Mass-scaled Videos Are on the Rise for E-commerce, Says SundaySky

For retail sites with thousands or tens of thousands of products, creating online videos to promote those offerings can be a challenge. Often sites will “mass-scale” videos, hiring a service to automate the process. One such site, SundaySky, has released a quarterly research report finding that it’s a good time to be in the mass-scale video business.

The number of e-tailers who mass-scaled their videos increased by nearly 50 percent in the first quarter of 2011, says the report. It also notes that 68 percent of online vendors haven’t yet discovered mass-scaling.

The report found that consumers embrace e-commerce videos. Online retailers with YouTube channels found their channel membership increasing by more than 20 percent this quarter, on average. Retailers are responding to that interest with more YouTube activity: the number of retailers posting over 100 videos on their YouTube channels increased by 15 percent.

The report singled out Zappos for a case study, showing how the site has benefited from both online video and video search engine optimization. SundaySky tested a pool of over 21,000 shoe-related keywords in search engines and found that 8.1 percent of the terms got search results that included a Zappos video. The use of video has increased the site’s traffic by 77,316 visits per month.

Anyone interested in the full report can download it here. Registration is required.


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