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My headline is in jest. But Zappos has embraced online video in impressive fashion. The company produced its first video about a year ago and has since banged out over 8,000 product videos. And it’s just getting started.
The goal is 50,000 by the end of next year. Zappos is producing about 60 – 100 videos per day and plan to increase the volume by adding to its three video production studios in Kentucky and one in Las Vegas and increasing the current 40 full time video production staff.
The company has realized that if a consumer can go to a product detail page, such as a Nike running shoe, and watch a video that shows off the product in a rich media format in addition to reading feature and functionality specifications and reviews from other users, the company will sell more product.
How much more? According to Rico Nasol, Content Team Senior Manager, Zappos.com, the company has experienced a 6 – 30% increase in conversion on all products that have video.
Zappos likes to create all video assets in-house, rather than just taking marketing videos produced by vendors, to make sure the videos adhere to the Zappos aesthetic and culture, which it has cultivated since it first launched in 1999.
Each product video is about 30 seconds, and focuses on the culture of who the product would target. For example, if the shoe is a skater shoe, the video will focus on that audience and feature someone who is authentic to that audience. For a high end fashion shoe Zappos would not have the same skater dude on camera. They would feature a lanky, leggy model.
Zappos works with Overlay.TV to create a layer of shopping interactivity on top of the video. If the product video focuses on a Nike shoe, but the person on camera is wearing shorts, a shirt and sunglasses, the viewer can hover over the shirt and click to go to the shirt product detail page to buy it.
Zappos is also rolling out user generated content features. People can share their passion for a product by submitting their own video of a product through the video record and / or upload feature. Peer to peer review is better than the retailer telling the customer about a product. And video reviews are a great complement to site visitor comments.
Eventually the Zappos video player will allow consumers to grab the video embed code on a product detail page to feature on their blogs. Combine this with the video overlay feature and Zappos has a powerful walking, clickable rich media billboard that drives more people from more sites to Zappos’ product detail pages with purchase intent.