Moving images on the Internet:Authentic product videos are the most popular to watch
Videos are a great way for companies to make their social media profiles, YouTube channels, and online stores even more appealing. According to a survey, visitors particularly value authentic videos from real users and consumers that provide helpful and useful information about a product.
In times of decreasing attention spans and a declining willingness to read, it is more and more videos that companies are using on social media platforms such as Facebook and Instagram, as well as in online stores, to gain the interest of potential customers. At the same time, videos also contribute to better search engine rankings. But exactly what kind of videos are in demand here?
The current Youngcom survey "Video Content 2019" provides an answer. When asked which product videos interest 16- to 25-year-olds, the most frequently cited videos (62.9 percent) were "by and with real users using the product". Typical examples are FAQ videos, unboxings and tutorials.
Question: What kind of videos of products and brands are you interested in?Multiple choice with 6 answer options; n=3073
Commercials, on the other hand, were rated as interesting by only 17.8 percent in this age group. This is actually obvious when you consider the question of why potential customers should even watch a (product) video in an online store or on a social media platform, or even search for it directly: As soon as it is relevant to them. In the form of experience reports, help and instructions.
Question: Do you watch a video before you buy a product?Multiple choice with 6 answer options; n=3218
When asked whether they watch a video of the desired product before making a purchase, over 40 percent of respondents in the target group of 16- to 25-year-olds agree. 24.9 percent of respondents state that they do not watch videos before buying. Compared to the older target groups, it is clear that the younger the age group, the more important videos become when making a purchase decision. The channel on which most product videos are consumed is YouTube with 43.1 percent (16- to 25-year-olds), followed by Instagram with 33.9 percent.
The survey was conducted by Youngcom. Since 2018, the agency has been offering the services of selected creative talents with its "Videotalents" service, who create application videos and tutorials on behalf of customers. Currently, the pool of Videotalents includes over 500 creatives.
