Why am I not surprised when I read articles like the one by Christopher Ratcliffe on the Econsultancy blog telling me that nearly three quarters of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.
This is part of an enormous body of evidence that now exists proving video communications is a powerful tool in persuading people to buy product, not necessarily through the old 30’ spots, but using a variety of techniques from demonstration to testimonial.
Given that video is such an important communications device, it’s more interesting to drill down into the stats and find out what kind of videos capture the viewers’ attention.
I suspect that if you slap up any old video or badly filmed content with poor audio, then percentage conversion to sale will fall away rapidly.
As Ratcliffe’s article goes on to say “the best types of videos are the ones where the message is delivered clearly and succinctly, but also in a manner that’s humorous, inventive or engaging”, which means ideas about how to package the message are just as important as quality and context.
Get all three right and the rewards will start to roll in.