Online Video Drive Sales, Research Proves ItWritten by Tim Lewis on 08.04.15
Online videos come in many forms - product demos, expert interviews, testimonials, instructional videos and the list goes on. Videos that convey the nature of your business, expertise, or products and services can help you drive sales.
It's a bold statement, I know. But the power of video can be used in many different ways. For example, you can:
- Educate prospects
- Increase brand awareness
- Demonstrate expertise in your field
- Illustrate key differentiators
But don't take our word for it; the proof is in the numbers.
Proof that Online Video Works to Drive Sales
Research shows that video can have a direct impact on your sales. Here's what the last five years of research has shown:
Visitors who view product videos are 85% more likely to buy than visitors who do not. (Brightcove, Video Moves Business [infographic], 2014)
Including video in email can increase click-through rate by 96%. (ExactTarget, Add Value to Your Marketing With Video, 2014)
93% of surveyed marketing professionals are using online video for marketing and communications. (The Web Video Marketing Council, 2014 Online Video Marketing Survey and Business Video Trends Report)
52% of marketing professionals worldwide name video as the type of content with the best ROI. (Brainshark, 10 Powerful Video Marketing Statistics (and What They Mean to You, 2014)
57% of consumers say that product videos make them more confident in a purchase and less likely to return an item, up from 52% a year ago. (MediaPost, 2013)
Seven out of ten people surveyed said that their opinion of a brand was more positive after they viewed content. (Axxon Research, Video in Content Marketing, 2013)
Multichannel Merchant reports that 71% of consumers say that video is the best way to bring product features to life. (Give the Consumers What They Want: Video, 2013)
Retention rate for visual information can reach 65% vs. 10% for text-based information. (SocialMedia Today, 2013)
According to Retail Touchpoints, the Step2 Company found that shoppers who viewed video were 174% more likely to purchase than viewers who did not. (Retail Touchpoints Channel Innovation Awards, 2012)
Video enjoyment increased purchase intent by 97% and brand association by 139%. (MediaPost, 2012)
Video and other multi-media product viewing options were rated more effective than any other site initiatives in an Adobe survey of almost 2,000 interactive marketers. (Adobe, May 2011)
Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)
Zappos reports a 6% to 30% increase in sales for products with video. (ReelSEO, December 2009)
If those numbers aren't enough to convince you - check out this infographic.
If you’re not using online video as part of your marketing strategy, you could be missing opportunities to generate revenue and loyal customers. Continue your research with this guide explaining how video can help your prospects move through the buying cycle - all the way to a purchase.
Tim has been in the media production industry since his days as a U.S. Navy shipboard news anchor in the 1980s. Tim has a BA in Visual Communication from the University of Minnesota School of Journalism and Mass Communications. He has been President of Mastcom since 2002.