One of the biggest challenges of e-commerce marketing is getting traction.
You have a beautifully designed site and mobile app, plenty of
inventory, and an efficient system for shipping and tracking orders.
All this effort goes nowhere if you can’t build brand awareness.
Building awareness is the earliest stage of the marketing funnel. It
centers on helping people recognize and remember your company.
Successful brand awareness helps potential customers recognize your
products as unique, and it influences purchase decisions positively.
So how do you make an impression on an audience that wants and needs your products?
Social media is the place to start. E-commerce marketing thrives on
social media. According to one study, 18.2% of all internet users in the
U.S. have purchased products directly from social media. And the
platforms where people are buying are growing at a rapid rate.
Facebook and Instagram ads are far and away the most popular paths to
social purchases. If you want to get started with e-commerce ads, these
two platforms are perfect for introducing your brand to the public. But
these platforms are increasingly popular with marketers. You need a way
to stand out.
You don’t need a large content team to produce high-quality video
marketing; you just need the right template. From our extensive template
library, we’ve collected the top 10 videos for e-commerce marketing.
Each template presents a different way to build brand awareness through
video.
Read on to find the perfect video template for your digital store.
To express buyer aspirations
When introducing your brand, you don’t have to get too granular about
the products you sell; you just need to stir up a little momentum. The
Modern&Stylish template is a quick cut of fast-paced videos
(black-and-white recommended) that create a series of stylish
impressions.
This template will help viewers associate your brand with luxury and
style. According to a large study of video ads, audiences tend to
respond neutrally or positively to content based on their “aspirational
self,” a.k.a. their expressed passions, hobbies, and pastimes. No matter
the price point, people want to identify with content that speaks to an
idealized version of themselves. When you align your products with
those aspirations, you make your products more desirable.
The quick editing and black-and-white shading will create an aura of
mystery that will compel viewers to want to learn more. That curiosity
may lead them to your other social content or directly to your store,
moving them directly down the marketing funnel.
To market several products at once
Psychologically, everybody loves the power of choice. When introduced
to a spread of free samples, we want to try every flavor. But we are
less likely to make decisions if the choices aren’t narrowed down a bit.
The Brand Intro video template helps you show the variety in your
e-commerce product line without totally overwhelming the viewer.
The template is a modified slideshow of 35(!) images that lasts a
little over 30 seconds. The quick succession of images, coupled with
colorful frames and fun animations, is like candy for the eye. A video
like this may be more likely to capture attention than a slower-paced or
less visually stimulating video.
Viewers see a ton of new content without wasting time, and you get to show off all of your shiny products, so everyone wins.
To help people remember your name
Text and video go together like a horse and carriage, peanut butter
and jelly, etc. Text reinforces the messages shown and spoken in your
video, making it easier for viewers to remember what they’ve seen.
Adding text also makes your video more watchable to audiences who
have the sound turned off. A silent video works just as well for brand
awareness as a video with a soundtrack or voice-over does. In fact, many
social media users prefer silent video.
Pop Hit incorporates title cards and captions to add light text to a
short, colorful template that’s perfect for introducing your company to
the world. You can use the text to repeat your brand name, introduce
your tagline, or simply name the types of products you sell. When you
couple well-chosen words and phrases with the five video clips included,
you can tell a story in just 15 seconds.
To jazz up your product photography
For an e-commerce shop to be successful, quality product photos are
essential. The quality of your photos can give you a more trustworthy
reputation and affect conversions positively.
If you don’t have any video equipment, but you do have some great
product photos, try the Colorful & Bright template for your first
video ad. Dynamic slideshows are the perfect starting point for the true
video-marketing beginner. The geometric graphics and unique animations,
as well as the jazzy soundtrack, make static images come to life.
Graphics, animation, and other design features can completely change
the tone of your video. In this template, the effects create a playful
and upbeat tone that will leave viewers with an optimistic feeling and
impression of your brand.
