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  • The Impact of Video on Purchase Decisions on

    The Impact of Video on Purchase Decisions

    Video isn’t just for entertainment. It has a real influence on engagement and conversion.

    Think about it: would you rather read a long description of a product or watch someone demo or talk about one on video? Did you say video? You’re not alone. Video content is the most powerful tool in a marketer’s toolbox, yielding great results and higher engagement than banner ads by a landslide.

    The Power of video

    Videos on social media generate 12 times more shares than text and images combined, and viewers retain 95% of a message when they see it on video, compared to only 10% when they see it in text.

    According to Forbes, “in today’s fast-paced world, video marketing is one of the few types of online material that provides the value, relevance and flexibility consumers need, all while catering to the on-the-go lifestyle they want.”

    Consider these facts:

    • Adding a video to marketing emails can boost click-through rates by 200-300%.
    • Embedding videos in landing pages can increase conversion rates by 80%.
    • Social video generates 1200% more shares than text and images combined.
    • 90% of customers report that product videos help them make purchasing decisions.
    • 64% of customers are more likely to buy a product online after watching a video about it.

    A new study from the Interactive Advertising Bureau (IAB) shows that there is great persuasive power in co-viewing, which is watching video content with others, particularly through on-demand or streaming services (OTT). For marketers of kids’ products, this is especially interesting because co-viewing on OTT devices “tends to occur among younger viewers, with strong brand engagement.” When asked about their interactions while co-viewing, the study found that “teens, Millennials, men, and people with kids are more likely to interact and influence one another’s perceptions about the products/brands they see.”

    Video and the tween market

    To effectively reach the tween market, you need to know: Kids are eager to share and learn from each other; they don’t want to hear from you! It’s critical that you incorporate User Generated Content as part of marketing mix by showing relatable kids having fun with your product on video.  And what’s great is that there’s more than one way to do it. You can re-purpose video to make sure it’s worth the investment you’ve made in getting it right. And if you make sure your video content appeals to kids, they’ll share it too, making your video content more visible and impactful than ever.

    Gen Z are watchers, rather than readers, and they love, love, love videos. An amazing 93% of tweens say they use YouTube, and user-generated videos on YouTube get 10 times more viewers than brand-generated content. Tweens spend 40+ hours a week online. So, if you have a great kids’ product, you need to get the content online where kids play and parents shop.

    We know from our own experience how compelling a UGC video can be. Our recent Dr. Dreadful campaign generated a 25% click-through rate, compared to an industry average of approximately 2%.

    Video and UGC continue to be huge influences on teens, tweens, and their parents. Put our expertise to work for you in the coming year to harness the power and impact of video for your brand.

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