The importance of product videos in e-commerce sales is undeniable.
According to Hubspot, 94% of people rely on explainer videos to understand products or brands better, whereas 84% watch videos to decide whether or not to purchase. Therefore, it’s hardly surprising that 99% of marketers plan to keep using videos in their ad campaigns.
This means you won’t be the only one using videos to promote your products or influence your customers. Your competitors will be right on your heels.
So, how do you stand out in a saturated market where everyone’s using the same tactics, more or less?
One sure-fire way to tip the scales in your favor is to make your videos interactive. Marketers and consumers love interactive videos, and for a good reason too.
Let’s discuss in detail why interactive product videos are gaining ground and how interactivity can enhance the viewing experience for your consumers. We will also give you step-by-step instructions on how to make your e-commerce product videos interactive with valuable tips that will set you up for success.
Table Of Contents
Why Interactive Product Videos?
Common Product Video Types And Examples
1. Product Demos
2. Product Explainer/Description Videos
3. Product Tutorials (How-To Videos)
4. Product Unboxing
5. Product Video Ads
6. Product Reviews (Influencers)
7. Product Comparisons
8. Expert Interviews
9. Product Walkthroughs
10. Blending In-Store With Virtual
11. Outdoor TV Shows
How To Make E-Commerce Product Videos
Where to Distribute Your Product Videos
Why Interactive Product Videos?
“Interactive videos allow customers to experience what a product feels like,” says Richard Baugh, CEO at COTU. For example, an interactive video can help consumers see a product being used in real-time, help them understand a product’s features better or educate them about the different choices and variations. Product card overlays can direct viewers to pages where they can learn more about the items featured in the video.
A study found that 43% of consumers prefer interactive videos since they can choose the information they want to access. In other words, the interactive video gives consumers control of their viewing experience.
They can enjoy the video while product cards appear on one side inconspicuously. When a product catches a viewer’s eye, they can click on the card to get more information, such as price, features, and variations, to decide whether to visit the product page.
One COTU customer explained what they like about interactive videos: “I can’t tell you how many times I’ve seen something on a TV show and there’s no way of knowing what brand it is, what the item is called, or where to get it from.”
A linear video doesn’t have the capacity to hold all the information consumers require to complete a purchase without becoming lengthy and boring. On the contrary, an interactive video is a specialized tool for single-session purchases, i.e., visitors can complete their purchase journey (from product discovery to buying) within the span of one video.
If the customer is ready to purchase, interactive video helps them conclude the sale faster. If they still need some time to decide, the video is still making it easier for them to gather the information they need.
Common Product Video Types and Examples
Each type of video serves a different purpose in an e-commerce marketing strategy. We’ll be looking at the most popular product video types which can help you drive conversions and boost sales. We will also discuss how interactivity can take your videos to the next level and set you up for success.
1. Product Demos
Product demo videos help customers better understand the product, how it feels, and why it’s the perfect choice for meeting their needs.
A product demo is ideal when customers are about to convert and want to find out more details about a product to ensure they’re making the right decision before buying it.
Example
Peloton created a product video that combines storytelling with a closer look at their bike features. In under three minutes, they showcase their product in action and share why it stands out. In summary, this high-quality video has everything consumers need to know about the product to make up their minds.
How Interactivity Elevates the Experience
While the demo video can highlight only vital features of a product, the addition of interactive cards allow you to direct viewers to related pages where they can learn about features in greater detail.
Similarly, you can add a shoppable product cards at the end of the video to facilitate the purchase. It would remove friction and save customers from the hassle of browsing the company’s website to find everything they need.
2. Product Explainer/Description Videos
Explainer videos make it easier for customers to decide if they want to buy the product by learning everything about its features and why it’s relevant to them.
You can use explainer videos across all stages of the sales funnel. You can use them on product pages to give the visitors complete information about the product. People also use them on landing pages to facilitate quick conversions or homepages to grab the attention of new visitors.
Another use of an explainer video is to appeal to customers closer to the decision stage. With a video explaining the product on the website, consumers can move faster to purchase by finding everything they need in one place.
