How Video Influences Buying Decisions

SMBE ProductionsAt SMBE we realise there has been an exponential growth in the popularity of visual content in recent years. Almost 90% of all current web traffic is video based and 94% of consumers watched a video online last week.

Videos both positively affect brand image and drive purchase decisions, say respondents to survey from Animoto. The survey of 1,000 US adults revealed some interesting stats:

  • 96% of consumers find videos helpful when making purchase decisions online
  • 73% of people are more likely to make a purchase after watching an online video that explains the product or service
  • 76% of smartphone owners watch videos at least once per week from their phones
  • 71% of consumers say that videos leave a positive impression of a company

It is clear that people find videos helpful when making purchasing decisions, with the latest research from Animoto noting that 42% of respondents want to see more product videos online.

What types of videos are watched the most?

  • Instructional videos
  • Product and service videos
  • Humorous videos

It’s not all about purchase decisions as funny videos create the opportunity to go viral. Brand awareness is increased as users voluntarily share, retweet and like videos that make them giggle (think Dollar Shave Club). It is evident that visual content is much more engaging and shareable than traditional textual content.

What types of videos are shared the most?

  • Humorous
  • Heart-warming
  • Educational


How to use Video to Influence your Consumers

  1. Know your purpose. Each industry has its own way in which video can make an impact. Your videos depend on what you are trying to accomplish and what type of product you are showcasing. If your industry is electronics based you might want to consider an in-depth how-to guide. Electronics are not low-impulse purchases and can be quite expensive, consumers will want to do some research before committing to buy. There are hundreds of ways that your company can use videos.


  1. Make an emotional connection. One of the main reasons why a video can influence buying decisions is the story-telling effect. Creativity is key, but even if your product is not that glamorous, a connection can still be made with the consumer. Video is the perfect platform to allow your brand personality to shine through and to build authenticity and trust – allowing you to form a relationship with potential customers.


  1. Be professional. Video can be hugely beneficial when done right. A product demonstration video should be informative and display your product in the very best light. Something which is poorly filmed could be detrimental to your company’s image. Investing in professional help will ensure that your company gets the most out of videos. High quality content means higher shareability.

Does video impact your buying decisions or your opinion of a brand? Leave a comment below, we’d love to know what you think!

For more information on how content video can help drive interest in your business, contact Social Media Brand Experts (SMBE) on, +44 (0) 2031 029 690 or through Twitter @SMB_Experts.

SMBE Innovation Team

About us and this blog

We are a world leading social media consultancy, marketing and customer care agency.  This blog will keep you up to date with relevant business social media industry news and tips on how to progress your company by using social media.

Recent Tweets

More from our blog

See all posts