Effective Video Content for Marketplaces

Andrey Stor, art director and owner of Kreativny Khod (Kreaxod), told about relevant video content at a master class held within the conference programme of  Mir Detstva 2021 and CJF – Child and Junior Fashion 2021. Autumn.

He says that a product card with a video increases the likelihood of sales by an average of 20%. Video inspires more trust than photos and text, holds a potential customer's attention, allows them to focus on important product details, and distracts them from weaknesses.

Andrey Stor drew attention to the specifics of video content for marketplaces. According to him, video content for social networks differs significantly from that for marketplaces. Whereas the main aim of social networks is to get the viewer interested so that they do not leave the page, using dynamic and emotional content, the main aim of marketplaces is to tell them as much about the product as possible and to hold the attention of a visitor who is already interested in the product for as long as possible.

According to the expert, commercials for marketplaces should be filmed according to all the rules of video production, even when filmed on a smartphone. For example, before you start filming, you need to have a clear idea of the marketing objectives, write the script in advance, formulate the text, come up with an infographic, and make a rough storyboard, highlighting the main functional features of the product.

Vertical videos are preferable, given that up to 80% of the audience watches videos from smartphones. Andrey Store also recommends not using the 360º format, as it does not have sales-winning moments such as motion graphics, interesting shots and angles. When choosing models, it is important not to forget about the specifics of the product. For example, when shooting products for housewives do not use images of young girls who are far from being housewives. In videos about clothing for the overweight, use models of a similar build. In videos where clothes are demonstrated, a set of specific plans is mandatory - the model's walk, the overall look, the details.

The speaker draw special attention to the technical issues of video production and work with contractors.

Press Service, EXPOCENTRE AO