With now over 161 million users watching videos online every month, it is the fastest-growing media platform in history according to research firms Trendstream and Lightspeed. To top that off, Web video outperforms both blogging and social networking sites such as Facebook.
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Conventional marketing approaches in the jewelry industry have been just that, conventional, with static pictures, showcasing one or two angles of their product. When jewelry merchants first setup online shop several years, consumers where rather reluctant to trust them with their money. Brick and mortar stores held (and in a way still are holding) one strong advantage – the user experience. Even today’s online luxury item consumer is slightly reluctant about making that slightly higher priced purchase based the merchant’s product image.
There have been new advances with technology that have helped bridge the gap between consumer and product such as Real Eyez 3D’s computer generated “CGI” models. Jewelry companies such as James Allen and Carlex have been featuring this lately on their sites, creating an entirely new experience for their customers. Unfortunately, because this is computer generated, it only gives the consumer “a Utopian idea” of what the item looks like – it has no blemishes and is close to perfection while at the same time doesn’t look 100% true to life. It resembles some highly retouched jewelry that I’ve seen showcased in various ads and sites.
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On the other hand, I personally see jewelry videography as a way to give a more realistic and credible shopping experience to the online consumer. Sure video can be altered, just look at any movie today, but the time/costs involved would scare away all but the wealthiest merchants. Honesty is something the consumer wishes, and with their trust in the merchant, sales will increase.
Videography doesn’t replace photography, and will probably never eliminate it because of print media, but it can be a powerful tool in your sales arsenal.