Have you purchased a product or service after viewing a video?

In a study by Brightcove & YouGov released this week, 85% of Millennials reported purchasing a product or service after viewing a video (versus 76% for all adults.)  And 66% of Millennials have engaged with a brand after viewing a video on social media (versus 53% for all adults.)   (Brightcove, 2018)

56% of Millennials said that video is more engaging than other forms of content versus 45% of consumers overall.  And, 46% say it's their preferred format versus 36% of all respondents. (Schultz, 2018)

So, what do you think?  Have you purchased something or checked out a brand online after viewing a video?  Where did you see the video?  What type of video was it?  Did it demonstrate the product or unbox it?  Or did it share stories?  Was it a recommendation from a Vlogger? Or something else?

Do you find video more engaging than other forms of content?  Why or why not?  How might your feelings be related to our discussions about persuasion techniques and personality type?  And why do you think both action and preference are higher for Millennials than other generations?

(2018, November 6) New Research from Brightcove Finds Video Content Impacts Product and Service Purchases, Particularly by Millennial Consumers.  www.brightcove.com.  Retrieved November 8, 2018, from

https://www.brightcove.com/en/company/press/new-research-brightcove-finds-video-content-impacts-product-and-service-purchases-particularly-

Schultz, R. (2018, November 6)  Millennials are High On Videos, Study Finds.  mediapost.com.  Retrieved November 8, 2018, from https://www.mediapost.com/publications/article/327667/millennials-are-high-on-videos-study-finds.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=111693&hashid=7oLy6BQof_n8qnIdNuaNh1ONxl0

Has a website video ever persuaded you to buy something?

E-commerce is booming.  In fact, eMarketer expects sales will top $27 trillion in 2020. (2016)

Studies show that "explainer" videos increase purchasing by a whopping 180%.  If you keep the length to one minute, 77% will stay engaged.  Increase it to more than two and only 47% will watch them completely. (Yonata, 2017)

Is this consistent with your experience?  Do you watch explainer videos?  All the way through?  Even if they are long?  And do you then buy something?  Is your behavior any different on mobile?

(2016, August 22) Worldwide Retail Ecommerce Sales Will Reach $1.915 Trillion This Year.  emarketer.com.  Retrieved March 24, 2017, from https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-Sales-Will-Reach-1915-Trillion-This-Year/1014369

Yonata, J. (2017, March 23) Whey E-Commerce Visitors Are 180% More Likely to Buy After Watching an Explainer Video.  business2community.com.  Retrieved march 24, 2017, from

http://www.business2community.com/ecommerce/e-commerce-visitors-180-likely-buy-watching-explainer-video-3-additional-tips-01805714#83P7w7U6CGKhuRxG.97