Usage of online video continues to grow at a significant rate and has now become a key pillar in many marketing strategies.

  • Video accounted for 64 percent of all consumer Internet traffic in 2014
  • Videos on Facebook now receive over four billion views per day - helped significantly by Facebook’s auto-play settings!
  • PwC anticipates that video will be the fastest growing area of Internet advertising in Australia, tripling in value in the next 4 years
  • Nearly 1 in 3 millennials confirmed they have purchased a product as a direct result of watching a tutorial or how-to video about it

Organisations are investing a great deal in their video content strategies and are using the medium as a powerful and engaging tool to communicate brand and product concepts.

One key aspect that has historically been overlooked is driving action from video content. A number of brands are leveraging shoppable videos that highlight design trends via a brand ambassador or stylist to discuss what’s hot. Shoppable video then makes it easy for customers to find the full product details and purchase online. The critical factor is to deliver engaging content that showcases products whilst intertwining a story that compliments the viewing experience.

Leading examples of mixing video content and action include Burberry’s runway video which is an elegant example of melding new fashion looks with shopping abilty; Kate Spade with their beautifully executed campaign featuring Anna Kendrick - The Waiting Game and Joyus who use this technique for nearly all of their products online.

Video can be a very effective medium to communicate difficult concepts online such as size and scale of products, demonstrate features and benefits for complex products, address issues that may arise post sale and provide product tutorials.

Ultimately, video content is great at communicating engaging and emotive concepts and should be used to bring your brand alive.

Keen to learn more? Come along to my Online Retailer Conference session - Moving Pictures: Unlock the ROI Gold in Online Video on 22 July where I’ll cover video trends, making content actionable and provide insights on creating effective video content.