The growing trend of “faceless videos,” which leverage voiceovers, animations, and images to convey stories, educate audiences or engage viewers, is increasingly being adopted by ecommerce businesses looking to enhance their marketing strategies. According to an article from Practical eCommerce, these videos are designed to promote products and cultivate trust among potential customers without the need for a visible presenter.
Historically, video production has been a costly and complex endeavour, particularly for small to mid-sized ecommerce companies. Despite the effectiveness of video in showcasing products and driving conversions—enterprise retailers typically utilise them across various platforms like ecommerce sites, social media, and digital advertisements—many smaller businesses have shied away due to high production costs and required expertise.
The landscape, however, is shifting with the rise of generative artificial intelligence (AI). Previously, tools like Animoto have facilitated simplified video creation for over a decade, but the emergence of generative AI now allows nearly any ecommerce business to produce faceless videos without extensive resources. The generative AI models available today, including ChatGPT, Gemini, Claude, and Grok, aid in various stages of video production, including idea generation, scripting and storyboarding.
For instance, AI tools such as Jasper and Copy.ai can assist in writing scripts, while platforms like Midjourney and Pika can generate visuals. Additional tools such as ElevenLabs and Murf.ai can provide AI-generated voiceovers, streamlining the video creation process. This advanced workflow enables ecommerce merchants to potentially create faceless product videos for their entire inventory efficiently.
The rationale behind adopting faceless videos is clear: they can significantly contribute to increasing sales in multiple ways. Video advertising is highlighted as a primary avenue for success; platforms like Meta’s Facebook and Instagram, Snapchat, and Google Ads all report enhanced performance metrics when video formats are included in ad placements. A 2023 analysis from Meta indicated a 35% increase in clicks for ads featuring videos with audio.
Moreover, these videos serve as an effective means to exhibit product features directly on web pages, potentially improving conversion rates. Through automation and generative AI, a merchant can produce targeted faceless videos about each product in their store. Additionally, these AI-enabled workflows can extend to customer service, producing videos that address queries such as return policies or frequently asked questions.
Furthermore, faceless videos are becoming an integral part of content marketing strategies. Certain AI tools can rapidly transform blog posts or product descriptions into engaging video content that can be embedded on product pages or circulated via platforms like YouTube. In social media, these videos can be tailored into vertical shorts, optimising their reach across diverse platforms such as YouTube and Meta.
Despite their advantages, the article notes some potential drawbacks of faceless videos. User feedback suggests that these video formats may not engender the same level of trust as videos featuring a human presenter. The personal connection conveyed through a human speaker can often resonate more emotionally than a voiceover. Additionally, platforms like TikTok tend to favour content with influencers engaging directly with the audience.
Nonetheless, the capabilities of faceless videos are becoming increasingly robust due to advancements in AI technology. As ecommerce businesses harness these tools, they may find that they can enhance advertising performance, showcase diverse products, provide comprehensive customer information, and generate engaging content—all at a fraction of the traditional production costs.
Source: Noah Wire Services