While brands certainly use it as a performance marketing channel, video commerce success is not solely about click-through rates or CPMs, it’s a strategic vehicle that is transforming how businesses communicate with consumers and drive growth. As the preferred medium for today’s generations, video content is a powerful tool for capturing attention, influencing buying behavior, and increasing brand loyalty.
From conversion rates and average order value (AOV) to customer loyalty and brand awareness, video content is essential to a well-rounded marketing strategy. This article will explore the connection between video commerce success and business growth, highlighting the impact of this growing channel when executed effectively.
Video Commerce Defined
Video commerce is an innovative approach that utilizes live and shoppable video content to create an immersive and experiential purchasing process for consumers.
Video commerce is already making an impact in today’s market, and brands must adopt this strategy to provide customer-centric experiences that cater to the evolving preferences of consumers.
Video Commerce Engages, Educates, and Entertains
Video content is a versatile medium that can be captivating, informative, and enjoyable. This trifecta of qualities enables businesses to connect with their target audience deeper, leading to increased trust and brand awareness. Marketers know that this trust can translate into higher conversion rates, improved customer retention, and greater business growth.
The multi-faceted nature of video content allows brands to showcase products, demonstrate features and benefits, and share customer success stories. By strategically incorporating various formats and leveraging key touchpoints throughout the buyer journey, businesses can develop a comprehensive video commerce strategy that maximizes the impact of their content and drives better results. For marketers, having a channel that can be used at every point within the purchase path makes video commerce a very compelling option.
The good news, it’s less expensive than ever to generate effective video commerce. Consider what is working on Instagram, YouTube, and TikTOk. Expensive and overly produced content is not a necessity—in fact “slick” production may actually turn many consumers off as it reminds them that they’re being marketed to. Today, even user-generated content and simple videos can generate significant returns, making video commerce a cost-effective strategy. By focusing on authentic and engaging content, brands can effectively harness the power of video to their advantage, regardless of their budget.
The Power of Video in Conversion and Customer Loyalty
Although video commerce is a channel that can be used in a variety of ways across the customer journey, it is also a proven performance channel for increasing conversion rates and average order value (AOV) when anchored on a brand’s website or app experience. By providing customers with a visually immersive experience, businesses can effectively communicate the value of their products and services, which impacts the bottom line. Sight/sound/motion is today’s preferred medium; 72% of customers would rather learn about a product or service by way of video.
Brands that incorporate video commerce into their marketing strategy are more likely to see positive results than those that don’t. Video can convey complex concepts, demonstrate product functionality, or simply tell a brand’s story in a way that resonates with consumers. This ultimately influences purchasing decisions and encourages repeat business.
The beauty brand, Angela Cagelia, achieved a 3x conversions and 2x average order value using video commerce across its website, fostering trust, growing community, and streamlining the purchase journey from 27+ clicks to one.
Video Commerce Success for Optimal Business Growth
To maximize the impact, businesses must plan and strategize their marketing efforts. This involves identifying goals and objectives, selecting the right video commerce formats, and targeting key inflection points throughout the customer journey. By doing so, brands can ensure that their video content aligns with their overall marketing strategy and drives optimal results.
A successful video commerce strategy should include a mix of live and pre-recorded content. Livestream shopping events, for example, can create a sense of urgency and exclusivity. There’s just something real and special about connecting live with an audience. At the same time, shoppable videos provide customers with the flexibility to view and make purchases at their own pace.
This blend of content types allows businesses to cater to different customer preferences and maximize the reach of their video marketing efforts. Additionally, businesses should continuously measure the performance of their video commerce programs, utilizing analytics and customer feedback to optimize their strategy and drive better results.
The Connection Between Video Commerce Success and Business Growth Is Undeniable
The key takeaway here is to remember that the advantage video commerce has over other marketing initiatives is that it can be used strategically across the customer journey to incrementally add value to your bottom line in many different ways.
- By strategically utilizing video content that engages, educates, and entertains, businesses can effectively drive conversion rates, increase customer loyalty, and ultimately foster business growth.
- By implementing a well-rounded video commerce strategy that targets key touchpoints by strategically utilizing video throughout the purchase path, marketers can maximize the impact of their video marketing efforts and set themselves up for long-term success.
Learn more about how to drive video commerce success with Firework.