Videos are in fashion, but not for reasons of chance. There are many studies that have corroborated that the future of content marketing is through videos, that marketers consider that the effectiveness of this content is increasing or even that native videos manage to increase the purchase intention among consumers. That is why brands have no excuse not to join this new format, especially now that social platforms like Facebook or YouTube make it so easy. According to an Animoto survey, 96% of consumers believe that videos are useful when making a purchase decision, and 80% think that it is important for firms to offer videos where you can see how they work and how they are their products. What is more, 25% of Internet users lose interest in those companies that do not use videos on their website.

As the CEO of Animoto explained to RetailDive “Video is the ideal communication tool to replace being physically in a store. Photos were enough for a long time, but now when you go to a website and nothing moves, you It’s starting to look kind of stale. ” Videos can transform the entire purchase process, and are a very useful tool to help you with any step of the Afghanistan phone number list  buying process. Product description pages are a good example of where you can take advantage of video content, especially since consumers are four times more likely to watch a video than to read a product description.

Not to mention that videos are remembered much more than images or texts, something essential to create an impact on purchasing decisions, and very important when you are thinking about launching an advertising campaign. People react much faster to visual stimulation than to simple text, and according to the same Animoto report, while only 14% of shoppers could remember the last display they had seen, 80% remembered the last video ad that had appeared to him.

Of course, it is very important that the videos are of quality, and that they really show how each product is and how it works, anticipating any possible questions from the consumer before making the purchase. Conversion increases by 130% when a potential customer clicks on a video, and those who simply watch the video also multiply the probability of buying by 1.6. And it is that as online shopping increases, consumers are missing a more tangible perspective of the product, something that can be supplied, in part, by video content.

In addition, not all formats work the same or for the same: videos with a product list increase the conversion at the point of sale from 6% to 30%. Another Ascend2 survey showed that the type of video content most valued by Internet users were testimonials from other customers and tutorials. Beyond the videos on the website itself (product description or otherwise) that must be optimized to be viewed comfortably from both computer and mobile, it must also be taken into account that they can be used in different marketing channels.

For example in email marketing, since consumers are 50% more likely to read a newsletter that includes some video content. Also in social networks, where 84% of consumers have ever liked a video of a brand, and even 48% have shared it on their own wall. The democratization of smartphones with high-quality cameras has made it very easy, also for small entrepreneurs, to make professional-looking videos to upload on their website or on platforms such as Facebook or YouTube. Creating videos is cheap and relatively easy, increasing the amount of time the user spends on the web, as well as the conversion and even the total order value (those who watch videos are more likely to spend more).

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