How do you transform your start-up into a billion dollar company in just four short years?
For Michael Dubin, founder of Dollar Shave Club, it all started with a video. Dubin, like most owners of a start-up business, had a very tight budget. So, in just one day, and with just $4,500, he created a video that he hoped would generate buzz for his new venture. He asked a friend to shoot it, he starred in it, and then they uploaded the video to YouTube.
Their refreshing humour and relatable brand story struck a chord with viewers. So much so that the Dollar Shave Club site crashed two hours after the video was posted. They ran out of razors in six.
Sales skyrocketed since that day, resulting in Unilever purchasing the company for a reported $1 billion four years later. When asked about his success, Dubin said:
“Great storytelling is why we’ve been able to grow so fast. The marketing element is critical to Dollar Shave Club–it’s so vital that we get that right.”
Internet users currently spend an average of 15 hours per week watching videos, and if this trend continues Cisco predicts that video will make up 82% of all internet traffic by 2021. So it’s clear that video marketing is a successful marketing strategy. It worked for Dollar Shave Club, and according to a recent Wyzowl survey, 76% of marketers also agree that video has helped them increase sales–and it can help you, too!
In this ultimate guide, we’re going to take a look at why video is so good for increasing sales, and how different brands have used it to get big results. We’ll also compare different types of videos and top tips for increasing sales with video!
Let’s get started…
Why video is SO good for increasing sales
Before we get into how to increase sales with video, let’s start with why. Video content has many benefits, which is why it is appealing to everyone from B2C companies, to B2B companies, and all the potential customers in between.
Here are 10 solid reasons why video is SO good for increasing sales…
1. It’s versatile
It doesn’t matter what industry you’re in, or what you’re selling, there is a video to suit your target audience.
With so many different video types to choose from, such as a clean-cut product walkthrough or a ‘bells and whistles’ animated explainer, there’s almost no reason not to experiment with video.
Just take a look at these 3 different explainer videos:
The first example is live action footage that evokes emotion in viewers. The second is cartoony and fun, which is a great way to tell a brand’s story. And the third is a screen-recorded demonstration, which is useful for managing the expectations of potential customers and also showing them exactly how your product works. The point we’re trying to make here is that all of these videos are completely different. There are practically 190,283,894,804,830* ways you can tell your story with video. That’s versatility!
*Not actual math.
2. It showcases your product
When it comes to increasing sales, it is all about how you showcase your product. If you sell online then customers are always going to be sceptical about what they are purchasing because they don’t get the opportunity to hold the product in their own hands before clicking the ‘buy’ button.
Of course, product images can help alleviate these doubts, but video is much better at doing so. Clothing retailer, ASOS, pairs catwalk videos with product images to give customers extra peace of mind before purchasing:
According to video marketing research, 96% of shoppers find videos helpful when making purchasing decisions online. And, if you’re in the B2B space then it might also be interesting to note that B2B buyers name video among the top 3 most useful types of content for making work purchases.
3. It makes buying easier
Continuing from the above point, it’s clear that shoppers use video to help them make purchasing decisions, so why not make that decision even easier for them?
With shoppable interactive videos, people can buy directly from within a video. Interactive videos allow you to include clickable links that can take customers straight to the checkout page on your website. So if they see something they like within your video, they can simply click and buy!
This reduces distractions and barriers to check out for customers, which results in increased sales for you!
To learn more about the benefits of interactive video and to check out some examples, click here.
4. The SEO benefits
In addition to directly increasing sales, video can also indirectly contribute to more sales by improving your search engine ranking.
Having a video on your site, whether that be on your home page or product pages, can increase the amount of time a visitor spends on your site. According to a Wistia study, the average time spent on pages without video is just 2 minutes and 48 seconds, but the average time spent on pages with video is an incredible 7 minutes and 21 seconds!
The amount of time a web visitor spends on your site is known as dwell time; and a lot of SEO experts believe that Google uses dwell time as a ranking factor. So, by having videos on your site you might be able to increase your organic traffic and spend less on increasingly under-performing PPC ads.
