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5 Reasons to Use 360 Product Videos

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Are you ready for the power of 360 product videos?

Seeing is believing according to 78% of online shoppers who demand more product images and 30% of those who want more videos from e-commerce sites.

This is an indication of online shoppers getting more cautious and wanting to be more informed before making a purchase. This further validated a study conducted in 2010 when 91% of online shoppers clamored for a 360-view of products because they needed more visual information that would simulate an in-store shopping experience. 360 product videos are an effective addition to your still product images. It levels up your visual information; thereby, reducing the lack of touch-and-feel experience and replacing in-store live demonstrations of your products.

In this post, we will talk about the benefits of incorporating 360 product videos into your visual process. While 360 product photos and videos are not a new trend; it’s only very recently that they started to gain traction, particularly in the e-commerce industry.

360 video of a ring
A 360 product video captured with the GemLightbox.

Let’s see if it’s worth a try!

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5 Reasons to Use 360 Product Videos 

The use of 360 product videos more than just a fad. In this day and age when global online retail sales are continuously ballooning, advanced visual images and videos are a necessity. Here are some of the benefits you could be missing if you’re not into this product visualization yet.

1. An improved online shopping experience


Shopping is always about the experience, but the advent of e-commerce decreased this experience due to the lack of touch-and-feel.  By using 360 product videos and photos, online shoppers can interact with your jewelry products using their mouse.

360 product videos improve interactivity and engagement. They can zoom in to clearly assess the details and quality of your jewelry pieces, rotate the images to the angle they want, and click it or drag it any way they chose until they’re satisfied and ready to make a purchase.

Unlike still product photos, the incorporation of a 360-degree view is an indication of customer empowerment. You’re transferring control to your shoppers and letting them design their own shopping experience as you no longer box them in what you allow them to see. This probably explains why 74% of video marketers have success in using 360 product videos. It is immersive as well as innovative.

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2. A reduced rate of product returns

360 jewelry videos reduce the rate of product returns

Unlike with brick-and-mortar stores, the rate of product returns in online shopping surges to 20% in ordinary days and over 30% during the holidays. Statistics show that almost 30% of all products bought online are returned for varying reasons. Among these reasons is how the products received look different or they have received the wrong item.

Incorporating 360 product videos into your visual process can reduce the rate of product returns because it will allow shoppers to have a better and clearer understanding of what they will be receiving when they make a purchase. It helps to set a proper expectation and save you from losing big money in the long run.

As mentioned in the previous point, 360 product videos give consumers the ability to manipulate product views. They can view it from every angle while the zoom capability enables them to really peruse the product up close; thereby, creating a shopping experience where the product comes to life through visual information.

When consumers are well-informed visually, it creates a confident buying decision.

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3. Stand out from your competition

good product visualization helps you stand out from your competition

The internet is oversaturated with jewelry retailers. There’s too much noise to the point that penetrating your target niche appears to be impossible at times. You can silence this noise by competing like a true innovator who uses technology to redefine your shoppers’ retail experience.

Using 360 product videos is a great way to lead by example. This will help you differentiate your business from your competition. It will show that you’re listening to your shoppers’ needs and demands and responding to it without hesitation.

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4. Established trust and customer confidence

good product visualization builds trust and confidence

360 product videos can help improve your business reputation as you gain your shoppers’ trust and confidence.

When shoppers go to your website and see that you let them control which angles of your product to see, it makes them feel that you’re not hiding any product flaw from them.

For instance, a 360-product view of a ring will let them see the upper and lower shank of the jewelry, the gallery, the side stones if there are any, even the hallmarks if it has one. These parts of the ring would be too difficult to examine if they only have still images in front of them.

When you eliminate barriers often brought about by poor visual presentation, you help them decide in your favor as you show them that they are shopping with a credible brand.

Without trust, it would be too difficult to bring consumers on your side. These days, online consumers have high expectations and these expectations include adequate and high-quality product visualization. For instance, a US survey conducted by Salsify, a product experience management company, showed that on average, US online consumers expect to see three product videos and six product images when shopping on e-commerce platforms like Amazon.

But while there are many types of videos you can use to market your brand, reasonably, 360 product videos would make more sense for e-commerce platforms. With this, you’re guaranteed to elevate the whole buyer journey. 

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5. Increased conversion rate


360 product videos and photos help increase your conversion rate by addressing three critical issues when online shopping for jewelry pieces.

  • First, online consumers need more jewelry product information.
  • Second, considering that jewelry is often a big-ticket purchase, they need more jewelry product images and videos before making a purchase decision or contacting the retailer to express his/her intention to buy.
  • Third, online consumers need more than still images to avoid being misled and buying incorrect or unwanted jewelry items.

As we’ve discussed in the previous post, shoppers are 144% more likely to add a product to their shopping cart if they’ve seen a product video of it compared to not seeing any. Further, other brands have reported a 30% and 47% increase to their conversion rate. The figures are too big to ignore, aren’t they? After all, there’s no harm in trying, especially if it’s for the good of your business, shoppers, and shoppers’ experience.

Are You Having Any Difficulty Capturing 360 Product Videos?  

Some jewelers might have apprehension about using 360 product videos, especially non-professional photographers. Understandably, jewelry photography is challenging enough; hence, the idea of adding more challenges to it might want you to abandon it altogether.

You might reason out that hiring professional photographers to do it for you is costly and time-consuming, particularly for jewelers with a huge inventory to shoot. Others would say they just don’t have the means and resources to do it themselves because they’re not tech-savvy enough to go through the whole process of production and post-production.  

Those are all legit rebuttals.

However, technology has been continuously improving. In fact, you might not even need a grand studio setup for it. Big brands hire professionals while others opt for a DIY. But not everything has to be complicated. For instance, the GemLightbox has simplified the process for jewelers by enabling jewelry photos and 360 product videos with just a click of a button on your smartphone.   

Watch below how effortless it was when we captured a 360 video of a spinel.

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Overall, whatever device and equipment you choose, give 360 product videos a try, minimize your consumers’ pain points when online shopping, and increase your sales opportunity.  

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