Online Video: Hungry for Content

Create More Video Content
Retailers should embrace the reality of the video-dominated web by doing two things:

1. Start creating more product video content — and lots of it. When creating video, keep in mind these rules of the road:

• Don't just think in terms of homepage video; think of video to assist shoppers at the product and category level, as well as post-sale. A 2012 study conducted by the e-tailing group found that 55 percent of consumers watched a product video over the past three months.
• Your videos should get right to the point, but keep in mind that the same e-tailing group study cited above found that more than one-third of consumers will watch a product video longer than three minutes if it's educational and delivers the kind of information they want and need.
• Lead with videos that elevate your brand image. Multiple studies have found that consumers prefer videos with professional image quality, sound and lighting over user-generated videos.

2. Get your video content out into the marketplace through all the channels where your customers and prospects spend their time online. You should also encourage viewers to comment on it, interact with it and respond by uploading their own video tweets to Instagram and Vine.