Example
Solo Stove created a video that puts the product at the center of the story. In just two minutes, they showcase their product and its unique features through a high-quality video and an engaging story that features the product in real-life situations.
How Interactivity Elevates the Experience
Analyzing the engagement of explainer videos can help brands understand what their customers want. For example, you can track which product cards customers clicked on most often and which video parts they spend the most time on.
The cards that get more clicks indicate which product features your target audience is most curious about. You can use this knowledge to fine-tune future videos and even the design of future products.
3. Product Tutorials (How-to Videos)
Product tutorials are all about educating consumers and adding value. Instead of direct selling, the purpose of this kind of product video is to guide potential customers on how to perform a particular task (that would involve the use of your products).
Educational how-to videos are ideal for a new audience that needs to build trust with your brand before they make a purchase. The people interested in such videos are not there primarily for the product but to solve their problems. Hence, it’s a perfect opportunity for you to demonstrate how your product can help them achieve their goal or solve their problem.
Example
A camping gear store can create a how-to video to guide viewers on how to set up a tent. The video can be as detailed as needed since the ultimate goal is to help viewers accomplish a task. In this case, the video is nine minutes long with the focus on assisting viewers, while soft-selling products or services by showcasing their value within the task.
How Interactivity Elevates the Experience
Since viewers of this type of video are still in the awareness stage of their purchase journey, you can use non-intrusive interactive elements to highlight the products used in the video without drawing too much attention away from the main subject.
Instead, product cards add more value to the experience since interested viewers can quickly get a list of equipment, buy it, and follow the instructions to achieve their goal. You can also add links to related educational blogs, thus, increasing the time your target audience spends with your content.
4. Product Unboxing
Product unboxing videos are very popular as they help consumers experience a product as if they were buying it themselves.
Unboxing videos work well for consumers who are already considering buying the product. An engaging video that captures a good product experience can help speed up decision-making and even build a loyal audience that supports your brand.
Example
A beauty brand can partner with an influencer to create an unboxing video for their latest skincare product. The video can include product cards with more details about the product and additional links they can visit.
How Interactivity Elevates the Experience
Adding product cards with a CTA to the product page can increase the chances of conversion. The clickable element can help consumers find all the information about the product without leaving the video. You can also link to policy pages or product pages of complementary products to upsell your products.
5. Product Video Ads
Product video ads help consumers move to the consideration stage by selling a product in the most engaging way. They aim to grab viewers’ attention and get them to focus on the promoted product. However, in traditional ads, once the advert ends, consumers have to search online for the products to know more about them and buy them.
Adding an interactive element to the video can speed up the buying process by helping consumers access all the necessary information. Interactive, connected TV ads are gaining ground as a format that allows consumers to engage with the ad directly and reduces purchase barriers. In fact, interactive connected TV (CTV) ads average more than 85% video completion rate.
Example
An automotive company can leverage interactive CTV ads to showcase its latest models. While the video showcases the vehicle’s interior and exterior, it can also prompt the viewers to visit their nearest dealership to learn more or conclude the sale.
How Interactivity Elevates the Experience
Using click-through data on product cards in conjunction with sales metrics, you can estimate which regions received your products the best and which regions might require more advertisements or a different approach.
6. Product Reviews
Product reviews help consumers explore impartial feedback about a product to influence their decision-making process. Brands can partner with multiple influencers simultaneously to offer various opportunities for a viewer to convert.
Reviews and testimonials are only one step before the conversion in the sales funnel, which makes them essential in shaping a product’s commercial success.
Example
An energy drink or supplements brand can hire influencers to taste their products and/or review them to introduce them to their audience. They can use this opportunity to highlight the USPs of your products, such as health benefits, taste, organic ingredients, etc.
How Interactivity Elevates the Experience
Interactive product reviews can help you compare the conversion data to understand how the video from influencer A performed against the video from influencer B. In this way, you can find those influencers who have the biggest impact on the purchasing decisions of your target audience.
7. Product Comparisons
Product comparison videos allow users to see how different products with the same functionality stand against each other. These videos help consumers compare the product directly with the competitors to make informed purchase decisions.
Many brands pit their product against competitors to show their consumers that their product is superior.
