E-commerce Video Strategy: Budgeting for Production

Video content strategy for e-commerce: Video production budget – this is the key to unlocking powerful engagement and driving conversions. In today’s digital landscape, video is no longer a luxury but a necessity. Consumers are hungry for visually compelling content that helps them make informed purchasing decisions.

A well-crafted video strategy can transform your e-commerce business, captivating audiences, boosting brand awareness, and ultimately, driving sales.

This guide delves into the intricacies of crafting a winning video content strategy specifically for e-commerce, focusing on the crucial aspect of video production budgeting. We’ll explore the essential elements of planning, creating, and optimizing video content, from defining your goals and target audience to allocating resources and measuring success.

By the end of this journey, you’ll be equipped with the knowledge and tools to build a video strategy that resonates with your audience and drives tangible results.

Table of Contents

Defining Video Content Strategy Goals

A well-defined video content strategy is crucial for e-commerce businesses to leverage the power of video and achieve their business objectives. This strategy Artikels the purpose, target audience, content format, and measurement methods for video content.

Defining Business Objectives

Before creating any video content, it’s essential to define the specific business objectives you aim to achieve. These objectives should be clear, measurable, achievable, relevant, and time-bound (SMART). For example, you might aim to:

Increase brand awareness and reach a wider audience.
Drive traffic to your website and increase sales.
Generate leads and nurture customer relationships.
Improve customer engagement and retention.
Educate customers about your products or services.
Showcase your brand personality and values.

Key Performance Indicators (KPIs)

Once you have defined your business objectives, you need to identify key performance indicators (KPIs) to measure the success of your video content strategy. These KPIs should align with your objectives and provide insights into the effectiveness of your video content.

Examples of KPIs include:

Website traffic:Track the number of visitors to your website from video content, including views, clicks, and engagement metrics.
Sales conversions:Measure the number of sales generated directly from video content, including purchases made after watching a video or through links in the video description.
Lead generation:Track the number of leads generated through video content, such as email sign-ups or form submissions.
Social media engagement:Monitor the number of likes, shares, comments, and views on your social media platforms for video content.
Video completion rate:Calculate the percentage of viewers who watch your video content from start to finish.
Customer satisfaction:Gather feedback from customers about their experience with your video content and how it has impacted their perception of your brand.

Successful Video Content Strategies, Video content strategy for e-commerce: Video production budget

Numerous e-commerce businesses have successfully implemented video content strategies to achieve their business objectives. Here are some examples:

Warby Parker:This eyewear company uses video content to showcase its products, tell brand stories, and engage with customers. They have created a series of videos featuring real customers sharing their experiences with Warby Parker, which has helped to build trust and authenticity.
Glossier:This beauty brand utilizes video content to create a sense of community and educate customers about its products. They have launched a series of “Get Ready With Me” videos featuring influencers and everyday people using Glossier products, which has proven to be highly engaging and effective in driving sales.
Bonobos:This clothing brand uses video content to provide a personalized shopping experience. They have created a series of “Fit Guides” that help customers find the perfect size and style for their body type, which has led to increased customer satisfaction and reduced returns.

Creating a video content strategy for e-commerce requires careful consideration of your budget, especially for video production. While investing in high-quality videos is crucial for showcasing products, it’s also essential to consider the reach of your target audience. For example, if you’re looking to build brand awareness, you might want to explore platforms like Twitter, where engaging video content can help you connect with a broader audience.

Learn more about leveraging video content for brand awareness on Twitter here , and then factor that knowledge into your overall video production budget.

Target Audience Analysis

Understanding your target audience is crucial for crafting effective e-commerce video content. By analyzing their characteristics, needs, and preferences, you can create videos that resonate with them and drive conversions. This analysis involves segmenting your audience into distinct groups based on demographics, interests, and purchasing behavior.

This segmentation allows you to tailor your video content to each group’s specific needs and preferences, maximizing engagement and conversion rates.

Audience Segmentation

Audience segmentation is the process of dividing your target audience into smaller groups based on shared characteristics. This allows you to tailor your marketing efforts, including video content, to the specific needs and interests of each segment. Here are some common ways to segment your e-commerce audience:

Demographics:Age, gender, location, income, education level, and occupation.
Interests:Hobbies, passions, lifestyle, and preferred brands.
Purchasing Behavior:Purchase history, average order value, frequency of purchases, and preferred payment methods.

