How Videos Influence Customer Decisions


Read on to learn the different ways videos influence customer decisions.

Photo By: Bruce Mars   Woman with Shopping Bags

Photo By: Bruce Mars
Woman with Shopping Bags

The importance of video content is increasing by leaps and bounds each passing day. Hence, it is imperative to understand how videos influence customer decisions.

According to Hubspot research, more than 80 percent of customers want branded video content from enterprises. This shouldn’t be too surprising considering that promotional videos help your consumers understand what your business is all about. It is the best medium for watching your product or service in action and it is the most engaging content format (as the facts and figures presented later on will prove).

Not only is video content important in this era, but it is also the future of marketing. That is why you need to reach out to a reliable San Diego video production company for top-notch video content. After all, video production is costly, so you must put your money where you will get maximum leverage and mileage.

One of the key objectives of making great promotional and commercial videos is to influence customer decisions to your advantage.

Here is how videos influence customer decisions.


Videos Allow Your Business to Make an Emotional Connection with the Audience

While text-based content has its own place, there is nothing quite like a video engaging with your prospective customers. Videos provide you the benefit of visual and audio cues to reach out to the audience and make a lasting impression on them.

You can certainly throw facts and figures at your audience through text content, but it won't have the same effect as a video, which is much more emotionally appealing than mundane text.

People can forget the details of your conversation and even something as important as your name, but they will never forget how you make them feel. Emotion is something that sticks firmly in your memory long after all other details are forgotten. Videos can convey a depth of emotion, which is simply not possible with any other content medium.


Videos Can Inspire Positive Feelings

Photo By: Mohammed Hassan   Consumer in Supermarket

Photo By: Mohammed Hassan
Consumer in Supermarket

Another important fact to consider is that the emotions that you instill in others around you greatly influence what they think of you. This is something that all of us know intuitively from our daily lives. For instance, funny and friendly individuals are charismatic and can attract others easily. Almost all of us like to converse and interact with such individuals because they evoke positive emotions within us and make us feel good about ourselves.

This is what meaningful commercial videos can do for your enterprise. Most of us remember witty commercials and share them enthusiastically with our friends and family. So not only can great video commercials generate an overwhelmingly positive response from viewers, you also benefit from free publicity that comes from word of mouth and social media shares. Such an enthusiastic response and a high level of customer engagement can hardly be attained by any other medium.

Videos also can inspire other emotions that dictate different types of impulses. For example, a great restaurant can put out videos that make you want to eat what they are displaying on the screen. Or a service company might deliver a piece of content that makes you resonate with them. Videos are meant to evoke emotions. Those emotions are then acted upon. Usually in the form of a purchase.

Our Minds Prefer Videos

Another reason videos are so effective at influencing customers is because they are much easier to comprehend. Our brains are much more efficient at processing visual and audio information as compared to text-based information. So, it is much easier to use a video to convey your brand message and other information to consumers.

This is, after all, what viewers prefer. The human mind is also much more efficient at retaining visual information as compared to text-based information. There is a reason why not only educational institutions but all other information mediums are heavily relying on immersive visuals. The information presented is easier to comprehend and retain.

This is exactly what you can achieve with quality video commercials. You can communicate your unique value proposition effectively through high production quality visuals. This is easier for consumers to understand and remember.

Videos Are More Convincing

Photo By: Victoria Borodinova   Parents and Kids in Shopping Mall

Photo By: Victoria Borodinova
Parents and Kids in Shopping Mall

Videos also serve as a great practical demonstration of the performance and efficacy of your products and services. As per a survey conducted by Brightcove, 76 percent of consumers reported that they were convinced to buy a product or service after watching the relevant branded video content. Most importantly, the millennial demographic had the highest propensity to purchase after watching a video. An astonishing 85 percent of millennial consumers made a purchase decision after watching a video.

In the same survey, about two-thirds of millennials and well over half of all consumers felt that enterprises should share product and service information via video. In short, consumers are yearning for product videos. This presents great opportunities for your marketing campaign.

Considering how well consumers are motivated by videos, your business can use videos as a viable and pragmatic marketing strategy to drive brand engagement and increase revenue.


Here are some other report findings:

  • 29 percent of millennial consumers and 21 percent of all other customers considered videos to be the memorable content format. This is something which we all know intuitively, as explained previously.

  • Videos are also the most engaging content format. 56% of millennials and 45% of all other consumers considered videos to be more engaging than other content formats.

  • Video is the most preferred content format for consumers when it comes to branded content marketing. 46 percent of millennials and 36 percent of all consumers had a greater preference for videos than any other content form for marketing communication.

In light of all these facts, it makes sense that video ad spending will exceed $100 billion by 2023.

As a leading San Diego video production company, we go much further than just create commercial marketing videos for your business. We know how to reach out to viewers by giving a human touch to your enterprise and emphasizing your core brand message. We have created quality promotional videos for several businesses to increase their brand awareness and visibility. It is time that you claim the same advantages for your business. Our forte is in helping you bond with your target audience on a deep emotional level.

Contact us today.


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