What mistakes are people making with their video advertising? How can video marketers fix these mistakes and succeed in the modern battlefield of video advertising? How should video advertisements be structured and which key elements should be included?
Throughout this article we’ll walk you through everything you need to know about how to create high-converting creative video ads that ACTUALLY work in the modern space. Keep reading to learn more.
You are missing out on scaling growth opportunities, If you’re doing any one of these:
Launch new creatives once in a while
No systematic approach?
Not sure what, how, or why?
If you are not pumping out new creatives, your competitors who do will ultimately convert your customers into theirs. You wouldn’t be able to run enough split tests to truly optimize your ads with split testing. You also need to have more ad options to discover your biggest winner.
Most people only know the hook and CTA, and don’t understand what goes in between them that contributes to a successful ad. Without a systematic approach, you can’t identify what’s actually working, and wouldn’t be able to recreate the success.
Once you are familiar with what goes in between Hooks & CTA you can now create countless optimized video ads to launch creatives to hit the range of 50 to 100 per week. All you need to know is what modular & scalable pieces to plug them into the frame.
F.E.M.S.S.A. stands for: Frameworks, Elements, Modular, Segments & Structure, Auditing. Let’s dive deeper on this subject and talk about each part of the theory.
Frameworks are tested, and they’re proven. It produced 6-7 figures winning results many times and with many different industries. This is where you can get your best chances of success.
You can plug & play with these frameworks. They’re repeatable. But you have to fill the framework with modular elements.
When time gets unpredictable you want to rely on your Framework. You can be assured and know that you can take your elements, plug them in there, and expand.
This is one of our proven frameworks below!
Ex. Pass UGC Framework
Elements are the components that make up your ad, think about baking a cake.
You want to start looking at contents in a way that when you see these pieces, you can identify them. Once you can identify them! You can recreate them! Because now you can understand what is contributing to your success.
Our team figured this out and made each element, 4 seconds long, because that’s the amount of time somebody will need to read the copy and take in the visual. We always aim for 4 seconds & hardly ever go over.
This is all you will need is to identify what pieces you have been using for your success. Here are the elements that make up an ad, but not all of them are a part of one ad!
You want your elements to be modular! Why? Because you want repeatable success for your creatives. If you want to recreate your success, you need to be able to break it down and know what your ingredient list is.
You can then take a successful element from one ad, plug it into another ad, and several other ads. Being modular extends the life of your content & lowers your cost per content.
You need to know to the deepest level of what it’s going to be categorized so you can use it over and over again.
Anytime you can introduce a product with social proof, PR, or a number of reviews, it is HIGHLY effective and people will start to believe it is all it seems to be.
The structure of these elements is very important because they determine what framework you’ll be using. For example, these two are similar but there is a difference between product intro and discovery. Mixing the two will set off the tone, perspective, and the viewers.
Without structures, you are not able to reuse the element easily, and not going to have much life out of them. It won’t let you roll over the success you have.
Begin with creating your inventory and taking the contents you already have.
To Audit, you want to look for your winners & losers. Find which element works & didn’t work, and segregate them. From here, we want to cross-reference them. Look for what element is in this ad & that ad, and find the one being repeated.
The next question to solve is, which one of these is leading to success? These are the ones you want to be repeating. Take Inventory, track how many elements do you have that lead to success.
You’ll want to plug in the winning element and play, you’ll be mixing and matching the elements with an educated approach. After you have received data back from the Plug and Play, you can now start split testing because you’ll know what each part of the ad is made out of.
Step #1: Analyze Winner & Losers: Ad 1, Ad 3, and Ad 4 are winners with the highest conversion rate, lowest CPM (Cost Per Mille), and Highest CTR (Click Through Rate) stopping power, view time.
Step #2: Cross Reference: Hook #3 & Intro Product #2 are the same.
Step #3: Take Inventory: Record the winning elements from all the videos in the cross-reference
Step #4: Plug & Play: take all the winning elements, mix & match to fill the framework.
Think of A.U.D.I.T. as:
Distribute To Your Framework
Clients typically want to pay $4K to 5K per Content Packages. Yes, they’re not cheap! It comes with 68 Unique Pieces and about 2-3 storyboards.
Good creatives should never die out! Let’s make sure we’re getting rid of the riff raff and promoting the hell outta the winning video ads.
It’s always important to test ads with the P.L.R.T. or the Path of Least Resistance Test. If you’re testing creatives, that means you should ONLY be testing creatives.
This means that proven copy and proven thumbnails should be used to prevent these variables from affecting your results.
From there, you’re gonna start gold mining. Red, yellow, and green are used to sort the different variations to see which video ads performed the best.
