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One of the most impactful ways you can bring your Shopify store to life is through video. Video is the most engaging form of media used in the modern world, and platforms like YouTube have become a staple for content consumption.
The ever-growing nature of YouTube means that there is a vast wealth of video content available online about almost any topic.
Many businesses take to YouTube as an outlet to create content around their brand and distribute their message to the world. This creates a lot of opportunities to drive traffic to your store, and create more sales for your brand.
But, what happens when traffic arrives on your site?
The on-site experience is arguably the most important experience your audience engages in because your store is where buying decisions are made.
This guide will show you step-by-step through the process of using engaging video content from YouTube on your Shopify store to create higher conversions, and to offer a better shopping experience.
Why YouTube Videos Are Valuable On Your Shopify Store
The reasoning behind Youtube videos being the medium for videos on your store is simple. Youtube has the largest user count by a large margin, with roughly 3.7 billion users.
This has multiple benefits, as being the most common medium it brings with it a trustworthy reputation - exactly what you want users of your website to feel.
Having a video on your store regardless of medium is a major boon, as users spend on average 88% more time on websites with at least one video. The use of video as a marketing tool has been proven to work. Here’s the reality:
- By 2022, 82% of the global internet traffic will come from streaming videos and downloads. (Cisco)
- One-third of all online activity is spent watching videos. (WordStream)
- Users spend 88% more time browsing on websites that have videos. (Social Media Week)
- Globally, 40% of shoppers said that they purchased products that they had discovered on YouTube. (Google)
Video content is being consumed more than any other form of media. For businesses this means that consumers expect to be communicated with through video, and will naturally search out products and services that communicate through video.
When page visitors watch a video on a Shopify product page, the conversion rate of that customer increases by roughly 8-15% vs the avg. eCommerce conversion rate globally = 2.58%. (Stats via VideoWise data)
Naturally, 66% of B2C marketers are using video marketing to help drive traffic and sales for their businesses. (OptinMonster) Meaning if you aren’t using video content in your Shopify store, it’s likely that the competition is.
Not only is video crucial to providing an engaging experience online, but it’s also extremely valuable for SEO.
On average using high-quality video on Shopify stores can lead to over 2,000hrs of added session time every 30-days (Stats via VideoWise customer data), check out the ultimate guide on using video to boost SEO.
Now that you understand WHY using video content is important for your Shopify success, let’s talk about the ways you can get started using videos from YouTube on your store pages today.
How To Add YouTube Videos To Shopify Stores (Manually)
The main hurdle to adding videos to stores is the perceived time and difficulty of actually doing it. Here it is broken down into a step-by-step guide to make it as seamless as possible. It is a vital part of growing your online store and essential to do.
Find A Positive Video About Your Brand
Whatever video you find on YouTube is going to represent your brand on your storefront, you want to make sure to moderate the videos before putting them on your site.
Be sure to consider all aspects of the video, and if it is on-brand with the impression you want to leave on store page visitors.
Find a space in the Shopify product editor
When adding a YouTube video to your Shopify store manually you have two options for video placement, the product description, and the product media section.
Make sure to match the products with the YouTube videos that you moderated, and directly reference the product. Using blanket videos on all pages of your store can actually hurt more than it helps.
Embed the code from YouTube onto the Shopify product editor
On YouTube right-click on the video player to pull up advanced options, select copy embed code from the list.
In the Shopify product editor under the description section, click the ‘insert video’ icon to open the embed section.
Now paste that code from YouTube. Make sure to place the video where you would like it to appear in the text.
Note - The embed will automatically fill the full width of the space that it’s placed in.
Repeat Steps 1-3 for all products on your Shopify store
This step can be time-consuming as there is no way to speed up the process without using Third-party applications. Third-party applications can be a key tool to making the process significantly faster. Applications like VideoWise can automate the process, saving crucial time.
What Are The Downsides To Adding Videos Manually
Now we’ve talked about the pros of adding YouTube videos to your Shopify store pages, there is a downside to doing it this way, that you should prepare for.
Manually embedding YouTube’s video player onto each page of your store can be harmful to your page loading speeds. Every second of page load time is like gold for eCommerce businesses. When a customer faces slow site speeds they are less likely to stay for a long period of time or purchase a service or product.
Another thing to consider when using YouTube’s video player is that you don’t have any control over the player itself. You can make some small alterations if you know how to code, but otherwise, the video player will default to fill the space of whatever area it fills and will feature all the typical YouTube branding.
There are ways to avoid these drawbacks, the key method being the aforementioned third-party applications. These applications automate the process and can give some alternatives to mitigate or even prevent these negative effects altogether.
How To Automate Adding YouTube Videos To Shopify Stores (Using VideoWise)
Automating the process of adding videos to your store can be very simple and beneficial. Shopify supports the ecosystem of third-party applications to help store owners expand and succeed
With the following perks, it is clear why automation has become the preferred method of video integration.
- Feature customizable video content that matches your brand.
- Automatically find & match videos to all of your product pages instantly.
- Embed the videos instantly on all of your product pages with no code.
- Import from other major video platforms like Instagram, TikTok, and Vimeo.
- Track video performance with advanced analytics, reports, and A/B testing.
Videos are then organised in-app for store owners to review before publishing on their store.The customization available for design choices is crucial for nailing the aesthetic of your website. With a wide array of formats available, some examples are; carousels, single-video sections, galleries, and even vertical TikTok-like swipeable sections.
In addition to instantly displaying the videos in a customizable format, VideoWise also allows store owners to convert normal videos into shoppable videos that fully integrate with the Shopify checkout system to encourage increased conversion rates.
VideoWise also supports integrations with Instagram, TikTok, Vimeo, and more to make sure that store owners can use valuable content of all kinds to support their stores’ success.
Of course, automation is valuable and important, but the big feature that makes VideoWise such a useful tool against manual embedding is the addition of advanced analytics and the integration with Google Analytics.
VideoWise features a detailed analytics dashboard that features statistics about all of your videos and the impact they have on your stores’ success.
Everything a marketer might need regarding watch time, conversion rates, ROI, session time, influenced order values, direct sales (through video), and much more.
VideoWise even offers the opportunity to A/B test your video content to truly find out what performs best.
One of the most important things to take into consideration when installing Shopify apps on your store is page speed.
As mentioned before, page load speed is extremely valuable for eCommerce businesses because your entire operation relies on visitors browsing and engaging on your website, and they won’t do that unless it feels great to do so.
When you embed videos with VideoWise we use lite-embedding which is the same process that Shopify themselves recommends for store owners to ensure that using videos at any scale won’t be harmful to your stores’ speed.
Using lite-embeds to embed videos reduces the size of your web pages by almost an MB.
If you would like to see VideoWise in action, or see what it might look like on your store, schedule schedule a demo with us.
However you decide to add videos to your Shopify store, the most important thing is that you do.
Video has become the most important form of media we have available to communicate with, and if you aren’t implementing it in your business, you will be left behind by those that do.