Through the years, eCommerce has developed from simply an alternate technique to store to changing into a daily a part of our every day lives.
As of 2024, retail eCommerce gross sales are anticipated to achieve $6.3 trillion, and that quantity goes to achieve much more unbelievable heights within the coming years. Conventional retail giants have opened their very own eCommerce arms to get a slice of the ever-growing pie.
It’s undoubtedly an thrilling time to be within the eCommerce enterprise. However this information means an increasing number of enterprise house owners will need a share of that rising market, which additionally means you must work more durable to face out.
One device that may assist provide you with a combating probability is Instagram. The social media platform boasts 2 billion lively customers, 87% of whom have purchased a product after seeing it on Instagram.
Whereas the unique Instagram didn’t assist video content material, the social media platform now has varied sorts of video codecs obtainable for its customers, together with Instagram Tales, Reels, and Instagram Dwell.
Over ten years have handed since Instagram launched movies as a solution to the then-popular Vine, and video has turn into the best content material format on the platform. That is regardless of Instagram Tales being a solution to Snapchat and Reels being dubbed a TikTok copycat.
The Meta-owned platform can clearly get away with taking what’s standard and repacking it as its personal as a result of Reels has rapidly turn into a favourite format, whereas Instagram Tales is a basic that hasn’t gone out of fashion.
Manufacturers which have experimented with Reels have skilled a major elevate in advert recall after including Reels to their standard placements. A steel poster firm referred to as Displate elevated its gross sales by 67% after operating Reels advertisements.
Similar to non-video Instagram advertisements, video content material may also help you increase model consciousness, engagement, and conversions, besides with higher outcomes.
Why Ought to Instagram Video Advertising and marketing Work for eCommerce Companies?
Your viewers scrolls by tons of of items of content material in a day, they usually’re additionally bombarded with messaging and content material from completely different manufacturers and creators. One of the simplest ways to seize their consideration is thru video. Static content material merely can not compete.
- Instagram customers wish to see extra movies from manufacturers they observe – There’s no higher motive than this—your clients wish to see extra movies. In line with an annual report by Cisco, 86% of individuals count on manufacturers to publish extra movies.
- Instagram has varied video content material codecs – As talked about above, you’ve gotten the inventive freedom to experiment with the completely different video codecs obtainable on the platform, every with its personal distinctive options and advantages. Reels particularly are nonetheless being prioritized by Instagram over picture posts.
- Video content material has an affect on on-line buy choices – Video content material is extra than simply entertaining, as 50% of Instagrammers have visited an internet site to buy a product or a service after seeing a video about it on Instagram Tales.
- Instagram movies have options to promote merchandise in-app – Instagram has made it simpler to your clients to buy. Along with establishing your Instagram Store inside your profile, you can too add product tags in your video posts so viewers can rapidly view vital details about your featured merchandise.
There at the moment are tons of of hundreds of thousands of Instagram enterprise profiles on the platform. You’re competing not simply with different eCommerce companies but additionally with content material creators and even common Instagram profiles. One of the simplest ways to get your target market to cease scrolling and look at your content material is thru video Instagram advertising and marketing.
Listed here are 5 efficient methods for eCommerce companies to make use of Instagram video advertising and marketing. Let’s dive into it!
1. Showcase Product Collections with Instagram Movies
The limitation of an eCommerce enterprise is the truth that your clients can’t bodily attempt on or pattern your product.
More often than not, a photograph isn’t sufficient to persuade a buyer to purchase a product. Posting how-to movies and extra detailed options of your merchandise may also help your clients visualize your merchandise higher.
Take a look at how athleisure and way of life model Recess makes use of video advertising and marketing to showcase its merchandise on Instagram:
Recess posts “day within the life” movies of individuals utilizing its completely different merchandise. This fashion, clients can simply think about how the merchandise can work for them in their very own lives. What makes the Recess movies so interesting is their natural really feel, the model options its product naturally, with out overtly promoting.
If you wish to carry your enterprise to the following degree and create participating movies to your feed, use video modifying apps like Videoleap by Lighricks that will help you create out-of-the-box content material that can absolutely seize your viewers’s consideration. One of the best half? The app is beginner-friendly and comes with ready-to-use templates from completely different creators, so you may make and publish IG-worthy video content material in simply minutes.