Buyer Personas

Buyer personas are fictional representations of your ideal customers. They are based on real data and insights about your target audience, and they help you understand their motivations, needs, and pain points. By creating buyer personas for each audience segment, you can gain a deeper understanding of your target audience and develop more effective video content strategies.

Developing a video content strategy for e-commerce requires careful consideration of your video production budget. While it’s important to invest in high-quality content, it’s also crucial to be mindful of your resources. A great place to start is by understanding the basics of video content marketing, and you can find a helpful guide on how to get started with video content marketing for your small business.

Once you have a grasp of the fundamentals, you can begin to plan your video production budget and allocate resources effectively.

Example:For a fashion e-commerce store, you might create a buyer persona for a young, fashion-conscious woman who is interested in trendy clothing and accessories. This persona might have a high disposable income and be active on social media. You could then tailor your video content to appeal to her interests, such as showcasing the latest fashion trends or featuring influencer collaborations.

When developing your video content strategy for e-commerce, it’s crucial to consider the production budget. This includes allocating funds for creating educational videos that are accessible on multiple platforms, such as YouTube, social media, and your website. For valuable insights on how to create engaging and accessible educational videos, check out this comprehensive guide: Creating educational videos that are accessible on multiple platforms.

By strategically investing in your video content, you can effectively reach your target audience and achieve your e-commerce goals.

Video Content Formats and Types

Now that you have a budget and have defined your goals and target audience, it’s time to delve into the various video content formats you can use to engage your audience and drive results. This section will explore the most effective video content formats for e-commerce, highlighting their strengths and how they can be leveraged to achieve specific business goals.

When crafting your video content strategy for e-commerce, remember that budget considerations are crucial. It’s essential to balance quality with affordability, and understanding the needs of your target audience is key. To help you tailor your video content effectively, explore this guide on B2B video marketing for different buyer personas.

This will give you valuable insights into how to create engaging video content that resonates with specific buyer personas, ultimately helping you maximize your video production budget.

Product Demos

Product demos are a cornerstone of e-commerce video content. They showcase the features and benefits of your products in a compelling and informative way.

Focus on benefits:Highlight how your product solves a problem or improves the customer’s life. Avoid simply listing features; instead, demonstrate how those features translate into real-world value.
Use clear and concise language:Avoid technical jargon and focus on making your product easy to understand.
Show, don’t tell:Use visuals and demonstrations to bring your product to life. This is particularly important for products that are difficult to describe with words alone.
Include a call to action:Tell viewers what you want them to do next, such as visit your website, subscribe to your channel, or make a purchase.

Tutorials

Tutorials are a great way to provide value to your customers and build trust. They can cover anything from assembling a product to using a new feature on your website.

When crafting a video content strategy for e-commerce, it’s crucial to consider your video production budget. Allocating funds effectively allows you to create compelling content that resonates with your audience. A key element of this is understanding the power of storytelling, especially in short-form video formats.

Read more about The importance of storytelling in short-form video to learn how to craft engaging narratives that connect with viewers. By investing wisely in video production and embracing the art of storytelling, you can create content that drives conversions and strengthens your brand identity.

Choose relevant topics:Identify the most common questions or challenges your customers face and create tutorials that address them.
Break down complex processes:Make your tutorials easy to follow by dividing them into manageable steps.
Use clear visuals:Use high-quality video and graphics to make your tutorials engaging and easy to understand.
Include a call to action:Encourage viewers to apply what they’ve learned by visiting your website, purchasing a product, or sharing the tutorial with others.

Behind-the-Scenes

Behind-the-scenes videos offer a glimpse into your company culture, production process, or team dynamics. They can humanize your brand and build trust with your audience.

Showcase your company culture:Share glimpses of your team’s work environment, company values, and fun activities.
Highlight your product development process:Show your audience how your products are made, from concept to creation.
Introduce your team:Give viewers a chance to get to know the people behind your brand.
Use authentic and relatable footage:Focus on real moments and genuine interactions to connect with your audience.

Customer Testimonials

Customer testimonials are powerful social proof that can influence potential buyers. They demonstrate the real-world value of your products and services.

