The right way to Use Sponsored Movies to Drive Extra Ecommerce Gross sales
Organic and promotional videos serve multiple purposes for consumers on their increasingly multi-channel B2C journey.
More than half of the participants said they switched between search and video channels (Google and YouTube) in order to make an informed purchase decision in a YouTube study.
But it's not just YouTube – Instagram's video content consumption has increased by 80%, and Facebook users are consuming a million hours of video content every day.
All of these platforms – along with most other social media websites – are regularly visited by consumers. As an online seller, these places should be your go-to places for running advertised video content. In one study, US online shoppers said they expected at least three videos for each product when buying online.
But how do you use promoted videos from paid campaigns that produce tangible results for your ecommerce store?
Create Your Sponsored Video Ecommerce Goals
The goals of promoted videos for ecommerce businesses are mainly the following three:
- Increase in brand awareness: -That essentially means if you make and sell scarves, the people who want to buy scarves will know about you. Sponsored videos are a great tool for building brand awareness as people increasingly discover new products through videos. In a YouTube survey, more than 90% of buyers said they had found new products and brands on the platform.
- Promote reflection: They want to know if people who look for scarves and review you are actually considering buying from you. When done right, promoted videos can bring your “conscious” audience base into the deliberation phase. More than 50% of buyers say that online videos helped them decide which brand or product to buy.
- Generate more sales: YouTube's video playback time for every product purchased doubles every year. Sponsored videos can give customers the boost they need to choose your product.
Translate your sponsored video goals into KPIs
Take your goals for promoted videos and select KPIs that reflect them.
Larger ecommerce brands often use KPIs like ad recall, message attribution, and purchase intent.
However, if you are just starting out or are in the early stages of growth, these KPIs don't make that much sense to you. Instead, you should map your goals to the more “real” KPIs, e.g. B. Upper funnel metrics such as views and impressions, middle funnel metrics such as observation time and viewing times, and lower funnel metrics such as click-throughs, signups, and sales. (Here's an introduction to ecommerce attribution modeling that can help you with this.)
Analytics on most video platforms will provide information about the overall performance of your promoted videos, including:
- Watch time
- Unique viewers
Different video platforms have different methods of calculating these metrics. For example, a playback time of three seconds counts as a view on Instagram (with a maximum video content of 60 seconds), while on YouTube a view occurs when someone has viewed the video content for at least 30 seconds.
Tap your users' moments
Now that you've dealt with the "business" side of using promoted video for your ecommerce business, it's time to check out the "people side".
One way to achieve this is to use the idea of “moments of need” that encourage video search and consumption. These are the things that consumers want right now.
The top four micro moments to consider when planning video content for paid promotions are:
- I want to look
- I want to do that
- I want to know
- I want to buy
These micro-moments provide opportunities for engagement, and videos fit seamlessly into them.
For example, if you sell skin care products, you can create a sponsored video on YouTube that is aimed at users in your target market who also Googled “skin care products” and benefited from a moment when I wanted to buy something. Research from Google shows that advertisers using YouTube video ads and Google search ads report 3% higher conversion rates and 4% lower search costs / acquisition.
Or you can reach out to broader audience segments and let them know about their key concerns (ingredients, benefits, etc.). This is geared towards the moments that I want to know.
When creating ideas for videos in moments of need, don't just think about pitching your products. Some of these moments are not moments of buying, but opportunities to connect with your users through meaningful video content.
The idea is to meet your users with relevant video content wherever they are on your buying journey with you – without realizing it, thinking about it or ready to buy.
Identify what is driving your users to different video sharing platforms
Each video platform has a unique video consumption pattern that depends on the intentions of the viewer.
For example, Pinterest users seem to have an appetite for “inspirational” video content, with searches for that content increasing by 31 percent. "Inspirational" in this context means things like instructions and background stories about companies and products, making this platform ideal for moments when I want to know and what I want to do.
For YouTube, on the other hand, Comedy, Music, Entertainment / Pop Culture and “How to” are the four most important content categories. And 68% of their users use this information and make purchasing decisions. So on this website you will find all possible ways to use “moments” to make your sales.
It is also worth investigating how a user interacts with the platform that you are using to promote your videos. For example, Pinterest serves as a wish list for many users because people save pictures and videos from anywhere on their personal pages. In the meantime, a customer using YouTube can watch videos to learn how to use a desired product.
