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The Power of Video for Businesses [Infographic]

by Ayaz Nanji  |  
March 14, 2014

Nearly three-quarters of consumers (73%) say they are more likely to purchase after watching videos explaining a product or service, according to a recent report from Animoto.

The survey of 1,014 US consumers also found that nearly all respondents (96%) say they find videos "helpful" when making purchase decisions online.

In particular, 93% find online videos useful when comparison-shopping, 87% find them helpful for researching additional items from the same brand, and 93% find them valuable for instructions post-purchase.

Below, additional key findings from the report.

Brand Engagement 

  • 71% of respondents say watching video content produced by businesses leaves them with a positive impression of those brands.
  • 64% find it helpful to watch videos to learn more about a company they may purchase from.
  • 58% consider companies that produce video content to be more trustworthy.

Video Preferences

  • 83% respondents say the ideal length of a video to inform a purchase decision is five minutes or less.
  • 42% would like to see more product description or service demonstration videos, such as 360 degree views of products.

For more results from the survey, check out the following infographic:

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Anupam Bonanthaya Fri Mar 14, 2014 via web

    very interesting info-graphic. wondering how this pans for customer videos.

  • by Cash One Thu Mar 20, 2014 via web

    I am totally agree with this article. In these day consumers buy the products when they totally trust on them and this happens when the saw the video of that particular video.

  • by jeffthomson Tue Jun 13, 2017 via web

    Wow videos are that important didn't even realise that and nice infographics

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