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.

According to a study led by Animoto, an online video creation service, 73 percent of survey respondents said that they were more likely to buy a product or sign up for a service if they watch a branded video that explains the product or service. What does this mean for business owners? It means that you need to look into incorporating different kinds of marketing videos on and off your website to stay connected to your consumer.

Product Videos: Behind the Scenes, Feature Showcase, and How It’s Made
Animoto says that 67 percent of videos watched were instructional videos and 64 percent were product and service videos. General product videos showcase the angles of a product and explain its primary features and benefits. Product demonstrations explain how a product works, and answer common customer questions. Behind the scenes videos show the story behind your product or service and show how your videos are made....