Focus on genuine experiences:Feature real customers sharing their honest opinions and experiences with your products.
Use a variety of formats:Experiment with different video formats, such as short clips, full-length interviews, or animated testimonials.
Highlight key benefits:Focus on the specific benefits that customers have experienced with your products.
Include a call to action:Encourage viewers to learn more about your products or services by visiting your website or contacting your sales team.

Live Streams

Live streams provide a real-time, interactive experience that can foster engagement and build a sense of community.

Host Q&A sessions:Answer questions from your audience and provide valuable insights into your products or industry.
Showcase new products or features:Give viewers a first look at your latest offerings.
Run contests and giveaways:Encourage audience participation and build excitement around your brand.
Collaborate with influencers:Partner with relevant influencers to reach a wider audience.

Video Production Budget Allocation

Now that you have a clear understanding of your video content strategy goals, target audience, and video formats, it’s time to allocate your budget effectively. This step is crucial for ensuring your video production is successful and delivers a high return on investment (ROI).

When crafting a video content strategy for e-commerce, budgeting for production is crucial. You’ll want to consider the overall cost of creating high-quality videos that resonate with your audience. For example, you might want to incorporate best practices from Creating educational videos that are accessible to all learners to ensure your videos reach a broader audience.

This could involve investing in captioning, transcripts, or alternative formats, which can be factored into your overall budget and enhance the reach and impact of your e-commerce videos.

Key Cost Components

The cost of video production can vary widely depending on the complexity of your video, the quality of the production, and the location. However, there are some key cost components that you should consider when budgeting for your video production:

Equipment:This includes cameras, lenses, lighting, microphones, and other gear. The cost of equipment can range from a few hundred dollars for basic equipment to tens of thousands of dollars for professional-grade gear.
Crew:This includes the director, cinematographer, editor, sound engineer, and other crew members. The cost of crew can vary depending on their experience and the complexity of the video production.
Talent:This includes actors, voice-over artists, and other talent. The cost of talent can vary widely depending on their experience and popularity.
Location:This includes the cost of renting a studio, filming on location, or using a virtual set. The cost of location can vary depending on the location and the type of production.
Editing:This includes the cost of editing software, editing services, and post-production work. The cost of editing can vary depending on the complexity of the video and the level of editing required.
Marketing:This includes the cost of promoting your video on social media, search engines, and other platforms. The cost of marketing can vary depending on the platform and the scope of the campaign.

Budget Allocation for Different Video Content Formats and Types

The budget allocation for different video content formats and types will vary depending on the complexity of the video, the quality of the production, and the target audience. Here are some general guidelines:

Product Demonstrations:These videos typically focus on showcasing the features and benefits of a product. They can be relatively inexpensive to produce, as they often involve simple product shots and voiceovers.
- Budget Allocation: 20-30% Equipment, 20-30% Crew, 10-20% Talent, 10-20% Location, 10-20% Editing, 10-20% Marketing.
Brand Stories:These videos are designed to tell a compelling story about your brand. They often involve more elaborate production values, such as professional actors, high-quality cinematography, and music.
- Budget Allocation: 20-30% Equipment, 20-30% Crew, 20-30% Talent, 10-20% Location, 10-20% Editing, 10-20% Marketing.
Customer Testimonials:These videos feature real customers sharing their positive experiences with your brand. They can be relatively inexpensive to produce, as they often involve simple interviews and footage.
- Budget Allocation: 10-20% Equipment, 10-20% Crew, 20-30% Talent, 10-20% Location, 20-30% Editing, 10-20% Marketing.
Educational Videos:These videos are designed to educate viewers about a specific topic. They can range in complexity from simple explainer videos to more elaborate documentaries.
- Budget Allocation: 20-30% Equipment, 20-30% Crew, 10-20% Talent, 10-20% Location, 20-30% Editing, 10-20% Marketing.
Live Stream Videos:These videos are streamed live to viewers, and they can be a great way to engage with your audience in real time. They are typically inexpensive to produce, as they often involve minimal equipment and production.
- Budget Allocation: 10-20% Equipment, 10-20% Crew, 10-20% Talent, 10-20% Location, 20-30% Editing, 20-30% Marketing.

