While, email and similar types of older marketing tactics cannot be denied, video advertising strategies for eCommerce have also become an integral component to online success in recent years.
Proving this point, in the United States alone, has evolved into a $22 billion industry, up nearly $9 billion just since 2017. What this means is that retailers across the country are rapidly realizing the value contained within video advertising strategies for eCommerce.
What this also means is that those who are not yet leveraging video advertising are already well behind the curve.
For those who have never put together video advertising strategies for eCommerce brands, breaking into the discipline can be a bit tough.
This piece exists to make the process easier.
Today, we are going to cover eight steps merchants must complete to put together a compelling video advertising strategy and increase retail revenue.
There is a lot to cover, so let’s get started.
How to Create Video Advertising Strategies for eCommerce
As with, email push or any other type of marketing effort, retailers need a detailed, well-thought-through plan of action if there is any hope for success.
In today’s exponentially crowded and competitive digital world, there is no room for flying by the seat of one’s proverbial pants.
That said, to cultivate video advertising strategies for eCommerce companies that work, retailers will need to:
1. Establish Campaign Goals
Naturally, the first step in building out a video advertising strategy is to outline the campaign’s goals.
While it is wise to by creating a video for each stage, retailers will likely need to decide which stage is the most important to target first.
The that sellers might target include:
- Awareness: At this stage, the consumer becomes aware of their problem. As a result, videos can be used to attract potential buyers and introduce them to the brand.
- Interest: Here, consumers are seeking solutions to their problems. As a result, retailers are presented with the opportunity to reel them in further via the company’s unique selling proposition.
- Decision: The solution to the consumer’s problem has almost been found. Therefore, retailers will want to remain top-of-mind and present potential buyers with social proof as to why their product should be chosen over the competition’s goods.
If retailers have the goal of, then they will want to target the awareness stage. For those seeking to engage their audience, the interest stage is ideal. Merchants who wish to nurture consumers and close a sale should target the decision stage of the funnel.
2. Set a Video Advertising Budget
The fact is that retailers’ budgets will vary from business to business. That said, the factors that each merchant should take into consideration when building out their budget include:
- Audience Size: Ads that target a niche subset of consumers will likely require a far smaller budget than those aiming to reach a broad audience.
- Competition: Many eCommerce verticals are incredibly competitive, meaning that there are a variety of merchants advertising the same or similar products to the same groups of people. Therefore, more competitive niches will require a larger budget to produce favorable results.
- Geographical Targeting: Campaigns that are to be served nationwide will be much more expensive than those targeting a localized market.
However, it is essential to remember that these are just the actual advertising costs associated with video advertising strategies for eCommerce and do not take into consideration the expenses related to creating the videos themselves.
3. Research the Target Audience
To help ensure the success of the video advertising strategies for eCommerce that merchants set up, it is critical to be intimately familiar with the target audience.
A good way of achieving this is to.
However, if, for some reason, sellers do not have access to enough information to develop a clear picture, then it is necessary to and ask consumers questions about:
- Device Usage: Establish what kind of devices consumers tend to watch videos on to target the right platform.
- Platform Selection: Find out the platform that consumers prefer to watch video content on, such as YouTube, Hulu, Facebook or a similar destination.
- Content Consumption Patterns: Find out if consumers read articles regularly and, if so, which sites they tend to frequent. If a seller’s audience reads often, then native targeting might be the best solution.
4. Create a Video Content Strategy
At this point in the process, it is time to begin formulating content ideas that will tell the brand’s story and appeal to consumers.
For this, it is advisable to utilize, which uses the following classifications:
- Hero: This is the centerpiece of the campaign. This is the best video and will be pushed to the largest possible audience. Retailers are likely to only have one of these in each of their video advertising strategies for eCommerce as it is the foundation of the campaign.
- Help: These videos directly answer the questions that consumers likely have about a business and its products or services. Help videos can often take the form of how-to content and similar product-related adverts.
- Hub: This content is supplemental to Help videos and provides viewers with a different perspective on things. These types of videos tend to be more entertainment-focused.
Using this framework, in conjunction with data on the audience’s goals and pain points, will enable retailers to flesh out a complete concept for their video advertising campaign.
5. Find a Story to Tell
Determining what story to tell to consumers via video is one of the most enjoyable and challenging aspects of building video advertising strategies for eCommerce.
