Instant video keys to sell online (1)

We are used to seeing trends coming out almost every month. However, not all of them are representative. Well, you should not underestimate the power, the path and the perspective of success that the instant video has ahead for eCommerce, because it is going to hit very hard and, in fact, it is already doing so.

Let's delve into the possibilities of this type of video marketing to sell more and better. You will see they are almost infinite.

This is a video format associated with social media platforms that allows to tell a story quickly and attractively through video format for immediate consumption.

However, unlike what has been used so far in "classic" social networks with the so-called stories, fleets or snapchats, its most outstanding value is its persistence. They are not ephemeral videos that will disappear in 24 hours: these videos are instantaneous but remain on a timeline and do not disappear forever.

What are their characteristics?

We are talking about short clips (up to one minute), in vertical format to adapt to mobile screens, with many editing possibilities and that have to be attractive from the first second. On networks, if engagement is not achieved quickly... people move on to the next content.

Although behind everything there is a strategic decision that corresponds to the objectives of each online store and each business, we can say that both networks are interesting and even compatible.

On the one hand, we have Tiktok, the Chinese network loved by members of generation Z; and, in the other corner of the ring, a false newcomer called Reels (although its full name is Instagram Reels). The latter competitor has Facebook's virtually unlimited resources and a more than solid monthly user base.

When choosing where to target your campaign, you should keep in mind that Instagram Reels has a more cross-cutting segmentation and a wider variety of potential content, even though TikTok was the true forerunner of instant video.

This is probably what makes Instagram the ideal platform to start working with the format we are talking about.

Being consistent with what we say, let's start by exploring the possibilities of instant video for brands and online stores on Instagram Reels. We said "start" because later will go through the analysis of the strategy on TikTok, of course.

If you are wondering: how can I use Reels in my communication plan? Well, there are many options, but for them to be really effective they must start from a strategic use, not making videos just for the sake of creating content.

Let's take a look at these examples.

At this point we are not going to discover the power of storytelling. Social media users want to know things about you, about your products, about your brand... but they want you to give it to them in an engaging format.

I honestly believe that there is nothing more boring than a spreadsheet or a bar chart. If you want to succeed with instant videos, you had  better use storytelling and storytelling.

A great example is this Reel from Warby Parker is, in which their own employees show their favorite frames in the company. It humanizes, puts in context and shows the people behind the brand.

Instagram and influencer marketing go as hand in hand like Mondays and the alarm clock. This is something that no one doubts.

Instant video can become an additional tool, a new resource to be used by people with prescription capacity. In addition to being fresh and attractive, it has the aforementioned advantage of remaining over time. There are many possibilities here and it will be one of the aspects in which we will see growth.

Just see, without going any further, at the first Reel that Amazon Spain has uploaded to Instagram. Its bet has been to resort to Maria Valero, a content creator with more than 300,000 followers. She has strong experience on TikTok. This video clip is, based on humor, a way to reinforce its branding.

Although I am sure it is the first option that came to your mind, I preferred to leave it for later. Not because I do not find it interesting, but rather because it will be one of the most used resources and I did not want to focus excessively on it.

Even so, it is absurd to deny how great it can be. It is something that many of us have been doing for a while on other platforms and here it opens up a different world. Especially because they are short tutorials and very focused on mobile. This requires us to be able to synthesize and master another communication format.

Did you know who does it wonderfully? Glossier. They already have a good handful of reels in that sense and most of them have around 500,000 views in which the product is as visible as the way it is used.

The art of opening a box has been relevant for a long time. It may seem insignificant and many companies do not give the recommended importance to packaging in eCommerce, but the truth is that users love unboxings. There is a certain ritual in them, it generates expectation and they value the brand.

This tool can be capitalized by using this content when it is generated by the user, but it can also be done in a corporate way from the eCommerce or brand itself.

You can see a good example of how one of the most popular online fashion and accessories stores does it. We are talking about Asos and its reels showing the product from  packaging.

Another of the pillars and raison d'être of Instagram is to capture the aspirational lifestyle of the brand (or people). Therefore, it seems logical to use reels as a resource that amplifies the message that is already present in other posts on our timeline.

Use instant videos to generate an atmosphere conducive to purchase, projecting the brand's values and motivations.

We recently told you about Blue Banana's success story and how they had found a way to reach their audience and get them to a place where they want to be. That is why we decided to take a look at their Instagram profile and... bingo! Do not miss their reels because they are an example of how to project that lifestyle on video.