Red is going to be at the bottom of the barrel, below metrics, and needs to be cut.
Yellow is in the middle and can go either way. To figure out what to do with yellow video ads, use a correlation decision making tree.
Green are your winning video ads that have floated to the top and need to be promoted and scaled like crazy.
You can also apply the 80/20 rule where 80% of the video ads are made using proven frameworks, and the other 20% is used for testing. You can also go 70/30 or 60/40 depending on how many new video ads you would like to test.
In a sticky situation, you can still fall back on your proven framework ads that are guaranteed to provide results. These are your workhorses that will keep you moving, but you GOTTA be consistently testing new video ads.
The more you can test, the more likely you’ll strike a goldmine video ad that will be an absolute winner.
User Generated Content, or UGC, is a really useful framework that can be repurposed to create MANY more video ads than before.
There’s more than two ways to use UGC content, but we’ll go over two in this article as an example. The two ways we’ll be talking about using UGC content is in Direct Response (DR) script driven videos and in element morphing pieces of video ads.
Any winning videos can be turned into UGC content through UGC morphing. When morphing, we’re basically turning all text-driven elements that were in the video ad and automatically bring them to UGC style content. Turning the video ad into something very similar to “As Seen On TV” ads.
In past frameworks, AFTER the solution has been introduced inside of the video ad, the UGC content is used to provide social proof and reinforce the product as a believable solution to the target audience.
Let’s say you get 8 Unique Pieces of video advertising content for $8K.
That puts your piece per content at $1K. If you break those pieces into modules fashion you can now multiply how many ads you have. You can make 80 content and that will bring your cost per piece of content down to $100.
Get familiar with F.E.M.S.S.A. to scale aggressively! Let’s make up for iOS 14 privacy updates in the most creative way possible!
The process of creating modular video ads is not easy. We outline the video, write the scripts, cast the talent, film the videos, edit the videos together, then publish and track the content for the best results. This process is a lot of work and is also very time consuming. It’s even worse if the modular video ads are being made by less experienced individuals as there’s quite a learning curve to everything from writing to filming to tracking & reporting.
There’s nothing wrong with finding a really great creative video advertising agency to do the heavy lifting when it comes to video ads creatives. Here at Viscap Media, we’re marketers at heart and not just geeks with cameras. We want you to get the best possible results with your video ads campaigns. We’re here to help and to learn more about us, check Viscap Media’s page on video advertising.
When you’re ready, reach out to us and we’ll be happy to set up a video call and consultation to see how we can best help your brand succeed.
So, to make a long story short let’s run through the 5 key takeaways from this article.
F.E.M.S.S.A. is for pre-production roadmapping and stands for Frameworks, Elements, Modular, Segments & Structure, Auditing.
A.U.D.I.T. is for screening video ads for performance and stands for Analyze, Usability, Distribute To Your Framework, Integrate it, Test It.
The 4 key metrics to look for when auditing an ad are video average watch time, playthrough percentage, cost per click cost, and finally the click through rate.
Use the 80/20 Rule when launching and testing ads. Use the P.L.R.T. or the Path of Least Resistance Test to test ads and keep constant variables.
Any winning video can be repurposed into a kick-ass UGC video ad through morphing.
There’s nothing wrong with finding a really great creative video advertising agency to do the heavy lifting when it comes to video ads creatives. Here at Viscap Media, we’re marketers at heart and not just geeks with cameras. We want you to get the best possible results with your video ads campaigns. We’re here to help! To learn more about us, check Viscap Media’s page on video advertising.
When you’re ready, reach out to us and we’ll be happy to set up a video call and consultation to see how we can best help your brand succeed.
Now that you’ve gotten a taste of Viscap Media’s CEO speaking about powerful modular videos and UGC content that convert, it’s time to see him in-person or in real-time on a livestream!
We’re excited to announce that Cody Iverson will be speaking at the GeekOut Ukraine event on Saturday August 28, 2021 at 11AM GMT. You can follow the link to GeekOut Ukraine Live to get your FREE pass to watch.
Don’t miss your chance to learn new ways of using video advertising and UGC content to skyrocket your eCommerce business to the moon!
We look forward to seeing you there!
GeekOut Ukraine Live | GeekOut
What is eCommerce and why is it gaining soo much traction nowadays? Investopedia defines eCommerce as Electronic Commerce and is anything that allows firms/people to buy/sell over the internet. Investopedia also goes on to state there are 4 different segments for this industry. These segments are defined as B2B, B2C, C2C, and finally C2B.
