Foster described the Liveclicker video commerce platform. He noted that “video right now is still very much in the wild, wild west…there’s definitely a lot of interest, experimentation going on, but I think that brands are retailers are still trying to find a winning formula for video.” He explained that it is important to be sure the features and benefits of products are articulated clearly in the videos and to keep the videos short – 30 second or shorter. Interactive videos that implement ratings and reviews also are effective.
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