Example
This video shows a head-to-head comparison of the Sony a7 II still camera series with a cinema-ready FS7 video camera from the same company. It tackles a vital question that many people are curious about, i.e., how Sony’s still cameras fare against a video camera with similar features.
How Interactivity Elevates the Experience
As the video explains different comparison points, expandable cards can hold details about related specifications and links to featured products. These clickable elements can significantly reduce research time and help consumers make faster, more informed decisions.
Moreover, data insights can help you understand which product is more popular among your target audience. This data, combined with audience demographics, can be a goldmine for R&D.
8. Expert Interviews
Video interviews with industry experts can make an excellent introduction to your product. An expert can add credibility to your campaign, making your consumers more receptive to your products. They will also be willing to spend more time browsing your products or watching your content.
Expert interviews can appeal to viewers at all stages of the sales funnel.
Example
Samsung created a video to promote its earbuds with the help of a Grammy-winning record producer and recording engineer Tony Maserati who shared his experience using the earbuds. His status as an audio expert will make people trust his praise for the product’s two-way speaker and consider it when making a decision.
How Interactivity Elevates the Experience
While expert interviews can help build credibility, they can’t delve deeper into the product features, or the viewers may lose interest. Instead, interactive cards can hold relevant information about the features that the expert discusses in the video.
Interested viewers can click on these cards to learn more about the features highlighted in the video. CTAs within these cards can directly bring this cold traffic to your website, speeding up their journey through the sales funnel.
9. Product Walkthroughs
Product walkthrough videos guide consumers through a detailed product experience and, in doing so, facilitate the purchase. A walkthrough video may be educational, but it also focuses on a product’s key features or how people can expect to use it.
Consumers benefit from watching a walkthrough video in the consideration stage. They are aware of this product and need to find more details about it before buying it.
Example
This product walkthrough for SLX 260 Sterndrive is delivered by Sea Ray’s Senior Brand Product Manager, Joey Sharpe. He shows the viewers around the boat and explains the next-level features included in this new model in Sea Ray’s SLX series.
How Interactivity Elevates the Experience
A product walkthrough is all about the product, so it shouldn’t distract viewers from the reason they are watching the video. Should viewers want to deep dive, you can use product cards to provide more details about key specifications that link to pages with even more in-depth information and a way to purchase the product.
10. Blending In-Store With Virtual Experience
Did you know that 55% of consumers use online video while shopping at a physical store? Product videos can bridge the gap between the in-store visit and the virtual experience. Let’s look at the example of Decathlon Singapore.
Example
As the customers look at the products in the physical store, they can use the app to scan the product and learn more details about it. They can find all the different variations, sizes, prices, and other information to help them in their purchasing decision.
How Interactivity Elevates the Experience
Brands can add QR codes to their in-store products that lead customers to interactive videos where they see how the product looks when in use. They can also learn more details about the product, its material, or its functionality through expandable cards within the video.
You can also help customers discover relevant products by grouping them in the video. Let’s say someone scans a QR code on the running shoes and finds a matching sweatshirt and running shorts in the video. Now, they’ll be more motivated to buy the complete set, which can be an excellent way to boost sales and elevate the in-store customer experience through interactivity.
11. TV Shows
Promoting products through TV shows is about blending beautiful visuals, engaging stories, and helpful tips. The idea is to make viewers a part of the experience, like a fishing show or an interior design contest, and make additional information accessible to them at the right moment. You can add affiliate links to the expandable cards, which creates an additional revenue stream.
Example
Let’s say someone does an outdoor TV fishing show and decides to feature related products such as the fishing rod, the tackle, and the boat in the video. The main goal of the video is to inform viewers about fishing and everything they need to know to get started.
How Interactivity Elevates the Experience
This type of product video is best for promoting related products as a group, in this case, the essential equipment required on a fishing trip. For example, as the fishing rod and tackle kit appear on the screen, you can group these products together as a recommended set, or on the end screen carousel- creating a more seamless experience for viewers to learn more and purchase these items individually or together.
