3 Ways to Drive Sales With Video
Video is expected to account for 79 percent of all internet traffic by 2018, and businesses are expected to spend nearly $13 billion on video marketing over the next three years. The good news is this is money well spent. Video marketing works, and a recent survey we conducted at Animoto confirms it.
We found four times as many consumers would rather watch a video about a product than read about it, but that's not all. One in four consumers actually lose interest in companies if they aren't using video. How can businesses best use video? We found that out too. Here are three ways you can start incorporating video into your marketing strategy to drive sales:
1. Increase conversion and average order value (AOV) with product videos. Earlier this year, as part of its Video Commerce Report, Liveclicker found companies that featured product videos on their websites saw larger AOVs than companies that did not, as well as increased conversion rates on product pages that featured video.
Video is an effective method to move consumers through the sales funnel because it provides an insider look and brings products to life in a way that text and photos simply can't. Through a video, you can give consumers the opportunity to explore a product from all different angles — in action. It's the next best thing to holding the product in your hands.
Consumers want this functionality. In fact, consumers ranked videos showing how a product is made as most helpful in the purchase process. Four out of five consumers said a video showing how a product or service works is important.
Zappos does a great job of giving customers an insider look through video on every product page.
2. Increase clickthroughs with video in email. The survey revealed that consumers are nearly 50 percent more likely to read email newsletters that include links to video, and more than half of consumers have watched a company video that came via email.
Related story: V-Commerce? Google to Add Video Product Listing to YouTube