(Image credit score: Seth Doyle / Unsplash)In March, Chinese e-commerce firm JD.com introduced a significant replace, with short-form videos step by step changing textual content and pictures as the principle codecs for product info within the JD.com app. Over 70% of the up to date homepage content material can be extra targeted on brief videos.
Shortly after the JD.com app replace, the platform launched new brief video manufacturing specs and algorithm rule adjustments to retailers. Merchants are suggested to enhance the proportion of short-video importing for their merchandise and feed to get extra publicity alternatives within the app. The JD.com app is without doubt one of the largest e-commerce marketplaces in China, boasting greater than 570 million every day lively customers within the firm’s FY 2021 annual report.
In addition to JD.com, on-line platforms Taobao and Pinduoduo have additionally elevated the publicity of short-video content material on their homepages since 2021. Short-form videos are step by step turning into a pattern, gaining an increasing number of weightage on main e-commerce platforms when it comes to publicity alternatives.
E-commerce platforms prioritize short-form videos
Since 2020, Taobao has slowly shifted its graphic-based content material to brief videos. Recently, there is also information that content-based technique would be the focus of Taobao’s growth in 2022, of which short-video is a vital a part of the technique.
Currently on the Taobao app, brief videos are primarily present in two main positions. One is the first-level entrance of the Taobao app homepage, “Guang Guang,” launched on the finish of 2020.
The “Guang Guang” part is an improve from “Weitao,” which aggregates content material, similar to consumers’ exhibits and sellers’ exhibits. Video content material is often offered within the codecs of each livestreaming clips and brief videos. According to Tmall public information, the “Guang Guang” part had month-to-month exercise of over 250 million customers and every day exercise of fifty million customers in 2021, putting it within the high three content material platforms in China, ranked after style and luxurious platform Little Red Book and Douyin, China’s authentic TikTok.
Guang Guang’s suggestion mechanism makes use of massive information to advocate content material that customers are desirous about, based mostly on their every day searches and purchases. For instance, if customers searched for a lipstick not too long ago, they’ll discover plenty of lipstick-related content material, together with graphics and brief videos. Users can click on on the content material beneficial by Guang Guang to instantly show the product hyperlink, and click on twice to bounce to the product web page and place a purchase order order.
The second is Taobao’s “You may like” suggestion. “You may like ” is principally specified by the “buying cart,” “to be shipped” and “to be obtained” sections. According to Azoya’s inner analysis, for each 20 merchandise that seem within the suggestion part, there can be 3 to 4 brief videos that lead to a product element web page.
After the replace of the content material part, various retailers have very clearly felt the super development of retailer visitors and orders. According to public information, as of November 2021, 1/3 of the orders on Taobao (instantly and not directly) got here from “Guang Guang” neighborhood seeding.
In addition, Pinduoduo has additionally began to enhance its efforts within the short-video monitor. Pinduoduo has upgraded its short-video part to the first-level entrance on the backside of its app entrance homepage – Duo Duo Video. But the video content material is unrelated to e-commerce; as an alternative, it is filled with leisure content material. Market hypothesis is that Pinduoduo needs to enhance the size of time customers use its app by way of the video part. After all, the longer customers keep, the extra probably they’re to convert into buying prospects.
What can short-form videos provide brands?
Upgrade the principle product image to brief video, which may enhance a part of the conversion into shops. Compared with the normal technique of introducing merchandise with static photographs, brief video can present way more info in a shorter time span. Vividly introducing a product’s traits and features to prospects additionally creates a deeper impression. Compared with photos, video can extend the size of time customers keep on the product description web page and promote product conversion.
The common supervisor of Taobao’s content material ecosystem division has talked about that Taobao will proceed to enrich media-based content material and brief videos, as one of many highlights, are launched with the best depth. At current, Taobao’s short-video content material is getting extra widespread and has a optimistic influence on gross sales. Public information exhibiting that the conversion fee of the short-video part is as excessive as 70% or extra.
