“How-to” videos are a staple of any successful e-commerce video program. They give brands an opportunity to assert their knowledge and communicate their expertise to consumers and internal employees. At this year’s 2013 Video Commerce Summit, top e-commerce retailers, Zappos, Advance Auto Parts, and GoPro, explored the “how-to” video benefits and best practices shared below.
Why make “how-to” videos?
Austin Blair, Senior Manager of Creative Services at Zappos, explained the variety of ways online retailers benefit from launching “how-to” videos on their site.
- Engagement – “How-to” videos provide an avenue of exploration and entertainment