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You are here: Home / Social Media / Video Is Changing How Consumers Shop, New Data Shows

January 12, 2018

Video Is Changing How Consumers Shop, New Data Shows

Consumers are increasingly using video to learn about products before they purchase them, a recent study’s findings revealed. The study, conducted by Think with Google, surveyed YouTube users and found that this trend has become quite popular, especially in the form of virtual in-store shopping.

Four in Ten YouTubers Use Video to Learn about the Product Before Purchase

Users surveyed indicated that they simply want to see a product in action before buying it. Why spend time trying to visualize the product based on a text description when it’s easily viewable on a desktop or mobile device?

Shop-with-Me Video Viewership Has Increased

The study also found that shop-with-me videos, through which viewers get to virtually tag along with creators as they shop, have increased significantly in popularity over the last two years. Viewership of these videos, it found, has grown 1,000 percent.

Serena Ulrich, director of social and evolving media at Business Wire, said in the Emarketer Retail article that relayed the study, “Video triggers emotional reactions in the consumer. You could watch a video where somebody’s trying on a new dress or putting on a new piece of clothing, and by showing somebody having such a great time, you can create and attach emotion to information.”

Retailers Are Using Video to Showcase Products

Video has become a significant tool for showcasing products, answering consumers’ questions about products, and turning online shoppers into buyers. Effective ways to use video in this way is to show a creative demonstration of all the things the product can do, using high-quality footage, text overlays, and information that tells viewers how they can get one. (See “Four Tips for Creating Great Facebook Video Ads”.)

Videos Shared on Social Media Are More Influential Than Text

Additional research, gathered by Gen Video and Geometry Global, indicates that eight out of ten consumer participants were enticed to make a purchase after watching a video. Only half of that total considered text on social media to be influential in their decisions to purchase.

Photo Courtesy of eMarketer

Yory Wurmser, Emarketer senior analyst, said in the Emarketer Retail article, “Video combines imagery and narrative, which makes it such a powerful shopping tool. The average US adult spends 81 minutes per day watching digital video. As time spent with video increases, video’s influence within the consumer journey will grow as well.”

For best practice advice on Facebook video, see what expert media buyers are saying.

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Article by Anna Hubbel / Social Media / advertisemint, brian meert, emarketer, facebook video ad, how-to videos, product videos, shop with me, shoppers to buyers, social media ad agency, social media advertising agency, social media video, think with google, tips for video ads, video ads, video to showcase products, video viewership, video views, youtube

About Anna Hubbel

Anna Hubbel is a contributing writer for AdvertiseMint. Anna writes about trending digital advertising topics, including news stories, how-to guides, and detailed marketing strategies. She works as a freelance writer, having written columns for OnStage Blog, a theater-themed website, as well as other blogs. She also has experience as a videographer, photographer, and web designer. Anna earned her bachelor’s degree in Communication from Saint Vincent College in 2014. She earned a Master of Arts degree in Communication, with a focus on organizational communication, from the College at Brockport in 2019.

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