Video is a powerful marketing tool for businesses, with consumers relying on this form of content to help them make purchasing decisions. Not only are these consumers influenced by videos when shopping online, but they also rely on them while in-store. Here are five ways that video is influencing consumer decisions and behavior today.
1. Confidence building
People can teach themselves new skills with video, such as basic auto or home repairs they wouldn’t have even bothered attempting before tutorial videos found their way to YouTube. A video tutorial has given many consumers the confidence to use a particular product and have faith that if they purchase it, they can find the relevant solution to any problem that may come up.
2. Reviews have weight
When somebody is trying to decide whether or not to make a purchase, and there are many options to choose from, customers turn to reviews for help in making their decision. As buyers know that reviews are independent, they trust them over purely promotional content.
3. Searching on YouTube
There’s even a move away from people watching live TV as they turn to YouTube instead. While YouTube might not always be seen as a search engine, it’s actually the most used search platform behind Google. Consumers now find YouTube results on any product they’re considering buying, providing them with video results ready and waiting to influence their buying decision.
4. Shopping lists
When shopping for recipe ingredients or DIY materials, consumers can quickly remind themselves of these items from watching a video. So when a consumer visits the grocery or hardware store and can’t recall all the items they need, they only need to pull out their phone and access the relevant video. This saves them from having to write out the items in advance.
5. Social sharing
Videos are more likely to be shared on social media than other types of content. Compelling content that others share with their followers can raise brand awareness and reach more people. When people see friends they trust share something they’re already interested in, it will also increase their trust in the product and brand.
Producing Video Content for Your Brand
A decade ago, creating a video would have required hiring a video production team. But now, you can use the high-quality video features in your smartphone to shoot and upload short videos to the web. You only need a few basic technology skills.
But what about those videos you really want to impress your audience with? Producing video content suddenly isn’t easy, and turning to professionals becomes the logical choice.
For example, if you’re in the hospitality industry, you may wish to shoot a video of a hotel that shows off the facilities and sells the dream holiday experience. If you’re in the financial industry, an explainer or testimonial video helps to build trust from consumers looking for a safe place to leave their money. So when professionalism is paramount, so is hiring a professional video production company.
