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Online video is increasing in importance and effectiveness when it comes to purchase decisions.

Nearly three quarters of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.

This research comes from a new study by Animoto, designed to explore how online video impacts consumer decisions and drives brand engagement for small businesses. 

I discussed the power of video embedded landing pages a few months ago in 10 excellent video-embedded landing pages

Video is one of the best and most persuasive of all visual tools as it’s capable of delivering large amounts of information quickly and succinctly. Especially if it's about a new service or product.

Videos also increase the length of a visitor’s stay. If you feature your own face, or the face of an employee in a video, a visitor is more likely to trust you. Videos can help strengthen your online presence, and videos can also help you rank higher in SERPs.

What types of videos do customers watch the most?

  • Instructional videos: 67%
  • Product and service videos: 64%
  • Humorous videos: 64%

Ben Davis looked at the best examples of instructional videos for small businesses in his post 10 startup explainer videos I actually enjoyed.

The best types of instructional videos are the ones where the message is delivered clearly and succinctly, but also in a manner that either humorous, inventive or engaging.

The best of these videos aren’t necessarily high-budget and beautifully shot. All it takes is a little charm and personality to be a winner.

Click the example below for an example of amateur instructional videos that work brilliantly.

I don’t care about lawn-care, but my goodness, after watching the following video I suddenly care. I care a lot. I don’t even have a lawn! It’s the sheer passion, knowledge and charm of Paul Stoltzfus, the owner of this USA lawn care business that keeps you hooked.

Online video watching habits

  • 94% of consumers watched a video online last week
  • 76% of smartphone owners watch videos at least once per week from their phones
  • 40% of 18-24 year-olds watch videos more than 10 times per week.

With the huge rise in the number of people watching videos on smartphones, thanks to better devices and faster connectivity, it’s important to host your videos on a site that is already mobile optimised, such as YouTube or Vimeo. The link van be directly embedded on your landing or product page.

Uploading the video to YouTube also means having access to a social network that outperforms outperforms Facebook, Pinterest and Twitter for user attention and retention. With an average time of 3m49s spent on Youtube and 5.13 pages viewed per visit.

I'm sure you've already watched the Dollar Shave Club video numerous times, but it really is the perfect storm of entertaining delivery, humour, brand awareness, product description and advertising.

For more on YouTube strategy check out YouTube strategy for brands and Further advice on YouTube strategy for brands.

The impact of video on sales

  • 58% of consumers consider companies that produce video content to be more trustworthy.
  • 71% of consumers say that videos lead to a positive impression of a company.
  • 77% of consumers consider companies that create online video as more engaged with customers.

Just take a look at GoPro’s dazzling YouTube strategy

The major success in GoPro’s content marketing strategy is the way it so naturally and effortlessly marries its content to its product. It’s an obvious fit. The rigorous testing of GoPro’s technology through the most breath-taking displays of human bravery, captured by the very camera that’s being marketed. 

Users who respond to a brand’s content will naturally gravitate to that brand in other channels and areas of commerce.

For more stats from Animoto’s research check out the infographic here.

Christopher Ratcliff

Published 17 March, 2014 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

686 more posts from this author

Comments (1)


Lloyd Buxton

There are some great examples here Christopher – it is important that brands understand that the power of video doesn’t have to end when the customer has purchased. Self-service ‘How to’ videos are perfect ways of helping customers get the most from their products or get them up and running quickly. If a picture is worth a thousand words, a video can be worth a million. There’s more on using video for customer service in this blog post http://eptica.wordpress.com/2011/07/01/embracing-the-power-of-video-customer-service/

over 2 years ago

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