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The Kong Academy provides actional hints, tips and guides to making the most of your eCommerce store.

Using Video to Showcase Your Products

Kong Academy - How to sell online

Here we take an indepth look at particular topics of interest to beginner and established webstore owners.

Using Video to Showcase Your Products

Julian James

You’ve perfected the art of writing product copy and of taking professional looking product photos.

But chances are that you haven’t yet made the leap to incorporating video into your product pages. Despite the internet’s ravenous appetite for video, the format remains massively under utilised in the eCommerce world. 

Here’s how you can use video to showcase your products and drive sales.

A video’s worth a thousand photos

Depending on the products you’re selling, descriptive text and images can suffice, but video lets you take your sales pitch a step further.

A detailed, informative video doesn’t just show what your product looks like – it can show your product in action, helping your customers visualise how to incorporate the product into their lives.

Far more so than text and static images, the combination of video, voiceover and a soundtrack can help create an emotional connection between the customer and the product.

Video narrows the gap between audience expectation and the reality of a product, boosting customer confidence and increasing the likelihood of a purchase.

What to include in your product video

Whether it stands alone, or in combination with descriptive text and images, a great product video will give your customers additional insight into the product.

Ideally, it’ll capture things that aren’t readily apparent or easy to communicate via text or images.

For example, it might:

  • Provide a 360 degree view of the product
  • Highlight the product’s features in detail
  • Help users with selection advice
  • Show how to properly use the product
  • Show how to care for the product
  • Feature customer or manufacturer testimonials

Don’t forget to include a call to action at the end of your video, encouraging your customer to make a purchase while the product and its value are fresh in their mind.

Your call to action can be included as part of the video, such as part of the audio or video track, or as a separate link overlay that users can click.

The latter can be especially helpful if you’re hosting your video on an external site.

It doesn’t have to be Oscar-worthy

One of the reasons that many brands overlook video as a sales tool is the perception that video has to be highly polished and pro-studio quality.

While this may be the case for well-known or luxury brands, it’s not necessarily so for smaller or boutique brands.

When you’re working with video, the key to success is simply to keep your audience engaged enough to keep watching - whether you’ve opted for a professional studio experience or an 8-second DIY Vine video.

Perhaps you sell quirky gifts. A humorous video featuring an unexpected narrative element can be a great way to communicate your brand voice while enticing your customers to buy that one-of-a-kind novelty item.

Or maybe you sell beauty products. A “how-to” video demonstrating how to apply liquid eyeliner or how to shape your hair into the perfect bun is a great way to showcase a product while inspiring and educating your audience.

If you sell clothing, you know all too well that your customers want to know what a product will look like on. A video featuring a model wearing your products is a great way to show how an item of clothing looks when worn.

Boosting your SEO with product videos

Product videos aren’t just a boon for your customers. They’re also a great way to give your eCommerce store’s SEO a handy boost.

How? Video has been shown to increase users’ time on a site, the likelihood that they’ll return, and social media sharing. All of these increase your site’s search engine standing – helping you rank better in search results.

But SEO doesn’t just mean the traditional search engines.

By hosting your product videos on a platform such as YouTube (which is owned by Google), you’ll also be able to take advantage of YouTube’s native search and its sophisticated recommendation engine.

It’s easy – and free – to set up a branded channel for your store. If you have the time and resources, you can even expand your video offerings beyond product listings to include things such as trends, tips, and forthcoming products.    

Adding videos to your store

First things first, you'll need to host your video. You could sign up with something like Wistia or use your companies YouTube channel.

On the Video itself or within it’s settings there will be an option to ‘share’ or ‘embed’, which when clicked will present you with some code. Once you have this, you just need to copy it and paste into the relevant place in your store's admin.

Here’s how to add Video Content to your Kong store:

When editing your a page from within your admin, for example a Product or Homepage, there is a box titled ‘Description’ in which you can enter content. At the top of the box you will see a bar of Icons - click the last icon which is the 'code editing' one and paste your code in there. The icon looks like this </>

Save the page and you’re video content will appear on your store. 

Start filming your way to better sales

With high quality recording equipment becoming increasingly affordable – even your iPhone can do the job – it’s never been easier for eCommerce store owners to create valuable video content that informs, inspires, and sells.

Get started by identifying any gaps in your product listings you’d like to bridge, and you’ll be primed to start creating product videos that will set you apart from your competitors. 

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