For a bright splash of color
Colors add variety to life. Different colors have a profound effect
on our psyche, triggering emotions and influencing consumer behavior.
For instance, green communicates trustworthiness, whereas blue can
connote sadness.
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Speaking of blue, don’t use it in your Facebook ads.
According to our
friends at AdEspresso, blue blends in too easily with Facebook’s
design:
“[B]lue is a very hard color to use on Facebook as it doesn’t easily stand out. The whole platform is blue so anything of a similar hue will blend into the background. Making an ad fully blue will mean that people might miss it in the rest of the feed.”
An unusual color is more likely to stop someone who is scrolling
through their social feed. The template Liquid Overlay uses a burst of
illustrated paint splashes to create a colorful display to entice
viewers.
To speak to a specific persona
While pastel-colored palettes and cutesy illustrations work well for
some customers, other customers respond to different designs. By
segmenting your ad audiences into buyer personas, you can tailor the
look and feel of your video ads to customer desires.
A buyer looking for professional products for their company, for
instance, is seeking a competitive advantage. The Reflector Overlay
template may speak to them. It is a simple, polished design composed of
five video clips that are overlaid with silver and dark blue designs.
Its futuristic design will help you resonate with viewers who want the latest and greatest tech at their fingertips, now.
To appeal to nostalgia
If it isn’t already apparent from the zillions of BuzzFeed posts
about the ’80s, ’90s, and early 2000s, nostalgia resonates with
audiences. People love nostalgia because it feels good to relive
positive memories from the past.
According to Forbes:
“In an age of impersonal digital media, building social connectedness through nostalgia is an easy way for companies to leverage the optimistic feelings that often accompany walks down memory lane. Associating brand messaging with positive references from the 90s, 80s — and even the 70s — humanizes brands, forging meaningful connections between the past and present.”
The VHS template is an ’80s throwback. Its clever graphics will endear new customers with a hit of nostalgia that they crave.
To humanize your brand
One of the best ways to both validate your product and humanize your
brand is to feature real users. Customer testimonials build credibility
with your audience by allowing your customers to do your marketing for
you. Your audience will see themselves in the people you feature, making
it easier to identify with your brand.
For example, a wedding-goods store with isolated shots of chairs,
flowers, and bridesmaid dresses won’t convince people to buy. By instead
turning the camera’s focus on couples, you can recreate the experience
of celebration and love that moves people to have big weddings in the
first place.
The Inspirational Story template is an incredibly easy template to
work with. Take four user-submitted photos and tell your customer’s
story in a short and beautiful clip.
For taking your B-roll to the next level
Small marketing videos can be just as great as any movie you watch at
the cinema. This is largely due to B-roll footage of amazing products
in action. Perhaps you have visually stunning location photography,
extreme sports footage, or a shot of a vehicle in motion. Maybe you want
to tell the story of your company’s origin or drum up excitement for a
new product launch.
The Door of Heaven template can help you build a dramatic video arc
with primary footage and B-roll. Choose the slideshow or video version,
and then create a trailer-like clip filled with action, adventure, and
anticipation.
For seasons’ greetings
Tying your marketing message to holidays, seasons, and other calendar events will make your message more relevant to viewers.
Holidays often trend on social media, so your content may be more
likely to be featured either in search or in algorithm-based feeds. If
people are already thinking about Christmas or Valentine’s Day, your ad
will mesh more with customer interest at those times. Plus, holidays are
occasions for gift giving, and viewers will be shopping for their loved
ones.
The Jingle Bells template has a fun, modern graphic around its border
that creates seasonal flair while still spotlighting the product demo.
Framing the action this way draws the eye to the center of the scene and
conjures up jolly holiday cheer.
Taking your e-commerce marketing to the next level
Templates are not one-size-fits-all, but now you can take the
inspiration from the examples above and run wild! Let these templates be
the starting point for you to create the perfect ad or series of ads
for your e-commerce business. The best part about using a template is
how easy it is to take each video for a test drive, swap out content,
and find the tone that fits you best.