Watch model CASIO has been laying out Taobao brief videos since 2020, and at the moment publishes greater than 20 brief videos every day. “Compared with the normal graphic type, brief videos unfold info extra effectively. Our earlier greatest efficiency of a brief video can convey greater than 80,000 RMB gross sales in a single month. We don’t give attention to the gross sales conversion from brief videos, however the advantages of attracting visitors and return purchases,” in accordance to CASIO’s advertising and marketing chief.
During the March 1 to 8, 2021, Queen’s Day marketing campaign, the variety of CASIO official flagship retailer’s every day short-video information guests exceeded total guests in February. Within 8 days, short-video information guests accounted for 7.54% of retailer guests, up 96.9% from the earlier month.
Short video has the official visitors assist of e-commerce platforms, which may enhance retailer publicity. At current, conventional e-commerce platforms have connected nice significance to short-video content material, and JD.com has a visitors choice for high-quality brief video. After retailers add brief videos to JD.com, official reviewers will label some brief videos with “most popular” and “chosen” in accordance to sure guidelines, and the publicity fee of chosen brief videos will enhance accordingly.
Taobao additionally inspired retailers to enhance the output of high-quality brief videos throughout Singles’ Day final yr, and a few kinds of retailers need to launch a sure variety of brief videos to get publicity in the course of the Singles’ Day marketing campaign. If no brief video is launched, the model’s merchandise is probably not seen in “You may like” and different sections.
How do worldwide brands use short-video advertising and marketing on e-commerce platforms?
Australia Youthit Bilberry Complex — Given the recognition of digital merchandise, consideration to eye well being has turn out to be a problem of significance to shoppers. Youthit makes use of the product characteristic of eye safety to match the life of its goal shoppers, similar to extended use of cell telephones and recreation consoles and dealing on computer systems for a very long time, inflicting eye interference, fatigue, and many others. Youthit presents this content material by way of brief videos that interact shoppers and generate curiosity in buying.
Bobbi Brown Skin Long-Wear Weightless Foundation — The content material of brief video in product description web page of Bobbi Brown exams foundations at excessive temperatures and compares the outcomes with these of different brands. The closing check outcomes confirmed that Bobbi Brown foundations last more and don’t dry out in scorching environments. Bobbi Brown used the outcomes of the experiment to draw out the promoting factors of the product in a extra inventive approach to appeal to shoppers to purchase, and in addition performed a job in educating shoppers.
Armani Beauty Lip Maestro Liquid Lipstick — Through the lipstick trial video of the model’s superstar spokesperson, it provides shoppers a extra intuitive viewing expertise. On the opposite hand, it additionally makes use of the fan economic system impact to appeal to potential shoppers to purchase.
Guerlain Parure Gold Radiance Foundation — When shoppers search for basis on Taobao, Guerlain will seem within the Masonry Layouts place on the inspiration product web page. Instead of the normal product graphic introduction, Guerlain used a sure livestreaming clip of Austin Li and edited it into the type of brief video to appeal to shoppers’ consideration. When shoppers click on on the brief video, they will bounce to Guerlain’s official flagship Tmall retailer. This type of brief video, utilizing livestreaming materials for secondary modifying, additionally has a superb shopper acquisition impact. In the sector of e-commerce, brief video has an essential position of visitors entrance and content material seeding.
Key takeaways:
Compared with graphic info, short-form videos are extra vivid, fascinating, and conducive to social sharing. In addition, short-video product introduction performs an essential position in driving visitors and growing conversion charges.
Brands need to regulate their content material advertising and marketing methods and grasp short-video manufacturing capabilities to acquire extra publicity in e-commerce platforms.
For a transaction-driven platforms like Taobao and JD.com, content material inside short-form videos has to focus extra on precise product makes use of and shopper wants to drive direct conversions.
Franklin Chu is managing director U.S. for Azoya International, a supplier of turnkey cross-border e-commerce options to help retailers trying to broaden into China by way of a cheap and decrease threat technique.
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