5. Video improves conversion rates
According to Unbounce, using videos on landing pages can increase conversion rates by up to 80%. This is because videos are engaging, increase the time visitors spend on a page, and can also evoke a sense of trust in customers.
One brand that put this to the test was ski equipment retailer, Simply Piste. They used videos to demonstrate their products to shoppers and saw conversion rates increase by 25% as a result.
6. The human element
A video can give your brand a face (quite literally, if you show the faces of the people who make your business what it is) and customers love something that they can connect with and feel a part of.
You can humanise your brand by making a ‘meet the team’ video, or by showing customers what goes on behind-the-scenes like in this Krispy Kreme video:
Videos like this increase trust and brand loyalty among customers because it gives them an insight into how the brand operates.
7. Reach wider audiences
On all of the sites that get the biggest share of online traffic, like Facebook, YouTube, and Twitter, video is a prominent feature. So, by posting videos to these sites you can reach a much wider audience.
Studies have found that 45% of people watch more than an hour of video on Facebook and YouTube every week, and 82% of Twitter users watch video.
8. People PREFER video
The reason that the social media sites mentioned above have such a focus on video is because people LOVE video.
According to The State of Video Marketing 2019, 68% of people prefer to learn about a new product or service by watching a short video. This makes video more popular as a learning tool than text-based articles (15%), infographics (4%), presentations and pitches (4%), and eBooks (3%).
9. Improved lead generation
Videos can be great tools for lead generation. All you need to do is capitalise on the interest of your viewers while your product, brand, or service is still fresh in their mind. You can do this by including a clickable ‘call-to-action’ button at the end of your video.
Or, you could use a feature like Wistia’s ‘turnstile’ tool to embed a lead capture form directly into your video. Here’s an example:
According to research by Wistia, videos that included lead capture forms like this within the first 20 seconds resulted in a 43% conversion rate.
10. It’s tried & tested
Marketers love and use video because it works…and there’s a lot of data to back that up. 87% of businesses are now using video as a marketing tool, which is an increase from 63% in 2017 and 81% in 2018. What’s more, 91% of video marketers consider video an important part of their marketing strategy, and 83% say video gives them a good ROI.
5 brands that got BIG results with video
So, now we know why video is so good for increasing sales, let’s take a look at some brands who hit the jackpot with their video content.
1. Dollar Shave Club
After our introduction, we can’t NOT mention Dollar Shave Club here. Thanks to their success, the brand has become somewhat of a legend in video marketing circles; and, as such, you may find yourself thinking that the success generated by this campaign is unobtainable for your company. But, looking at the video itself, there is nothing here that can’t be emulated by another brand looking to achieve the same success.
Possibly one of the biggest reasons for the brand’s success with video was that they didn’t take themselves too seriously and weren’t afraid to take risks. This video spread across the internet like wildfire because people saw it and thought: “Man, this is nuts…and funny! I’ve got to show my buddies…”
Dollar Shave Club didn’t try and cram ALL of the brand’s USPs into the video, they didn’t over think their messaging, they just focused on telling a great story. And for that, the brand received 12,000 orders within 48 hours of uploading the video to YouTube.
While Dollar Shave Club’s success is phenomenal, your videos don’t need to go viral to help you increase sales.
AO.com, an ecommerce site specialising in household appliances, makes thorough product videos that talk consumers through exactly what they would be purchasing. The videos are clear, informative, and showcase every feature of the product–giving customers the kind of peace of mind they would get from having an in-store experience.
According to Matt Lawson, the head of conversion for AO.com,
“Video gives us the opportunity to WOW our customers. We have tested and proven that when someone watches our videos they’re 120.5% more likely to buy, spend 157.2% longer on the site and spend 9.1% more per order.”
Although it is the second largest confectionery brand in the world, even Cadbury has turned to video to increase sales. Cadbury wanted to increase sales in India where the market for gift chocolate is only 5-7%, compared to 15-35% for the rest of the world, so they created a personalised video campaign.
