The world of video
Online video is the fastest growing form of content. The growth is so significant that advertisers are shifting their media budgets away from traditional forms of advertising such as television. They are putting their budgets towards online video campaigns. Branding, name recognition and interaction are easier and faster to measure online. And as an added bonus: online video advertising is much cheaper.
Advertising is just one reason to use video. The well-known pre-roll ads, which you can see on platforms such as YouTube, work well but are not always relevant and can even be annoying. Video offers many other possibilities if you use it as a content form. The companies below set the right example and use video as an additional revenue channel .
1. Product video for the fashion industry
The fashion industry is a very visual industry. It’s all about emotion: looks, presentation and branding . Video is not new to this sector. Brands like H&M make extensive use of video for television commercials, as ads on YouTube and other social media.
Oddly enough, few fashion brands use video on their own website. A campaign video like this one from H&M is an example of how you can use it, but it doesn't have to be that complicated and expensive. You can use videos to highlight products. Something that the website visitor also wants.
Exposar , originally a fashion retail platform, noticed this too and decided to do something with it. The company has specialized in product photography and video for fashion brands in recent years. They discovered that the success of the affiliated retailers depended heavily on the quality of the content.
By using video for the fashion industry, you help brands and retailers to be successful online. Because:
Videos give a much better impression of the products available in a webshop.
Video helps communicate brand culture and promote new trends.
Video for web shops is not only a marketing tool, but also a tool that increases conversion.
With clients such as Hunkemöller, McGregor, Vingino and Studio Anneloes, Exposar decided to renew its services and further put 'product content for fashion brands' on the map, using video.
Using video in web shops is of course not hong kong telephone number new – ASOS has been doing this for about two years – but many fashion brands and e-commerce companies are not. The idea here is that it is complicated and expensive, but it doesn’t have to be. Fashion brands can use it in the following ways:
Video lookbook – for inspiration and influence.
Clothing and product details – so that the consumer gets a better feeling before purchasing.
Video shop the look – allowing consumers to put together an entire outfit using video.
Video is suitable for any webshop or fashion brand, regardless of their size. It should be accessible enough to use alongside other forms of content, such as product photography. In this way, it brings the webshop to life, resulting in longer time on site , higher conversion and more interaction.
When it comes to clothing, the visitor wants a realistic experience before they make a purchase. According to Marketing Sherpa, visitors are 64 percent more likely to make a purchase after watching a video. When you give potential buyers the opportunity to learn more about your clothing with video, you build trust. It gives the consumer a better feeling about the garment and the brand, which results in higher conversions.