You can use affiliate links in the product cards to direct warm traffic to respective product pages if you’re an affiliate business. It’s all about building trust through the videos and adding links to facilitate the purchase. Place the clickable elements strategically when the viewers are more likely to click on them. Perform A/B testing on the placement to find what works best for your audience.
How To Make E-Commerce Product Videos
Now that you’re familiar with different product types and know how they can support your video marketing strategy, it’s time to produce your e-commerce product video and make it interactive to win your customers.
Step 1: Know Your Audience
A successful product video is tailored to the target audience. For example, an educational how-to video typically targets consumers who don’t know your products yet. Therefore, you must ensure that the product cards hold all the details viewers need to understand your products.
In the same vein, if you want to appeal to an audience that is still new to interactive videos, make sure that your product video explains how to interact with the video. Mention at the start that the video is interactive, and highlight areas that are clickable, such as product cards.
The type of video you choose should also match the audience you want to target and what they need to do to move through the sales funnel.
Step 2: Decide In-house Video Production vs. Outsourcing
There are two ways to approach video production. One option is to create the video in-house. 69% of marketers believe that creative control and flexibility are the key reasons they prefer in-house videos.
In-house video creation allows you to control video production from start to finish but also consumes more time and resources. For example, you need to invest in buying and maintaining equipment to make your video look professional. You may also need to invest in training your team or create a new team for in-house videography.
However, the investment can pay off in the long term if you’re committed to video marketing.
You can outsource video production to a production company if you want to free up space on your to-do list.
A production company will have the equipment and experts to create professional videos within your budget. They’ll also know what techniques work best for each video type, and you’ll get the content faster without distracting your team.
However, an external partner won’t know your target audience and your purpose the way you do, so it’ll take some time and effort on your part to bring them up to speed. Nevertheless, the cost of outsourcing video production is usually lower. In addition, it frees up your team’s time for what they do best while allowing video experts to take the reins of your video projects.
Step 3: Make the Video Interactive
Now’s the fun time! It’s time to make your video interactive. COTU’s video editing platform allows you to create interactive videos in only four steps.
Step 1: Upload a Video
Start by uploading your video to the COTU platform. Make sure you’re happy with the video footage, voiceover, and pace. We recommend uploading a final cut but you can always replace the video at any time.
Step 2: Upload Products
Add the products you want to include in the video, including a title, photo, description, and, if desired, price.
Step 3: Add the Products to the Video
Choose the correct position on the timeline where you want to add the product overlays to your video. Using our intuitive interface, you can easily set how long the product card is visible, both when it appears and disappears. The ability to add your brand’s colors and logo to videos is coming soon.
Step 4: Publish
Now that you’re happy with the interactive elements in the video, it’s time to publish it. Save the draft and use COTU’s preview link to share the video with stakeholders for the final sign-off.
Use COTU’s Video Commerce Tools To Improve Sales
COTU allows you to add interactivity to a video in a few different ways depending on what your audience wants and what action you want them to take. From the position of the clickable elements to the information and the CTAs they hold, COTU’s interactive video can engage and empower your audience until they are ready to convert.
Let’s look at some of the ways COTU’s video commerce tools can supercharge your brand.
Clickable Elements: One of the primary ways to make your product video interactive is to add clickable elements that allow viewers to visit external pages. For example, in the video above, you can see a product card with a link to the product page for the featured product. Interested viewers simply need to click the button to shop for the product. This is an easy way to speed up conversions while helping consumers save time.
Expandable Product Cards: Expandable product cards allow you to share more information about a product or process to help consumers access everything they need without disrupting their viewing experience. The video above shows many different ways a recipe video can use COTU’s expandable cards to save viewers’ research time and bring them all the information and products they need to complete a task at their fingertips.
Product Groups: If you wish to upsell your products, or otherwise suggest or group various items together, you can use interactive product groups to showcase products as a set in the video.
For example, you can see three product sets for each sport featured in the video above. It’s a great way to save people from the hassle of finding all the items they need to complete a task. In this way, you can also bring products to their attention that they may not have known they needed or thought of buying otherwise.
