By Rieva Lesonsky
Online videos are becoming a more important part of the marketing mix for businesses, according to a November 2011 study by the e-tailing group and Invodo and reported by eMarketer. Specifically, product videos are attracting and holding consumers’ attention, the study found. U.S. consumers who find product videos on websites watch them 60 percent of the time. In fact, 36 percent of respondents reported having watched at least five product videos on brand or retail websites in the prior three months.
So how can you benefit from product videos?
Keep it short: Videos should generally be kept at 3 minutes or less, while providing education about your product. A full 85 percent of survey respondents said they would spend at least one minute watching a video that educated them about a product they were interested in buying.
Demonstrate your product: Eighty-seven percent of respondents said they would spend at least a minute watching a video that included a demonstration. If a video didn’t have a product demonstration, the percentage of respondents who would spend a minute watching dropped to 65 percent. In addition, 30 percent would spend more than 3 minutes watching a product demonstration video.
Provide useful information: Useful information is key to getting customers to watch more than once. Two-thirds of respondents said they would watch videos containing large amounts of information about a product several times before deciding whether to make a purchase.
Make it quality: In addition to information, good production values were key. Nearly half (47 percent) of respondents said they consider companies whose videos have high production values more reliable, and 53 percent reported being more engaged with those types of videos.
Spread it around: Your website isn’t the only place to put product videos. Nearly half of respondents said they also view product videos on YouTube and 39 percent had done so on Facebook.
eMarketer predicts the most growth in online video in the next few years will come from new audiences such as seniors, who are becoming more comfortable purchasing products online. Already, eMarketer reports, a projected 170 million Americans will watch online videos this year. That’s more than half the U.S. population. If you’re not already doing online video, what are you waiting for?
Image by Flickr user pthread1981 (Creative Commons)Google+