Public Relations & Social Marketing Insight

Online retail video views are growing at a rapid pace and influencing shopper behavior, a new study finds. However, it’s specific video content, not just mere brand exposure, that’s largely dictating shopping behavior.

Invodo’s Video Conference Benchmarks Report gathered data from 100 retail clients across a wide range of verticals, and the findings were impressive: Marketing videos displayed to online shoppers made a conversion 1.6 times more likely. That figure was the average across all retail clients, but the top performers well outpaced the field, with the best video campaigns increasing the likelihood of a purchase by 3.3 times.

I’m sure I won’t blow your mind by saying that visuals are essential to creating content that will help your business stand out and draw in an audience. Not only do images help make text-centric content more readable, digestible, and memorable, but they can also be used to craft compelling messages that speak volumes without using a single word — just ask anyone who has posted a photo on Instagram or created a “Snap” to share a memorable moment with friends.

Nearly a year ago, I compiled a collection of best-practice tips from some of the industry’s most creative and design-minded content experts, along with helpful imaging tools and examples. But, considering how rapidly visual trends come and go, we at CMI felt it was time to take another look at how to let your brand’s photos, videos, and graphics do the talking.

Of course, we wouldn’t want a retrospective on such an image-conscious topic to show visible signs of aging; we’ve freshened up the discussion with a few new tips, tricks, and takeaways....

So your online business has always experienced praise for its crisp quality content from customers and admirers? But as of late, maybe you’ve noticed that your posts are facing a lot of stagnancy in reaching your perfect target audience? And after initial analysis, you may have realized that your social media messages somehow lacked the “visual magic” that is necessary for image success? Below are some tips to get you back on track....