A match made in heaven or a trip to the bargain bin?

YouTube and Vine, Snapchat and Instagram; just four websites and social networks that have turned the world of marketing on its head.

Video marketing is fast becoming one of the most powerful ways for brands and retailers to create impactful campaigns that reach out to their consumers. It’s nothing new either; we’ve been sucked in by television adverts for years, this is just the online revolution.

Why video marketing?

Online videos entertain and engage audiences, and as they become more interactive allow them to feel immersed in a brand. Video content gives audiences and consumers more channels to interact with a brand, thus helping them to progress further down the buying funnel.

One industry taking full advantage of online video marketing is the world of retail.

From fashion and luxury retailers, to consumer electronics; brands are creating eye-catching video campaigns in order to drive sales and boost brand advocacy. But are these retailers using video to their advantage, or is it doomed to forever sit on the sale rail?

How video is being used in retail

Due to the nature of video, it can be used in almost any instance to drive sales, boost dwell time in store and increase brand awareness and engagement.

In store and online

In physical stores, video campaigns are being used to promote seasonal campaigns, show product demonstrations, and increase brand awareness.  Car showrooms for instance, show eye-catching and atmospheric adverts of the cars for sale. This boosts customer engagement, creates a sense of aspiration, and leads toward securing that all important sale.

Fashion brands such as Topshop play unique, interactive content that engages consumers and reinforces their brand. Not only this, but video content can boost dwell time; keeping customers in store for longer is a simple technique for leveraging sales.

In the ecommerce realm, retailers film How To guides, Look Books, and other interactive content to create a seamless online experience. Coupled with product demonstrations, these videos help to drive brand awareness and boost sales.

As a means of marketing

Video marketing also forms an integral part of a retailers’ marketing mix.

YouTube channels filled with engaging and interactive content that engages audience are one of the most common ways retailers are boosting their promotional efforts. Sneak peeks of new product lines, first looks at new collections and demonstrations are all ways retailers are promoting themselves online.

Coupled with the more ‘traditional’ style of marketing content – adverts, promotional videos, etc – brands and retailers are harnessing the power of this marketing tool like never before. Forget expensive fees for television advertising; the future of video really is online.