Consumers likely to buy after watching video - research

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Cape Town - Consumers are 64% more likely to buy a product after viewing a product video, according to Desiree Gullan, executive creative director at G&G Digital.

In her view, visual marketing - in the form of photography and video - is no longer a "nice-to-have" for brands, but a "must have".  Video content actually represents 74% of all internet traffic.

"When people hear information, they're likely to remember only 10% of that information three days later," explains Gullan.

"If an image is paired with that same information, people retained 65% of the information three days later."

Consumers "buy with their eyes" and are led by how brands make them feel.

"Captivating videos and professional photos cue quality and credibility. Consumer attention is scarce and a first impression can be the difference between being engaged with or ignored, she adds.

"In an ocean of online videos and photos, there simply isn’t room for mediocrity. Brands must use every media form to break through the ordinary and expected," said Gullan.

"Video is the most powerful engager in a brand’s arsenal. It ignites emotions, builds trust and doubles exposure time. Videos can easily explain complex concepts and is increasingly preferred over reading. Sharing product videos and how-to tutorials on social media will increase reach and support the sales process."

As for photography, she says it is a strong sales driver and there is research to prove it.

"Sites with striking imagery receive 94% more views than those without. High quality photography not only stops consumers in their tracks, it portrays a brand’s image, professionalism, credibility and individuality," says Gullan.

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