5 Reasons Why Product Videos Make Money

— 3 minutes, 29 seconds read —

We’re all familiar with that famous old adage ‘A video is worth a thousand sales’…OK so we tweaked it a little bit, but it could well be the case nonetheless.

Visual content often trumps written content, with photographs and infographics proving very sharable indeed. However, it’s the video content that really rakes in the sales.

Simply having a video on a landing page can increase conversions by 80% or more. That’s huge.

But why are they so effective? What is it about a product video that makes customers part with their cash?

Watching beats reading

We appreciate the irony here, we’re using a blog post to tell you that video content will beat written content any day of the week, but bear with us! A survey by Animoto found that 4X as many people would rather watch a video about a product than read about it.

People generally prefer watching to reading when it comes to making a purchasing decision; it’s faster, it’s easier, and it gives you all the information you need in one place. The basic fact of the matter is, when faced with a choice of written instructions and an engaging product video, your customers are going to choose the latter.

Sales’ little helpers

More stats coming your way: 71% of customers think videos explain products better than text can, and 4 out of 5 customers feel that product videos are helpful in solving a problem or making a decision. Product tour videos help customers understand what the product is, how it works, and why the customer needs it, all in one bitesized chunk.

With such helpful content on your site, all these customers are going to find it much easier to part with their money, having been given all the information they needed in order to complete the purchasing process.

They manage expectations

Nobody likes spending money on a product only for it to arrive completely different to how you expected it to be. 57% of customers say they are less surprised by products if they watched a product video prior to purchase, which tells us that these videos could save businesses from a lot of customer misunderstandings. This is particularly true with products that come in varying sizes and dimensions that aren’t immediately clear in photographs.

Consumers who know what they’re buying are a lot more likely to make a purchase, and those who receive the exact product they were expecting are much more likely to be happy with that purchase. So, an insightful product video now could prevent a lot of issues further down the line.

They increase trust

Well over half of shoppers think that companies who produce and publish product videos are trustworthy. Videos cost more to produce than product photography and infographics, so their presence on a website demonstrates a level of commitment and professionalism from the business itself.

Customers who land on your website and are met with a well-produced, insightful and engaging video will feel that your business cares deeply about the quality of their buying journey, and this won’t often go unrewarded when the time comes for them to click ‘Add to Shopping Basket’.

Google loves them

Ah, SEO. It seems omnipresent. But there’s a reason for that; without SEO, nobody would ever land on your website in the first place, let alone make a purchase. With video, you can increase your chances of being discovered.

Video content accounts for around 14% of product search results in Google, which presents a significant chunk of opportunity for clued-up marketers publishing product videos on their websites. With good quality, useful video content supplementing your product pages, your products are that much more likely to be discovered and clicked on in search results.

You can also optimise video descriptions with keywords to further raise your visibility in Google searches, meaning even more click-throughs and – through the useful and persuasive content of the video itself – more conversions. 

Ready to roll the cameras? Making a product marketing video requires professional equipment and creative minds, both of which we have in abundance here in our animation and video studio at Design by Day. Take a peek at our showreel to get a flavour for what we can do, or get in touch and tell us what you’ve got in mind.


Angela Roche