• Stephanie Testa

4 Ways Product Videos Increase Conversion Rates and Sales

Updated: Jan 21, 2019

Which would you rather: a dynamic 2-minute presentation or read a 20-page report? Video is the future of content marketing. Product and instructional videos encourage purchases from small business by up to 85% (KissMetrics). Here’s how product videos can increase conversion rates and sales.


More transparency and trust


“If a picture is worth a thousand words, a product video could very well be worth a thousand sales.” - Neil Patel (New York Times bestselling author and digital marketer)

An image only offers one perspective. Written language is limiting. Video allows your product to be seen up close and in action. Seeing is believing; you can say your product is phenomenal, but it’s easier and more effective to show it. High-quality product videos showcases a products true size and full functionality beyond what photos and text can offer.


Easier to consume


Like choosing a presentation instead of reading a report, video content is easier to consume and you can answer more questions in a shorter time. Forester, a leading market research company, estimates that one minute of video equates to 1.8 million words of text in the message communicated.


According to HubSpot, 85% of people say they'd like to see more video from brands in 2018. HubSpot also reported that 81% of customers were convinced to purchase after watching a product video. From full reviews to simple unboxings, video is currently the most dynamic way to showcase your product.


Triggers emotions


In his 15 axioms of selling and storytelling, narrative strategist Michael Margolis says, “People don’t buy a product, service, or idea; they buy the story that’s attached to it.” Other experienced marketers like Richa Goswami, head of Digital at Johnson & Johnson APAC, agree. Goswami says, “People don’t buy the products you create, they buy the stories you tell. And the stories that you tell come alive in the way you do the creative.”


Moving visuals transcend language and engage viewers on an emotional level. A great hook within the first 10 seconds of your video should trigger a strong emotional response that makes potential customers interested in seeing how your product solves their problem.

By incorporating visual and aural cues like music, props, colors, a friendly face, and trustworthy voice; video offers more options for emotional engagement. Product videos can help consumers feel more confident about making purchases. Video is the best option next to a recommendation from a friend, endorsement from an influencer, or simply testing your product out for themselves.


Offers more engagement


When someone clicks a video, they are committed to giving the person, product, or topic more of their attention. Engagement is increased because they are using more senses to see the product from various angles and in multiple settings. The market search has shown that people prefer watching over reading and they are more willing to buy after watching a product video.

People are more inclined to share a video of a cool product or invention than a -- dare we say -- bland product description. You’ve done it yourself, so you know it to be true. Ready to reap the benefits of video marketing? Hire a professional, product video production company and avoid the high cost of low-quality videos.


One Glass Video is here to help you engage your audience with product videos and commercials. Our team of professionals are ready to help you capitalize on the video marketing trend. Let’s talk about how we can create a high-quality product video that triggers an emotional response and showcases your products best features.


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