That said, when establishing the story, it can be helpful for retailers to follow, including the following elements:
- A protagonist with a goal: This individual should align with the target consumer.
- Conflict: This is the challenge the customer faces.
- Quest: The introduction to the product or service.
- Resolution: How the product or service solves the customer’s problem.
Additionally, retailers should think about the emotions that they wish to elicit with their video content. This could be anything from amusement and laughter to belonging or even greed.
Whichever emotion(s) that sellers wish to bring out, they should keep these in mind while crafting the story and building out the creative.
6. Choose an Advertising Network
The next step in the process is to select the right video advertising network for the campaign.
While many marketers will opt to, there are a variety of other platforms that merchants can leverage, including the likes of Facebook, Instagram, and the like.
There are certainly pros and cons to each platform. However, the one(s) that sellers select should align with the audience preferences delineated in their market research and customer personas.
7. Select Video Ads Type(s)
The next step is to choose which ads types will be leveraged in the company video advertising campaign. This is particularly relevant for platforms like.
The most important part of this consideration is that ad formats will largely dictate where, when and on which devices a video ad appears. Therefore, it is essential to consider factors such as:
- Timing: Is the ad poised to be six, 15 or 30 seconds? Is it even longer than these times? Will there be various ads using the same concept but different lengths? These are things that sellers will want to consider when formulating video advertising strategies for eCommerce. Moreover, it is important to remember that many longer video ads are likely to be skipped or ignored. However, it can be quite challenging to pack a merchant’s message into a whopping six seconds. Therefore, sellers might consider running various video ads (using the same concept) and testing their lengths based on engagement results.
- Roll Placement: Ads can be shown before a video (pre-roll), during a video (mid-roll) or even at the end of a video (post-roll). Retailers can experiment with their roll placement or simply allow their budget to dictate placement, if necessary, as specific placements will be less expensive than others.
- In-stream or Out-stream: This factor applies mainly to programmatic ads. Out-stream video ads are non-intrusive and will appear in places like banners and sidebars. Alternative, in-stream ads are native, located within the page or its text.
8. Launch and Test
At this point, it is time to launch the campaign and let it run its course.
After allowing the campaign to run for a predetermined amount of time (about two weeks should suffice), retailers should.
Therefore, retailers should revisit their goals and correlative KPIs and run a report with these measurements.
Analyze the results and change any of the following elements as needed:
- Placement: Take a look at where programmatic ads are being placed to determine if the websites are relevant to the target audience and if those destinations are appropriate for the targeting strategy. If not, determine if placement preferences can be adjusted to better align with the ideal consumer.
- Ad Types: Determine which types of adverts are producing the most lackluster results and figure out if it is because of the format the ad utilized, as opposed to messaging or targeting.
- Ad Length: Take a look at the various ad lengths deployed and see how each is performing. If 30-second pre-roll ads keep getting skipped, consider placing an unskippable six-second ad to see if this improves campaign performance.
- Device Types: Rerun the number on the device types most used by the target audience. Try mixing up device targeting between desktop and mobile or vice versa.
- Messaging: A/B test the ad’s message or concept without altering the target audience or ad formats to see if one resonates better than the other. This will be extremely helpful in determining future video advertising strategies for eCommerce as well.
- Targeting Options: If results are lackluster, sellers can also try altering their targeting strategy without changing their messaging to see if the concept lands better with a secondary audience.
In order for sellers to develop successful video advertising strategies for eCommerce, A/B testing is a critical step, as this is what will enable retailers to and reach their intended goals.
Video advertising for eCommerce has gone from a nicety to a necessity in just a matter of a few years. Because of video content’s proliferation through the digital space, consumers are more ready to engage with this form of content than any other format.
Fortunately, platforms the internet over have been prioritizing video content, thereby allowing sellers to take full advantage of this phenomenon.
However, in order to launch successful video advertising strategies for eCommerce, a considerable amount of planning is necessary.
By following the eight steps outlined above, retailers can establish a solid foundation for their video advertising efforts, thereby putting them on the path to success.
However, if your brand wants to ensure that its video advertising campaign is of the highest quality and sure to drive exciting results, then.
We can collaborate with your brand to build out a video advertising strategy that is sure to resonate with consumers, reach them in the most opportune locations and inspire the kind of action that facilitates brand growth.