We’ve touched on it before in a previous episode, but video creation for ecommerce is just too important to ignore!
In this episode of The Ecom Show, we’re honored to welcome Allan Glanfield from Canada, an accomplished video marketing strategist at Bellwether X.
If you take a look at their website, you’ll see impressive visuals, engaging content, and top-notch music to go with it as it becomes increasingly more apparent that these guys are damn good at what they do!
Sit in as Daniel and Allan discuss what it takes to craft a story and everything you need to know about video in ecommerce in addition to:
✔️ The importance of storytelling
✔️ Evolution of video advertising
✔️ The right time to start thinking about videos for your business
✔️ How to get started in the video marketing world
✔️ Subtle differences and helpful hacks for creatives in Q4
We heard it from our good friend Ian Garlic a few weeks back, and Allan drives the point home this time. You can have the best equipment and actors, but if your product and your story aren’t good you won’t succeed even with the best in the business. It can even be frustrating when a simple concept out-performs a “million-dollar idea,” but that's the nature of the trade!
Don’t get caught up in the best technology. Just learn lightning basics, help people learn about the product so they can make an informed decision, and above all else, tell a compelling story!
Back in the day, a room full of writers would painstakingly develop a winning idea for a television commercial, with one shot to make it work. These days, it makes more sense to create lots of videos and test them to see what performs best.
You could even argue that the conventional advertisement has been completely replaced by “viral videos,” unboxing videos, customer video testimonials, and simple videos. People also think these videos are only suitable for social media, but you can find them on landing pages, product pages, and even email flows post-purchase!
People often wonder when they should start thinking about creating engaging video content or hiring someone to do it for them. Allans says that you should worry about that right out of the gates! It’s never too early to start thinking about content, and without beautiful images, captivating videos, and other content, your website will be just an unremarkable framework!
You actually save yourself a headache in the long run if you map out your creatives early on, even if you have a tight budget to start.
Video marketing gurus come from all different backgrounds, so there’s no wrong way to get going if you think it might be your calling! Allan mentioned that comedians make for great writers, and having a sense of humor is a must if you want to create compelling advertisements that move people to action!
You can also start as a videographer or photographer like Allan and build up years of experience learning strategy, marketing, data analytics, and the other essential aspects of media buying, but it takes time.
Surprisingly, the story takes a back seat this time of year to more concise, simple product-focused videos. It’s buying and gifting season, so people are more worried about seeing a product and learning about it and less about the brand it comes from.
It’s also important to capture attention in the first few seconds of a video because there is lots of competition during November and December. Use nifty camera angles, engage the audience directly with gestures, and make sure you get some eyes on that video you’ve worked so hard to create!
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