Do you want to sell more? Post short videos

THE Bambi toy store It is located in Punta Alta, a few kilometers from Bahía Blanca. It is a feat that today has nothing to envy 2,200,000 followers on TikTok and 31 million likes in their short, vertical videos. Luciana Helguerohis mentor, estimates that a quarter of his revenue already comes from the Chinese social network.

“With the pandemic we had to close our two stores and were forced to reinvent ourselves to meet salaries, rent and taxes. So we started selling on TikTok,” said the transformed entrepreneur influencer of its brand.

This is just one local example that is part of a global trend: 96% of people admit to having watched an explanatory video to learn more about a product or service, and 89% admit that an audiovisual convinced them to purchase it . “The State of Video Marketing 2023” report.

After the advent of TikTok and its short videos, Mercado Libre launched the same functionality in its app. “The impact of using the Clip tool is significant. More than 23 million users have visited it in the region. Sellers receive, on average, 429% more visits to their publications,” he noted. Pablo Garciavice president of Marketing and Commerce of the company.

One of the brands that has caught on to the trend is Marinha Boutiquea women’s clothing company in Mar del Plata, run by Luisina Aquino and Cristiano Lorenzo.

“We recorded the first video in May, it had 20,000 views and we made at least one sale daily. Currently, we have 38 active videos, plus others that we eliminated when the promoted merchandise sold out,” Aquino said. With 101,000 views recorded in the period, the videos highlight colors and textures of its offering, which ranges from blazers and dresses to blouses and jeans.

At the same time, this increased production pace led Aquino and Lorenzo to outsource the videos to optimize content (with professional photographers and models) and timing.

This type of investment varies from 20,000 to 50,000 pesos per month. But the return seems to justify it. “It generates a sales volume of approximately 310 units per month,” the entrepreneur said, equivalent to $3 million.

Sellers in the fashion segment, in fact, emerge as some of the biggest followers of this trend. “We uploaded around 30 short videos and got a total of 75,000 views. Since we deal with a wide variety of products, we try to ensure that everyone is present,” she said. Florence Tenenbaumfrom the brand of wallets, bags and accessories Snipers, who added that 2% of users who view the short videos end up purchasing the products.

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From the Santa Fe supplier of pool products Culzonesits commercial director, Massimo Rodriguezunderlined that videos multiply visits to their publications.

“Initially we made videos about the products we produced. But by expanding the catalog of publications we focused on resale products. The one that has had the most views so far, with 60,000, was that of a painting that restores heat-insulating floors.”

With 105 videos under his belt and a plan to add Another 2,000 in the coming months, one for each new item, what Culzoni tries is to use videos so that customers can speed up the purchase decision. “Since our products must be accompanied by a minimum of technical knowledge, we try to clarify any doubts related to their use,” said Rodríguez, who underlined that the comprehensive marketing work, including videos, has multiplied their sales.

“Our billing had a 500% increase in 2023, since we started working to ensure that there is no shortage of descriptions, images or videos of each product. We hope to close the season of garden and swimming pool products with a turnover close to 400 or 500 million dollars,” she said.

Car parts

Beyond what can be seen in a photo or a technical description, the short videos used in e-commerce try to resolve doubts, or verify characteristics that could not be verified even in a physical store, for example the products. testor showing little-known details about its design and development. This is the use of the videos he makes HP factorycommercial car spare parts business in Villa Adelina.

“We have 20 videos published and more than 50 in the production queue. We mainly focus on high-turnover products, i.e. those with the highest number of sales, to create a 360-degree shopping experience for the user. In total, we have already achieved more than 110 thousand views of potential customers,” he said Fabio Mozzonecollaborate together Mariano Pettinari and Diego Kirkiasarian.

“We try to optimize the content for all social networks and the format itself is similar. In Mercado Libre the user willing to buy is inside the platform and offering him the product link in the video can be a great opportunity to do this. Currently, the format we use is identical to Instagram and YouTube reels. Only the ending of the video changes.

He added: “We have much more traffic to our releases today than before the clips were released. As, we managed to double our unit sales compared to last year and a billing of over 800 million dollars,” concluded Mozzone.

By TikTok

“Lu” Helguero started his TikTok videos during the pandemic, from his location in Punta Alta. The videos show things happening in the toy store, the customer-seller relationship, or “look what I bought for the kid” scenes.

“Videos don’t focus on selling, which can often turn followers away. The focus is on funny situations and parents know that our videos are not only funny, but also suitable for any age. And they identify the character of ‘Luʼ, which is our greatest distinction,” Helguero added.

A feature of TikTok is “viral challenges” like the one it had Macu Shopa footwear and clothing store created by Macarena Nielsen. “I proposed to my followers to try sending a pair of boots to the Spanish singer Rosalía. I filmed the repeated failed attempts, showing the product, until we finally managed to deliver it to him.” Once posted, that video had eight million views. Nielsen assures us that it is in Recoleta doubled its sales since his foray into TikTok. “Twenty-five percent of our sales today come from that platform,” she said.