Video Trends in Ecommerce: 5 Things We Can Expect in 2016

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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 what sets apart 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. Content Curation Will Go Hand-In-Hand With Video Creation

Video in 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 use video curation to supplement their own video assets and to give shoppers more versatile and engaging content. They also curate videos when they do not have video material of their own.

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Snapshot from Tassimo.co.uk product page with videos curated from social media

Curation can be done using online tools that provide video recommendations for products on-demand. This makes the process efficient and fast. 

The main benefit of video curation is to give ecommerce sites the convenience and flexibility of having videos that can be shared with shoppers to help them make informed purchasing decisions on the site.  In 2016, this will be one of the most vibrant video trends in ecommerce, as we move from away from static content such as product photos and reviews to more dynamic media.

Learn more about video curation for ecommerce here.

2. UGC Will Be Among Leading Video Trends In Ecommerce

Much of YouTube’s rise as the power-engine of 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 get more involved with the community by aggregate user-generated videos and sharing them on their pages in order to be more relevant to savvy shoppers.

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User-generated video on Tassimo.co.uk product page

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 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, brands and online retailers will need to feature multiple videos on their product pages.

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Video gallery on GoPro.com product page

Just as one product photo won’t cut it, consumers will expect to see a 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 video trend to keep an eye on in 2016.

4. Product videos will not be hidden below the fold

In the past few years we’ve seen various experiments of how 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.

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Huge product video loop placed above the fold on Lush UK product page

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 ecommerce. Consumers are using smart mobile devices to browse, research, and shop 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 videos.

Smartphones and tablets account for 38% of all video viewing in online commerce. Last year, mobile video plays exceeded 44%, which is 74% increase since 2014.

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Snapshot of video gallery on Tassimo.co.uk optimized for mobile view

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 a smooth browsing journey. This will be one of the top priorities among video trends for 2016.

About Miljana Mitic

Miljana Mitic Miljana is VP Marketing at Goodvidio. She has a cool PhD in social media marketing and writes about video marketing, UGC, and visual commerce. Fascinated by YouTube and Instagram culture.

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