Influencing Customer Decisions with Online Video Marketing
|March 19, 2014||Posted by Warren under Marketing with Animations and Videos|
With sites like YouTube, Vine and Vimeo having become so popular, web users now often prefer and expect to see more video content, and its use in marketing can affect consumer decisions in positive ways.
Viewer enjoyment from videos increases purchase intent by 97% and brand association by 139%, according to figures from Unruly.
This enjoyment can come from many forms, since video provides a rich mixture of images, sounds and inspiring concepts.
Nowadays, people bore easily from reading text online; they often only scan written content. Video provides a far more engaging way to learn about a new product or service.
Our brains tend to process visual data 600,000 times faster than text, according to Social Media Today.
The combination of material in a video that appeals to our different senses also means it is a far quicker and easier means for explaining something clearly and concisely.
The potential for imagination and creativity in animated video makes it a very effective way to explain complicated or intangible products, services and processes. Associations between different aspects can also be shown easily.
When consumers understand something better, they are far more likely to show interest or make a purchase.
All these elements of a quality video not only attract potential customers and inform them about your offering, but can also boost brand image and buyer confidence.
A part of our brain responds to the intonation in someone’s voice to determine credibility. Integrity can also be earned from the strong emotional triggers in an animation’s concept, script, characters and images.
52% of consumers say that watching online product videos makes them more confident in their online purchasing decisions, according to Internet Retailer’s research findings in 2012.
When a video is information intensive, two thirds of consumers will watch the video at least once more, so if the video is on your website, this means they are spending more time on your site, and thus raising your future rankings on search engines.
Retail site visitors who view video stay on a site an average of two minutes longer and are 64% more likely to make a purchase than other site visitors, according to ComScore. Unbounce has found that using video on landing pages can increase conversions by 80%.
In order to be successful in encouraging buyer decisions, a video should fit well will the overall business strategy and style, and be harmonised with other content and marketing campaigns. Video can be a valuable tool in strengthening a brand’s identity if it is supported by other actions and content.
Cross-channel campaigns and synchronised content are more important than ever before for the omni-channel shopper.
45.9% of online shoppers in the US reviewed products in a shop, with the help of smartphones, before eventually purchasing online, according to eMarketer figures in 2012. MediaPost statistics suggest this figure has exceeded 50%, and it is predicted to increase to 60% by 2017.
Instore shoppers are using smartphones to access information on an increasing basis, in every type of market. eMarketer statistics found that 65% of shoppers accessed a retailer’s own website, 46% visited a competitor’s website, and 26% went to comparison shopping sites such as shopping.com.
Online Video Popularity
According to ComScore, 52.4 billion videos were watched in December 2013. A lot of the online video that is watched is viewed on YouTube, with the streaming site having found that users watch an average of 6 billion hours of video per month.
According to Forbes, 65% of executives have visited a vendor’s site after watching a video elsewhere on the net, and 51% of executives under 40 years old said they have made a business related purchase after viewing a video.
It is clear from research that embedding or linking to quality video on a company website, securing links on other sites, and placing video on popular streaming and social networking sites can all generate positive results in terms of influencing consumer decisions.
Quality is key when it comes to producing a marketing video that will bring a great return on investment, and this can be achieved by understanding your market and target audience well, as well as collaborating with experts in all aspects of video production.
Stages involved include concept creation, script writing, sound engineering, and production, among others, depending on whether you choose animation or live action as your medium.
Professionally produced video that is optimised for eCommerce purposes was found by ComScore to outperform user-generated video by 30%, with 24.7% being watched compared with 18.7% for user-generated videos.
We can see that video is hugely popular, and its use online has propelled to the point where businesses cannot ignore its importance in attracting customers.
Strong video marketing can improve brand image, increase conversion rates, and boost confidence in online purchases. Now is a great time to integrate video in to your marketing mix.
If you would like to discuss the best animated video style and approach for reaching your business objectives, give us a call on 0208 891 2077 or shoot us an email at [email protected] and we will get back to you shortly.
We love to get involved in exciting and challenging new projects so we look forward to hearing from you!
We pride ourselves on making videos that are high-impact and that people truly enjoy to watch, so we are always looking for new insights into the desires and decision processes of today’s online viewers. In what ways has video influenced your buying decisions? Tell us in our comments section below.
This post has been written by Warren Green.