The pandemic has accelerated the rise of ecommerce. We all know that. But many companies were slow to adapt.
“In some ways,” said Guy Atzmon, VP of product and creative at SundaySky, “the audiences that might’ve been a bit more reluctant to transform to digital before the pandemic are now catching up to younger demographics” as well as “maybe more sophisticated demographics.
“Those reluctant groups are now jumping on the bandwagon as well and adopting these digital behaviors.”
Yet with this sustained wave of digital influx, the market of content has become saturated, making it more difficult than ever to capture consumers’ attention – particularly when it comes to video, which is proven to be more effective than text in general.
To distinguish your video content from the billion grains of video content that make up the digital landscape, the key is not to simply show which products and services that you offer, but to demonstrate why they need your product, and how it helps them.
Yet the most effective key is – much like everything in the digital space – personalization. That’s because content is only as good as its relevance to the viewer. And if you know your customers well, and know them individually, the more relevant your content can be made for each customer. For example video content can address a customer by name, their status, their earned rewards.
“We use data within the video itself to help even further explain things,” added Guy, “like their bill, their statement, their benefits — that can actually give examples from their real life… Offering up information with personalized examples really helps drive the point home and creates a much better context for information to the viewer.” and for SundaySky, their video content translates into a stronger and more emotional reaction from their customer.
Optimizing video for ecommerce can be done across all platforms to varying degrees. If you’re on WordPress you can easily plaster a video onto your website in a few simple steps. But your ability to edit it, tag it, and optimize it is severely limited. Yet if you’re hosting your ecommerce site on Salesforce Commerce Cloud then your powers are greatly enhanced.
There are ways to strengthen media management with SFCC in order to simplify and automate media content management – whether it’s a short video, video podcast, tutorial, livestreams… you name it. And SFCC comes equipped with tools for quick edits and creating responsive images. But maybe you don’t need such great attention to detail… maybe you do!
Of course, there are many products and services that companies offer that are just too complex or too inconvenient to keep digitally that many customers will gradually drift back into the physical world to make their purchases. But the drive to digital has a certain stickiness which means that ecommerce is only going to keep on eating into its market share.
And so addressing consumers via video is going to be a key meeting point for brands. And there are numbers to back it up. As one example, there is a 30% increase in card spending when banking customers see videos about card products that help to explain certain features. Another example: consumers are 70-80% more likely to complete a purchase of a product if they’ve watched a video during the shopping journey.
And finally, video content is channeled into brand loyalty. “When you’ve got a video,” added Guy, “and it says the customer’s name, it speaks to you… It really gives that human connection and that brand affinity. It shows that the brand cares about the viewer and they’re connected to them.”