According to Google, about 40% of shoppers who watch “transport” videos – which are kind of a demo for shoppers – will go to a store’s website or physical location, where the retailer hopes they will. will make a purchase.
What are transport videos?
Transportation videos are an emerging genre, in which mostly young female shoppers describe their recent purchases. Videos can be about fashion, beauty products, home decor, or similar product categories. Often times videographers talk about the quality of the products, the prices of the products, and even the shopping experience. The items displayed may be the result of purchases in a physical store or of an online order.
Transportation videos are popular.
As a specific example, a recent transport video by popular video producer Tanya Burr garnered over 440,000 videos in five days.
Burr’s success is indicative of the genre’s growth. Last year, Google reported that “videos with ‘haul’ in the title have been viewed over 1.1 billion times on YouTube.” In fact, people had watched over 5.6 million hours of transportation videos from January to September 2014.
The transportation video trend even made the news in 2013, when outlets like NPR’s All Things Considered covered carriers.
Transportation videos can be powerful for traders. The videos are well received. They often have more than one product, and people looking at them buy those products or the like about 40% of the time.
Online marketers can use the ‘haul’ video genre to promote products and increase sales in at least three ways: (a) engaging videographers, (b) creating entertaining parodies, and (c) developing their own haul-type videos.
1. Engage video makers
Unlike other forms of product introduction or review, carriers can work with brands or retailers to promote products. This willingness to carry products from retailers can create a marketing opportunity for e-commerce businesses.
“For Caitlin Ellsworth, known as Glamourista16 [or more recently Caitlin Bea], transportation is a part-time job, âsaid the 2013 All Things Considered report. âWhen she started three years ago, her spirited personality drew not only tens of thousands of admiring fans, but many fashion retailers as well – and they came up with deals.
âI wasn’t sure what to expect when the first company approached me,â Ellsworth said in the NPR report. âIt was from a cosmetics company and they just said, ‘Hey, I would love to hear your feedback on this eyeshadow, and it would be great if you could feature it in a video. “
On its site, NPR has linked one of Ellsworth’s transport videos. Ellsworth mentions products from Lululemon, Urban Outfitters, Nordstrom, American Eagle and J Crew, and includes links to HauteLook, Sigma Makeup and JewelMint.
To engage the creators of transport videos, simply reach out to them through social media. In many cases, it will be sufficient to simply let the carriers keep the products they present. But some will also be ready to accept remuneration. Make sure the relationship is transparent. There is nothing to hide. The carrier should tell their audience that they received the products for free or that you asked them to review your product.
2. Transport parody videos
Online marketers can also parody videos while showcasing products. For example, a popular BuzzFeed video, “If Guys Made YouTube Videos Like Girls: Shopping,” directly pokes fun at the transport, but at the same time, does a good job of describing a product like shampoo, conditioner 3 in. 1 of Suave, and shower gel.
Likewise, in May 2013, Target posted a video showing two dogs, Fritz and Chico, discussing the awesome transport their owner just brought back from Target.
The video shows several specific pet products and gives viewers the idea that Target has a lot of dog items available. All of this is done within the confines of a very entertaining video.
Online marketers can produce their own video parodies to influence buyers.
3. Create your own Haul-style videos
Strictly speaking, retailers cannot make transportation videos. The genre, after all, is about consumers showing off what they’ve bought. But it is possible, and perhaps even fruitful, for retailers to offer the same type of advice and opinions in video form.
To see this in action, watch Macy’s #HelpMeClinton videos, featuring TLC host and stylist Clinton Kelly. In the videos, Kelly gives a candid opinion on how to choose or wear particular fashion items. Like transportation videos, these kinds of videos can be what shoppers watch when researching online.