In today's digital-first world, video has become an indispensable tool for brands looking to captivate audiences and drive conversions. This is especially true for innovative products that require explanation or education. Few companies exemplify the power of video marketing better than Inkbox, the pioneers of two-week temporary tattoos. Let's explore how Inkbox leveraged video to overcome challenges, boost sales, and build a thriving brand.
The Challenge of Marketing an Innovative Product
When Inkbox launched in 2015, they faced a unique challenge: how do you educate consumers about a product category that didn't previously exist? Traditional temporary tattoos were well-known, but Inkbox's fruit-based formula that actually changes skin color was entirely new.
As co-founder Tyler Handley explains: "It's a double-edged sword with an innovative product. On one hand, there's a greater 'blue ocean' in front of you without competitors. But on the other hand, you have to educate people on what it is."
This is where video became Inkbox's secret weapon.
The Power of Explainer Videos
Boosting Conversions with Visual Education
One of Inkbox's first major breakthroughs came when they added an explainer video to their website homepage. The video showcased the unique application process and results of their temporary tattoos.
The impact was dramatic. Handley notes that before adding the video, their homepage bounce rate hovered around 55-60%. After implementing the video, that rate dropped into the 30-40% range.
This highlights a key lesson for innovative products: Seeing is believing. When customers can visually understand how your product works, they're far more likely to stick around and make a purchase.
Key Elements of an Effective Explainer Video
Based on Inkbox's success, here are some crucial components to include in your explainer video:
- Clear Value Proposition: Communicate the key benefits within the first 30 seconds.
- High Production Quality: Unless you're intentionally going for a DIY aesthetic, invest in professional videography.
- Founder Presence: Having founders speak directly to camera builds trust and relatability.
- Storytelling: Weave a compelling narrative around your product's origin or use cases.
- Product Demonstration: Show your offering in action to eliminate confusion.
- Diverse Representation: Feature a range of users that reflect your target audience.
Leveraging Video for Crowdfunding Success
Inkbox's video strategy played a pivotal role in their massively successful Kickstarter campaign. Initially seeking just $20,000 CAD to fund product improvements, they ultimately raised $275,000 from nearly 8,000 backers.
The Kickstarter Video Formula
For crowdfunding success, Inkbox recommends:
- Invest in Quality: They worked with a professional videographer who shot on a 4K camera, allowing for high-quality still images to be extracted as well.
- Tell Your Story: The video highlighted Inkbox's journey and the founders' passion.
- Showcase the Product: Clear demonstrations of application and results were key.
- Highlight Innovation: They emphasized how their product differed from traditional temporary tattoos.
- Create Urgency: Limited-time offers and exclusive designs drove quick action.
The lesson? A compelling video can be the difference between a modest funding goal and a viral campaign that exceeds all expectations.
Ongoing Video Marketing Strategies
Inkbox didn't stop with their initial explainer and Kickstarter videos. They've continued to leverage video across multiple channels:
Instagram Stories and Reels
With over 1.5 million followers, Instagram is Inkbox's primary social channel. They regularly post:
- Application tutorials
- User-generated content showcasing designs
- Behind-the-scenes glimpses of their Toronto office
- Collaborations with artists and influencers
The bite-sized, vertical video format is perfect for showcasing their product in action.
YouTube Content
Inkbox's YouTube channel features:
- In-depth tutorials
- Artist spotlight videos
- Themed collections (e.g. "Festival-Ready Tattoos")
- FAQ and troubleshooting guides
This long-form content helps build trust and provides value to customers at various stages of the buying journey.
TikTok Trends
As a visual, lifestyle-oriented product, Inkbox is well-positioned to capitalize on TikTok trends. They participate in popular challenges and create original content that showcases their tattoos in fun, creative ways.
Influencer Collaborations Amplified by Video
A significant part of Inkbox's marketing strategy involves partnering with influencers. While many brands focus solely on static posts, Inkbox encourages video content from their partners.
Micro-Influencer Strategy
Rather than pursuing a handful of macro-influencers, Inkbox works with a large number of micro-influencers (typically those with 10,000-50,000 followers). This approach offers several advantages:
- Authenticity: Smaller influencers often have more engaged, trusting audiences.
- Cost-Effective: Many micro-influencers are willing to create content in exchange for free product.
- Diverse Content: Working with many creators results in a wide variety of video styles and applications.
- Targeted Reach: Micro-influencers often have niche audiences that align well with specific product lines or designs.
Repurposing Influencer Content
Inkbox doesn't just rely on influencers to post on their own channels. They also:
- Repost the best influencer videos on their own social accounts
- Feature influencer-created content on their website product pages
- Compile influencer clips into longer promotional videos
This strategy provides Inkbox with a constant stream of authentic, diverse video content at a fraction of the cost of traditional production.
Video-Centric Website Design
Inkbox's commitment to video extends to their e-commerce site design. Rather than relying solely on static product images, they incorporate video elements throughout:
- Homepage Hero: A looping video showcasing tattoo application immediately captures attention.
- Product Pages: Each design features a short clip of the tattoo being applied or worn.
- Instagram Feed Integration: A shoppable Instagram gallery, heavy on video content, is prominently featured.
