According to Google research, 55% of consumers use online video for shopping research. Google has suggested that in order to reach out to more and more consumers, video marketing is an effective way.
Google stated, “For more and more shoppers, video is becoming indispensable when they’re ready to buy. In fact, more than 55% of shoppers globally say they use online video while actually shopping in-store.”
According to Google, there are three ways in which video has an influence on shoppers. Once a video is a reminder for users of the items they need to buy like tools etc. Secondly a video enhances the knowledge of the consumer about a specific product. Thus, when they purchase it they are more informed and confident. Thirdly video review is product reviews and they influence the purchase decision of a consumer.
The element of advertising was also highlighted by Google as the article said, “While shoppers love to watch authentic reviews from creators, there’s an important role for marketers to play as well. Think of ways your brand can show up to meet these in-the-moment needs, whether it’s through ads that spark ideas and inspiration or through more in-depth content to answer questions and help people along their path to purchase. Research-hungry shoppers may reward you with their business and their loyalty.”