The Role of Video In Shopper Marketing

August 15, 2017

Kelly Nefzger

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One scroll through any social media feed is bound to reveal a screen brimming with one thing ‒ video. Lots of it.

According to this Cisco study, by 2019 online video will be responsible for 85 percent of Internet traffic in the United States. Insivia reports that 55 percent of people watch videos online every day. Google reports that half of YouTube subscribers between the ages of 18 and 34 would drop whatever they were doing to watch a new video from their favorite channel. Video is rapidly becoming a force to be reckoned with. For the shopper marketing community, it provides an opportunity on which to capitalize.

Video as a key marketing channel

The end goal of shopper marketing remains: it’s all about meeting the consumer where they are in order to influence purchase decisions and drive sales. With the rise of social media, content marketing and video, shopper marketers have options when it comes to meeting those specific needs.

There’s no doubt consumers are exposed to, if not bombarded by video on a regular basis. But what does it mean for the checkout line?

Video owns a share of influence on consumer purchases. According to Social Fresh, that influence grows 18 percent when presented on a mobile device. Insivia reports that nearly two-thirds of consumers prefer videos under 60 seconds. Brands and retailers can specifically design short videos that satisfy the mobile consumer.

Insivia reports that almost 50 percent of Internet users look for videos related to a product or service before visiting a store. Four out of five consumers believe that demo videos are helpful. Video has become more than entertainment; it’s a tool for consumers to make well-informed decisions about what they purchase and why they purchase it. And after all is said and done? Inc. reports that people are 85 percent more likely to actually purchase a product after viewing a product video. Shopper marketers can use these insights to guide consumers to make the right purchase.

The draw to visual content

A Geometry Global study found that 90 percent of social media users are influenced to make a purchase after seeing a relevant video. But why turn to video to begin with?

The draw to visual content stems from the desire to make life easier. Insivia reports that 4x as many customers would rather watch a video about a product than read about it. And once they start watching, they’re more likely to stick around and learn more about the product. On average, people spend 2.6x more time on pages with video than without.

Consumer video habits don’t just inspire routine purchases. Seventy-nine percent are willing to spend more than usual on a product after watching a social media video. That’s where brands and retailers come in.

Another important statistic for shopper marketers to consider? Eighty-five percent of Facebook video is watched without sound. In this case, self-explanatory visual aids and step-by-step videos solve the crises marketers would otherwise face.

The role of influencers in the video space

In a MediaPost survey, 33 percent of respondents admitted that social media influencers are their most trusted sources for shopping. Social media influencers are now trusted nearly seven times more than celebrities. The trust factor for consumers is changing.

Video influencers provide a way for brands to connect with consumers in a more personal way than before. More than 75 percent of consumers believe video is more enjoyable, relevant, believable and credible than other types of content. Eighty-four percent said it’s important for consumers to hear about the experience of others before they make a purchase.

Influencers access the sweet spot of connection and recommendation consumers are looking for. By providing recipes, product reviews, tutorials and more, video influencers engage their audience and secure purchases for brands every day.

While shoppers have more comparison tools than ever before, video grows in popularity because of its convenience and credibility. Shopper marketers have the opportunity to engage with consumers in a fresh way. Will your brand be the one on consumers’ feeds?

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