Strategies for Optimizing Video Production Costs

You can optimize your video production costs without compromising quality by implementing the following strategies:

Use In-House Resources:If you have employees with video production skills, consider using them instead of hiring external professionals. This can help you save on labor costs.
Rent Equipment Instead of Buying:Renting equipment can be a more cost-effective option than buying, especially if you only need it for a short period of time.
Film in Natural Lighting:Natural lighting can help you save on lighting costs. If you’re filming indoors, try to use windows to get natural light.
Use Free or Low-Cost Music:There are many free and low-cost music libraries available online. You can use these libraries to find royalty-free music for your videos.
Optimize Your Editing Workflow:By using efficient editing techniques, you can save time and money on editing. This includes using templates, shortcuts, and other tools to streamline your workflow.
Promote Your Videos Organically:You can save on marketing costs by promoting your videos organically through social media, email marketing, and other channels.

Video Production Workflow

A well-defined video production workflow ensures a smooth and efficient process, from concept to final delivery. This structured approach helps streamline tasks, manage resources effectively, and ultimately leads to high-quality video content that aligns with your e-commerce goals.

Pre-Production

The pre-production phase lays the foundation for a successful video project. It involves meticulous planning, concept development, and resource gathering. This stage is crucial for ensuring the video aligns with your overall strategy and target audience.

Define Video Concept and Storyboard:Clearly define the video’s purpose, target audience, and key messages. Create a storyboard to visualize the video’s flow, shots, and transitions.
Scriptwriting and Voiceover Recording:Craft a compelling script that engages the audience and effectively communicates your message. Record a professional voiceover to enhance the video’s impact.
Location Scouting and Set Design:If required, scout for suitable filming locations and design the set to create the desired visual aesthetic.
Casting and Talent Selection:If you’re using actors or presenters, carefully select talent who resonate with your target audience and can effectively deliver your message.
Equipment and Resource Gathering:Secure all necessary equipment, including cameras, lighting, microphones, and editing software. This stage also includes scheduling and booking any necessary resources, such as studios or filming locations.

Production

The production phase is where the video comes to life. This stage requires meticulous execution of the pre-production plan and careful attention to detail.

Filming:Capture high-quality footage that adheres to the storyboard and script. Ensure proper lighting, sound, and camera angles for a professional look.
On-Set Management:Effectively manage the production crew, talent, and equipment to maintain a smooth workflow and meet deadlines.
Quality Control:Regularly review footage during filming to ensure it meets the desired quality standards and aligns with the pre-production plan.

Post-Production

The post-production phase transforms raw footage into a polished and engaging video. This stage involves meticulous editing, sound mixing, and finalizing the video for distribution.

Video Editing:Assemble and edit the footage, incorporating transitions, graphics, and music to create a compelling narrative. This includes removing unnecessary footage, adjusting color and contrast, and adding visual effects.
Sound Mixing and Music:Combine dialogue, sound effects, and background music to create a cohesive and engaging audio experience. Choose appropriate music that complements the video’s tone and message.
Color Grading and Visual Effects:Enhance the video’s visual appeal by adjusting color balance, contrast, and saturation. Consider adding visual effects to enhance the story or create a specific mood.
Adding Text and Graphics:Incorporate text overlays, graphics, and animations to provide context, emphasize key points, and enhance visual interest.
Final Rendering and Export:Render the final video in the desired format and resolution, ensuring it is optimized for different platforms and devices. This stage also involves adding metadata and subtitles for accessibility.

Essential Tools and Software

A range of tools and software are essential for video production, from capturing footage to editing and finalizing the video.

Cameras:DSLR cameras, mirrorless cameras, and professional video cameras offer various features and capabilities, catering to different budgets and production needs.
Lighting Equipment:Artificial lights are crucial for controlling the quality and direction of light in your video. This includes LED lights, softboxes, and reflectors.
Microphones:Ensure clear audio recording with microphones like lavalier mics, shotgun mics, and boom mics. Choose the appropriate type based on your production needs.
Editing Software:Video editing software like Adobe Premiere Pro, Final Cut Pro, and DaVinci Resolve are essential for assembling and editing footage, adding effects, and creating a polished final product.
Graphic Design Software:Tools like Adobe Photoshop and Illustrator are helpful for creating graphics, text overlays, and visual effects for your video.
Stock Footage and Music Libraries:Access high-quality stock footage and music to enhance your video’s visual appeal and add a professional touch.

Video Production Checklist

A comprehensive checklist ensures a smooth and organized video production process, minimizing the risk of overlooking crucial tasks.

