In this post, I will share a share a summary of the Top 10 Video Commerce Predictions For 2012, as reported in the Liveclicker webinar earlier this month. To make it easier to consume, I broke this post up into 2 parts, presenting 5 predictions in each. Here are the first 5 predictions:
1. Videos will get shorter
The current median length of a retail video across the Liveclicker client base as of January 1, 2012, is 1:35, and I predict it will progressively get shorter this year. Why do you ask? In the recent video commerce research that Liveclicker conducted in over 7,500 retail videos, conversion rates were higher for shorter videos. Videos under 30 seconds in length constituted the top performing group.
Here is one video that is under 30 seconds that performed especially well:
2. Video SEO moves beyond the video sitemap
Early in 2011 before Google released its new Panda algorithm, the main best practice for video SEO was submitting Google video sitemaps in order to obtain high ranking video thumbnails in universal search results. Post-Panda, page bounce rate has become increasingly important, which in turn makes things like video player load speed and page speed also important in achieving video SEO success. Here are some more tips for video SEO post-PANDA:
- Video in context is key -- have a spot for relevant transcription copy and/or related product copy on the video page.
- Consider using a Liveclicker Video SEO Gallery and link to it regularly to from blog posts and other main site pages. Having an individual page for each video with more context in additional to product pages with video can increase video SEO.
- Measurement and tracking is key to maintaining video SEO. With Liveclicker’s video analytics and video SEO tracking, companies can measure things like PageRank correlation with traffic, search position of pages with video, and phrases used in search that are driving traffic to your video pages.
3. Interactive video changes from “nice to have” to “must have”
Interactive video has the ability to convert Facebook fans and search engine browsers into site shoppers -- without costly PDP redesigns. By using simple text link overlays, direct hotspots, and “buy now” buttons in-player, retailers can provide more opportunities for in-player video shopping on Facebook, video SEO galleries, or when when embedded on 3rd party sites like blogs. Below is an example of Advance Auto Parts using Liveclicker’s interactive Facebook video player.
4. HTML5 video takes center stage
With only 24% of the top 500 retailers supporting HTML5 video on their sites, HTML5 video has plenty of room to grow this year. One of reasons we will likely see more HTML5 support among retailers is the continuous growth of mobile devices that will only play HTML5 video, like the Apple iPad. Also, Adobe announced last November that it will no longer develop a Flash player to support mobile browsers following the release of Flash Player 11.1 for Android and Blackberry Playbook, making HTML5 support even more critical for retailers wanting to reach the growing demographic of mobile shoppers.
5. One more major webmail client will launch support of HTML5 video
Last year, Hotmail released support for HTML5 video. This year, I predict another major client will follow suit. Gmail presently supports YouTube videos “inside” emails (the video shows up at the bottom of the email). Because the webmail client’s recent redesign embraces more HTML5 components, I predict sometime this year Gmail will release HTML5 support for video email. Currently, as seen in the chart below, about 37% of mail clients support HTML5 video in email. Check out Liveclicker’s Video Email Express to find out to how to quickly and easily create video embedded emails, without causing deliverability problems and saving weeks of creative development time.
These are all of my predictions for today. Look for another post later this week for the final 5 video commerce predictions for 2012. Or, visit Liveclicker’s webinars page to watch the recorded presentation and download the slide deck.