In 2020, visual content will keep growing. The reason for that is simple – online users love them. According to some recent studies, 91% of people prefer visual content over its textual counterpart. This is not surprising given that 93% of human communication is visual. Visuals will grab customers’ attention, increase engagement, and increase sales.
Still not using visual content in your eCommerce marketing strategy? Here are a few simple steps to take.
Leverage User-Generated Content
In digital marketing, social proof means that a prospective customer will adopt the behaviors and attitudes of a larger group. Many psychological studies prove that, and they apply to eCommerce marketing, as well. Statistics say that 90% of customers read online reviews before making purchases. Precisely because of that, you will need to invest more in user-generated content to increase brand credibility and prove your products are popular with real people.
For starters, encourage customers to create authentic photos of your products and publish them on Instagram, along with your hashtag. To motivate them to do so, you could also launch a massive giveaway or, better yet, a contest, where customers need to take original photos of your product to enter the contest. This is an invaluable source of UGC you would later repost on your website and social media accounts.
The most beautiful thing about UGC is that it focuses on the real-life use of your products and “real” people.
Create Video Content
Video content humanizes your brand and makes it more trustworthy. Above all, it engages online users and encourages conversions. Research says that video marketing helps businesses increase their traffic, lead generation, and ROI. So, what types of video content to eCommerce businesses should create?
- Unboxing videos
This type of video content has gained immense popularity over the past few years. Just like its mere name says, it includes clips of a customer unboxing a product. These could be your loyal customers who have been waiting for your product for a long time or even social media influencers in your industry. Again, you could provide users with an incentive to motivate them to create unboxing videos. You could also work with social media celebrities that target the same audiences to maximize your product transparency, engagement, and conversions.
- Instructional videos
Before buying from you, your prospective customers will want to know how your products work. However, reading detailed manuals and guides will often frustrate them and even discourage them from purchasing. That is where engaging instructional videos shine, helping you present your product more naturally and engagingly. Above all, customers will visualize how your product will improve their everyday lives and understand why they should choose you over your competitors.
Engage Customers with Infographics
Infographics are one of the most powerful content types for a good reason. First, they are highly engaging and easy-to-follow. With them, marketers can present many data and complex definitions in an aesthetically appealing way and make them more memorable. Second, they improve your online presence in multiple ways.
Let’s take the example of Domain. Me. The brand focuses on building brand awareness and increasing authority through high-quality and diversified content. Apart from traditional articles, customer success stories, and guides, they also invest in visual content. Infostarters create infographics with on-brand, custom animations for their blog, helping them improve organic traffic, social shares, and backlinks.
Apart from being a great addition to your blog, infographics can also be integrated with your product pages, letting you easily illustrate how your products work.
Improve Product Pages with 360-Degree Photos
No being able to see your products in person, customers will rely on your product photography and descriptions to determine whether to buy the product or not. Therefore, just uploading the photo of your product is not enough. You will need to take multiple photos from different angles to present your products as realistically as possible.
Preferably, you will use 360-degree snapshots. For example, if you are selling coats, you will want to show what they look like when worn, both from the front and back. You could also offer close-up shots to let customers zoom in and explore your product thoroughly.
Experiment with Interactive Content
In the era of machine learning, virtual reality, and augmented reality, customers want their shopping experiences to be highly targeted, exciting, and interactive. There are numerous ways to leverage these technologies in your video content strategy.
- Shoppable product photos
Customers expect brands to provide omnichannel experiences, irrespective of the channel they use. When browsing through your Instagram account, they would be frustrated to find out that they need to look for a link to your product page, click on it, and be redirected to your website, where they need to go through multiple stages checkout process. Switching through multiple platforms and channels is often tiresome, resulting in greater customer churn.
That is exactly why you need to start using shoppable posts. With the rollout of Instagram shoppable posts, eCommerce brands can now sell products beyond their websites. This way, when a customer sees a product they like, you can buy it faster, not leaving Instagram.
- Use augmented reality
When shopping online, customers cannot touch, hold, or feel your products. They rely on images, hoping that they will buy what they are looking for. With the rise of VR and AR, this has changed. Your customers can now see what your product looks like from multiple angles. Many brands are already using these technologies. For example, IKEA has rolled out IKEA Place that lets users upload photos of their homes and apply virtual IKEA furniture to them before buying a product.
- Personalize user experiences.
Artificial intelligence and augmented reality go hand in hand with UX personalization. For example, Sephora’s Virtual Artist is an amazing platform that lets customers upload their photos and try on makeup products online. Another brand using similar technology is Warby Parker that provides customers with access to all their frames and lets them try them on their app. Personalization will boost customer experiences, help them find the right products faster, and ensure greater conversions.
We often hear that a picture is worth a thousand words, and that is true. Visual content is a great engagement booster. It builds trust with your audiences, humanizes your brand, and shortens your sales funnel by encouraging customers to convert faster.
How do you use visual content to boost eCommerce marketing?