The campaign encouraged users to buy a box of Cadbury Glow chocolate with the incentive that they could create their own personalised video for the recipient of the gift.
The campaign was a huge success, resulting in a 96.89% conversion rate! It also generated a large amount of buzz on social media, with the hashtag #MakeTheMomentGlow reaching around 1.6 million people.
When British/American cruise line, P&O wanted to raise awareness and encourage bookings for their 175th anniversary ‘Grand Event’, they turned to video and email marketing. Combining the two, P&O created a ‘video in email‘ campaign that, compared to a Grand Event email sent seven weeks earlier without a video, resulted in a 950% increase in bookings and a 679% boost in revenue!
Adding videos to your emails is a powerful move because your email list is filled with people who already love and value your brand, and, according to Forbes, including a video in an email can increase the click-through rate by 200-300%. Just be sure to include the word ‘video’ in your subject line, this can increase open rates by 19% and reduce unsubscribes by 26%.
Organize-it, formerly known as Stacks and Stacks, is a homewares retailer that uses product demonstrations in a similar way to AO.com. The videos on the site not only show the products in action, but also feature presenters that make you feel as though you are receiving the kind of one-on-one attention that you would expect from any bricks-and-mortar store.
They’re not the most flashy videos out there, but they’re functional. And, according to Organize-It, shoppers are 144% more likely to make a purchase after seeing one of their product videos!
Video types to help you sell MORE
As mentioned above, there are many different types of video that can be used to help you sell more. It all depends on what you’re selling, and who you’re selling to. Let’s explore different video types to see which one would work best for your brand…
1. Demo videos
Demo videos are great if you’re selling a piece of software or an app. They allow you to showcase the exact features of your app or software through a screen-recorded demonstration. This is perfect for onboarding new users because people like to learn through video. In fact, 96% of people say they’ve watched an explainer video to learn more about a product or service.
Take a look at this video by LifeWorks:
LifeWorks is an employee assistance program that combines all benefits, such as wellness, perks, and recognition in one place. This mixed-media demo video shows viewers exactly how the app works, while adding a little flair with the decoration around the scene.
2. Interactive videos
Interactive videos invite viewers to participate in your content instead of being passive. This makes them 32% more memorable than linear videos, and also makes viewers 9x more likely to show purchase intent.
Here’s an interactive video by Travel Dudes:
The clickable hotspots in this video show key information for each travel destination and also give viewers the option to visit different pages to learn more. All they have to do is click on something they like and the information pops up!
3. Product videos
A product video is, quite simply, a video of your product in action. This can help to ease the doubts of some of your potential buyers and also inspire them to buy.
Take a look at this video from Blendtec:
The main thing you want to know when buying a blender is if it is fit for purpose (i.e. you want to know that it can effectively blend your fruit and vegetables!), and what better way for Blendtec to prove that than to show it in use?
Of course, they go one step further by blending the most ridiculous things–mainly Smartphones–and this makes their videos more memorable and shareable.
Social proof is very important when it comes to online shopping. Customers want to be reassured that they are making the right decision, and so they seek out testimonials before buying. And, while written reviews and testimonials are great, video can really seal the deal.
Recent research found that 62% of consumers watch product review videos before making a purchase, and if that many people are seeking testimonial videos then it makes sense to have a couple on your site, perhaps even on your product pages.
Take a look at this video by Crown Properties:
Crown Properties is a property management company that acquires and revitalises old commercial buildings for new clients. Testimonial videos, like this one, can help to reassure future clients who may be new to this experience and perhaps have some reservations.
5. Upselling videos
While videos are great for selling to new customers, they are also just as great at selling to existing ones. After a customer has purchased from you, consider what else can be added to their purchase to make the buying experience more pleasant for them and also to increase sales for you.
Take a look at this video by Toyota:
This video shows buyers of the Toyota Hilux the different accessories that can be purchased to complement and improve their new car. It isn’t pushy or ‘sales-y’ in nature, it simply showcases the products as they would appear on the car, allowing customers to consider whether they want to buy more or not.
