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The Allure of Image and Video in eCommerce Marketing

We live in a digital world, with Internet users relying on images and videos more than ever for entertainment, education and information. As online marketers, eMerchants have to create an eShopping experience that plugs into this modern reality.

69%

of generation Z is interested in making direct purchases via social media

84%

of generation Z cite YouTube as their most most-regularly used social media platform

The benefits of high quality product videos

Video is a particularly powerful tool for eMerchants, who can use several types and formats to engage with eShoppers, including:

Product introduction: These expose eShoppers to a new product, demonstrates how they can use the product, and can make a convincing sales pitch to present its benefits. The niche fitness product Training Mask does this particularly well in this dynamic (and entirely wordless) introduction video.

Testimonials: Shows other customers sharing their stories about how the eMerchant or their products have enhanced their lives. Grammarly, the free grammar- and spell-checking app, do this particularly well on their YouTube channel, sharing positive feedback from users across the world and across industries.

Product reviews: Demonstrate the advantages (and disadvantages) of products, highlighting the merchant’s expertise and credibility. Leading eCommerce platform Amazon provide famously – and infamously – honest user reviews, where 1-star and 5-star assessments stand alongside each other, giving eShoppers a clear idea of what to expect.

Videos from manufacturers: Display how the product is manufactured, which may make some shoppers feel more comfortable as it adds a layer of transparency. Consider this video by camping manufacturer Sierra Designs, in which the designer describes the thinking behind the product’s creation.

The benefits of Visual Search

In eCommerce, visual search is utilised by what are known as ‘spearfishers’. These are users who know exactly what they’re looking for. So rather than using a regular keyword search (with pages and pages of results), spearfishers upload their search image, and use visual search to find it – and buy it – right away. Amazon, for example, allows users to search for products on its mobile app using their smartphone camera while they’re visiting a physical store.

Visual search is accurate and immediate, and it allows merchants to cross-sell. So even if an online shop is be out of stock of a certain item, a visual search can suggest similar items, increasing the chance of the eShopper making a purchase – even though they didn’t see what they initially wanted. US retailers Macy’s and Neiman Marcus both allow users to upload photos to their mobile apps, and then find similar styles to buy on their websites.

Visual search can also increase overall product sales volumes. If an eShopper is searching for only one clothing item, and their visual search returns an outfit that includes the item they’re looking for, there’s a higher chance that they’ll buy the complete look. This is also true for home décor, which involves matching and coordinating many pieces together.

A visual search also lets online shoppers dress like their favorite celebrity or influencer. All they have to do is upload a look they love, and – using a tool like ScreenShop – they’ll find the same (or similar) items at a variety of prices and retailers.

Product introduction videos

expose eShoppers to a new product, demonstrates how they can use the product, and can make a convincing sales pitch to present its benefits.

Rather than using a regular keyword search (with pages and pages of results), ‘spearfishers’ upload their search image and use visual search to find it – and buy it – right away.