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BizReport : Ecommerce archives : June 24, 2015

Branded or gift-like packaging drives social media photo and video sharing

More than half of consumers are using social media to find videos or photos of a product they are considering buying. And, once seen, those videos and photos can be very persuasive, according to new research from Dotcom Distribution, particularly if the product has branded or gift-like packaging.

by Helen Leggatt

A survey of more than 500 online shoppers by Dotcom Distribution found that social media images and videos are helping consumers make purchasing decisions. More than half (54%) of those surveyed said they had used social media to find visual content about a product they were considering purchasing in the past twelve months. Furthermore, 61% said that that content had convinced them to go on to make a purchase.

In particular, consumers appear eager to share photos of an online purchase when they are impressed with the branded packaging or gift-life packaging, says Maria Haggerty, CEO of Dotcom Distribution. Thus, she says, brands can influence social media sharing by packaging their products in a way that will encourage recipients to share photos and video. Thirty-six percent of consumers have watched an "unboxing" video, in which shoppers record and share the act of unpacking a product, and 55% of that group have purchased a product as a result.

"Boring brown boxes represent lost opportunity," said Haggerty. "Retailers can leverage consumers as influencers to grow their brand and fuel future purchases by giving online shoppers more reasons to share their experiences."

Additional findings from the Dotcom Distribution's 'Unwrapping the Customer Experience' report include:

- Consumers are 1.5 times more likely to share images of gift-like packaging than traditional brown boxes;

- A third of online shoppers said premium packaging positively affects brand perception;

- 40% said branded packaging makes them more likely to recommend a product to friends;

- Premium packaging was found to be especially important for lifestyle brands;

- Of those who have shared photos or videos of a product's branded packaging on social media 84% have done so on Facebook, followed by Twitter (32%), Instagram (31%), YouTube (28%) and Pinterest (20%).

Image via Shutterstock

Tags: ecommerce, online shopping, packaging, social media

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