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Product videos are a very effective online sales tool as they give a better view of the item and help to answer any queries the customer might have.

We’ve previously blogged a number of case studies from retailers that have boosted conversions by as much as 160% by using product videos, so the potential impact of the feature shouldn’t be ignored.

But the precise use of video will differ depending on what you’re trying to sell, as clothing retailers will obviously have a different sales pitch to a software vendor. So with this in mind here are six examples of businesses that got creative with their product videos.

And to find out more about how to get creative with marketing, come to Econsultancy's Punch event. Curated by Creative Review, Punch showcases the best of insight-driven creative and forms part of our week-long Festival of Marketing extravaganza.

PadMapper

With the awesome tagline ‘Making apartment hunting suck less' and a cheerful French narrator, the animated video for PadMapper manages to be both informative and humorous at the same time.

It explains what the product does in a clear, concise manner and captures the viewer’s interest for the duration of the 100 second clip. 

I’m not entirely sure of the budget required for animated videos, but I would assume it is relatively cost effective considering that it has now clocked up more than 100,000 YouTube views. 

On the downside though, it lacks a call-to-action or even the company's URL.

Qubit

Software demos can make for a dull product video, so Qubit got creative by pitching its personalisation software in a race with a guy making a coffee.

The video doesn’t really demonstrate what the product can do, but instead shows how simple it is to use the technology. It's a great example of how an everyday activity can be used to add a layer of intrigue to an otherwise ordinary product video. 

Advance Auto Parts

Advance Auto Parts is a well-worn example, but it’s worth repeating as the company’s ‘how to’ videos are a terrific example of using the channel for a soft sales approach.

It has a library of instructional videos that educate customers on various aspects of vehicle maintenance in the hope is that having watched the tutorial the viewer will buy all the necessary parts and equipment.

The content is of genuine use to its customers and has proved to be a success, as visitors who watch video stay on the site twice as long and visit twice as many pages versus those who don’t see video.

Simply Hike

Simply Hike makes great use of product videos and has more than 2,000 clips on its YouTube channel.

Tents are one of those items that people are likely to want to see before they buy, so Simply Hike has created excellent videos that explain all the important information and allow customers to take a good look inside and outside of the tent. 

Shopify

Another animated feature, Shopify’s video is just a minute long but it does a great job of explaining the company’s service while making it seem like signing up is a very simple process.

The music and the narrator’s voice are both quite soothing, so it relaxes the viewer and helps to convince them of the benefits of using Shopify. 

ASOS

ASOS includes videos on all its product pages which allows customers to get a much better view of the clothing before they make a purchase.

Admittedly having a model posing in a pair of jeans isn’t particularly creative but it’s still worth flagging up as a way of using online video to increase sales.

Also some of them are unintentionally (or perhaps intentionally) hilarious, such as the utterly miserable plus size model and this guy who just loves to dance...

David Moth

Published 23 September, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1674 more posts from this author

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Pete Fairburn

We created a series of instructional fitting videos for www.powakaddyspares.com

The videos showed viewers how to fit the spare golf trolley parts sold by the site. Increase in sales of the parts featured increased by over 40% as a result and continue to be strong.

Product video that is of use to the customer is certainly a powerful tool.

over 2 years ago

Richard Spalding

Richard Spalding, Senior User Experience Professional at Canon Europe Ltd.Enterprise

I particularly like these stop motion product videos from Bellroy
http://bellroy.com/wallets/hide-and-seek-wallet

over 2 years ago

Karl Harris

Karl Harris, Digital Media Consultant at Aviva

PadMapper: I love the product, so it’s a shame they don’t give enough information for you to follow-up on the energy they create.

Qubit: Interesting video, I like the concept of the video but it lacks the energy that would drive me to look into it more. Also the resolution of the video isn’t in high enough resolution so I can’t really see what she’s doing, which puts me off.

Advanced auto parts: I like the concept but the execution could be better. Lift music isn’t my thing, especially during the whole video. Although I like the end frame request for feedback, they haven’t capitalised on the sales opportunity, why not have a ‘Buy now’ or ‘Add to Cart’ on this screen?

SimplyHike.co.uk: This video is part of an auto-play playlist, I don’t really like it, I don’t think it suites the feature for me because I don’t want to look at their entire stock. I’ll look up the tent I’m after and if they have other tents of the same size (Small/Medium/ Large) it would be good if they could let me link to them with thumbnails that display if the product is on offer or top selling. Also they have missed one thing for me, the most important thing, putting the tent up! A quick time lapse would have added a lot of value and transparency.

Shopify: A nicely done video, as best practice I would always put the web address on the final screen but that’s only a small edit. Good work.

ASOS: I don’t actually buy that much online, because I’m tall and well-built but no guy which means not all clothes fit me as intended, thanks Mum ( English - Long legs) and Dad (Mixed European – Long body).
With that overshare out of the way, I really like ASOS and there videos are good. They are my kind of company; although personally I would have a busted some more moves haha.

Quick change for you David, can you make the external links open in a new tab please?

Karl
http://uk.linkedin.com/in/karlrharris/

over 2 years ago

Dominic Byrne

Dominic Byrne, Chief Digital Officer (CDO) at DigiToro

over 2 years ago

Mike  Darnell

Mike Darnell, Social Marketing at Treepodia Ecommerce Video Solution

Nice examples, however I do think sometimes companies can put too much time and effort into creating 'quirky' videos which don't quite pay off. If it can be done well, great, but sometimes some companies can just push it a little too far and make customers want to quickly hit the mute button. There is of course something to be said for just general product videos which example in an engaging and informative way. These types of videos are not to be over-rated - please see a number of examples on our Treepodia site http://www.treepodia.com/ which have been highly successful at generating high conversion rates (of up to 88%) for our clients.

Thanks,
M

over 2 years ago

Mike  Darnell

Mike Darnell, Social Marketing at Treepodia Ecommerce Video Solution

Nice examples, however I do think sometimes companies can put too much time and effort into creating 'quirky' videos which don't quite pay off. If it can be done well, great, but sometimes some companies can just push it a little too far and make customers want to quickly hit the mute button. There is of course something to be said for just general product videos which example in an engaging and informative way. These types of videos are not to be over-rated - please see a number of examples on our Treepodia site http://www.treepodia.com/ which have been highly successful at generating high conversion rates (of up to 88%) for our clients.

Thanks,
M

over 2 years ago

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