University

Short-Form Video Channel Management Strategies for E-commerce Businesses (YouTube Shopping, Naver Short Clips, Coupang Shorts)

The New Challenge in Digital Commerce Marketing: Short-Form Videos

Recently, many companies are struggling to attract new customers. This is a significant issue, especially for businesses running online stores.

The traditional performance marketing methods are becoming less effective, and advertising costs are continuously rising.

In this situation, video channels are being used as a new breakthrough. Particularly, short-form content is at the heart of current digital marketing trends. These short, impactful videos capture consumers' attention and are highly effective in boosting brand awareness.

< Naver Shopping Live Short Clips >

According to Naver's press release, Shopping Live surpassed 1.4 trillion KRW in transaction volume just three years after its launch, with short clips growing at a rapid pace of 68% per quarter.

YouTube has also partnered with online stores like Cafe24, introducing the YouTube Shopping feature that allows products to be tagged directly in videos.

Although your channel must be registered with the YouTube Partner Program, there's no reason not to challenge yourself since you can link direct product sales through YouTube Shorts.

The Era of 'Shoppable Shorts': Beyond Branding to Direct Sales

Have you heard the new buzzword 'Shoppable Shorts'?

This is a combination of 'short-form' and 'shopping,' referring to a new marketing trend where short videos lead directly to sales.

Now, short-form content is not just a branding tool but a means to significantly increase sales.

We need to think about what message to include in this short-form video.

Should it be an advertisement that highlights the advantages of our product, aiming for direct sales? Absolutely not!

The greatest strength of short-form content is its optimization for exposure. This means your videos can reach viewers who haven’t even subscribed to our channel.

In other words, you need to understand that most of the audience may not yet be aware of our brand.

Effective Short-Form Channel Management Strategies

So, how should we manage a short-form channel?

The most important thing is to understand the nature of the channel. Platforms like YouTube, Instagram Reels, and TikTok are primarily places where users visit for entertainment or information.

Therefore, overtly advertising your product should be avoided. Instead, create content that highlights the unique qualities of our brand and products while also providing value to the users.

As a business running an online store, it may be challenging to create content that is merely entertaining or interesting and still resonate with your audience. However, by using the following video formats, you can manage your channel effectively:

Informative Content

Create a channel that provides information on topics that your target customers are interested in. For example, if you run a fashion store, you could offer the latest fashion trends or styling tips. This way, you can naturally expose your products while also building brand credibility.

< A case study of YouTube channel management by the fashion platform 'Zigzag' >

Does the thumbnail alone make it seem like actual shooting is involved and thus difficult to produce?

So let's take a look at the case of a personal channel run by an elementary school student recommending Abley products.

Isn't the number of views and reactions amazing? In other words, as long as there is information that readers can relate to, you don't have to worry about the effort of filming or editing to achieve good results.

Product Usage Tips Videos

If you already have a fan base for our brand, running a channel with tips on how to use the products well is also a good approach.

For example, if you run an online store selling kitchenware, you can naturally showcase the products while introducing cooking tips or new recipes.

Given the nature of short-form content, it can be exposed to customers who are not part of our fan base, so it's important to highlight interesting or fun aspects to create viral points.

Effective Video Editing Methods: Utilizing VideoStew

So far, we've explained how to operate and what format of videos to create.

So why should you use VideoStew when editing short-form content videos?

A Video Editing Experience That Creates Videos As You Imagine

VideoStew provides an intuitive interface like PowerPoint.

Unlike timeline-based video editors like Premiere, you can create videos as if you are making slides, making it easy to learn and quickly adapt.

Prepare the content you want to talk about in paragraphs and just fill in the necessary scenes for each content.

< PowerPoint-esque VideoStew UI >

For a simple video editing method for commerce businesses, please refer to our post on [Video Content Strategy to Conquer Naver Short Clips and Coupang Shorts at Once] for more details.

Boosting Productivity with AI Technology

VideoStew offers AI text refinement and auto-editing features, allowing you to quickly create a draft.

From there, you can freely edit to turn your vision into reality.

Think of it as a team effort between AI efficiency and human creativity to complete a video edit.

Practical One-Source Multi-Use

A project created in VideoStew can be easily adjusted to fit the size and length requirements of various video platforms.

For example, if you've made a short clip for Naver Shopping Live's maximum length of 2 minutes, you can easily adjust the length by removing unnecessary slides. (Re-editing an already completed project in a timeline-based editor is extremely difficult...)

Additionally, with responsive design, you can resize the video to long-form horizontal format with just one click.

YouTube-Style Content Creation

Using VideoStew, you can easily create videos with that familiar YouTube vibe.

Creating informational content that resonates and engages with your audience is especially useful, rather than just simple advertisements.

< Various video templates that can be instantly used on platforms like YouTube >

Templates that can be easily used for YouTube shorts are already prepared, so you can start right away.

Efficient Resource Management

When you consistently run a YouTube channel, it becomes overwhelming to manage the accumulating resources.

VideoStew allows you to manage resources by workspace, so you can systematically organize and easily reuse images or videos for multiple products as needed.

Typically, commerce companies can separate workspaces by product lines and manage product images or shooting videos separately.

The Importance of Short-Form Platforms

Short-form content has become an essential element of digital marketing, surpassing mere trends.

Considering its utility and effectiveness, it’s time to ponder not "Why should we do it?" but "Why haven’t we started yet?"

First, we should note the high utility of short-form content.

Once created, the content can cover various platforms simultaneously, such as product detail pages, YouTube, Instagram Reels, TikTok, Naver Shorts, and Coupang Shorts. This means the efficiency in terms of time and cost is incredibly high.

Second, the structure of short-form platforms is optimized for content exposure.

This has an excellent effect on attracting new customers, providing opportunities to effectively imprint the brand on new customer segments.

It is a powerful means to reach potential customers who were difficult to approach with traditional marketing methods.

Third, with the advent of features like YouTube Shopping, short-form content can now directly lead to sales. It’s an opportunity to achieve both branding and sales simultaneously, and it's time to take proactive action.

In conclusion, creating short-form content is no longer an option, it's a necessity.

If you're not leveraging this powerful marketing tool that offers high usability, effective customer attraction, and direct sales linkage, you're missing out big time!

Here's the final sales pitch! Start making your first video with VideoStew right now!