Whether it is employed to enhance an ad campaign or kickstart an otherwise stagnant personal brand, video content remains an undeniable and multifaceted source of power within the digital landscape. Unsurprisingly, video content is especially prominent in the retail industry, influencing the shopping habits of both online and offline consumers. In fact, recent Google research indicates that around 55% of all consumers turn to video to make more informed purchases. 

Today, video-focused brands must remain literate across a broad range of consumer behaviors to spur interest, maximize profits, and ultimately convert more browsers into shoppers.

Video’s impact on online shopping

Since the advent of Youtube and similar platforms, video content has become integral to the online shopping experience. Video tutorials for products, video-based marketing tactics, and simultaneous pre-purchase fact finding about products — among other factors — are now symbiotic partners with an online consumer’s shopping process. To meet these demands, many online marketplaces now equip their products with embedded videos to provide further insight. 

Video’s impact on in-person shopping

Perhaps more importantly, video content has an increasingly strong impact on offline shopping. Physical consumers turn to video as a new means of building shopping lists, enhancing their confidence, and seeking supplementary information from other users — mostly reviews and testimonials — to justify a transaction. For instance, a consumer inspired to make a certain recipe in a video may turn to that video, in its entirety, for a more visual reference in locating and purchasing all required ingredients. 

What does video mean for branding?

Regardless of where consumers are doing their shopping, the insights above ladder up to a key point for product- and service-based branding: videos generally reflect both authenticity and convenience for consumers (perhaps the two most important considerations in the shopping process). By implementing video, a business creates a culture of thorough product showcasing, which in turn can lead to increased consumer loyalty. Today’s consumer has been conditioned to expect quick and readily available information on what they are purchasing. Video has become an essential lever in meeting these increasingly demanding expectations.