Instagrammers “moments” can fall into any category, but they want to use the information now. When creating videos for Instagram, it needs to be quick, informative, and provide easy purchase information.
Before deciding on a platform, you should study its demographics and research data. You can use this information to set expectations for your promoted videos.
Optimize your video content for paid campaigns
When creating video content that you pay to advertise, only the rules mandated by the video hosting sites apply. These rules relate to the supported formats and approval guidelines, as well as some best practices.
In terms of content, there is no right way to make videos. You need to know your company, your audience, and how similar brands work.
For a brand, simply using photos, text, and music could do the trick.
Another brand could do better by using a video that shows a product in action.
While there isn't a single way to make videos that work, some types of videos produce more consistent results when advertised:
- Product explanation videos: Sometimes simple product explanation videos – videos showing products in action – make great advertising content.
- Storytelling / Sneak Peeks / Videos behind the scenes: On some platforms like Instagram, video content that tells a story can give viewers a preview of new products, or show them how things were created or who the employees are, for a high ROI.
- Instructions: How-to videos deal directly with the “i-want-to-do” moments and often offer the opportunity to show products in action.
- Transporting unboxing and videos: Depending on your products, unboxing or haul videos can also work well in paid campaigns. These are videos where customers open up their new purchases and talk about their initial reactions to the items.
- Buy from me: Within two years, the viewing time for "Shop with me" videos on mobile devices alone has increased tenfold. This is another type of video content that can work well in advertising. These are videos where influencers literally share their shopping experiences with viewers.
- Videos to answer the W questions: Video consumers often have W-questions: What to buy? "Where to buy" and "when to buy?" This can also include, "Who should I buy this for?" Depending on the goals of your paid video campaigns, these questions can be great starting points for promoted videos.
The promoted video content ideas above often overlap with the video content you create for typical partnerships – but not always. It's common for brands to create content specifically for partnerships and use it in addition to their other ads.
In addition to these advertised ads and partnerships, UGC (User Generated Content) and testimonials can serve as good ideas for advertised video content.
No matter what type of video you choose, you'll need a video creative letter to prepare for your campaign. Below, Google's Nic Burrows gives a simple yet effective creative assignment that can help you create compelling videos.
Its submission forces you to think and research every aspect of creating useful, action-inspiring videos:
You can download your copy here (no registration required).
To learn how to make your video content pop, Ben Jones and his team at Google review 1,000 video ad themes each month and share how brands can improve. Check it out here:
Experiment with your sponsored videos
Like your other marketing assets, experiment with your promoted videos to see which are generating the most revenue.
You can test pretty much anything from the length and opening sequence of your video to background music and interactive elements.
You will be surprised to find significant savings even with simple experiments. So don't be afraid to try all kinds of things.
For example, when coffee and bakery brand Dunkin experimented by creating an Instagram video ad with voting stickers and another version without them. When comparing these two concepts, they found that the cost per video view was 20% lower for those with stickers.
Avoid testing too many ideas in a single experiment, as you likely won't be able to determine why the winning version was successful.
Document your results to save them for the next campaign. In addition, your discoveries can fuel your follow-up experiments.
Analyze and improve your sponsored videos
As with any other marketing channel, you can improve your ROI on the videos your business is promoting by analyzing their performance.
Remember to look a little deeper than the top-of-the-funnel metrics like views and approvals to determine “real” performance. No matter how impressive these numbers are, they don't necessarily translate into sales and profits.
So keep an eye on your sales volume and value.
When you use promoted videos on Facebook, Instagram or YouTube, you can get instant feedback from your users about their comments, likes, dislikes and shares.
Listen to the feedback and use insights to optimize your videos.
When trying out promoted videos for more sales, it is a good idea to try different platforms in turn.
This allows you to determine which platforms are getting the best ROI for your promoted video campaigns without investing in complex attribution models.
Also, don't think that you need the highest definition production equipment or the best creative agencies to produce the video content to promote your products. Audiences crave authentic content the most – so focus on that.
Remember that you are competing against your own benchmarks as there are no industry standards here.
Dive in, try different things, listen to your audience and – maybe – have some fun doing it.
Have you tried promoting videos on Facebook, Instagram, Pinterest, or other platforms? Share your experience in the comments!