Video content marketing helps to increase online sales conversions, says new report

Using original videos in content marketing is one of the best ways of driving customer engagement and increasing online sales conversions – that’s according to new research conducted jointly by comScore Inc, a leader in measuring the digital world, and online video distribution network EXPO.

The report found that more than half of the people surveyed gained a better understanding of marketing messages when they were presented in the form of a video – with around 80% of them finding videos easy to relate to, and more than 80% stating that videos give them a better understanding of the importance of key messages.

The study measured a series of indicators and found that professionally-produced video content and user-generated product videos can both help to drive higher levels of sales effectiveness. However, branded video content is regarded as better at conveying features and benefits, while user-generated videos are seen as more trustworthy when it comes to dealing with product claims.

VIDEOS INCREASE CUSTOMER CONFIDENCE

Frank Findley, comScore’s vice president of research and development, said: “While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content.”

Jessica Thorpe, vice president of marketing at EXPO, said: “We found that consumers perceived feature benefits as more believable when coming directly from the brand through professionally-produced content, while the unbiased user-gen videos were more believable in verifying specific product claims, such as superiority and convenience.”

She added: “When used together, all of the perceived gaps get filled in and consumers become more confident in their purchase decision, resulting in better sales effectiveness.” 

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(Image via Clker)

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