Do you want to keep your audience engaged with original videos on your website? Videos are simple to engage with, making them ideal for demonstrating your brand and spurring your viewers to action. Adding a video to your e-commerce website can also increase your SEO rankings. So, how do you do it?

Get Creative with Content

Viewers are used to clicking through pages of content until they find what they are searching for, so let them know they are in the right place and can stop looking. You may say it directly or do it in a problem-solving way where you present the best solution – your product or service! In addition, consider what you seek in videos you share and keep those elements in mind when creating your video content.  

Moreover, your video is supposed to demonstrate your brand in the best light possible. Think of how your message will benefit your audience. If you emphasize how your business is uniquely beneficial to customers, shoppers will be engaged and eager to hear what you say.

Lead with Emotion

If you want to sell your brand, start by targeting the emotional part of your audience’s brain. That is where we determine where to spend our time, attention, and money. Paint a picture and help your viewers see themselves accomplish the goal you’re helping them achieve. Appeal to the emotions first, then offer rational, supporting evidence. Also, engage your viewers with direct questions to make them feel like you are talking with them. Asking them a question is ideal if you know the answer will be in your favor.

Furthermore, others want to know you care, so make yourself relatable in some way. When you utilize this approach, your viewer will nod in agreement. Remember also to share your company culture. The goal is to show your e-commerce company has a definable personality. You also want to be trustworthy. Prove your company’s credibility by including testimonials in your video or obtain endorsements from reputable sources and present them. Overall, your audience must feel an emotional draw to your service or product and justify it with facts and credentials.

Harness the Magic of Filming & Editing

Of course, when creating videos for your website you want to take advantage of the visual medium. The editing and visual techniques available when creating videos can help you command the viewer’s attention. Consider trying the following camera techniques:

• zoom in or out on the camera lens
• switch your actual position in the frame
• move the camera during the shot

These moves are critical because of short attention spans. Watching a static, unchanging image for too long can get boring.

Use Sound Effects and Music

Use music to add a unique feel to your video. Using ambient sound effects and royalty-free background music helps your video stay more engaging and appealing to the viewer.

Include Graphics

Transitions, titles, and effects can help create engaging video content. The style of graphics you use can match the presentation style you are making.

Making an engaging video is based on understanding what your audience needs and wants. The strategies in this article will optimize your e-commerce site and increase traffic. The good news is that collaborating with an accomplished e-commerce web design company can help you command the attention of your online viewers.

Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.