Through this article, we’ll be talking about what eCommerce software & marketing is, how eCommerce software works, the 5 best eCommerce software to use, and which video styles are the best for eCommerce marketing.
Keep reading to add more useful knowledge to your eCommerce marketing toolbelt!
Recent additions and world events have revolutionized the eCommerce industry (in a good way), from the introduction of social commerce to the explosion of online sales due to Covid lockdowns/restrictions. It’s mixed everything up from the eCommerce software to how eCommerce marketing is being done. According to Statista, there was over $4.28 BILLION in eCommerce sales in 2020 alone with projected sales of $6.38 Billion for 2024.
As brick-and-mortar stores become harder to shop at during the Covid restrictions, these shoppers are finding other ways to get their fix and trade sellers their hard-earned money for products/services.
The most common alternative is going to be an eCommerce store where they can instantly order their goods over their internet and have it delivered to their front door! No need to skate down the street for beer anymore. Just sign up for a monthly prescription and have artisan craft beers that you’ve never even heard of dropped off on your doorstep! Now that’s what I call convenience.
Plus, your eCommerce store is ALWAYS open so your shoppers can look at your catalog at 3 am on Sunday waiting in a fast-food drive-thru if they wanted to. Not to mention that your overhead costs will be much, much lower since you’re not paying for rent, stockers, clerks, electricity, water, and any other expenses that a brick-and-mortar store would have.
The selections are virtually endless as eCommerce stores operate out of remote warehouses or ship on-demand from a distribution center. They don’t have to worry about weird items taking up precious real estate on their shelves or narrowing down the selection as the options are only limited by how far the shopper wants to scroll!
There are some downsides to eCommerce stores and these can be a real letdown. The first is the limited amount of customer service that comes with an eCommerce store. There aren’t any clerks or stockers to help you find what you’re looking for or to answer any product questions.
The second is the lack of instant gratification. It takes time to ship or deliver items. Most places have an extra premium cost if you want something overnighted to you.
The third is not being able to try before you buy. The closest we can get to some of these items, including pants, before buying them online is seeing pictures of them and reading the measurements in the description. We can’t test the fabric or fit on clothing as an example.
How does this incredible eCommerce software work? eCommerce software’s main goal is to be an online store or an area where viewers can buy products or services that they want through the internet.
All eCommerce software will either let the seller create their own website to sell through, link their eCommerce software with their website, or let the seller list their products or services directly on the eCommerce software provider’s website.
The two types of eCommerce software are On-Premise and Software as a Service (SaaS). On-Premise is when the eCommerce Software is hosted locally and managed by a team that manually maintains the eCommerce store.
The other option, SaaS, is Software as a Service where the eCommerce website is hosted and maintained off-site by the provider. If you don’t have a server tower running Linux with your eCommerce store on it, you’re most likely using SaaS.
SaaS is easier to use and with the recent updates to SaaS providers has become fully customizable and more convenient to most sellers.
Good eCommerce software should be able to do five things really well. Those five things are managing customers & orders, managing products & inventory, simplifying marketing, automating shipping & taxes, and enhancing the customer experience.
Great eCommerce software will automate most of your customer journey and walk the customer through a path to purchase your products or services. There are seven steps that go into how eCommerce software works. Those seven steps are:
Another six things that you should make sure your chosen eCommerce software does depend on what you’re doing with it include:
1. Web Hosting
2. Product Catalog
3. Shopping Cart
4. Seller Dashboard/Merchant Interface
5. Payment Processing
6. Order Fulfillment & Shipping
Now that we’ve gone over WHAT eCommerce software is, let’s start talking about the different options that are available.
Trying to find the best eCommerce software is a LOT harder than it sounds. One answer for one seller may be different from another’s based on what features they need and what goals they’re aiming for. Here we’ll explain the top 5 eCommerce software to get your noggin joggin’ about which eCommerce software is right for you. The top 5 eCommerce software are:
These eCommerce software are all listed on PC Mag and Capterra as well. If you’re still having issues deciding on the right eCommerce software that’s right for you AFTER this article, you can check those two places first for even more information to help narrow down your options.
The first eCommerce software we’ll be talking about is Shopify. Most people who use eCommerce stores swear by this platform in one way or another, and anyone that does eCommerce has certainly heard of them as they’re the market leader for this vertical. Shopify is known for its easy setup and ability to handle large order amounts, but the tradeoff is it’s not the cheapest option out there.
The second option is Squarespace. Squarespace is simple and affordable as it charges transaction fees. The tradeoff is you may not be able to make your eCommerce shop look exactly the way you want it to and may not look the prettiest when it’s done. It’s a quick and affordable way to get started in the eCommerce world though.
