Businesses can use video to engage customers. Videos can show a product in motion and deliver helpful product information, from an expert.
Here is a list of businesses using video creatively to engage customers. Some videos give a demonstration and review of the product. Others provide an explanation of a technology or entire product category. Several of the sites offer useful how-to videos, demonstrating the installation of a product, or highlighting a product in action.
Zappos features video throughout its website. Product videos are displayed in the same space as product images. Product videos describe the products and promote product quality. Zappos also uses video to convey the company’s culture and core values. In the above example, Zappos displays testimonial videos from its customers, relating their experiences with the company.
REI has a library of videos that provide expert gear advice, outdoor skills instruction, travel inspiration, and stories from other REI members. Customers learn how to choose gear for cycling, skiing, climbing, kayaking, camping, hiking, mountain biking, and stand up paddle boarding. Get tips from REI Outdoor School videos, such as Parts of a Compass, Geocaching, Road Bike Shifting, and Kayaking Self Rescue.
Advance Auto Parts
Advance Auto Parts has a large library of videos to promote auto products and to help its customers. It features a wide variety of how-to and installation videos, such as Easy Oil Change and a nine-part series on changing disc brakes. Its site also features over 2,000 product videos.
Crutchfield features instructional videos to help its customers with high-end electronics. Rather than specific product videos, Crutchfield’s videos explain technologies, such as GPS, and give useful information on product categories, like home theater calibration.
Simply Beach sells designer swim and beachwear, featuring videos for many of its items. Each product video displays a model doing a twirl in the clothing item, allowing customers to view the complete fit of the garment.
Patagonia displays its product videos in the “Learn More” section beneath the product details. Its videos show product designers and outdoor experts demonstrating the products. For the above video, Patagonia Alpine Ambassador Steve House provides a demonstration of Patagonia’s Ascensionist 25L Pack. Loading the tools for a typical day of climbing, he provides a review of the pack’s handy features along with practical tips on packing gear.
SoCal Honda Dealers
SoCal Honda Dealers website features videos of its “Random Acts of Helpfulness” campaign. Customers submit what they need, and blue-shirted Honda helpers visit the lucky ones. Some of the random acts have helped customers with moving, a yard sale, and have even provided spa treatments.
eBags provides demonstration videos on its own line of luggage, as well as on a wide variety of luggage brands. Thumbnails of product videos are placed next to thumbnails of product images. Videos feature specific products, recommendations on assorted products, and videos highlighting lines of luggage.
Estée Lauder hosts most of its video content in The Estée Edit, the editorial section of its website. The videos provide inspiration, beauty tips, brand story, and lifestyle content. In the above video, YouTube style star Chriselle Lim, blogger of The Chriselle Factor, learns simple tips and tricks for getting ready quickly.
Home Depot has wide assortment of product and how-to videos, located on product pages and in its how-to section. Video categories include outdoors, appliances, tools & hardware, electrical, flooring, plumbing, and more. The videos are often produced for Home Deport and provide customers with practical and professional information on home-improvement tasks.