One of the most recurring topics that appear online is who consumers trust when doing their shopping online. For those brands and businesses that are still not convinced that video should be part of their marketing strategy, studies have shown that video acts as the most ‘persuasive’ regarding sales and visibility.
ReelSEO has posted sales improvements of between 27 and 46% just by using video on product pages regardless of whether the video was viewed or not. It implies that the mere fact of having a video available generates more confidence and induces purchases. Another way to build influence and visibility is to publish videos comparing your products and services with those of the competition.
A London-based company BuzzMyVideos published a study in which ‘ video-options ‘ and product reviews in video format appear as the most credible source of information online. Around 42% of the consumers who participated in the survey say that video is the most reliable source, ranking magazines at 23%, TV at 14% and radio at 2%. That is, few or fewer people give credibility to the product information they see on TV or listen to on the radio.
The ‘Halo Effect.’
Online video seems to put a ‘halo’ around products and services. 93% of respondents say they have positive feelings towards any product or service they see analyzed or reviewed on video. And 89% are more likely to buy the product after watching it in a video. YouTube is still the first reference to search for corporate or other videos for 87% of consumers. About 45% indicate that they also watch videos on Facebook regularly and a lot of distance is 17% that adds to all other platforms.
Online video has also become an essential source of information for do-it-yourselfers (DIY). All age groups agree that video is the best tutorial to learn how to do things, and in the 16-45 age bracket, consumers come online several times a week to learn new things. This latest figure is in line with recently published data on the importance of ‘how-to’ videos on YouTube and shows that there is a demand for such content.
The relationship with branding
Finally, it is interesting to note the relationship of all this with branding. Although the cost of producing a video does not seem to decrease, companies that use it regularly are perceived as organizations with the time, money and skills necessary to do so, gaining legitimacy as businesses that are interested in providing an excellent service.
With a video, you can recreate the experience of being face to face with someone, much better than with audio, images or text. Telling who you are, as a person, or as a company using physical and verbal expression is fundamental to showing a ‘human side,’ much more efficient than that achieved with photographs or text.