Option three is Wix. Wix is an easy-to-use platform that lets you build a website and sell products online through an eCommerce store. There’s a free trial so you can set up your store and try it out (the free version doesn’t allow for receiving payments) before putting the money down and going live.
The fourth option is BigCommerce. BigCommerce is an eCommerce software that’s more geared towards stores that already have some skin in the game. The monthly subscription is a bit hefty at $30/month and there’s no refund for purchased plans, so once it’s set up there’s no pulling out!
The upsides to BigCommerce include 24/7 customer support, unlimited products/file storage, and a 15-day free trial. It’s more of an option if you want to switch to a different eCommerce software later on in the game.
The final option we’ll cover here is GoDaddy. Everyone’s favorite domain seller and web hosting service also offer an eCommerce software solution! Their pricing packages start at around $20 and that’s more affordable than other options listed above including BigCommerce and Shopify.
There are some limitations that come with this eCommerce software though, and some of these may be a deal breaker for some. These limitations include the lack of overall support (from no app being available to no PoS support) and there is no developer API available.
To make a long story short, Squarespace and GoDaddy will be your most affordable options but can be a bit limiting depending on what you need the eCommerce software to do. If you’re looking for an eCommerce software that has all the bells n whistles plus you’re not worried about price, then BigCommerce or Shopify will be your best options.
Top 5 e-commerce Software TikTok Video
eCommerce marketing is any marketing that drives awareness and traffic to your online store to capture conversions and increase sales. The different ways of advertising may include everything from a paid Google Search PPC campaign to doing pre rolls on Youtube with product videos.
There should be an overall strategy formed before any advertising campaigns are launched that aligns all of the marketing efforts with the same goal, message, and brand personality to make sure that viewers are not confused as to who you are, what your brand means, and what your eCommerce store offers.
This strategy can be created through some research and an Integrated Marketing Communications (IMC) Brief. You can fill out your IMC Brief with a customer journey model, customer persona, some internal/external analysis, and planning out your goals/objectives.
Now that we have our IMC Brief, it’s time to kick off the advertising!
The BEST way to showcase your products and services is through video. Video has become the preferred format with the current desktop internet and mobile speeds being able to play videos now reasonably fast. No more waiting on dial-up to load those pictures!
According to this Forbes article, people spend an average of 3.7 hours a day watching videos and by 2022, 82% of all consumer internet traffic will happen because of video. It’s the biggest thing in advertising right now, and it’s generating better results than any other medium out there today.
Branded videos are great for showcasing your brand and what you stand for. These are best for raising brand awareness and brand preference in the mission to stay top of mind, tip of tongue.
These are best when placed in the awareness, consideration, loyalty, and advocacy stages of the customer journey.
Branded videos can be placed everywhere from your social media platforms to doing geofencing prerolls.
The goal of these videos is mostly to maintain and increase the brand equity you’re managing. To get more conversions, product videos will be more helpful in reaching your goals.
Product videos are PERFECT for showcasing how products work, what problems your product solves, and how nice the products look.
The product videos can be posted in a number of places from geofencing pre roll videos to your social media channels similar to the branded videos; however, product videos are also great for driving conversions ON TOP of impressions.
The product videos can include a call to action (CTA) to get viewers to visit your eCommerce store and make a purchase. According to a statistic quoted in this BigCommerce article, viewers of your product video are 1.8x more likely to convert compared to a non-viewer.
Viewers are also more likely to absorb the information and education if it’s presented in a video format compared to text or image. The viewer doesn’t have to overanalyze a picture or read through bodies of text to fully understand the key benefit claims of the product with product videos.
With the current advertising space and people being bombarded with more messages than ever, product videos are the best way to grab attention, entertain, and educate the viewer all in one shot!
This also leads to fewer returns as the buyer is clicking submit on the order fully armed with the knowledge behind what the product does and what problems it solves. On top of all that, the product video will show more of the product, and read off the main points that the seller wants to communicate to the buyer.
There are five main types of product videos that can be made and these are general overview product videos, product video demos, user-generated content (UGC) product videos, influencer marketing product videos. and behind-the-scenes product videos (BTS for short).
These five different types of product videos can be used for different reasons and combined to make an overall video marketing strategy.
Overview product videos are great for overall education for the viewer as it’s the best at explaining what problem the viewer has and how the product solves it. This is also an opportunity to tell a story and get the viewer interested in your brand and what you do.
Why did you start selling this product? Was there a problem you ran into in your life that no other product fixed? Where did you get the idea for this product? You can answer questions like these to guide your story along.
