7 Stats That Prove Product Videos Are Non-Negotiable for Ecommerce Brands

If a picture is worth a thousand words, then a product video is worth a thousand sales. In today‘s competitive ecommerce landscape, video content is no longer a nice-to-have – it‘s a necessity for any brand that wants to win hearts, minds, and wallets.

Why? Because videos bring your products to life in a way that static images and text descriptions simply cannot. They provide an immersive, sensory experience that helps shoppers feel like they‘re holding the item in their hands, even through a screen. Videos can showcase your product‘s features, benefits, and use cases in dynamic, persuasive detail.

Most importantly, videos help you earn trust – the holy grail for ecommerce conversions. Seeing is believing, and shoppers who can see your product being used or hear from other satisfied customers will feel much more confident hitting that "Add to Cart" button.

Don‘t just take my word for it, though. Let‘s dive into seven compelling statistics that prove just how vital product videos have become for ecommerce success.

1. 96% of consumers find videos helpful when making purchase decisions online.

This overwhelming majority, as reported by Animoto, tells us that product videos aren‘t just a fun bonus – they‘re an essential information source that shoppers actively seek out.

When faced with an online purchase decision, consumers crave as much information as possible to feel assured in their choice. While product photos, descriptions and specs are helpful, video content takes it to the next level by showing the product in motion and in context.

Videos can highlight key features and functions that may not be apparent in still images. They can demonstrate the scale and size of an item relative to its environment or the human body. They can show the texture, weight, materials, and durability of a product in a way that feels tangible.

By providing this rich sensory information, product videos empower shoppers to make confident buying decisions, which leads us to our next stat…

2. 73% of consumers are more likely to purchase a product after watching a video about it.

Almost three-fourths of shoppers say product videos directly drive their purchase behavior, according to Wyzowl. That‘s an enormous potential impact on your bottom line.

When shoppers feel informed and assured about a product‘s quality, usefulness, and compatibility with their needs, they‘re much more likely to click "buy." Videos build that sense of certainty and trust by letting shoppers experience the product almost firsthand.

Imagine you‘re shopping online for a new backpack. A brand could tell you their pack is spacious, durable and comfortable, but watching a video of someone actually loading it up, wearing it, and putting it through its paces will be far more convincing.

Videos also tap into our brain‘s natural preference for visual learning. Research shows that viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading text. So not only are product videos more engaging and convincing than text alone, but their impact is more memorable and lasting.

3. Ecommerce product pages with video have 37% higher add-to-cart rates on average.

This stat from an Adobe study demonstrates the direct, measurable impact product videos have on conversions. When a video is present on a product page, shoppers are 37% more likely to add that item to their cart compared to a page without video.

Why such a significant lift? It likely goes back to the confidence factor. After watching a product video, shoppers feel more secure that the item will meet their needs and expectations. The video reduces the perceived risk of the purchase, making shoppers more willing to commit.

This is especially important for high-consideration products that come with a heftier price tag or require more research, like tech gadgets, furniture, or luxury goods. The more expensive or complex the item, the more reassurance shoppers need before taking the plunge. Videos provide that extra layer of validation.

Conversion rate increases also tend to be most dramatic for products where fit, scale, and use cases are pivotal, like apparel, accessories, and home goods. A video can show how a dress drapes and moves on a real body, how a couch looks in a staged living room, or how pans perform on a stove – details that are tricky to fully capture in static photos.

4. Shoppers who watch product videos are up to 144% more likely to add the product to their cart.

Another report from Adobe revealed that, for some industries and retailers, the conversion lift from product videos can be as high as 144%.

While 37% is the average increase, certain sectors see an even greater impact. According to the study, apparel product pages with video experienced an 88% higher conversion rate on average. For one online fashion retailer, shoppers who watched videos were 144% more likely to purchase than those who didn‘t.

These category-specific insights suggest that the more personal and detail-oriented the product, the more influential video becomes in the buying process. Fashion is incredibly personal with near-infinite variations in size, cut, color, material, pattern, and style. Videos help apparel shoppers get a more precise sense of fit, drape, movement, and visual detail to find the right match.

This same principle applies to any products that buyers wear, use daily, or feature prominently in their environment like cosmetics, home decor, kitchenware, and electronics. The greater the investment of money, time, and ego, the more shoppers value the additional information and assurance that videos provide.

