When should you use video in ads? Here's how to know.
Ever wondered if your product pics are doing justice to your products? Let’s talk about how you can make those product listings pop 💥
TL;DR 🎯
If you’re selling anything that’s more about pleasure than practicality—think high-end fashion or luxury experiences—ditch the static images. Go for video or dynamic formats like slideshows or GIFs. Your customers will be less price-sensitive and more likely to click “Buy Now.” For practical stuff like basic appliances, sticking to static images won’t hurt.
Wait...but why? 🤔
Dynamic formats make your product look more lifelike, helping customers imagine themselves using it. When they can picture themselves enjoying your product, they’re more likely to focus on how good it feels rather than how much it costs.
Findings 💡
Here’s what the research says:
- Hotels: 81% of people chose a hotel room with fancy perks (like a killer shower) when shown in a video versus 52% with static images.
- Coffee makers: 49% opted for a fancy coffee maker in a slideshow versus 17% with a static image.
- Willingness to pay: People were willing to spend $43.39 on a fancy coffee maker when shown dynamically, compared to $29.91 when presented statically.
Why does this work? Our brains are wired to associate “dynamic = real” and “static = meh.” Showcasing your product in motion helps customers visualize using it, boosting its perceived value.
What to watch out for ⚠️
This trick shines for hedonic items (those indulgent, pleasure-driven purchases). For utilitarian goods, like a basic blender or a no-frills motel, dynamic formats won’t make a huge difference. Also, while dynamic formats are great, don't overdo it—simple background music can enhance without distracting.
How to do it ✅
- Create a video: If your product is a treat for the senses, a video is gold. Show people using your product, and make sure the actors aren’t looking directly at the camera.
- Slideshow: If a video isn’t feasible, a smooth slideshow with high-res images works too.
- Imaginative descriptions: If you’re stuck with static images, craft descriptions that help customers imagine using your product. Think along the lines of “Picture yourself sipping a latte made by this sleek coffee maker on a sunny morning…”
Steps to implement:
- Identify your product type: Is it hedonic or utilitarian?
- Choose your format: Go dynamic for hedonic. Use static with compelling descriptions for utilitarian.
- Create engaging content: Invest in quality visuals. Use video or slideshow for hedonic, with imaginative descriptions for static images.
- Test and optimize: Always A/B test different formats and placements to see what converts best.
So, next time you’re sprucing up your product listings, remember: a little motion can turn window shoppers into happy buyers. Give it a shot and watch those sales climb!
Catch you next week with another nugget of marketing gold!
Want to learn more? 🤓
If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.
Quote of the week 💬
"Seeing is believing, but feeling through the screen is what seals the deal."