The demo product videos are best for showing how the product works and how effective the product would be in real-world situations. Using demo product videos also allows you to show off how beautiful your product is and bonus points if you can get an actor/model to show off the product. Remember: faces and lifestyle imagery really work! Once the attention has been grabbed, you can have some nice closeups of your product to showcase its beautiful design.
To get the best results with demo product videos, it’s best to find a good eCommerce agency to help you make your videos as well done as possible. The eCommerce agency is going to know the ins and outs of eCommerce marketing, be able to help make a polished final video that will play well on different platforms, and increase conversions for your eCommerce store.
Behind-the-scenes (BTS) product videos are best for brand recognition, awareness, entertainment, and brand preference. This is one of the best ways to get followers on Instagram as people REALLY love seeing what goes on behind the curtain and finding out what makes the magic happen.
The BTS viewers also find it really educational and entertaining as they can pick up neat tips on videography and jokes from the cast and crew! The best part is that all the BTS footage you’ll ever need will be taken DURING the making of your other product videos, aside from editing they should be ready quicker.
User-generated content (UGC) product videos are an incredible way to reach more people and increase the sales volume of your eCommerce store! Most shoppers nowadays trust their friends, family, and peers more than advertisements, and even influencer marketers!
The perks user-generated content has over influencer marketers is that it’s more organic and feels like friends talking to each other, the poster has complete freedom to say whatever they want (unscripted), it’s totally free for the brand, the UGC poster is more likely to be a follower of the brand (possibly with a brand advocate-level loyalty), these product videos can perform better than branded videos.
Influencer marketing product videos are right there next to UGC on effectiveness. Both types of product videos have their own perks and challenges. The main perks that come with influencer marketing product videos are their reach and impressions are usually higher than UGC product videos, they normally have a higher quality of content, the brand has input as to how the product video is made (potentially scripted), and they can still perform better than branded videos.
You can find influencer marketers specific to each social media platform. TikTok has an entire Creator Marketplace for you to browse through. There’s a million and one third-party marketplaces for Instagram influencers, but none actually run by Facebook/Instagram. Youtube has a creator marketplace for influencers to get paid through called Youtube BrandConnect.
You can even mix up your user-generated content and influencer marketing with micro influencer product videos that are provided to the brand. They’re testimonials and will increase your conversions for your eCommerce store! It’ll have all the perks of an influencer product video with all the appeal of user-generated content.
There is an infinite number of reasons to hire an eCommerce marketing agency, but here we’ll give you a few of the top reasons why:
Some companies aren’t sure how to approach eCommerce marketing, content marketing, and product video marketing. That’s completely normal! There are experts in this field who are more than happy to help you out with all of your video marketing! There are eCommerce agencies and creative marketing agencies that can handle any size project you’re currently dreaming of!
How do I find the right eCommerce agency if I don’t want to handle the product video marketing? The right eCommerce agency will be the one that you match up with well and the one that can deliver the best possible results for your eCommerce store. Here at Viscap Media, we specialize in eCommerce store clients and have various case studies of other brands in your current situation!
We also make influencer marketing product videos, scroll-stopping social media marketing videos, and much much more. When you want to hire an eCommerce agency for your product video marketing, I know VisCap Media is a specialist in this field and will be your first call! Anyways, all of these things have learning curves to them and it’s sometimes better to step away and let the professionals handle the project.
Want to see what high quality product video advertising can do for your eCommerce store?
Contact us at Viscap Media today to get started! As video marketing experts, we know the eCommerce marketing industry, the social media platforms, the different eCommerce softwares, the theory behind marketing, and creating product video content for eCommerce that convert!
Contact us today, and let’s get started working on your digital marketing campaign plans!
To make a long story short, eCommerce is anything that lets people buy and sell over the internet.
There’s a million and one different eCommerce software out there and we picked the top five to help narrow down your search (Wix, Shopify, GoDaddy, BigCommerce, and Squarespace). The best eCommerce software is going to depend on your needs and goals.
eCommerce marketing is anything that drives traffic and conversions to your eCommerce store. The best form of eCommerce marketing is to use product videos made by an eCommerce agency. If you don’t want to handle your own marketing, let the professionals handle the project to ensure quality results!
Retail eCommerce Sales Worldwide 2014-2024 | Statista
eCommerce Explained | Investopedia
Best eCommerce Software | PC Mag
Find Best Software | Capterra
What Is eCommerce Software? | Finances Online
eCommerce Software | Shopify
eCommerce Software | Squarespace
eCommerce Software | Wix
eCommerce Software | BigCommerce
eCommerce Software | GoDaddy
Why Should eCommerce Stores use product videos? | BigCommerce
The State Of Online Video For 2020 | Forbes