Brand video content for ecommerce efficiently, with examples
In this post, I address the question of how to streamline a video branding workflow. I review the main aspects involved and the best chances to speed up the process. From trimming, resizing, and branding, to template-based automation, and to video optimization. To support the discussion, I use brand video examples edited with different channels in mind.
All the steps are performed with a free online tool that brings up to full HD resolution at good quality and does not put any annoying watermark on our work.
Video content for ecommerce
Video content has become one of the most important ingredients of ecommerce marketing. If we look at the major fashion ecommerces, videos match or even outweight pictures, whether we measure in plain transfered MB or any other campaign impact indicator.
When running an online store, reach, engagement, or conversion are key metrics. A sustainable strategy to keep them at adequate levels is usually synonym of a sustainable and succeeding business. In this regard, video content is a clear booster. It yields 88% more time spent by users on a website or over nine times higher message retention compared to text. It's for a reason that videos are sized 4 times larger in Instagram explore grid.
It's no secret the role that social networks play in driving reach and engagement. So, one of the main reasons for producing and delivering branded media is to nurture our social media strategy. Moreover, we should do our best to be consistent across the channels we operate in.
Achieving these goals with videos efficiently may reveal tricky. Videos are well more expensive and slow to acquire and produce when compared to pictures. Simplifying and automating the most common tweaks is very recommendable. Let's see a good way to do it.
Branding videos online for different channels
Almost invariably, branding includes adapting the aspect ratio to the channel requirements, overlaying some elements over the video, be a logo, a message, subtitles or any graphic design, and sometimes applying a filter.
All these operations are covered by Abraia's online video tool. It's very simple and we can start to use it right away, without significant effort.
It's as easy as uploading a video, trimming, choosing the aspect ratio among a complete set of presets (we may also set it manually), and overlaying any element needed.
In the following example, we upload a 16s long video at 4k resolution.
We may trim the part we'd like to keep by sliding the yellow limits in the timeline,
We may add text boxes,
And we may upload a logo or any other graphic design -in any image format- to overlay it on the video.
Once done, we just download the video with all the editing, ready for publishing.
Automate video editing with online templates
To automate a number of reapeating steps like overlaying a 'New Collection' message or placing the brand logo, we can create an online template.
To use this feature we need to log in and go to the editor through Abraia's console. Signing up to an account in the Abraia's console has several benefits, like the ability to save your work and process videos by batches.
We apply all the repeating tweaks to a single video, setting the aspect ratio and overlaying the desired elements. We only have to do it for one video in the editor, and then we save it as a template.
Afterwards, we can apply the template to as many videos as we want. We may even automate the generation of several variants at once. We only need to create one template for each channel. Let's say one for Instagram other for Twitter and one more for Facebook.
Once we have the templates, we just have to go to the batch processor tab. There, we add as may variants as we need and we choose the template that we want to apply.
Then, we just have to upload the videos to the batch processor. After some time -which depends on the number of uploaded videos and variants configured- we'll be able to download a zip file with all the variants created.
In case we need to use them elsewhere, all the variants created are available in our batch folder in the file management tab of the console. The process may even be configured to work with a watcher that processes everything landing a hot folder in a server or a local machine, using Abraia's Gulp plugin.
Video optimization for web
It's curious how many people heeds the optimization of images but doesn't care so much about the optimization of videos. Videos are a far more dangerous for site responsiveness, posing a real threat to the quality of experience for users under a mobile connection. Just think of a short 6s video weighting 12MB, viewed through a rural 3G connection or during peak internet traffic hours. Chances are that the page gets frozen, and the video stalled for so many users.
An important feature of Abraia's tools -both for videos and images- is compression optimization. Using perception-inspired algorithms, we exploit the opportunities that standard codecs bring to adapt to the specific content of media, achieving the minimum size without significant loss of perception.
If we examine the examples shown with the bulk processor, Abraia optimization brings a weight reduction by a factor of 6x-9x when we compare the variants created and the original video.
To optimize the quality of experience in our website we may even use Abraia's HLS renditions with per-title encoding. To try this feature, just select the video and push the Publish button that appears. All the reditions and playlists will be created, as well as the code to view it using video.js. It may bring a big boost to our Home or Stories pages if we're using videos there.
I've described how to easily trim, resize, and brand short videos with overlaying messages and logos using Abraia's online tool and representative examples.
We've also seen how to speed up the process by automating a number of steps with simple online templates. Finally, I commented on video optimization, an aspect so frequently overlooked that makes a big difference when we use video in our own website.