5. 87% of Gen Z prefers branded videos or ads that show someone talking about a product.

Gen Z is set to become the largest consumer cohort by 2026, so ecommerce brands must cater to their preferences – and video content is non-negotiable.

According to a survey by Creatopy, the vast majority of Zoomers favor product videos that feature human spokespeople discussing the item.

This could take the form of tutorials, demos, expert reviews, influencer endorsements, or customer testimonials. The key is seeing a real, relatable person interact with and vouch for the product.

As digital natives, Gen Z is highly attuned to what‘s authentic versus overly produced. Polished ads and airbrushed models don‘t cut it anymore. They want to see genuine experiences from real people they identify with.

That‘s why partnering with influencers and soliciting user-generated video content are savvy strategies to reach Gen Z. 84% say user-generated content influenced their purchase decisions according to TINT. Video reviews and unboxings from trusted peers prove a product‘s value in an authentic way.

With Gen Z leading the way, video will only grow more central to the ecommerce experience. Brands that diversify their video marketing mix now will be well-positioned to attract the next era of shoppers.

6. 55% of consumers use videos for purchase decisions.

Even beyond Gen Z, over half of all consumers lean on video content to guide their online shopping according to Google. No demographic is immune to video‘s allure.

Google‘s research reveals that across age brackets, the majority of shoppers reference video at some point along their purchase journey. Whether they‘re discovering new products, comparing options, or seeking specific information, videos are a go-to resource.

Notably, Google found that 85% of millennials reported purchasing a product or service after viewing a video about it. This underscores just how action-oriented video content can be. It‘s not just a high-funnel awareness play – videos drive real revenue.

As video‘s influence spans generations and funnel stages, ecommerce brands can‘t afford not to invest in this medium. Meet your customers where they‘re already looking by integrating video touchpoints throughout the shopping experience.

7. Video is consumers‘ #1 favorite type of content to see from brands.

Finally, in case you needed one more convincing stat: Animoto found that video consistently ranks as consumers‘ most preferred and memorable content format, beating out emails, blog posts, PDFs, and infographics.

Shoppers don‘t just tolerate product videos – they genuinely enjoy and seek them out. There‘s an inherent pleasure in watching an item come to life in sound and motion versus reading a dry description. We‘re visual creatures by nature.

This insight has major implications for your overall content marketing strategy. If your goal is to capture and keep shoppers‘ attention, video should be the backbone of your efforts, not an afterthought.

Invest in creating a diverse library of product videos and make them prominent throughout the buyer‘s journey – on your homepage, product pages, social media, emails, and blog. Optimize them for search so they surface when shoppers are actively looking. The more touchpoints, the better.

Also consider the discoverability and shareability of your video content. Make videos easy to find and interact with on your site and social profiles. Enable comments, likes, and shares to extend their reach. You want your product videos to be so engaging and informative that viewers can‘t help but send them to a friend or post about them.

The Future is Video

As these seven statistics demonstrate, product videos are no longer a bonus feature for ecommerce brands – they‘re an essential conversion tool. Shoppers at every age not only expect, but prefer video content to guide their online buying decisions.

The case for investing in product video is clear and compelling:

  • Videos provide the immersive detail and social proof that photos and text can‘t match, driving massive lifts in add-to-cart rates.
  • Videos build trust and reduce risk, overcoming the #1 barrier to online purchases.
  • User-generated video content like reviews and unboxings resonate authentically with audiences.
  • Video‘s influence spans the entire marketing funnel, ranking as consumers‘ favorite content format.

If you‘re not yet prioritizing video in your ecommerce strategy, you‘re leaving conversions and revenue on the table. You‘re missing an opportunity to forge emotional connections with your target audience.

Thankfully, getting started with video is easier than ever. You don‘t need Spielbergian skills or a Hollywood budget – a smartphone, basic editing software, and a little creativity can yield big results. The key is showcasing your products authentically and informatively.

Focus on teaching, not just telling. Demonstrate key product features and use cases. Highlight unique details and benefits. Infuse your brand voice and visual identity throughout. Most importantly, keep the customer‘s needs and desires front and center. What do they need to see and hear to feel great about buying from you?

2024 is shaping up to be the year of video for ecommerce brands. Make it yours by developing a robust library of product and social video content that entertains, educates, and inspires your target audience to take action. Your conversion rates will thank you.