Video content is on the rise. Entertainment, how-to’s, educational, and so on, you can find all types of videos all over the Internet for practically everything. This leads us to the situation of how videos are used for advertising a product and/or business. Today, we’ll be exploring how digital video have turned into the new “window shopping”.
Let’s start with consumers’ behavior. When they want something, they start to search for more information on it, a.k.a. researching. While researching, they consume lots of content including videos. And maybe, videos are the most engaging content currently out there. How marketers handle the situation? By creating videos of course. Think of product videos, instruction manuals, inspirations, etc. And people love it. They engage with the content created by marketers, especially if it’s made creatively. Consumers enter a spinning wheel of more and more visual content, click and watch more videos and, well, start shopping. This is how digital videos have turned into the new “window shopping”.
Now, the question is why. Why do people prefer video content instead of browsing online catalogues for instance? Why do videos get more exposure and attention? Let’s explore some reasons behind this:
Less time consuming
You know the saying “A picture is worth a thousand words”. Now, imagine what an entire video can convey, no matter how short it is. People know that watching a 15-seconds video will save them tons of time in reading long product descriptions. Or a 10-seconds promo ad can tell them everything they need to know about a special deal.
Of course, written content is important but try to consolidate most of that content into a video and see how much impact it would have. Just have both. You can also combine text with video and give your clients more information with less. Let’s say you’re selling chandeliers. Point out the chandeliers’ benefits and technical specs in text, then create a video which shows people how they fit into a room and match an overall interior design. They definitely won’t read the text first. They’ll watch the video, then decide if the text is worth reading. And this is because videos take less time in consuming than reading.
We often mention storytelling. People just love stories. Nobody wants to watch a video that is showing a product in a box (ok, someone’s going to watch it but it wouldn’t grab any attention). The idea of the digital videos are to grab people’s attention and keep it till the end. Then sell. And what a better way to keep a customer’s attention than telling a story? It’s easier to remember something when it can be associated with other things. Let’s get back to the chandeliers – think of a video, which starts with a happy family having fun on the floor in a cold night. They’re looking for a needle on a long-fiber carpet. And they find it easily, because it’s bright inside. Move the camera up to the chandelier (which spreads up enough light so a person can find a needle on a white long-fiber carpet). Don’t just move from one scene to another. While moving up the camera, get part of the interior of the room so it can show how the product matches there. And here, you have a story of a happy family with the perfect chandelier which is bright enough to help them find something small and matches perfectly the interior making it cozier in a cold night.
It’s easier to transfer emotions with a video than text. And most people’s purchases are driven by emotions rather than logic. That’s why when creating videos, marketers try to implement emotional messages that would touch their target audience’s feelings. No matter if you use real people or animations think of a story that might ring a bell or engage the emotion you seek. *Think of the emotion you want to trigger before creating the video. You can also use strong words and phrases throughout the video to increase the impact.
With those things in mind, more and more marketers and businesses realize the power of video content and create more and more. People love it and consume more and more of it slowly turning it into the new window shopping. Instead of going outside and looking weird while exploring a product in front of a shop’s window, the new generation prefers doing it privately on their couches. Moreover, according to Google’s statistics, people prefer “watching” the instruction manual than reading it (like how to assemble an IKEA table). They also prefer to see how a product “works” before purchasing it online. This is how video influencers have gained their market share, because, after all, people prefer to buy something that is already tested by a person they trust.