B2B Articles - Mar 23, 2014 8:41:58 AM

Online video affects purchase decisions

Online video in marketingOnline video is becoming increasingly vital for helping customers with purchase decisions. About three quarters of online shoppers are influenced by online video--helping to drive them towards a purchase of a product or service, according to a new study by Animoto. Simply stated, video online engages potential customers and sets you apart from competition.

What types of videos do customers watch the most?

  • Instructional videos: 67%
  • Product and service videos: 64%
  • Funny videos: 64% (think: Dollar Shave Club)

Videos can be powerful tools for both B2C and B2B marketing. Videos are extremely popular online. Last week, 94% of consumers watched a video online. Mobile also plays a large role with 76% of smart phone users watching videos at least once per week from their mobile devices.

Consider a humorous approach to online video

Funny videos have become the life blood of some brand's advertising. Brand's like Dollar Shave Club and HelloFlo have taken this approach. With humorous videos, there is the opportunity of a viral lift on top of the brand's paid amplification, as users volunteeringly share, tweet, like and email-to-a-friend videos that make them laugh.

With Mformation, we use video to help provide a demo of the brand's mobility (MDM) solution. Video can help build more trust with a product, driving users further along in the buying process.

A few stats on why video is important for marketing

  • YouTube is the number two search engine in the world @DigitalSherpas
  • 86% of colleges and universities have a presence on YouTube, according to the University of Dartmouth.
  • 75% Of users visit a marketer’s website after viewing a video online
  • Real Estate listings with videos receive 403% more inquiries than those that don't have videos
  • Each day 100 million internet users watch an online video. -- Insivia

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