How to boost your Black Friday e-commerce sales with product videos

Insights Team

In the world of retail, staying competitive is crucial. And during peak seasons like Black Friday and Cyber Monday, the stakes are even higher as consumers are more careful with their spending habits and have higher expectations.

However, there's a silver lining. Black Friday and the entire peak season offer a distinct opportunity for retailers to not only survive but to thrive. 

To do so, retailers must respond to their customers' shifting needs and expectations. There is one tool that has proven to be remarkably effective: video.

Let’s uncover how using product videos in your online store can set you on the path to success this peak season!

🔗 Read more: E-commerce peak seasons are changing: here’s what you need to know

Why videos matter 

Video has become a powerful tool in the world of e-commerce, as it can truly enhance your online sales and bring customers closer to an in-store shopping experience even when they're shopping online.

There are many measurable benefits of using product videos in your store, such as

✨ Reducing bounce rate
✨ Increased time spent on site
✨ Increased in conversion rate
✨ Increase in AOV

These perks become even sweeter during peak seasons when your website is flooded with shoppers searching for irresistible deals.

At Videoly, our customers saw a massive growth in key metrics during Black Friday 2022.

✨ Product video views grew by 117%
✨ Page views rose by 91%
✨ Add-to-cart events increased by 216%

If these figures align with your business goals this year, keep reading!

Six ways to elevate your Black Friday game with video

Let's delve into the six ways in which product videos can significantly enhance the performance of your e-commerce business during peak seasons.

1. Showcase the product from a distance

What better way to showcase online how a product looks, functions, and performs in real-life situations than video? 

Videos enable you to present your online products in a way that replicates the experience of seeing them in a physical store – without having to navigate through the crowds. It’s the perfect alternative for those who prefer doing their shopping conveniently from the comfort of their couches!

2. Help your shoppers navigate your store and make decisions

As shoppers navigate through your store in pursuit of that irresistible Black Friday deal, they can easily become overwhelmed by the sheer volume of campaign pages, category sections, brand offerings, and discounted products – you get the picture. 

Assisting them in their exploration and guiding them through your store with informative content is a clear advantage. When customers feel informed, they are also more likely to make a buying decision. 

3. Use storytelling to appeal to emotions

You've probably heard the saying that a picture is worth a thousand words. Well, think of a video as being worth a million images – it's that powerful!

During Black Friday, all retailers are competing for the same shoppers’ attention. The emotional and appealing aspects of video are perfect for attracting attention and standing out.

Videos can tell stories, build excitement, capture interest, and evoke emotions — all great qualities when wanting to increase your visitors' shopping appetite.

4. Reduce returns, increase sustainability

With good-quality product videos, stores can easily minimize the biggest environmental impacts traditionally associated with Black Friday.

When customers have a clear idea of what they are buying, they are less likely to make purchases they will later regret, leading to fewer returns. Fewer returns directly means less transportation and packaging waste.

Product videos can also be used to highlight the durability and longevity of products or encourage customers to make more conscious purchasing decisions by showcasing your store’s sustainability efforts, such as eco-friendly packaging and partnerships with green initiatives.

5. Offer virtual guidance

While shopping in person, you can usually ask a salesperson for assistance should you need it. In e-commerce, it’s a whole other thing, and most stores don’t have 24/7 customer support to respond to inquiries about everything. 

With product videos, you’re offering similar guidance to customers without having to have someone present at all times. Your customers can see, for example, how to set up their tent or how makeup looks when applied. 

Videos offer a great way to provide excellent customer service even during the busiest days while minimizing the amount of unnecessary inquiries.

6. Let your customers speak to your other customers

Encouraging customers to create and share their own videos and reviews can be a powerful strategy on its own. 

User-generated content serves as social proof and demonstrates real people using and enjoying the products. This becomes even more vital during Black Friday when shoppers are swamped with deals and options to choose from. 

It adds authenticity to the online shopping experience and can offer new customers valuable information about your products, which can be a key differentiation during the crucial season.

🔗 Read more: The ultimate guide to product videos in e-commerce

Remember to get your store and operations in shape

As we now know, adding product videos to your online store is a fantastic way to make the most of your peak season traffic. 

But before you roll out the virtual red carpet to our online shoppers, make sure your online store is as spiffy as those shiny product videos.

Ensure your site’s set for heavy traffic before November rolls around. And don’t forget about mobile: many customers will be scrolling on their phone, so make sure everything works properly and is easy to navigate. 

Re-evaluate your check-out process to make sure it’s as easy as possible to buy from you. People will quickly abandon their carts if the buying process is a mess — and you should avoid that at all costs.

While Black Friday, and many other similar peak seasons, is often about great offers and discounts, don’t forget that typically your customers want more than that. Loyalty programs, timely communication and agile operations all help you meet your customer’s needs.

🔗 Read more: How to ace your e-commerce peak season
🔗 Read more: 8 quick ways to crush your sales targets this Black Friday

Help! How do I get started with this product video thing in time for Black Friday?

Don’t worry. We’ve got you covered!

Videoly is the simplest tool for getting thousands of curated products to your site without any manual work.

Scan your store to get an estimate on how many of your store's products have video content available, and we’ll take it from there. Or try our ROI calculator to see the real value of product video for your store yourself.