Do I need to produce content to run a Video Commerce Program?
No. You can run a Video Commerce Program without producing one video asset. Content can come from brands that you carry, influencers, and your customers (UGC). The VCC will continuously search the web and surface for content recommendations that match your products. UGC can be submitted directly on your site with a simple VCC upload widget. You can also invite third parties (ie brands, influencers) to submit content directly to your account (in which case they each receive a portal for this purpose. Lastly, you can create Video Feeds that sync with Youtube channels, generating an ongoing flow of content directly into your account (see further information below).
Can I upload videos directly to my TVPage account?
Yes. The Video Commerce Cloud (VCC) includes a complete video hosting and delivery service with broadcast-grade adaptive streaming to ensure that your customers do not experience any delays or buffering when watching videos on your site. For convenience, our player also supports the playback of video assets that are hosted with Youtube or Vimeo.
What is the best way for me to source video content?
In creating and implementing a content sourcing strategy, we advise you to asses all sourcing strategies: Self-produced, Brand-produced, Influencer-produced, Customer/User-Generated. The VCC enables you to source, host, and play all video assets, whether uploaded to the VCC, or hosted on Youtube or Vimeo.
To use Youtube content available on the web, you can simply create a Youtube Video Feed and configure it to sync with a Youtube channel. You can also configure a Video Feed with any keyword. Each Video Feed is always updated and you will automatically receive an email when there are new videos for any configured Video Feed. To use Vimeo content, simply create a Video Feed that enables you to access your Vimeo account. Note that only Vimeo Pro accounts are supported. You simply need your API key to sync with your Vimeo account.
You can also invite third parties to connect to your account and create Video Feeds to which you subscribe. They can create any Video Feed type and push that content to you directly. Each content contributor automatically has access to their own account that enables them to upload and share videos with you. You control your network of contributors on the dashboard and can approve, reject, or suspend any contributor. As mentioned above, contributors could be brands that you carry, influencers reviewing your products, and user-generated sources. Learn more about Video Feeds.
Does the VCC support moderation? Which department within an organization would typically handle this?
Absolutely. The VCC contains an enterprise workflow for ingesting, approving, rejecting and archiving video assets. Approved assets then go through a secondary workflow of merchandising, publishing and monitoring performance. Moderation is typically handled by the digital merchandising team. You can also hire TVP to take this on, in which case the TVP Client Success team will abide by strict moderation guidelines that we work with you to establish. Moderation guidelines will generally contain rules around blacklisted sources (such as competition), video asset and resolution quality, and other restrictions (ie. no profanity, nudity, violence, etc,).
Do you recommend uploading content directly, or syncing with YouTube?
We recommend leveraging Youtube as a source for content, in which case importing videos from Youtube may be a great way to get started, a workflow that may also make sense to maintain for certain sources. Such content may include, for example, influencer or manufacturer produced videos assets for any particular product or product category. However, we do encourage you to produce, seek and gain access to MP4 video files as there are many benefits to direct upload to the Video Commerce Cloud. For one, your experience is guaranteed to exclude unwanted ads, related Youtube video suggestions, or other commercial offers and links from Google that not only send people away from your site but may in fact originate from the competition. Competitors buy ads with Google precisely to retarget similarly profiled customers with such offers. The Video Commerce Cloud allows you to invite any manufacturers, influencers or other third parties to freely upload content directly to your account (automatically granting you all associated rights to the content). The Video Commerce Cloud will also auto-generate transcripts and closed captions for all uploaded videos automatically, enable the VPM (Video-to-Product Matching) engine to optimize product offers for all videos, and enhance video page metadata with essential ecommerce keywords, a critical component to fuel any Video SEO strategy. It has been proven that domain owners gain higher Video SEO value when the video is published first to their owned and operated domain. Note that the above speaks to video assets that fuel a Video Commerce Experience on your site. Youtube does still serve as a powerful acquisition channel by leveraging Influencer Video Marketing and other syndication efforts (in addition to Facebook, Twitter and other social / content-rich acquisition channels). Read this article for further information about the legal aspects of using Youtube for Video Commerce.
How many videos do I need to effectively use your platform?
You can start with as little as a handful of videos, which can be a great way to fuel an initial widget on your site and enable you to start to gain insights into the results from the experience. We work with you to gain and grow additional video coverage for your products on a regular basis (fueling and illuminating additional pages across your site), which becomes an ongoing initiative. With a proper set-up of feeds and content sources, a big part of this process and workflow can be entirely automated.
What do you recommend for Video length? Type? Quality?
We recommend that videos are one to three minutes long, and have the highest viewing quality. 1080p should be desired. Since TVPage offers adaptive bit-rate streaming, uploading 1080p files will not jeopardize the experience as lower resolutions are served automatically where consumer bandwidth does not support the full resolution. Video types are easily classified and managed on the VCC, such as “DIY”, “Tutorial” “Review”, “Style”, etc. This offers added flexibility in asset management and search and navigation on your site.
For example, enabling your customers to search for a particular keyword or product of interest, but then filter by DIY Videos (because they are looking for instructional content) is highly valuable. filter length may vary depending on what you wish to achieve. Keep in mind that viewer attention spans generally tend to vary with the details and complexity around the item(s) they are shopping for. The more flexibility you give them to achieve their results.