product video

IRCE Session: How the Video Experience is Transforming the Way People Shop

This is the IRCE Featured Address, How the Video Experience is Transforming the Way People Shop, presented by Sukhinder Singh Cassidy, Chairman & Founder - Joyus. Joyus made their default experience shop by video instead of shop by product.

78% of consumers watch at least one online video per a week.

Video accounts for 50% of mobile traffic.

Content and commerce convergence is here - provide excellent video content.

Shopping at Joyus is video-focused. Video player is the product page, with a carousel on the side that allows you to add the product currently discussed in the video can be purchased.

Use product videos to give how-to content, show different looks, etc. Don't use it just to show different views of the product.

Video commerce is about the art of Selling Special. Video is a way to focus the customer's attention. It works best for a curated selection, not an overly wide selection.

Video-first commerce requires great merchandising, finding hero products, trusted expertise, product-led selling.

Find hero products. Make sure it's a solution to a real problem your customers face. Provide a way for customers to discover new brands and products. Make sure these products are unique.

Establish credibility, trust & affinity with the right expert in your product videos - again and again. Use the same expert in your videos - it establishes a connection between the customer and the expert in the video. They'll come back and buy more because they establish trust for that person.

It’s better to bring your best product experts in to your product video project and then train them on the on-camera skills. Authenticity is important.

Videos should feature 1-4 products max, showing the best product first, with 3 unique selling points. Single product videos outperform. Keep them to 30 seconds to 3 minutes.

Measure video ROI through revenue per video. Some of the best videos take 1-2 years to mature.

Effective videos have 0.5% - 5% video view conversion rate, $0.50 - $2.00 revenue per view.

30-60% completion rate on video - once a user commits to watching a video, they tend to finish it.

55% of users will watch the video no matter what product or host - they find the video entertaining.

Capture maximum video ROI via aggressive distribution - distribute your video to as many places as you can.

Editorial partnerships drive reach for your videos.

Distributed & real-time shippable video player is critical to success - this way when video is embedded on other sites, users can buy directly from the video.



IRCE Session: Harnessing Video to Boost SEO

This IRCE session is from the Video workshops, and is entitled Harnessing Video to Boost SEO, presented by Stephan Spencer, Co-Author - The Art of SEO and Jamie Salvatori, Owner - Vat19. SEO requires good content. Your videos need to be good, first and foremost. Make them interesting and engaging and keep people coming back. SEO doesn't fix bad content. Make a video worth SEO efforts. It's difficult, it's an art form, not a process, and there's no formula.

Top 100 subscribed YouTube channels (excluding pop artists) average 2,900 videos per channel. Top 100 channels by views (excluding pop artists) average 9,200 videos per channel - you have to produce a lot of videos, regularly.

Tips to creating good video:

  • Filmmaking is a profession
  • Quality never goes out of style
  • It's not about equipment
  • It's not about technique
  • Treat your art as an ad and you will create an ad
  • Hire professionals
  • Sell benefits, not features
  • Show - don't tell. Don't making it a moving picture version of Powerpoint.
  • Match your video to the tone of what you're selling
  • Embrace your limitations
  • Show the product early - don't hide it
  • Don't open video with your logo or jingle - end videos with that
  • Obsesses over audio - music is a faster emotional connection than video
  • Keep it short
  • Concept and content matters more than technical specifications and equipment
  • Never give up

Anyone can figure out SEO and SEO really does work - the presenter's daughter, who started at 14, made as much as $1000/month from Google AdSense via SEO.

YouTube is the #2 search engine by query volume. Google searches and YouTube searches are different, so research YouTube keywords. Do your keyword research - target the right keywords, and keywords you can rank on.

Use to search on all the major search engines - pulls realtime suggestions from each major search engine on one page.

There's a YouTube keyword tool you should be using for your product and brand videos.

Be remarkable - public unique video-based content:

  • Podcasts - i.e., Rooster Teeth
  • Screencasts - use Camtasia or Screenflow
  • Microsites - i.e.,
  • Explainer videos - Crazy Egg Explainer Video
  • Whiteboard drawings - i.e., RSA Animate
  • Animation  - Quantitative Easing Explained - using xtranormal

Seed linkworthy videos from power user accounts - people who have a large fan base or a lot of subscribers who will produce and post content for you.

Your target keyword should appear in your video title, with your brand at the end. Your keyword should also appear in the video description, and there should be a link to your site. Use tags - don't use thruway words like "and" & "to". Use adjectives as well as category descriptors. Tag list is capped at 120 characters. Make full use of this. Tags can be found either in the source code, or using a Chrome extension.

Custom video thumbnails appear in both YouTube and Google search results and can drive a higher click-thru rate than your title.

Keep your videos short - 5 minutes or less.

Are you at IRCE this year? If so, make sure to join the official, attendees-only IRCE LinkedIn Group.

IRCE Session: Video Without Breaking the Bank: Creating Professional Videos on an Amateur's Budget

This session is from IRCE's Video workshops. It's entitled Video Without Breaking the Bank: Creating Professional Videos on an Amateur's Budget. Presented by Angie Seaman, E-Commerce Manager - Marbles: The Brain Store.  Marbles has a lot of products that are unique but hard to demonstrate via a website, so product videos have to really make it clear how a product works - for example, the Catchoo product video.

Marbles uses videos for different purposes - showing how to use a product, customer service and to give details from the inventors of different toys as to how and why they invited it.

Introduce products with video, but also introduce your staff as product authorities via video.

Marbles started with little technical knowledge about video, and learned by doing.

Video on a budget requires patience & resourcefulness:

  • Make the most of what you already have
  • Learn online for free (or low cost)
  • Be willing to experiment and learn from it

Video also requires time & space:

  • Budget a lot of time to experiment and edit
  • You don't need a dedicated space but it helps
  • Pick a quiet time and a room with good acoustics

Video equipment - can get started for less than $1,000:

  • DSLR camera that shoots HD video - $650
  • Lights - under $200 - Marbles ran PVC piping around the room and connected CFL lights to the piping
  • Sound - about $150 - need a decent external microphone
  • Editing software - $99+

Talent - look at your existing team and have them try roles they're interested in:

  • Videographer
  • Editor
  • Writer
  • Actor


Are you at IRCE this year? If so, make sure to join the official, attendees-only IRCE LinkedIn Group.