A familiar smile forms on your face as you recall countless childhood vacations, vacationing families and the family friendly products that made those long road trips more bearable. For most people, travel videos can trigger a positive experience associated with a certain product. Studies have shown that high-quality video ads can not only increase brand recall, but also increase sales conversions by 20% or more.
Travel videos are hugely popular at the moment, and with good reason. A product video can be a great way to help customers understand exactly what they need and why your product beats the competition. But what happens if you’re selling a luxury experience? This can be even more powerful than showing off how effective your products are, as well as giving potential customers a taste of what they’re missing out on if they don’t purchase from you.
People buy based on emotions
If you were to walk through an aisle of sunscreens while shopping, you’d likely pick up a random bottle and call it a day. On the contrary, if you were to watch a travel video of a particular brand beforehand that sparked some emotion – perhaps excitement for your upcoming vacation or curiosity about the ingredients – you’ll end up reaching for the bottle in the video.
In his book titled How Customers Think: Essential Insights into the Mind of the Market, Harvard professor Gerald Zaltman says that 95% of all purchase decision-making happens due to an emotional connection in the subconscious mind. Our emotions urge us to make all types of decisions, with purchases being no exception.
By creating travel videos for your products, you can spark an emotional connection that engages and persuades customers to choose your brand in a way that words alone can’t.
Imagination goes a long way…
When a house is being listed on the market, realtors often arrange a home staging session before potential buyers come in for the open house. Why? Because only then can clients imagine themselves living in the space. This immersive experience is more convincing than simply having a realtor share the house attributes with clients.
With a travel video, you get the same effect. If you’ve done a great job in your video, showcasing the product being used allows people to imagine a more improved version of themselves with your product in their life.
Convey more information
Most people won’t read all the information when visiting your product listing. By creating an engaging and alluring travel video, you can convey an enormous amount of information. Not only that, but once you have the attention of potential buyers, you can include other information which they may have otherwise skipped in the listing, so take full advantage (attention is currency after all)
Differentiate yourself from competitors
Last but not least, travel videos can elevate your brand and set you apart from close competitors. If you’re selling on a marketplace, there are dozens of other brands with the same product, why should they choose you? Creating a travel video solves this dilemma for consumers. You can show (don’t just tell) them why your product is superior, and how it will improve their lives.
Travel videos inspire a sense of adventure and mystery. Creating a travel video can be fun and creative and will help you convey more information to your audience. Use the video to show off products in use and educate customers about how they can be used as well. If you want to stand out and build a loyal following, this is one of the best ways to do it!
Caldera Films has helped local businesses with corporate video production.