We humans are more of visual beings. Our brains interact more with videos of people than it does with only written words or sounds. This explains why video content accounts for 80% of internet traffic. It can be an interesting fact for most people, but for eCommerce it means opportunity.
On YouTube alone, more than 5 billion videos and 1 billion hours of video content are watched every single day. Along with 1.9 billion user visits every month. Yes, you read it right, one BILLION!
That's why it offers a lucrative opportunity for marketers and businesses to show their products to more audience. Not only locally, but across the globe as well. In this blog post, we'll answer a few questions that bug most of the businesses that are looking for marketing their eCommerce products on YouTube.
How to start? it's simpler than you think!
The idea of creating video content with the required level of quality, on a consistent basis, can be quite overwhelming. Questions pop up like, "what if we ran out of ideas?", "what types of content should I create?", "how much do we need to invest?" and many many other, totally valid, questions. In this article we will try to tackle some of these questions to get things a bit more clear for you.
What Type of content should I create?
How to's and tutorials: These are short 1-5 minute explainer videos. This type of video content is the simplest and most effective in delivering valuable content to your audience. It helps both in increasing your brand exposure and, most importantly, positioning your brand as experts in what you do. On the other hand, it's the type of content that people are already searching for. According to Neil Patel in his article on YouTube Marketing. He mentioned that in 2015, the "how to" search queries on YouTube were up by 70%. One of the leaders in this type of videos is VitaMix, their YouTube channel creates how-to videos that show their product in action. Their content is about making different recipes and drinks with their Mixers.
Product demonstrations: This is the most popular type of video content in eCommerce. It's about creating a demo for a few minutes explaining the details of your product and how to use it. Here's an example from Kelty Built's YouTube channel.
Testimonials: 84% of consumers trust product reviews just as they trust a recommendation from a friend, along with 67% of YouTube viewers who watch videos with informational product reviews to help them in a buying decision. With that said we can safely say that investing in product testimonials on your YouTube channel is a really good idea. It can be through videos that your company produces like the following video on RokuTv channel on YouTube.
Or it can be through someone giving an unbiased review about your product on their channel (you can re-post it, after their consent of course).
Whatever the type of content you'll be posting, make sure that it's useful content that adds real value to the viewers. Search for the problems that your customers face or the pressing questions that they're looking for answers to. Then use your YouTube channel to give them answers to these questions or help them solve the struggles they are facing through your content.
You created great pieces of content and uploaded them on your channel, now what? How can you put your content in front of your audience? that's what we will explain next.
How can you reach your audience through YouTube?
The fact that more than one billion hours of content is being watched on a daily basis all over the world doesn't only mean that YouTube a good place to showcase your products and reach more people. It also means that you're absolutely not alone. Aside from competing brands that are growing their YouTube presence day after day. There are millions of individual content creators competing for the attention of YouTube visitors every single day. Yes, it's a good opportunity to include the platform in your digital marketing strategy. But you'll need to work on promoting your content and making it stand out from the rest. Here are a few ways you can use to reach your audience on YouTube.
Your website or social media platforms: If you have good traffic on your website or other social media channels, you can use it to deliver the videos you're creating to your audience.
Product collaborations: If you're just starting YouTube marketing, you'll probably need some momentum. You can do this through creating a collaboration in a piece of content with another brand or influencer that reaches the same audience you want to reach on YouTube. For example, if your company sells health supplements for athletes, It can be a good idea to collaborate with a gym that's active on YouTube. The following is an example for what we're talking about. Chimichurri collaborated with the famous recipes channel Twisted to create a video content of a recipe with Chimichurri herb mix included in it. Check it out.
Mailing List: If you have a 10-foot long mailing list or even a small mailing list with loyal and engaged following, you can use it to email them your videos on a regular basis. But make sure to measure their interest in your content, and do modifications based on what type of content they prefer.
Paid Ads: YouTube offers a host of different options for advertising your videos to their viewers. This can be a good idea to spread your ideas across when starting the channel.
What is the kind of investment do you need to start YouTube marketing?
There's no one-size-fits-all answer for this questions. The type of investment that you need to start YouTube marketing highly depends on many factors, including your industry, the type of video content you're planning to create, and a host of other things. But the core principle you need to follow is that YouTube is all about useful high-quality visual content that your customers can relate to and benefit from. If you can create video content that matches the previous requirements with a 50 cents investment then you're good to go. In the majority of cases, of course, creating video content is much more expensive than 50 cents, aside from being more time consuming than its content counterparts like blog posts, for example. But the point here is that spending hundreds of thousands of dollars on a piece of YouTube content doesn't guarantee that your customers will engage with it. And it certainly doesn't mean it will bring you more sales. What you should look for in your videos is that they solve a problem for your customers, relatable and are of high quality.