5 Must-know video trends for e-commerce in 2016
Consumers are expected to spend US $327 billion on online shopping in 2016. The competition for a share of customer’s wallet will be fierce.
As brands and online retailers turn to visual commerce for differentiation, we’ll see new innovative uses of videos.
According to eMarketer, 73% of top 100 online retailers already feature videos on their product pages. How will 2016 be different for video in e-commerce?
Here are our predictions about the top e-commerce video trends for 2016 and what you should be on the lookout for.
1) Video curation will go hand-in-hand with video creation
Video for ecommerce is often automatically associated with video production. However, in 2016 video curation will gain more attention as another viable e-commerce strategy.
Video curation provides the benefit of sharing engaging product videos with consumers using readily available content from social media. Curation involves filtering videos from social media for relevance, quality and type, so as to identify content that gives the most eloquent and complete information about a product.
Brands and retailers can use video curation to supplement their own video assets and to give shoppers more versatile and engaging content. They can also use curated videos when they do not have video material of their own.
Take a look at the example below from Tassimo.co.uk. The e-commerce site of the beloved coffee machine brand features video galleries with video content curated from social media. This adds versatility and originality to its product pages and engages shoppers.
Curation can be done using online tools that provide video recommendations for products on-demand. This makes the process of video scouting and filtering efficient and fast.
The main premise of video curation is to give ecommerce sites the convenience of having videos that can be shared with shoppers to help them make informed purchasing decisions on the site. In 2016, video curation will be just as important for engaging shoppers as having aggregated product photos and reviews from social media.
2) Brands and retailers will want more UGC videos
Much of YouTube’s rise as the power engine for video search can be attributed to the growing popularity of user-generated videos. This is the type of content that shoppers love to watch and creators love to share.
In 2015, the number of video posts per person has increased 75% globally. In 2016, brands and retailers will seek to aggregate user-generated videos and share them on their pages in order to be more relevant and engaging.
Back to our Tassimo.co.uk example — the e-commerce site features a healthy mix of user-generated videos, alongside brand’s own videos and videos made by partner retailers. User-generated videos help customers visualize what the product looks like in real life, how it performs and serve as a great social proof.
According to Comscore study, brand engagement rises 28% when consumers are exposed to both brand and user-generated video content. UGC is especially important for the Millennial generation, 84% of whom say that UGC on websites influences their purchases.
In 2016, we’ll see the trend for aggregating UGC from Instagram and other photo-sharing platforms go one step further and extend to user-generated product videos as well.
3) Video galleries will take product pages to another level
Online shoppers easily get bored and distracted. In order to keep visitors engaged, online retailers will need to feature multiple product videos on their product pages.
Take a cue from GoPro. They know that their videos are the strongest selling point for the brand’s signature cameras, so they try to offer multiple videos on the product pages in order to engage customers.
Just as one product photo won’t cut it, consumers will expect to see variety of videos that give them different outlooks on the product before they purchase. The future belongs to ecommerce sites that keep shoppers active on pages and motivated to shop. Video galleries on product pages will be another tool that helps ecommerce achieve that in 2016.
4) Videos will not be hidden on product pages
In the past few years we’ve seen various experiments of how product videos are featured on ecommerce sites. From prominent placement at the top with large loop videos, to product videos buried deeply down on product pages, we’ve seen it all.
In 2016, we expect to see videos placed prominently above the fold on the product pages, so as to captivate visitors early on in their browsing sessions.
Lush UK does a great job with their product videos, which are placed prominently on the landing product detail pages and captivate visitors from the first second.
As online retailers become more assured in the power of video to engage and convert shoppers, videos will gain more prominent real estate on the product pages. This will ensure greater visibility and utility for shoppers.
5) Videos will be optimized for mobile
In 2015, retailers and brands learned that mobile commerce is the next step in the evolution of digital commerce. Consumers are using smart mobile devices to browse, research and make buying decisions on the go, from one micro-moment to the next. It makes sense, therefore, to make all elements on the product pages optimized for mobile, including product videos.
This is what video gallery looks like on Tassimo.co.uk mobile site. No weird cropping there - just beautifully displayed product videos that beg to be watched.
In 2016, mobile is expected to account for 52.7% of online video consumption. Consumers will expect seamless experience of ecommerce sites as they switch devices. Proper display of videos on mobile will be crucial for creating smooth browsing journeys.
Originally published on Goodvidio Blog.