Jewelry retailer JamesAllen.com is in an upbeat mood after it tasted success through a series of video based marketing activities. The e-retailer has seen tremendous success after it started using video to promote its products on social media platforms like Facebook and Instagram. The company commented that it is imperative for merchants like them to adapt new ways of showcasing content that their target audience wants to see.
Johanna Tzur, the CMO of JamesAllen.com, said, “It’s all for naught unless you choreograph the placement of your videos appropriately, and make sure you’re clear on who is going to see it and where.” She further added that videos are created looking at the channel where the viewers usually would like to see them, addressing the customer mindset. Creating videos in silos without understanding where the videos are viewed and who views them is like committing hara-kiri in marketing by compromising the content.
Tzur said that it wasn’t until 2015 when the company started using videos for marketing and promotion of their product catalog. After seeing the results, they began ramping up the activity giving it a high weightage. JamesAllen.com has created a high definition video of their entire product line, which also shows a complete 360-degree view of all their products. The company holds an upper hand as they are the initiators of this channel in their industry. Some of their competitors have lately started using this concept but on limited products.
Tzur further commented that the hit ratio of ads of JamesAllen.com on Facebook is tremendous, with a click-through rate of 285% higher. She further added that people who visit their website through the video ads are 15% more likely to visit multiple pages on their website.
“It’s also important from an SEO perspective to have more video behind our brand to help us rank as highly as possible for organic searches,” Tzur said. “Today we’re seeing Google’s algorithms ranking video higher in online search than ever, with 62% of its searches including video. So, it’s delivering great relevance and branding for SEO as well.”