E-commerce Link: Lights, Camera, (Sales) Action!
To draw your customers in further, hand them the video camera. Forrester Research found that 7 percent of all online consumers have uploaded video to a site like YouTube—and that number is set to grow as access to video-making technology increases and becomes easier to use. Tapping customers’ enthusiasm and giving them a platform cements their relationship to your brand.
At AE.com, clothing retailer American Eagle Outfitters (AE) caters to its base of 18-to-25-year-old buyers with a microsite focused on spring break. The site features customers’ spring break videos alongside AE.com-produced “video confessionals” about fun-in-the-sun exploits.
Video also can add a new dimension to customer reviews, which 76 percent of all online shoppers consult, according to Forrester Research. Allowing customers to demonstrate products themselves gives your site additional credibility. On Buy.com, customers can upload video clips that point out the merits of equipment from digital cameras to computer mice and contribute to the site’s overall aura of expertise.
3. Use viral video to boost brand awareness.
On sites like YouTube, where it’s easy to pass along links to clips, an effective video campaign can help your brand reach new audiences. Forrester found that 46 percent of video viewers find clips online through links or referrals from friends. Trust in content received via such word-of-mouth methods is high: Forrester found that 83 percent of online consumers have confidence in referrals from friends, compared with 69 percent who trust information direct from a manufacturer site.
Dove’s “Campaign for Real Beauty” ads struck a nerve with viewers; the uploaded versions to YouTube earned millions of views. Capitalizing on the trend, Dove debuted its line of body oils with a YouTube clip inviting women to upload their own ads; the winning entry aired on TV during the Academy Awards and was showcased on the Dove Web site. The contest drew more than 700 entries.