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BizReport : Blogs & Content archives : May 07, 2015

Study: Shoppers want more video

When it comes to video, consumers want more. That is the takeaway from a new report out from Animoto. Researchers polled 1,000 consumers and found that four times more shoppers wanted to watch product videos rather than reading product descriptions/reviews.

by Kristina Knight

New data out from video platform Animoto indicates video is pushing consumer engagement across screens and platforms. In fact the data shows most shoppers (80%) believe videos showing how products work are an important aspect of learning about new companies. Researchers also found 56% believe customer testimonials are helpful in product decision making and 'about the company' videos are 'most helpful' in making purchasing decisions.

"The growth of online video marketing in recent years has been tremendous." said Brad
Jefferson, CEO of Animoto. "Today, there are more than 7 billion videos watched every day on Facebook and YouTube. Historically, in order to create and distribute high quality video to your customers it was cost prohibitive for all but the largest brands. However, today's tools and platforms ensure that small and medium businesses can reach their audiences where they hang out online. This represents one of the biggest marketing opportunities for small businesses in a long time."

Other interesting findings from the report include:

• 84% of consumers have 'liked a company video' that appears in a social newsfeed
• 43% are 'more likely to read' email newsletters with video links
• 56% watch company videos that arrive via email
• 56% believe brands that have websites should also have video elements

About half of consumers say they've shared company videos via their own social media and most (63%) equate companies using videos with being in touch with their shoppers.

Image via Shutterstock

Tags: Animoto, ecommerce, ecommerce trends, video advertising, video content, video trends

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