3 MINUTE READ
The research team at ThinkwithGoogle recently released another report detailing the changing behavior among today’s online shoppers. Through a study of aggregated YouTube data and a survey of over 4,000 U.S. respondents, this report explains why video is so crucial for capturing the attention of today’s consumer.
Here are some of the key findings:
Video is changing the way people shop
Years ago, consumers could only rely on ads, professional reviewers, and word of mouth to evaluate products and services. Today, consumers have much more access to information and their purchase behavior is getting more complicated as a result. Even small purchases prompt today’s consumer to check online reviews and watch YouTube videos before buying.
When planning a vacation, most of us go down a research rabbit hole that would make a PhD student blush. Hundreds of online sessions can occur over the course of several weeks before booking, and video seems to be playing a bigger role than ever in the evaluation process.
According to Google:
“In the past year, 40% of YouTube users turned to the platform to learn more about a product before they bought it. People are drawn to the richness of video to help them experience a product in ways that words can’t convey.”
People want to hear the good and the bad
The growth of review videos and travel influencers means people have easy access to an abundance of frank reviews from fellow consumers. Fortunately, the data from YouTube shows that people still enjoy branded content, with a majority of video views being for branded or professionally-released content. People will watch the branded content, but they want to know the whole story. As one survey respondent said:
“I want to hear the good and the bad. I also like to see how products perform in sub-optimum conditions.”
How can hotel brands respond to this new way of shopping? It starts with giving today’s consumer what they want – more video content. Before booking a trip, people want as much visual information as possible. Videos convey that information in an efficient and appealing way that is difficult to fake. When it comes to video, what you see is whet you get.
In addition, hotel brands should provide both professionally-produced videos and the more casual smartphone videos. Each style of video provides hotel shoppers with the information they desperately want before making a decision. In other words, you should definitely serve up the sizzle as long as you don’t leave out the steak. This will serve to build trust with online hotel shoppers and earn their business.
About Accommovision
We take a holistic approach to hotel video marketing by providing our clients with all the content and tools they need. After producing brand videos of the highest quality, our clients can request a video archive full of captivating stock footage for use in later projects. Our ongoing editing support means your video content will never go to waste, and we will always be available for updates and special promotions. For more information on our services, simply contact us.