This morning, Animoto reported new survey outcomes that present video has a constructive impression on buy choices and drives model engagement. The new Animoto Online and Mobile Video Study surveyed 1,000 U.S. shoppers and revealed that just about three-quarters (73 %) of respondents are extra possible to buy a product or service if they will watch a video explaining it beforehand.
The firm additionally printed its key findings in an infographic, which you’ll be able to view beneath.
“The enterprise advantages of utilizing video to improve discovery, site visitors, engagement and conversion are extensively documented, however we had been inquisitive about whether or not shoppers truly discover enterprise movies useful,” stated Brad Jefferson, CEO of Animoto. “The knowledge reveals that there’s a actual energy in enterprise movies to assist individuals make assured buying choices. Further, shoppers develop a extra constructive impression of corporations that use video and even discover such corporations to be extra reliable. Businesses that don’t embrace video are overlooking a beneficial means to attain their prospects and can battle to sustain with the competitors.”
Videos Play a Pivotal Role in Decision-Making During All Stages of the Customer Experience
Nearly all of the respondents (96 %) discover movies useful when making buy choices on-line – creating a important alternative for small companies to capitalize by providing extra video. The findings additionally present that movies maintain great worth for driving model consciousness all through the acquisition course of in addition to post-purchase engagement:
- 93 % of respondents discover video useful compared buying.
- 87 % of respondents discover video useful for researching extra objects from the identical model.
- 93 % of respondents discover video useful for directions post-purchase.
Video Drives Brand Engagement, Leaves Consumers With Positive Impression
According to the examine, video helps companies join with their prospects and leaves shoppers with a constructive impression of their model:
- 71 % of respondents agree that watching video content material produced by companies leaves them with a constructive impression of a model/service/firm.
- Nearly two-thirds (64 %) of respondents discover it useful to watch movies to be taught extra in regards to the firm they are going to buy from.
- 58 % of respondents take into account corporations that produce video content material to be extra reliable.
Consumers Speak Out About Video Preferences
Longer movies aren’t essentially simpler, with 83 % of respondents citing the perfect size of a video to inform a buy choice is 5 minutes or much less.
Respondents additionally had attention-grabbing views on what sorts of video they want to see extra. From a tour of a restaurant’s ocean view to an interview with a convention speaker, individuals need to watch extra video throughout industries, merchandise, and providers:
- 42 % of all respondents would love to see extra product description or service demonstration movies, resembling a 360 view of a product, how to play a recreation, or use a telephone.
- People would love to see extra video content material about electronics (57 %), eating places (39 %), journey (34 %), and train/health (33 %).
Interview With Brad Jefferson, CEO of Animoto
Search Engine Watch (SEW) interviewed Brad Jefferson (BJ), the CEO of Animoto. Our questions and his solutions seem beneath:
SEW: What’s the most important shock that you just noticed within the Animoto Online and Mobile Video Study?
BJ: We knew that companies profit tremendously from utilizing movies to drive site visitors, improve conversations and encourage customer loyalty, however after taking a take a look at the findings from the survey we had been most shocked that customers profit as effectively and really depend on movies to make buy choices. In reality, 73 % of all shoppers are extra possible to buy after watching movies explaining a product or service.
This is a large proportion and a wakeup name for companies which have but to embrace video. It’s a beneficial means to attain their prospects they usually’re behind the competitors in the event that they don’t incorporate video into their advertising technique.
SEW: Did you survey a consultant pattern of U.S. grownup shoppers?
BJ: Yes, the survey was administered to 1,014 U.S. respondents, aged 18 – 65 or older with a good distribution. 53 % of respondents had been male, 47 % had been feminine, with the bulk of respondents having earned a highschool diploma or larger.
You’ll discover that we included responses from 18- to 24-year-olds and smartphone particularly within the infographic. We discovered attention-grabbing outcomes on utilization stats when juxtaposing these particular segments towards the larger inhabitants.
SEW: Why do you assume video helps companies join with their prospects and leaves shoppers with a constructive impression of their model?
BJ: Video actually helps to convey merchandise or providers to life in ways in which stagnant photos and textual content merely can’t. Company overview movies or testimonial movies additionally assist to make corporations seem extra personable and assist to construct a extra private relationship between enterprise and buyer.
In reality, 58 % of shoppers take into account corporations that produce video to be extra reliable, 71 % of respondents stated that movies depart them with a constructive impression of a firm, and 77 % of all shoppers take into account corporations that create on-line movies as extra engaged with prospects,
Beyond this, video helps companies keep related to their prospects all through the complete buy course of. In reality, we discovered that the majority respondents (93 %) discover video useful post-purchase for tutorial use and 87 % discover video useful post-purchase for added objects from the identical model.
SEW:: What is the perfect size of a video to inform a buy choice?
BJ: Overall, 83 % of shoppers discover that video shorter than 5 minutes is simplest when researching or buying on-line. This is nice suggestions for small companies that usually shrink back from producing video as a result of they’re frightened they don’t have the sources or experience to make prolonged, professional-quality movies. They can leverage belongings they have already got and use a software like Animoto to make high-quality movies with out breaking the financial institution.
SEW:: What sorts of video do individuals need to watch extra video throughout industries, services?
BJ: The examine discovered that just about half (42 %) of shoppers search extra product description or service demonstration movies – they need 360 diploma views of a product, directions on how to play a recreation or use a telephone, for instance. More than half of respondents (57 %) wished extra movies for electronics, 39 % wished video about eating places, 34 % wished video about journey and 33 % wished video about train or health.
It’s clear that companies that work with very visible merchandise or providers have a lot to achieve right here. Video as a storytelling medium and as an tutorial methodology for shoppers will quickly develop to be the norm. Businesses that use video can be ready to reap the advantages and achieve shoppers’ loyalty and belief sooner.
SEW: How does Animoto make it simple for companies to create efficient, skilled movies inside minutes with no video enhancing expertise?
BJ: With Animoto, corporations can create professional-quality movies by importing their current photographs and video clips, choosing a video “type” and background music and including textual content. Animoto has an intensive catalogue of commercially licensed music to select from.
Companies may also select to add their brand and a call-to-action button on the finish of the video, directing viewers to a web site. Then, Animoto’s expertise does the enhancing work and in minutes your video is prepared to place in your web site and share by way of e-mail, Facebook, Twitter or a hyperlink.
