In 2016, product video will be a must-have in ecommerce. Consumers will spend US $327 billion on online shopping in 2016, and the competition for a share of customer’s wallet will be fierce. Video will be a point of differentiation between a great online shopping experience and the one worth skipping. According to eMarketer, 73% of top 100 online retailers already feature videos on their product pages.
Here are our predictions about the top ecommerce video trends for 2016 and what you should be on the lookout for this year.
1) Product video curation will go hand-in-hand with video creation
Video for ecommerce is often automatically associated with video production. However, in 2016 video curation will gain more attention as another viable ecommerce strategy.
Video curation provides the benefit of sharing engaging product videos with consumers using readily available content from social media. Curation involves filtering videos from social media for relevance, quality and type, so as to identify content that gives the most eloquent and complete information about a product.
Brands and retailers can use video curation to supplement their own video assets and to give shoppers more versatile and engaging content. They can also use curated videos when they do not have video material of their own.
Curation can be done using online tools that provide video recommendations for products on-demand. This makes the process of video scouting and filtering efficient and fast.
The main premise of video curation is to give ecommerce sites the convenience of having videos that can be shared with shoppers to help them make informed purchasing decisions on the site. In 2016, video curation will be just as important for engaging shoppers as having aggregated product photos and reviews from social media.
2) Brands and retailers will seek more UGC videos
Much of YouTube’s rise as the power engine for video search can be attributed to the growing popularity of user-generated videos. This is the type of content that shoppers love to watch and creators love to share.
In 2015, the number of video posts per person has increased 75% globally. In 2016, brands and retailers will seek to aggregate user-generated videos and share them on their pages in order to be more relevant and engaging.
According to Comscore study, brand engagement rises 28% when consumers are exposed to both brand and user-generated video content. UGC is especially important for the Millennial generation, 84% of whom say that UGC on websites influences their purchases.
In 2016, we’ll see the trend for aggregating UGC from Instagram and other photo-sharing platforms go one step further and extend to user-generated product videos as well.
3) Video galleries will take product pages to another level
Online shoppers easily get bored and distracted. In order to keep visitors engaged, online retailers will need to feature multiple product videos on their product pages.
Just as one product photo won’t cut it, consumers will expect to see variety of videos that give them different outlooks on the product before they purchase. The future belongs to ecommerce sites that keep shoppers active on pages and motivated to shop. Video galleries on product pages will be another tool that helps ecommerce achieve that in 2016.
4) Product videos will not be hidden below the fold
In the past few years we’ve seen various experiments of how product videos are featured on ecommerce sites. From prominent placement at the top with large loop videos, to product videos buried deeply down on product pages, we’ve seen it all.
In 2016, we expect to see videos placed prominently above the fold on the product pages, so as to captivate visitors early on in their browsing sessions.
As online retailers become more assured in the power of video to engage and convert shoppers, videos will gain more prominent real estate on the product pages. This will ensure greater visibility and utility for shoppers.
5) Videos on ecommerce sites will be optimized for mobile
In 2015, retailers and brands learned that mobile commerce is the next step in the evolution of digital commerce. Consumers are using smart mobile devices to browse, research and make buying decisions on the go, from one micro-moment to the next. It makes sense, therefore, to make all elements on the product pages optimized for mobile, including product videos.
In 2016, mobile is expected to account for 52.7% of online video consumption. Consumers will expect seamless experience of ecommerce sites as they switch devices. Proper display of videos on mobile will be crucial for creating smooth browsing journeys.