End Screens: You can use the end screen carousel to display all the products featured in the video at its end to give consumers another chance to engage with the ones they want. End screen carousels are perfect for immersive ads or videos aimed at people in the awareness stage, where you might not want to cause too many distractions during the video. Too many product cards can sometimes detract from the experience you wish to convey.
Analytics: “The real value that COTU drives for brands is the data,” says Baugh. COTU’s analytical ability is the hidden gem behind the company’s lucrative shoppable videos. The video metrics collected by COTU can help you calculate and extrapolate many functional key performance indicators (KPIs) from customer engagement to conversion and ROI. You can also use this data to shape your video marketing strategy based on your audience’s behavior and how they interact with your videos.
Step 4: Perform A/B Testing To Make Adjustments
The best way to nail your video experience is to A/B test different elements to find out what works best for your audience. Let’s say you create an interactive product video for a beauty brand that features various skincare products. You can A/B test how different types of product cards or the timing of them affects the conversion rate. You can even A/B test the timing you choose to display the CTA for the first time and its impact on conversions.
Similarly, the beauty brand can create interactive videos for the same products but with different influencers, voiceovers, background music, or product sequence to see which combination brings the best results. You can run A/B tests to compare the copy in the product cards to find the messaging that resonates with your audience the best.
Step 5: Track Video Performance To Inform Future Decisions
Once you’ve fine-tuned different aspects of your video, publish it and track its performance. The collected data can help you understand what consumers want.
COTU’s analytics platform allows you to access valuable insights on customer behavior to retarget your audience more effectively.
Here are the most crucial video KPIs you can track with COTU:
- Engagements: It’s crucial to know how consumers engage with your videos. COTU measures engagements by tracking the clicks on the expandable cards in the videos. However, with this data, you can also discover which products the viewers spent the most time on.
- Click-throughs: The number of clicks on CTAs in your video indicates viewers’ interest in your products. They also reflect the persuasiveness of your video and the copy on the product card. You can compare the click-throughs of different products in a video to single out the most popular products. You can also compare click-through rates between interactive and non-interactive videos to plan future investments objectively.
- Campaign Performance: COTU doesn’t just track various video metrics but also allows you to compare the KPIs for different campaigns through its analytics dashboard. It means you can go beyond the metrics of individual videos and get various insights into the performance of campaigns to find out what works and what you can improve.
Read More: How to Make an Interactive Video That Increases Engagement and Drives Leads
Where To Distribute Your Product Videos
Now that your interactive product video is ready, it’s time to focus on its distribution. COTU gives you three options to share your interactive video with the world: a unique shareable link, a QR code, and an embed code.
Here are some places where you can distribute your interactive e-commerce product videos.
- Homepage: An interactive video on your homepage, for example, can be used to showcase a holiday catalog or a seasonal launch of products. This helps visitors quickly explore and dive into products that they’re interested in from the start.
- Product Pages: You can feature an interactive video on product pages to provide more details in an engaging format. For example, you can add expandable product cards to share a product’s specifications or educate viewers on specific features.
- Newsletters: You can share the link to an interactive video in your newsletter to help your subscribers explore more details about your products. You can even group the products that might be on sale or the ones you want to highlight based on the time of the year.
- Publisher Page: A news publication can feature an interactive video on the publisher page to share more details about a news story. This can boost their engagement and get viewers to spend more time on their content or explore more stories.
- Websites: An interactive video can be part of any page on your website. You can share more product details, direct people to your blog, compare different products, or share shipping information.
- Blogs: A blogger can use an interactive video to do an unboxing for a product and use affiliate links to drive consumers to related products. They can use analytics to see which products/brands are better received by their audience and make more content about them in the future.
- Connected TV: More marketers are expected to increase their use of CTV interactive videos in the future, and COTU is on par with the industry trend. Interactive CTV ads are an excellent opportunity to boost a video’s completion rate and drive conversions.
Consumers find video to be the most helpful content when shopping online. High-quality product videos for an e-commerce site may sometimes require a significant investment of time (and money), but they can certainly make a good ROI in the longer run. Add an interactive element to your product videos, and you’ll increase the chances of boosting your engagement and sales.
Ready to create interactive product videos? Request a demo today with COTU to engage your customers and increase sales.