Invodo, a video partner for business, commissioned "comprehensive study on how consumers embrace video in a retail context, revealing that many of the common perceptions about how video is used in shopping are actually incorrect."
The research shows consumers care more about the quality and content of the video than the actual length of the clip — a departure from the widely accepted notion that retail-related videos should stick to approximately 30 seconds in length. The results demonstrate consumers expect video as part of their shopping experience, and rely on it when making purchase decisions.
Invodo's survey suggests that a variety of common assumptions / myths about video are off-base, as video is far more critical in aiding purchasing decisions than previously shown:
Myth 1. : 30-seconds is the sweet spot for video; shoppers will abandon videos after a certain time because they have very short attention spans.
Myth 2. : The use of video on websites is a "nice-to-have" feature to help improve the user experience.
Myth 3. : More casual, "YouTube-style" videos produced in-house can be seen as authentic, and are effective in building credibility and demonstrating products.
Read the findings of the report here