Videos are one of the best ways to garner attention over the internet; especially for pure-play eCommerce merchants who don't necessarily have a brick and mortar store to fall back on for customer interaction. But what are the elements of an eCommerce video that takes it from being good-to-great-to-viral? During our eCommerce Toronto Meetup, we highlighted some of the key elements that merchants need to include to ensure their videos will be successful, as well as how to use video marketing in your eCommerce strategy, and then finally showed some of our favourite eCommerce examples! Not a member of our eCommerce Toronto Meetup group yet? Don't be shy! Come on over and join our over 400 other members and see what it's all about: http://www.meetup.com/eCommerceToronto/

1. Video Marketing in eCommerce:
How to make your online business viral
Presented by:
Jim Cover, Customer Success Manager
Katie Hudson, Marketing Manager

2. Meetup Leads
Jimmie Cover
Customer Success Manager
Demac Media
Twitter: @Jimmie_Cover
Katie Hudson
Marketing Manager
Demac Media
Twitter: @kt_hudson

3. Agenda
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Why Video?
Quick Facts
Elements of a Great Video
Examples
How to use Video in eCommerce
Discussion

4. Why Video?
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“eCommerce is essentially selling through a photo”
More content the better
Display your product offerings
Great for complicated products
Video goes farther than text/pictures

5. Quick Facts
• “Half of all online consumers are more
confident about their purchase decisions after
viewing a product video”
• “Two thirds of consumers who watch product
videos multiple times ultimately buy the
product”
– Invodo

6. Quick Facts
• “Professionally produced eCommerce videos
outperform user-generated videos 30%”
– comScore
• “If search queries were tallied separately from
Google, YouTube would be the second largest search
engine in the world”
– Time Magazine
• “71% of Canadians are using YouTube”
– Invodo

7. Elements of a Great Video
1. Tell a story
– 5W’s (Who, What, When Where, How)
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Humour/Emotion
Length
Sharing (multi-channel)
Links

8. Examples

9. Boring into Enticing
Virgin America

10. Tell a Story and Entertain
Dollar Shave Club

11. Bridging eCommerce and In-store
Best Buy

12. Awkward or Icky Topics
PooPourri

13. Amplify Product Pages
Asos

14. Recap: How to use Video in eCommerce
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Product / Category Pages
Homepage
About Us Page(s)
Announcements
YouTube Channel
Social Media
Email?
Multichannel – whenever possible!

15. Discussion