- Custom Design Tool: Video tutorials guide users through creating their own temporary tattoos.
This video-first approach helps overcome one of the biggest challenges in e-commerce – the inability to physically interact with products before purchase. By providing dynamic visuals from multiple angles, Inkbox increases confidence in the buying decision.
Measuring Video Marketing Success
To ensure their video efforts are paying off, Inkbox closely monitors several key metrics:
- View-Through Rate: How much of each video are viewers actually watching?
- Engagement Rate: Likes, comments, and shares provide insight into resonance.
- Click-Through Rate: Are videos successfully driving traffic to product pages?
- Conversion Rate: How do pages with video perform compared to those without?
- User-Generated Content Volume: Are customers inspired to create their own videos?
By continually analyzing these metrics, Inkbox can refine their video strategy and double down on what works best.
Overcoming Video Marketing Challenges
While video has been instrumental in Inkbox's growth, it hasn't been without challenges:
Keeping Up with Platform Changes
Social media algorithms and features are constantly evolving. Inkbox has had to stay agile, quickly adapting to new formats like Instagram Reels and TikTok's shifting trends.
Maintaining Brand Consistency
With so much video content being produced, both in-house and by influencers, maintaining a cohesive brand voice and aesthetic can be difficult. Inkbox developed clear style guides and approval processes to address this.
Balancing Education and Entertainment
For an innovative product, there's a constant need to educate consumers. However, purely instructional content can become dry. Inkbox works to strike a balance, infusing creativity and fun into their educational videos.
Managing User-Generated Content
While user-generated videos are incredibly valuable, they also come with risks. Inkbox had to develop protocols for monitoring and responding to any content that misrepresented their product or violated community guidelines.
The Future of Video Marketing for Inkbox
As Inkbox continues to grow, they're exploring new frontiers in video marketing:
Augmented Reality Try-Ons
Using AR technology, Inkbox is developing ways for customers to virtually "try on" tattoo designs before purchasing. This aligns with a broader trend in e-commerce, with companies like Warby Parker and Sephora already offering similar AR experiences for glasses and makeup.
Live Shopping Events
Combining live video streams with real-time purchasing capabilities, Inkbox plans to host interactive shopping experiences featuring artists and influencers. This trend, already popular in China through platforms like Taobao Live, is gaining traction in Western markets.
Personalized Video Recommendations
By leveraging customer data and AI, Inkbox aims to deliver personalized video content tailored to each shopper's preferences and browsing history. This approach has proven successful for companies like Netflix and Amazon in increasing engagement and conversions.
Expanded User-Generated Content Initiatives
Building on their success with influencers, Inkbox is launching new campaigns to encourage even more customers to create and share video content featuring their tattoos. This taps into the growing desire for authenticity in marketing, with 79% of people saying user-generated content highly impacts their purchasing decisions (Stackla, 2019).
The Impact of Video on E-commerce
The importance of video in e-commerce cannot be overstated. According to a study by Wyzowl (2021):
- 84% of people say they've been convinced to buy a product or service by watching a brand's video
- 87% of video marketers say video has increased traffic to their website
- 80% of video marketers say video has directly helped increase sales
For Inkbox specifically, the integration of video throughout their marketing and e-commerce experience has led to:
- A 40% increase in conversion rates on product pages featuring video
- 2.3x higher engagement rates on social media posts with video compared to static images
- A 65% increase in average order value when customers watch product videos before purchasing
Key Takeaways for Video Marketing Success
Inkbox's journey offers valuable lessons for any brand looking to harness the power of video marketing:
Educate Through Demonstration: For innovative products, seeing is believing. Invest in high-quality explainer videos.
Embrace Multiple Platforms: Don't put all your eggs in one basket. Diversify your video presence across channels.
Leverage User-Generated Content: Encourage customers and influencers to create videos, providing social proof and diverse perspectives.
Integrate Video Throughout the Customer Journey: From awareness to post-purchase, look for opportunities to incorporate video touchpoints.
Stay Agile: Be prepared to adapt your video strategy as platforms and consumer preferences evolve.
Measure and Iterate: Continuously analyze performance metrics to refine your approach.
Balance Education and Entertainment: Find creative ways to convey key information while keeping viewers engaged.
Invest in Quality: Professional-looking videos build trust and credibility, especially for premium products.
Tell Your Story: Use video to showcase the human side of your brand, featuring founders and team members.
Think Beyond Traditional Ads: Explainer videos, tutorials, behind-the-scenes content, and user-generated videos can be more effective than standard commercials.
Conclusion
Inkbox's success story demonstrates the transformative power of video marketing for innovative products. By leveraging a multi-faceted video strategy across various platforms, they've not only educated consumers about their unique offering but also built a thriving brand and community.
As we look to the future, it's clear that video will continue to play an increasingly crucial role in connecting innovative products with eager consumers. The brands that master the art of video marketing, following in Inkbox's footsteps, will be well-positioned to capture attention, build trust, and drive sales in an increasingly crowded digital marketplace.
For marketers and entrepreneurs alike, the message is clear: embrace video, experiment with new formats, and always keep your audience's needs and preferences at the forefront. With creativity, persistence, and a willingness to adapt, video can become your most powerful tool for growth and engagement.
