Video sells products on the web

Internet Retailer says visitors who view product videos are 85% more likely to buy than visitors who do not. Put simply, video sells. You can use it as one of the most powerful tools on your website. It drives interest. It drives conversion. And it even lowers your back-end costs, because visitors who've watched a product video and then buy that product are 50% less likely to return it.

For more of these amazing stats, download our one-page White Paper that outlines the power of online video for e-commerce. It's a really pursuasive document to show the people in your organisation who have the buying decision. (The link is on the right, just under our recent work boxout).

Oh, and Google LOVES video! According to Marketing Week, video results appear in about 70% of the top 100 listings, the type of content most often displayed in universal or blended search results. (Marketingweek, 2011).

So what can you do with video on the web? You can use it to:

  • demonstrate your products and services
  • introduce customers to your business and your staff
  • give your customers hints and tips
  • provide visual instruction manuals (if only flatpack furniture manufacturers would do this!)
  • entertain your customers with vaguely-brand-related content
  • if you're lucky, score a giant hit and get the whole world dancing to your new song

Ultimately, though, people buy from people. How powerful would it be to let your customers see your product from every angle, and to let them see other customers using it and enjoying it?

Oh, and guess which is the most popular search engine after Google... Yup, it's YouTube. People are using YouTube to search for information. Are they searching for you?

And here are some mind-boggling predictions for the future from Cisco:

Globally, IP video traffic will be 79 percent of all consumer Internet traffic in 2018, up from66 percent in 2013. This percentage does not include video exchanged through peer-to-peer (P2P) filesharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be in the range of80to 90 percent ofglobal consumer traffic by 2018.

Internet video to TV doubled in 2013. Internet video to TV will continue to grow at a rapid pace, increasing fourfold by 2018. Internet video to TV traffic will be 14 percent of consumer Internet video traffic by 2018, up from11percent in 2013.

Consumer VoD traffic will double by 2018. The amount of VoD traffic by 2018 will be equivalent to 6billion DVDs per month.

Content delivery network traffic will deliver over half of all internet video traffic by 2018. By 2018, 67percent of all Internet video traffic will cross content delivery networks, up from 53 percent in 2013.