How and why to use online video to help you sell your products and services on the web?

30.06.2013 18:29

What do you sell online?

Gifts, clothes, toys, sports equipment - sophisticated diagnostic medical or electronic equipment? How do your customers get information about your company's products and how they should be used? Content may be king but video rules the kingdom.

Most eCommerce sites and online marketers are aware of the value of web video to promote services and products. Online Video can be used in many ways - these include product demonstrations, customer testimonials, and provide online support in order to reduce customer service calls.

But how do you make an effective online video for your eCommerce site?

The most important tip? Keep it short. On the web everyone has a short attention span. If they get bored, something new and different is just a click away. We recommend that online videos should be under five minutes in length - preferably even shorter. Two minutes is perfect. If you have a complicated subject or the process you are demonstrating requires numerous steps, consider slicing the video up into a series of shorter videos.

This is especially important if you want your audience to share and redistribute the video. The one common trait of successful viral videos is brevity.

Here are a few technical guidelines to ensure that your video looks and sounds professional.

- Use a good video camera. You don't need expensive professional gear but you do need a video camera that can capture high resolution, HD video. A cheap $50 dollar camera is not going to cut it. Video captured with a cellphone is not going to make it either. It will work but you ought to do better. A good way to tell if your camcorder is good enough is if it has an external microphone jack.

- Audio is VERY important! Use a good microphone plugged in the external mike jack. Most of omnidirectional mikes built-in into cheap camcorders are not very good and tend to capture sound from all over the room rather from your expert. It is preferable to use a handheld or a lavaliere mike that plugs into your camcorder and provides nice clean audio.

- When shooting your video, make sure your subject is well lit. Dark and murky videos do not engage the viewer; the lack of pixel info adds extra digital noise and degrades the overall video signal. Another tip - If your camcorder supports it, turn off automatic exposure and focus and shoot manually.

You don't need fancy backgrounds. In fact, a simple pastel background with no moving components works best. Online video is all about close-ups. You can start with a wide shot to establish location but quickly cut to close-ups. Lots of movement looks great in a movie theatre but is not effective online, especially for instructional videos.

- Edit your video to remove glitches or mistakes. Keep the editing simple. Just tell the story or explain the process. Avoid fancy dissolves, effects and wipes. Yes they look cool but they waste pixel information and detract from the subject of your video. Straight cuts work best with a simple fast fade in and fade out at beginning and end.

Consider using graphics to emphasize your points. They need to be big, bold and readable, especially when watched on a small laptop screen or mobile device. Don't forget to include your contact info at the end of all your videos!

After you are done editing and your video is finished you need to share it with the world. Most eCommerce businesses either host it themselves or use a video hosting service like that specializes in hosting eCommerce and business videos. These are known as Online Video Platforms (OVP). Most eCommerce companies avoid free services like YouTube because you lose control of your videos and you don't have a lot of choices when it comes to customizing the online video experience.

For example, the customized online video player enables you to control who sees your video and what they do with it. Even better, you can customize the look and feel of the video player so it looks like your business, your site. You can add your company logos, colors and atitude. Using a OVP's player enables your company to preserve it's brand and it's specific look and feel. This is extremely important..

Web video is one of the most effective channels of successful web eCommerce and online marketing. Your customers are expecting to see video on your site and if it is lacking, they will not consider your eCommerce business to be a leader.

About vzaar:

vzaar is the leading online video hosting platform for eCommerce sites of all sizes and market segments. The vzaar service provides a cost effective and highly scalable video hosting service to thousands of companies worldwide. The easy to use online video management dashboard and a highly experienced sales support team allow businesses to publish video online fast. Founded in 2007, vzaar has its Headquarters in London, United Kingdom

Ian Snead leads vzaar’s marketing strategy and product focus. The founding principle behind vzaar is that online video provides potential buyers with a rich product understanding far beyond what static photos can offer. Feel free to contact the team at 1-877-831-7110 or at They are the web experts in helping eCommerce businesses host and distribute online video.