Right here’s an instance of an outfit change transition video created with Videoleap:
2. Revery a Wider Viewers of Potential Clients with Instagram Reels
Ever since Instagram launched Reels, customers have observed that the platform has began prioritizing creators who publish in a short-form video format. Because of this the extra Reels you publish, the extra probabilities you’ve gotten of the algorithm working in your favor.
Merely posting Reels might imply your content material might be really useful to your target market—totally free! Along with showing within the devoted Reels feed, your content material can seem as a advised video on the primary feed or the Uncover web page.
To maximise the affect of your Reels, concentrate on creating participating movies that showcase trending merchandise, which usually tend to seize the eye and curiosity of viewers, rising your possibilities of reaching a broader viewers.
Cookware model Nice Jones often posts Reels, guaranteeing it stays on high of its followers’ feeds, boosted or not. In consequence, it results in extra IG reels views and subsequently a wider viewers of potential clients could uncover their merchandise.
3. Encourage Clients to Create Instagram Video Content material
One of the best sort of content material is user-generated content material (UGC) as a result of not solely does it reduce the hassle out of your finish, nevertheless it’s additionally extra highly effective than some other sort of content material you’ll create and publish your self.
UGC movies may also help improve belief and credibility, in addition to increase buyer loyalty. On platforms like Instagram, UGC is nearly as good as social proof for eCommerce companies.
Sauce model Fly By Jing companions with clients and creators to create video content material for its Instagram web page.
Posting UGC in your web page could make your model seem extra relatable and show you how to kind a deeper connection along with your viewers.
To encourage extra clients to share their content material, it may be efficient to incentivize UGC with rewards akin to reductions and small freebies. About 60% of customers say they might create content material for a model if rewarded.
That can assist you interact along with your viewers, gather UGC, and publish content material with out breaking a sweat, you should utilize Buffer. The platform has scheduling and engagement instruments that will help you handle your Instagram account in a single easy-to-use dashboard.
4. Construct Anticipation with Teaser Product Campaigns
Instagram has a ton of built-in instruments to assist manufacturers promote their merchandise. As an example, you should utilize the countdown sticker discovered on Instagram Tales to construct anticipation about product launches and gross sales. The countdown sticker permits customers to get notified when you go reside, which might improve visitors to your eCommerce retailer.
You need to use the storytelling nature of Instagram Tales to construct up your product earlier than the total reveal. Check out how the make-up and skincare model Sunnies Face does it:
Sunnies Face used Instagram Tales to tease its new lip balm Fluffbalm. The teaser video confirmed the product from completely different angles with out revealing an excessive amount of data or particulars. The model additionally included thrilling music to construct anticipation and hype.
5. Put money into Video Adverts
Whereas video can undoubtedly get you tons of natural traction, it’s nonetheless vital to put money into advertisements to make sure you attain the correct viewers past your present followers. By means of advertisements, you’ll be able to set your targets and clearly outline your viewers, guaranteeing your content material will get the specified outcomes.
With out video advertisements, It’s virtually inconceivable to compete in a crowded market like Instagram. Adverts give small manufacturers a combating probability and the chance to get found by an viewers that’s prepared to buy.
If you wish to create genuine video advert campaigns to your firm, discover model ambassadors and ask them for video endorsements, which you’ll be able to later increase with branded content material advertisements.
As an example, UK-based footwear model Deichmann turned to Instagram video advertisements to focus on mother and father and improve on-line gross sales throughout the back-to-school month. The model examined a number of advert goals to assist improve model consciousness in addition to increase on-line and offline gross sales throughout such a aggressive time.
The movies, which have been an extension of its tv marketing campaign, have been scaled into Reels with completely different calls-to-action (CTA) together with a Store Now button. The marketing campaign achieved a 2.9-point elevate in buy intent and an 8-point elevate in normal advert recall.
Instagram is definitely among the finest platforms for selling your eCommerce enterprise. Its built-in instruments, akin to shoppable posts, advertisements, and the choice to take a look at and simply pay for merchandise, current a really perfect buyer expertise to your viewers.
If you wish to stand out in such a crowded market, you must put money into video content material. Instagram video advertising and marketing is a strong technique to get engagement—the sort of engagement that may end up in conversions and general enterprise progress.
Use the following pointers that will help you create thumb-stopping video content material that can maintain your audiences wanting extra.
Bear in mind: When creating content material, don’t concentrate on promoting your merchandise however quite on telling your story. As we speak’s customers will assist manufacturers whose tales resonate with them over companies whose apparent aim is to make a sale.
