A well-executed video strategy can deliver higher levels of customer service, increase your customers' confidence in their purchase decisions, decrease product returns and give customers a more favorable opinion of your brand.
To achieve this level of success with video marketing, it's critical to pay close attention to consumer sentiment and use that feedback to improve video planning and implementation.
One way to do this is to enable consumer ratings and comments in your video player. By listening to these, you may uncover qualitative data—positive, negative or neutral—that can validate your video marketing approach is right, or tell you to change course.
We conducted a sentiment analysis of 2,500 individual comments from videos on the Invodo video platform. These were a mix of videos produced by Invodo and third parties. Four key recommendations to improve video marketing content emerged from that analysis:
- Show the Product: Your video should give consumers a better understanding of how your product works and its key features than what they could learn from text or still images. In fact, 55 percent of the comments we analyzed that were either negative or neutral in tone were what we call "Requests for Information." The consumer, after watching a video, wanted to know more—such as how a product looks from the inside, or what sound it makes, or what materials it's made of. When you're deciding what content to include in a product video, don't assume anything is obvious.
- Make the Video Realistic: Give the consumer a frame of reference when you're featuring a product in a video. This includes giving the product scale, measurement and sizing information, and to show the product in a context that it's supposed to be used. For example, show your sweater exhibited by a model, or show how your tablet can be held in one hand. Of the negative or neutral comments we analyzed, 21 percent were a "Request for Context." This is where video shows its real value in comparison to other marketing assets.
- Put Videos in the Right Place: Imagine trying to watch a video about a specific tablet, only to be shown a video that introduces you to tablets in general, without specifics about the one you're thinking about buying. Among category videos, 10 percent of the complaints we analyzed were about the video not being specific enough. Successful video marketing uses category videos for consumers higher up in the purchase funnel who are considering whether or not to buy a certain product (such as tablets or paper shredders). Product videos tell consumers about a specific product. Make sure you merchandise your videos on the right pages.
- Pay Close Attention to All Comments: Even a small number of comments about a product can give you actionable insights. For example, 6 percent of the negative or neutral comments analyzed were critical of the product itself. In other words, after watching a video, that consumer wanted the product to be different. You can take these comments to help make your product better and show consumers you're listening to their feedback. Another 1 percent of the comments we looked at said they felt the videos were overly salesy or made claims about the product that may be difficult to back up. This feedback can help you optimize your videos to be more educational, meeting the consumer's expectation, and less of a sales pitch.
Consumers are not only coming to expect video as part of the online shopping process, but are relying on it more as part of a satisfying experience. The key to success in e-commerce is listening to, and understanding, your target consumers as intimately as possible.
Tapping into consumer sentiment may seem like a daunting task, especially when you're analyzing potentially hundreds of pieces of feedback. In the end, however, it may be the most effective and valuable exercise in making your videos drive bottom line sales success.
Craig Wax is the CEO of Austin, Texas-based business video solutions provider Invodo. Reach him at email@example.com.