From Instagram to Facebook to YouTube, Snapchat, TikTok, & More – Here’s Why You Need to Be Creating Video at Scale
Last updated: October 13, 2020.
We all know how important video is in regards to content marketing. But getting great at it now is a must, because the trends are undeniable. 5 Billion YouTube videos watched every day. Google is actively working on a partnership with Shopify to monetize this further. Instagram is working on shoppable Reels. Video plays an important part in the customer journey. Web Smith recently wrote about how TV consumption is shifting to mobile/social.
In the future, the majority of eCommerce transactions will occur on mobile devices inside social apps that primarily distribute video content. Instagram has already started going down this road. Snapchat is doing it. TikTok too. Google is not going to get left behind and will figure this out with YouTube (a video ad campaign with clickable elements that allowed viewers to make purchases just got an 11X return on ad spend). Apple Pay is getting huge adoption. I wouldn’t be surprised if mass adoption (i.e. eCommerce transactions inside social video apps) occurs within two years.
On Taobao, China’s largest eCommerce platform, 42 percent of product pages include short videos and live streaming is growing quickly. Viya, China’s star saleswoman, rules a $60B live online shopping empire. In November 2019, Kim Kardashian partnered with Taobao to promote her KKW Fragrance brand via live stream on Singles Day. She sold out of 15,000 bottles in 3 minutes. WeChat is doing it too. Video is being incorporated into Amazon’s product pages at a fast rate. Facebook just bought a live-streaming startup. Popshop raised $3M to bring live streaming to shopping. COVID-19 has accelerated the adoption of streaming video. The future of eCommerce is video.
Inspirational Video Content to Help You Level Up Your Campaigns
Creating video will pay dividends for your social accounts, advertising campaigns, brand affinity, and more. Below is a series of examples to motivate and inspire you to create more video for your own brand. I will be doing a follow-up post that’s centered more specifically around how to create these types of videos. The examples below aren’t meant to be an exhaustive list – just a good handful of unique content we’ve found lately. Hopefully, it helps you think outside the box a little. Don’t be intimidated. There’s endless video creation tools available (and platforms like TikTok, Snapchat, and Instagram have great native editing abilities you can take advantage of). Utilize existing creators you find on social as well. And if you need any help or just want to talk strategy, contact us today!
Video on the product page:
Read Marco’s tweet below (and the related thread). Glossier does a fantastic job of incorporating video on their product pages (and throughout their entire brand as well).