Nine of 10 social network users are influenced to make a purchase after seeing content on social media. And video has the greatest influence of all content types.
Some 86% of internet users polled were swayed by video to purchase a product. Text proved to have about half the power of video, with only 44% of respondents inspired to purchase a product after reading.
Compared with other formats, video was almost twice as effective at driving sales across categories including electronics, fashion, food/beverage, health and beauty, and travel, and especially at retailers Amazon and Walmart, according to the study.
"Influencer marketing and video content are playing a growing role in shopper marketing and retail," said Tish Vallés, executive vice president and head of strategy at Geometry Global.