Videos have taken over the internet. Every social media network, every website – all have videos. In fact, by 2019 more than 75% of the internet will be filled with video and video ads!
Video has grown exponentially in the ecommerce industry. You must have already seen plenty product videos, UGC (user generated content) in which users submit video clips of them using the product, product review videos and video testimonials, on the internet. If you’re in this space, you NEED to start making videos, irrespective of your Business model (B2B, B2C, or C2C).
Though organic videos perform better than images and text, video ads have the maximum impact. Video ads are one of the most efficient ways to drive highly engaged traffic to your ecommerce website, which in turn leads to an increase in sales.
[GOOGLE DOC] Here is a video script template you can use to make ecommerce video ads: https://docs.google.com/document/d/1J1GbtMJypkP9s8FQv6dpWgK0F0ty0xBn_BgHXddtb9U/edit
Just fill in the blanks with information unique to you and your product(s). You can directly copy paste this into video making platforms that support scripts, like Rocketium, or use Google Docs.
Making great ecommerce video ads
Before you make a video ad, it is important to know a few prerequisites. Video ads are normally much shorter in duration than organic videos. Though every social media platform allows different duration of video ads, it is best if your ad is 15-30 seconds long, not more.
You can break down your video into 3 parts – intro, video body and outro. The downloadable video script takes all these 3 into consideration. Here is a playlist of different types of video ads made by some big ecommerce players.
You have a very small window to woo your viewers and redirect them to your website. Most marketers optimise their video ad metrics by conducting A/B tests for videos. Here are 4 steps you can follow to write a video script for your ecommerce video ads:
Step 1: Know your goals
The first step in making a video ad is knowing why you’re making the ad. For almost all video ads, the main goal is to bring the viewer to your website.
Some video ads are meant just to increase brand awareness and brand recollection. For example, you can make a video ad just wishing every viewer a merry Christmas. Use your brand colors, add your logo and tell them your entire team wishes they have a good holiday!
Step 2: Define your audience
The next step is to define the target audience of your video ad. Most platforms like Facebook let you pick a target audience based on geography, demographics (age, gender, etc), common interests, etc.
Knowing this will help you select the right message tone, font, color palette and music track to ensure your video ad gets high conversions.
Tip: Ensure your website is optimised for mobile traffic. Here is a quick read on how ecommerce sites need to handle mobile traffic.
Step 3: Build a flow
Remember, you’re telling a story through your video. This means the scenes must be relevant to each other, and should align with the goal you decided in the first step.
If you disrupt the flow, or talk about something that is not of relevance to the viewer, he will immediately scroll away and you’ll lose a potential buyer. Here is something that will put you on the right track:
The intro scene is the most important part of your video. It determines if someone is going to finish watching your video or abandon it midway.
Mentioning the name of your product in the first scene of your video ad is important, especially if your ad is on social media. You can either use text to show it in the first scene, or add a voiceover/narration to let your viewers know what the video is about.
An alternate approach to your video ad is to showcase a collection. This could be a package deal, for ex, a smartphone + a compatible phone cover + a compatible screen guard. Or it could also be a collection of clothes and apparels titled ‘Summer Collection 2018’.
Once you’ve introduced the product, you have to highlight its USPs and main features. Post images of your product from different angles, or add video clips showing how your product can be used (for ex, you can add a clip of someone using the beard trimmer you’re making an ad for)
Pro tip: Differentiate sentences that need to be shown as text overlays on the video, so you can easily identify your narration text and the video text. In the screenshot below, you can see how Rocketium avoids this confusion altogether by keeping them both separate:
This is your final chance to push the viewer to perform an action that aligns with the goal of your video.
Some of the most common CTAs used in ecommerce video ads are:
- Buy Now
- Available Offer
- Add to Cart
- Shop Now
- Get Offer
Here is a good collection of CTAs for the ecommerce industry.
Step 4: Run A/B tests
Though most digital marketers run A/B tests on images and text copies, very few actually experiment with video ads. The main reason for this is because video making is time-consuming. If creating and rendering one video can take you upto an hour in your current setup, you would be highly demotivated to create multiple ad copies for experimentation!
But if you have the right video making tools, making test copies becomes a piece of cake! Here are 5 steps to carry out A/B testing for videos.
A few elements of a video on which you can experiment upon, and run split tests:
- Content (tone, language of the CTA)
- Color (color palette – text color, highlight color, background color, etc)
- Media (images, videos, gifs)
- Music (genre)
- Text (font, size, position)
Do you have any tips you’d like to share? Mention them below!