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| FYI About Professionally Produced Web Videos: Study Shows Common Perceptions About How Online Video Is Used In Shopping Are Incorrect The first-ever comprehensive study on how consumers embrace video in a retail context, revealing that many of the common perceptions about how video is used in shopping are actually incorrect. Conducted in partnership with an e-tailing group, the research shows consumers care more about the quality and content of the video than the actual length of the clip — a departure from the widely accepted notion that retail-related videos should stick to approximately 30 seconds in length. The results demonstrate consumers expect video as part of their shopping experience, and rely on it when making purchase decisions. "Up until now, retailers have had to make decisions about video without getting information from the most important stakeholder — their customers," a researcher proposed. "In learning from consumers themselves, it's clear that shoppers are comfortable with video, they watch it when they find it, and it can play a significant role in the buying process. This research delivers powerful insight that will help us create even stronger and more effective video content for our clients." The survey suggests that a variety of common assumptions about video are off-base, as video is far more critical in aiding purchasing decisions than previously shown: Myth: 30-seconds is the sweet spot for video; shoppers will abandon videos after a certain time because they have very short attention spans. What the research shows: Length of videos doesn't matter as much as the quality and type does. People don't abandon a video because it's gone past a certain time; they abandon the video when it's not telling them something that's useful for their decision-making. Videos that educate and demonstrate are given the greatest attention and consumers will watch them multiple times prior to purchasing a product. More than a third of consumers (37 percent) spend more than three minutes watching product videos that educate or demonstrate. 66 percent of consumers watch videos on information-intensive products two or more times. Myth: The use of video on websites is a "nice-to-have" feature to help improve the user experience. What the research shows: Video plays a significant role and is a more important investment than many brands realize, given how much of an impact it has on purchasing decisions. Shoppers want, expect and watch videos to increase their understanding of a product or service they're considering buying, and to feel more confident about their purchase. 66 percent of consumers report seeing a product demonstrated in a video makes it much easier for them to understand how it really works. 52 percent of consumers shared that watching a product video before purchasing an item online makes them more confident in their decision and less likely to return that product. Myth: More casual, "YouTube-style" videos produced in-house can be seen as authentic, and are effective in building credibility and demonstrating products. What the research shows: Professionally-produced videos with quality lighting and sound matter a lot to shoppers. Consumers appreciate high-quality video production, and professionally generated videos receive greater engagement and are seen as more reliable when making purchase decisions. More than half of consumers (54 percent) cited a preference for watching more polished, professionally produced videos. While only 30 percent of respondents indicated they were inclined to buy a product as a result of watching user-generated videos from peers, more than 47 percent of consumers called professionally produced videos "more reliable" in helping make purchase decisions.
NEWS... For Immediate Release!
Video Key Online Asset To Stimulate Growth For Smart & Small Businesses BRICK, NJ... What is the one key ingredient for business web sites that can easily be overlooked, but can be a big booster for targeted traffic and business growth? Video - not only because it is dynamic and eye-catching but because it can be a viral advertisement and/or public relations advocate for your company's products or services.
Video can be posted on other web sites, like YouTube.com, Viddler.com or Vimeo.com, downloaded, uploaded to blogs, and all that can be conveniently linked back to your company's site. Video can be your site's ambassador to the digital world, a key online asset that has the ability to transform your web site from being simply a passive destination into a traveling billboard. It can be a spotlight on your company, bringing the attention you deserve or even the increased business you need to grow. This could be critical in the current business environment, the toughest in quite some time. First, let’s look at some key facts. Studies conducted at the Wharton School of Business show that when using video, comprehension and retention rates increase by as much as 50%. More importantly, customer buying decisions are expedited by 72% with video over print alone, with 6 times as many people preferring video to printed material. Studies have also shown that with today’s Internet and media markets, 97% of videos are watched, and isn’t that half the battle? Perhaps more notable, a recent survey by Frank N. Magid Associates, Palo Alto, CA, found short professional videos to be among those most regularly watched online, with well over one-third of consumers (37%) who watch these clips online finding them equally or more entertaining than full-length shows available on their TV sets.
“There’s no doubt that online video viewership has reached critical mass, and its growing popularity indicates that online video is fast becoming an entertainment genre in its own right,” said Mike Vorhaus, president of Magid Advisors. “Short professionally created videos dominate online viewing, especially among younger consumers, which underscores the need for brand advertisers to expand their marketing efforts beyond both traditional television and online TV.”
Invisual DigitalTM, a high definition media production company located in Brick, NJ, offers a creative approach that it believes appeals to smart and small business owners alike. It reasons that if you can create a personal link between a business and its customers, using well produced video to tell a brief, genuine story, the effort will pay off well beyond just a simple return on investment and help to build customer loyalty for the business' brand. “It actually may have more to do with some of the reasons that you originally went into that business,” explains Invisual Digital's Producer/Director Nick Koontz. “Every business and business owner has a ‘back-story,’ a personal insight into what brought them to the point they now occupy and makes that business tick,” he elaborates. “Sometimes, what goes on behind the scenes of a thriving business is a story full of passion, or is about people whose names may not be on the storefront, and I believe that exposing a glimpse of some of that message can strike a personal chord with consumers, especially, using such a creative medium like video. Our approach is less about creating a commercial that you might see on cable. It's more about making a brand personal,” he goes on, “and that can be an important trigger to a better business perspective, for both the business itself and its customers." “One of the best parts of this scenario,” Nick emphasizes, “is that it can really be done affordably, and doesn’t have to be expensive, costing thousands of dollars.” And, he insists, that once the video is completed, to the business owner’s satisfaction, it can then be uploaded or, in some cases, even emailed at virtually no additional costs. “We advise on ways that the business owner can fully capitalize on this fine asset. Or we can further assist by posting it to their web site, a blog, or any of the other video sites available. This is easily not only one of the best stimulus plans that's available today for businesses of any size, it's become a necessity for almost any business that's online today." he concludes. Invisual Digital is offering this production package, for a limited time, at very affordable rates. Interested in contacting us to discuss how video can be used on your web site to draw traffic and build your brand? Please contact us by phone at 908-456-1641 or send an email to Producer/Director Nick Koontz at Nick@NGKMediaReels.com. - - - ### - - - For additional information regarding this press release, please contact: Nicholas G. Koontz 908-456-1641 Nick@NGKMediaReels.com | |
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