Task	Responsibility	Deadline	Status
Define video concept and storyboard	Video producer	[Date]	[Status]
Write script and record voiceover	Scriptwriter, voiceover artist	[Date]	[Status]
Scout location and design set	Location scout, set designer	[Date]	[Status]
Cast talent and secure equipment	Casting director, equipment manager	[Date]	[Status]
Film video footage	Director of photography, camera crew	[Date]	[Status]
Edit video footage	Video editor	[Date]	[Status]
Mix sound and add music	Sound engineer, music composer	[Date]	[Status]
Color grade and add visual effects	Colorist, visual effects artist	[Date]	[Status]
Add text and graphics	Graphic designer	[Date]	[Status]
Render and export final video	Video editor	[Date]	[Status]

Video Distribution and Promotion

Now that your video content is ready, the next step is to distribute it to your target audience. This involves choosing the right platforms, developing effective promotion strategies, and timing your releases strategically.

Choosing the Right Distribution Channels

Selecting the right distribution channels is crucial for reaching your target audience. The effectiveness of each channel can vary depending on your audience demographics, video content, and marketing objectives.

YouTube: A popular platform for video content, offering a vast audience and excellent search engine optimization () capabilities. You can leverage YouTube’s features like playlists, video descriptions, and tags to enhance discoverability.
Social Media Platforms: Platforms like Facebook, Instagram, TikTok, and Pinterest are excellent for reaching specific demographics and promoting your video content organically. Leverage each platform’s unique features and content formats to engage your audience.
Your Website: Your website is a prime location for showcasing your video content. Embed videos on product pages, blog posts, and landing pages to enhance user experience and drive conversions.
Email Marketing: Use email marketing to promote your videos to your existing customer base and subscribers. Include video links in your email newsletters, promotional emails, and automated sequences.
Paid Advertising: Paid advertising on platforms like YouTube, Facebook, and Instagram can help you reach a wider audience and drive traffic to your videos. Target your ads based on demographics, interests, and behaviors to maximize your return on investment (ROI).

Leveraging Social Media for Video Promotion

Social media is a powerful tool for promoting your video content. Use these strategies to maximize your reach and engagement:

Create Engaging Content: Develop videos that are visually appealing, informative, and entertaining. Use relevant hashtags, captions, and calls to action to encourage engagement.
Run Contests and Giveaways: Promote your videos through contests and giveaways on social media. Offer incentives for viewers to share and interact with your content.
Collaborate with Influencers: Partner with influencers in your niche to promote your videos to their followers. This can help you reach a new audience and build credibility.
Use Social Media Advertising: Paid advertising on social media can help you reach a wider audience and target specific demographics. Run targeted ads to promote your videos to users who are likely to be interested in your products or services.

Email Marketing for Video Promotion

Email marketing can be a highly effective channel for promoting your video content to your existing customer base and subscribers. Use these strategies to drive engagement:

Include Video Links in Your Email Newsletters: Promote your latest videos in your regular email newsletters. Include compelling thumbnails and brief descriptions to encourage clicks.
Send Dedicated Video Promotion Emails: Create separate emails to highlight specific videos. Use subject lines that pique interest and encourage viewers to click.
Use Automated Email Sequences: Set up automated email sequences to promote your videos to new subscribers or customers who have shown interest in specific products or categories.
Personalize Your Emails: Tailor your email content to the interests and preferences of your subscribers. Segment your email list and send personalized recommendations based on past purchase history or browsing behavior.

Paid Advertising for Video Promotion

Paid advertising can help you reach a wider audience and drive traffic to your video content. Consider these platforms and strategies:

YouTube Ads: YouTube offers various ad formats, including pre-roll, mid-roll, and post-roll ads. Target your ads based on demographics, interests, and s to reach the right audience.
Facebook Ads: Facebook ads allow you to target specific demographics, interests, and behaviors. Use video ads to promote your content to users who are likely to be interested in your products or services.
Instagram Ads: Instagram offers a variety of ad formats, including video ads, stories ads, and feed ads. Target your ads based on demographics, interests, and behaviors to reach your ideal audience.

Content Distribution Plan

Develop a content distribution plan that Artikels the timing and platforms for your video releases. This plan should consider the following:

Video Release Schedule: Establish a consistent release schedule for your videos. This will help you maintain a steady stream of content and keep your audience engaged.
Platform-Specific Strategies: Develop platform-specific strategies for promoting your videos on different platforms. Consider the unique features and audience demographics of each platform.
Content Calendar: Create a content calendar to track your video releases and plan your promotional activities. This will help you stay organized and ensure that your videos are released on time.

