Combine speed and access with the ability to govern and control core data and product information.
Learn MoreEmpowering brands to manage, syndicate, and optimize product content at scale.
Learn MoreEmpowering retailers to collect, list, and enrich product content at scale.
Learn MoreThe leading commerce experience management solution and only unified and adaptive system of record.
Learn MoreMaximize success with service offerings designed to deliver measurable results.
Learn MoreMaximize success with support offerings designed to fit your requirements, including everything from self-service tools to custom expert guidance.
Learn MoreEnrich and optimize product pages to create engaging shopping experiences.
Learn MoreClose the loop on product performance with measurable analytics.
Learn MoreIntegrate the fulfillment data exchange necessary for marketplace selling.
Learn MoreCollect all of the data needed to list products quickly and accurately.
Learn MoreCollect the high-quality content necessary to optimize ecommerce experiences.
Learn MoreLeverage the best network of essential service and solution providers in the industry.
Learn MoreEstablish direct connections to efficiently collaborate and publish superior product experiences.
Learn MoreManage and syndicate GDSN operational data alongside other product data and marketing content.
Learn MoreDrive collaboration between brands and retailers with a free, open, and standardized product catalog.
Learn MoreSalsify solutions offer unique functions to help brands, retailers, and distributors drive results.
Salsify is the foundation for digital shelf success, empowering industry leaders with the tools to win.
Salsify drives results for customers worldwide, empowering them to win on the digital shelf.
Salsify offers a wide selection of resources and tools to drive success at every stage of the digital shelf journey.
You know video's important. And you know product content is important. So are you using the two together?
No? You're not alone. It's still pretty rare these days to find brands that are fully embracing video as part of their broader product strategies. But here's another, even better question: Why not?
The answer is...there is no good answer. Video can be an invaluable tool for just about any business's product content efforts - so long as it's utilized in an effective, strategic way.
Not convinced? Here are some stats that may change your mind:
Those are some pretty compelling numbers, and it'd be a mistake to overlook them. The simple fact of the matter is that those companies that incorporate video into their product content strategies will have a serious advantage over those that don't. Here are three tips for making this strategy into a reality.
1. Bring your product to life
To gain and hold a consumer's attention, your product content needs to connect with your audience. They need to not only understand what the product is and does, but also envision what it'll be like to actually get their hands on the offering. Text descriptions can go a long way in this direction, and dynamic photos and other images can go even further, but neither can bring the product alive to the same extent that video can. Video offers more of a connection, and that makes consumers more likely to make a purchase, so feature videos that show your product in action.
"58% of moms are likely to search for product videos before making a purchase."
2. Offer how-to guidance
One of the best ways to incorporate video is through the use of how-to content. Think With Google recently highlighted just a few examples of how effective this can be. Maybe the best example can be found at The Home Depot, which developed a collection of how-to videos demonstrating the use of their products around the house. The source pointed out that videos in this collection have been viewed more than 43 million times overall.
And as Kate Stanford, director of YouTube advertiser marketing, explained in a separate Think With Google post, how-to product videos are particularly popular with mothers. She pointed out that a survey found that 81 percent of moms who use YouTube watch how-to content and, even more importantly, 58 percent said they are likely to search for product videos before making a purchase.
Moms love video, and moms are a major consumer demographic. What more is there to say?
3. Feature user-generated content
Finally, brands can leverage video for user-generated content. By this point, everyone agrees that customer engagement is key for broader success. The only real question is how you can get your customers to interact with your brand and with each other.
Allowing customers to upload and share videos of themselves using your products, and actually making those videos part of your product content, is a powerful step in this direction. Other consumers will put a lot of stock in video product content produced by actual users, and it encourages brand loyalty and social sharing, as well.
Standing out on the digital shelf starts with access to the latest industry content. Subscribe to Below the Fold, our monthly content newsletter, and join other commerce leaders.