It has been observed that people spend more time on YouTube and search for videos for every purchase decision.
Videos have a higher impact than blogs on consumers as they are more interactive and engaging. Ecommerce companies are focusing on video advertising of products as today; people are relying heavily on the information gained from YouTube.
How eCommerce Companies can Leverage YouTube Marketing to Improve Sales
Video marketing is a profitable tool for eCommerce businesses to increase their customer base and improve their brand equity. YouTube has been a great platform for years to maximise the reach of eCommerce companies and enhance their presence online. Research indicates that there have been 50,000 years of videos related to product reviews that are watched by users.
Before, prospective customers relied mostly on review websites and other blogs of individuals to read the product review before actually buying a product. However, the trend has markedly shifted toward watching Unboxing videos and Product Review videos to make the buying decision.
The key to the popularity of a YouTube channel is creating unique videos that make you stand out among a large database. There are more than a billion active users on YouTube watching videos every day. Hence, with attractive videos, eCommerce businesses can reach their target audience, helping to increase sales and popularity of the brand.
To upload videos on YouTube, create an exclusive YouTube channel of your company. To promote your products and create brand awareness, informative and appealing videos must be uploaded regularly to enhance your brand presence online. The YouTube channel of your brand plays a significant role in improving product popularity and creating loyal customers.
Steps to Create and Optimise your Brand’s YouTube Channel
A message is complete when it reaches the receiver in a manner it was conveyed. On YouTube, there are different ways to communicate your message that improves your brand awareness.
With unique content in different video forms, eCommerce businesses can grab the attention of viewers and increase brand awareness. Videos provide great information to viewers and help them to make a rational purchase decision. These videos help to create an engaging connection between the brand and the consumer.
- Promotional videos
- Direct advertisements
- Product review videos
- Product demonstration videos
- Interviews with CEOs and brand ambassadors
- Behind the scenes
Requisites to create a popular channel
Attractive name of the channel – The channel name should be such that it enhances brand awareness and easy to search.
Compelling trailer video – The first impression can change the game. The trailer video gives a complete overview of your channel as it’s the first content that people watch. It must be compelling, engaging, and attractive.
Rebranding – It is always said that there are a lot of disadvantages of being out of sight. YouTube is not a one-day star. Your viewers should be consistent and regular. It is important to upload videos, pictures, and graphics regularly to keep engaging users.
Categorising videos – To make it convenient for viewers, videos must be categorised on various parameters such as popular videos, upcoming videos, events, subscriptions, etc.
Optimising the YouTube channel – Creating a video and uploading it is not enough. Your YouTube channel must be optimised to achieve maximum visibility.
Attractive thumbnail – An attractive thumbnail compels viewers to watch the video. It must be chosen meticulously, which somehow explains the content of the video.
Title of the video – A catchy title grabs the attention of the viewers. Framing a title is a challenging task as it incorporates the analysis of keywords that improves the popularity of the videos.
Description of the video – Before watching the video, viewers read the description. A clear and brief description with important keywords relating to the content is very important for the success of the video.
Annotations – It compels the viewers to like the video, comment, subscribe to the channel, and share the videos.
Creating a popular channel on YouTube is an advantageous marketing tool to increase brand awareness. But it has a lot more to offer. Business analytics and performance metrics indicate the key performances that help eCommerce businesses to frame effective marketing strategies.
Important Indicators for eCommerce Businesses
Demographics – It helps you to identify your target audience and how to compel them. It clearly defines what age group, geography, and gender watches your videos and makes them popular.
The time duration of videos – The analytics provide a good understanding of your audience, their likes, and preferences. It also indicates the average time spent on each video and the total time duration of views.
Understanding of the audience – The analytics gives a great understanding of what the audience wants and likes. The most popular videos of products indicate the popularity of the products. Even from the comments section, viewers share their experiences and feelings towards the product.
Aditya Sudheer – Author Bio
Aditya works as a Growth Assistant at AirTract.Com, a social platform wherein people ask questions, get expert video consultation, share knowledge and experience. He has a Bachelor’s Degree in Computer Science Engineering and has been working in the field of Digital Marketing for the past two years. He is also a voracious reader and a big sports fan.