Video Content Strategy Evolution

A successful video content strategy isn’t static; it requires continuous adaptation and refinement to ensure it remains relevant and effective. This evolution is driven by audience feedback, performance data analysis, and the emergence of new video trends and technologies. By staying agile and responsive to these factors, e-commerce businesses can maximize the impact of their video content and achieve their marketing objectives.

Adapting to Audience Feedback and Performance Data

Understanding how your target audience interacts with your video content is crucial for optimizing your strategy. Analyze data from various sources, including:

Video views, watch time, and engagement metrics: These metrics provide insights into audience interest and how long viewers are staying engaged. This information can be used to identify popular content formats and topics and to refine your video production and distribution strategies.
Audience demographics and interests: Analyze viewer demographics and interests to understand who is watching your videos and what they are looking for. This information can be used to tailor your content to specific audience segments and to develop more targeted video campaigns.
Customer reviews and feedback: Collect customer feedback on your video content through surveys, social media comments, and website reviews. This feedback can provide valuable insights into what resonates with your audience and what areas need improvement.

Emerging Video Trends and Technologies

The video landscape is constantly evolving, with new trends and technologies emerging regularly. Staying informed about these developments can help you create more engaging and effective video content. Some key trends to watch include:

Short-form video content: Platforms like TikTok and Instagram Reels have popularized short-form video content, which is highly engaging and easily shareable. Consider incorporating short-form videos into your e-commerce strategy to reach a wider audience and drive engagement.
Interactive video experiences: Interactive video content allows viewers to participate in the experience by making choices or taking actions. This can enhance engagement and provide a more personalized experience. For example, you could create a video quiz about your products or allow viewers to customize product recommendations based on their preferences.
Live streaming: Live streaming offers a real-time and interactive way to connect with your audience. This can be used for product launches, Q&A sessions, behind-the-scenes glimpses, and other events that foster a sense of community and immediacy.
Virtual and augmented reality (VR/AR): VR and AR technologies offer immersive experiences that can be used to showcase products in a unique and engaging way. For example, customers could use VR to virtually try on clothing or AR to visualize how furniture would look in their homes.

Monitoring and Evaluation

Regularly monitoring and evaluating the effectiveness of your video content strategy is essential for ensuring its ongoing success. Develop a framework for tracking key metrics and analyzing the results. Consider the following:

Define clear goals: Establish specific, measurable, achievable, relevant, and time-bound (SMART) goals for your video content strategy. This will provide a framework for evaluating progress and identifying areas for improvement.
Track key metrics: Monitor key metrics such as video views, watch time, engagement rate, conversion rate, and return on investment (ROI). This data will provide insights into the performance of your video content and help you identify what is working well and what needs improvement.
Analyze the data: Analyze the data you collect to understand trends and identify areas for optimization. For example, you might notice that certain types of video content perform better than others or that certain platforms are more effective for reaching your target audience.
Adjust your strategy: Based on your analysis, adjust your video content strategy to improve its effectiveness. This may involve changing the types of videos you create, optimizing your video production process, or adjusting your distribution and promotion strategies.

Conclusion: Video Content Strategy For E-commerce: Video Production Budget

In the ever-evolving digital landscape, a well-defined video content strategy is essential for e-commerce success. By understanding your target audience, choosing the right video formats, and allocating resources wisely, you can create engaging and impactful content that drives conversions and strengthens your brand.

Remember, video is a powerful tool that can bridge the gap between your products and your customers, fostering trust, building relationships, and ultimately, driving business growth. So, embrace the power of video, and let your e-commerce journey reach new heights.

Questions Often Asked

What are some common mistakes to avoid when budgeting for video production?

Common mistakes include underestimating production costs, failing to allocate enough budget for post-production, and neglecting marketing and distribution expenses.

How can I track the ROI of my video content strategy?

Track key metrics such as views, engagement, conversions, and website traffic. Analyze the data to identify areas for improvement and optimize future video content creation.

What are some examples of successful video content strategies for e-commerce?

Examples include product demos that showcase features and benefits, behind-the-scenes videos that build brand transparency, and customer testimonials that highlight positive experiences.