Online video is emerging as a future investment for online businesses. Consumers revealed at Animoto a year ago that 73% felt closer to the purchase, after seeing a video of the product or service. We can say that the data of the new study ‘The connected Consummer‘ shows that companies that have chosen to include streaming videos on their websites, are translating their benefits directly into sales.
We must first understand where the power of video is. Consumers prefer the speed that videos provides them. Furthermore, the audiovisual language attracts more attention than textual descriptions. But if there is a clear benefit in videos for e-commerce is that they represent to users the closest to real experience.
The video streaming has a potent nature and also adds value to each of the marketing objectives a company has: acquisition, reputation, product documentation, loyalty and conversions.
Companies have always emphasized the value of the engagement, 71% of users said a year ago in the Animoto study that they have a good impression on the brand after watching a related video. Currently, new studies like Webloyalty and Columino, The Connected Consummer, highlight how video is specially useful in the buying process.
The role of video in the purchase process
The webrooming is consolidated in shopping habits and the aforementioned study confirms that 9 out of 10 users go to the website of the brands before buying. If the consumer is predisposed to go to the website, brands can not lose the opportunity to create videos on their product pages.
But not only product videos can help in increasing sales. Using other branded content formats like video and video advertising can be very useful, specially if used in different distribution channels. The video makes online companies strengthen consumer steps between each stage of the buying process: need, search and purchase.
In this context, interactivity and personalization of content are two important points. Professional streaming providers offer us different tools so that users can interact on the video display as links and recommendations within the player. Through these mechanisms companies can redirect the client to other interesting products and making it more innovative, include special offers only for those who have seen the video.
You can collect more data from a video than any other type of content and this is crucial to achieve customization through recommendations. Through advanced video analytics, we know what content each user has consumed and at what points has been more interested to develop a custom quote. A professional platform should allow forms inclusion on videos, integration with a CRM system and integrations with other marketing automation tools.
Finalmente destacamos que los usuarios utilizan mayoritariamente los dispositivos móviles para conectarse a Internet y destaca especialmente el uso de las tablets para comparar precios y productos. El 74% de los consumidores afirma que prefiere la tablet para realizar las compras online según recoge el estudio de Webloyalty y Columino.
This gives weight to shorter videos, and in the case of product videos, it also implies that e-commerce should pay special attention to the second screens when planning their distribution channels.