Mar 10 2009
Video goes mainstream– and it’s not just for product demos
The use of video on ecommerce sites has moved from a trend to one of the most discussed tactics in 2009. My post on Video Product Demonstrations in March of 2008 resulted in many responses from entrepreneurs who had set up video production houses in anticipation of the trend. Most of these businesses are photographers who understand their client’s need to efficiently produce videos at a cost that is low enough to allow a return on investment. They are competing with resourceful managers who hire talented and enthusiastic interns to produce videos. Many are surprisingly well done.
The barriers to entry are low and this has resulted in rapid growth as users have seen increases in conversion that support expansion in the use of videos. Ecommerce players have also learned syndicate their videos through the use of widgets to create a legitimate social marketing tactic.
In addition to product demos and reviews used by the early adopters, videos are also used for:
- How to assemble videos
- Installation videos
- Testimonials
- Category page branding (for instance: interviews with product managers)
The Get Elastic Blog has created a series of articles titled Adventures in Ecommerce Video that demonstrates how etailers are using video. I suggest making a visit…
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