6. ‘How to’ videos
If you’re finding that customers aren’t sure how to use your product correctly, than a ‘how to’ video can help to increase customer satisfaction and reduce the number of calls flooding into your support reps.
Take a look at this video by Xiidra:
As you can probably tell from the video, Xiidra is a brand of eye drops. This fun and colourful animated video demonstrates exactly how customers should use the product in clear and easy-to-understand steps.
7 top tips for increasing sales with video
While we’ve proven that video marketing is an effective marketing tactic for increasing sales, it isn’t guaranteed that all videos will be successful. The world of video marketing is increasingly competitive, so you need to make sure that every video you make is amazing. Here are 7 top tips that will help you do just that (and, of course, increase sales!)
1. Select the optimal length for engagement
When creating a video, you may feel like length should be a secondary factor. As long as you include everything you want to say, it doesn’t matter how long your video is–right?
Viewer attention spans are short. You need to include only the vital information (we recommend 3 to 4 key points) in order to peak interest and entice people to want to find out more about your brand, product, or service.
When it comes to engagement, 1-2 minutes in the optimal length as shown below in this graph by Wistia:
2. Post to YouTube
YouTube is the 2nd most-visited website (no prizes for guessing who number one is!), and so if you want to increase sales then you should definitely post your video there.
The great news is, this is easy to do. It’s free to set up a YouTube account and you can post as many videos as you like. You can also use YouTube as a place to host your video when embedding it on your website.
3. Don’t forget to optimise
As the second most popular site in the world, YouTube already has A LOT of videos that you’re going to have to compete with. To give you a better chance of standing out, you need to optimise your video. This includes:
- Using keywords in your title and description
- Tagging your video
- Creating an engaging thumbnail
All of this can work in your favour when it comes to increasing viewer engagement, and ultimately sales through your video.
For more information on how to optimise your video on YouTube, check out this article: YouTube SEO: 13 Ways to Rank Higher in 2019.
4. Make your videos shareable
The more people that see your video, the better chance you have of success. But, what makes a video shareable?
According to a study of viral videos, there are a couple of factors that can increase a video’s ‘shareability’. It was found that people are more likely to share videos that tell a story, or tug on our emotions–or both! It was also clear that overly-promotional videos–videos that were clearly, straight-down-to-business ads–were among the least shareable.
It’s important to note that if you want your video to be shared across social media, you need to make sure that it meets the criteria of the channel you want it to be shared on.
5. Create personalised videos
Customers are expecting more and more from brands recently, and a growing trend within that is personalisation.
Personalised videos are increasing in popularity with both marketers and consumers, and amazing results have been shared! Computer manufacturer, Lenovo, sent personalised videos to the customers on their email list as part of a holiday campaign and they quadrupled their click-through-rates.
Similarly, Tradeshift, a global supplier collaboration platform, saw a 231% increase in page views when they created personalised videos.
6. Optimise for mobile viewers
34% of people now mainly watch video on their mobile device, so you need to make sure that your video is optimised for these viewers.
This means ensuring your video is responsive to different screen sizes and also that it makes sense without sound–especially if you’re posting on Facebook as 85% of all video on the platform is watched without sound.
7. Include a call-to-action
This is possibly the most important tip for increasing sales with video. After all, if you don’t tell viewers what to do next, or where to go next, then they will never convert.
There are a couple of different ways that you can include a call-to-action in your video. You can do it verbally and/or on-screen, like this:
Or, to make it even easier for customers to convert, you can include a clickable link that takes viewers straight to the next step, like this:
The example above allows viewers to click a button to be taken instantly to the app store page to download the Verizon app. This is easily done with an interactive video.
Thanks for reading
Thanks for reading our ultimate guide on how to increase sales with video. In the ever-changing world of marketing, video has cemented itself as a reliable form of content that generates real results. If you want to get even more out of your video content, check out our Ultimate Guide to Video SEO.
Just starting out? Click here to take your first step towards creating an amazing explainer video.