One of the things that differentiates eCommerce video from those old-fashioned things called television commercials (remember them?) is a tone of trustworthiness.
Consider the trust index below from today’s eMarketer. Friends and family top the list – no surprise, and a good reason to include social marketing as part of the mix. But when it comes to placing eCommerce video on product pages to drive conversion, you simply can’t include everyone’s friends and family.
At the bottom of the list are television presenters and celebrities. (We suspect that animated slide show “product videos” would rank even lower). If you use television-commercial techniques or celebrity endorsements as part of your eCommerce video strategy, you’re using the least trustworthy tone and presentation. A store assistant, according to the chart below, is rated as 30% more trustworthy than a TV pitchman or celebrity.
So stop putting off launching an eCommerce video initiative because talent is a barrier. It’s not. You don’t need Tiger Woods to demo your products. The talent you have – your product managers, your best sales reps, your business managers – will build trust more effectively than any celebrity could. eCommerce video is about driving conversion. This is one course where you have it in you to outdrive Tiger Woods.
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Nice post, it is always good to read about Tiger. I only wish that everybody would concentrate on his talent and successes as a golfer rather than his private problems.