How video content is shaping consumer behavior
It is 2022, and data is the King of the Internet. We are all a part of statistics, consuming more information and content than we have ever done. How is this information affecting consumer behavior? Does the video content we watch have a subconscious effect on our decisions? Let’s take a look.
Video advertising and marketing
Video advertising is the newest addition to the advertisement and marketing class. It can be defined as advertisements through videos; that’s it.
All promotional videos that play after streaming Content or even before streaming Content falls under this category. And as everything must grow, it has started to incorporate display ads with video content as part of the video advertising sphere.
These include videos and gifs that play when you hover your cursor over them and also native videos ads that you find on a digital network like YouTube.
Video advertising’s popularity is slowly on the rise, and it’s going to be the next big thing in the marketing ecosystem. And with the improvements in technology, it is a great way to reach audiences.
It is a great strategy to invest in. The trick here is to provide the viewer with video ads that seem relevant and compelling. If you do not meet this criterion, the ad simply annoys and frustrates the viewer rather than spiking his or her interest. Think about unskippable Youtube ads you hate.
Types of Video Advertisements
Marketers may choose from a variety of eggs in the video advertising basket. They can do market research and analysis to determine the form of video advertisement most suited to their demands or the one that seems most promising and consistent with their objectives. These are the different types of video advertisements:
- Ads that appear in the middle of the video
They are also known as In-stream ads. These are the most common types of video advertisements; you’ve seen them on YouTube or before you stream a video. They are short videos that appear before, during, or after video content that feature promotional Content. Some are interactive, and they persuade the viewer to click on a link or take advantage of an offer.
- Non-linear advertisements
This refers to advertisements that appear outside of the main video. When the user clicks on them, the video they are now watching is paused. They aren’t linked to external websites or platforms, so they can just scroll down if the user does not want to see them.
- Advertisement with rewards
This advertisement is mostly aimed at gamers. In exchange for watching the video ad, it offers consumers specific incentives and benefits. These benefits might include things like an additional life or a bonus tool, among other things.
- Native autoplay advertisements
These ads are played at the end of any content, and it might be an article or a video. They are often relevant to the Content the user just explored, increasing their effectiveness.
- Shoppable video ad
These ads are used to convince consumers to buy a specific product after watching the ad. When the ad is finished, a link appears to lead the viewer to buy the product. This ad is not limited to one app and can be found in any app that supports these ads
- Native video
This is a far more sophisticated type of video advertisement. It allows viewers to opt-in and takes charge of their viewing experience.
Because of the positive results of video ads, advertising strategies are becoming more popular, and the future of advertising will include video advertising maneuvers. According to eMarketer, US online video ads will continue to grow faster than TV advertisements by the end of 2020, and this has proven true in the first quarter of 2022.
How video content is shaping consumer behavior
You can’t deny that video content plays a major role in shaping consumer behavior, especially among youths and young adults. This is the smartphone era, a revolution that birthed platforms like youtube and Instagram, which completely changed the game.
Purchasing decisions that once relied on local and family recommendations, newspaper ads, TV commercials, or reviews from trusted publications have all turned to the internet and online marketing. According to a recent study from Google, 50% of all internet users look for videos related to a product or service before visiting a store. Since people can’t hold it in their hands yet, they rush to see it on video.
Today’s videos can be categorized into three:
1. Branded Content and ads:
It doesn’t matter what you do; if you are a mechanic or a clothing brand, it doesn’t matter. People need to know what you do; they can’t know this if you don’t have creative, informative advertising and branded Content shared across all video platforms. This means you need to be loud, heard, and consistent on Facebook, Youtube, or TV campaigns.
Anybody can be an influencer, from the dad who makes 30-sec grill videos to the kid who plays video games. Suppose you have noticed the trend on social media recently. In that case, there’s been a steady rise in the number of influencers, and it’s not a mistake that big brands have been carefully creating a relationship with the most-watched influencers on the net. By advertising through the most popular people on the web.
In the era of video, this is where traditional PR strategy falls short. To create a captivating piece of Content, the greatest reviewers need your product, as well as any extra materials they may require. These reviews can convince other people that their products are amazing and urge them to go out and get them.
Although the lines are blurred, a marketing plan must consider these three options. It’s no longer enough just to hire a public relations firm to promote your goods to the media. Another recent Google study claims that 98% of 18 to 34 year-olds use their smartphone to watch videos on an average day. Consumers want to be impressed by commercials and marketing and to have their favorite influencers endear them to a product.
Top video content trend
Here are some stats that prove video advertising is working and is the way to go
1. Online videos will account for more than 82 percent of all consumer internet traffic by 2022, a 15-fold increase from 2017.
2. As of 2020, 83.3% of internet users in the US accessed digital video content.
3. Every week, 78 percent of people watch internet videos, and 55 percent watch them every day. 54% of customers say they want to see more video content this year.
4. Studies show that 54% of consumers want to see more video content from a brand or business they support
5. Customers like to learn about a product or service through video 72 percent of the time. 84 percent of customers believe that seeing a brand’s video influenced them to buy a product or service.
6. Additionally, 79% of people say they’ve been convinced to buy or download a piece of software by watching a video.
They say bad company corrupts good manners and vice versa. It could also be said that video content affects consumer behavior by encouraging them to pick their favorite brands and explore new ones. Businesses can stay on consumers ‘ minds through influencers, ads, and brand placements.READ MORE