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The Digital Business Kit for Retailers

Learning Outcomes

Retailers will understand how they can use eMarketing strategies to sell products and services online. [printfriendly]

mod-arrow Video

videoausPeople like videos – as long as they are reasonably short, entertaining, and maybe even educational.  For you, videos should help you get your company or product message across quickly and effectively.

Videos can be captured with a video camera, smartphone or screen captures (for online demos). Videos do not have to be professionally produced, however basic best practices should be observed to make sure the video quality reflects your company’s image. If you post a sloppy, unprofessional video… what does that say about your company?


Typical uses

Videos are commonly used to demonstrate a product or service and the environment of the product or service, such as the area around a house being sold or rooms and facilities at a resort. They can also offer additional value as both marketing and customer support tools through applications such as “how to videos” or demonstrations. Customer testimonials and experiences are also popular in video usage.

Tools: If you need to capture something from a computer screen, such as a software demo, using a screen capture program is recommended. These programs take a video of your computer screen as you record audio (or audio can be added later).

Costs: Free video production can be done with a smartphone or camera, hosting on YouTube or Vimeo and embedding in your website, social media, etc. Investment may be required for screen capture and/or editing tools, if required (Note: YouTube has basic editing functionality).

Why Video?

Well-produced videos following best practices are effective and often make it easier for customers to engage with your key messages compared to reading information on a web page; and people like them.

  • 180 million U.S. Internet users (85 percent) watched 43.5 billion online videos for an average of 23 hours per viewer per month.
  • YouTube accounts for approximately 40 percent of the online video audience each month.
  • In 2012, video ads reached 50 percent of the total U.S. population an average of 37.6 times.
  • A video is 53 times more likely to generate a first-page Google ranking than traditional search engine marketing techniques. (Google owns YouTube)
  • 1 in every 10 tablet user watches online video content almost daily on their device.
  • 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute.
  • 100 million people take a social action on YouTube (e.g. share, comment) every week.  (Source:  www.sngroup.com)

Best practice

Keep it short and catchy unless it is a training video – most people don’t have patience for videos beyond 5 minutes. There may also be file size and video duration limitations depending on where the video is stored online.

  1. If using YouTube to share your videos, be sure to tag all of your videos with the keywords your customers use to find your products. This helps your video to be found and supports your SEO program.
  2. Add annotations and calls to action so people can see your company name, contact information and ideally click on the video to reach your website.