Video has become a key tool to help educate consumers and direct them to brand sites during high-level research, especially when properly optimized for search visibility. Here’s why the medium is especially useful for watch and jewelry brands.
Research shows that Gen Z consumers already watch 68 online videos a day, and millennials watch more online video than TV. As such, video increasingly influences purchase decisions, with 85% of millennials reporting that they purchased products after watching video content. This is particularly important for this high-consideration, high-price sector, where many brand sites lack significant product information. WatchBox, for example, uses video content to capture consumers early in the research phase. The retailer created hundreds of review videos for specific watch models, optimizing these videos for search through effective titles and descriptions.
Google’s increasing prioritization of video content and WatchBox’s strong SEO on such videos results in WatchBox video content appearing above the fold on keywords like “omega seamaster review,” ahead of other organic results. This space being previously dominated by watch bloggers and influencers indicates a shift with a first major retailer capitalizing on search video content. Meanwhile, authorized retailers like Hodinkee are pushed below the fold, while most watch brands don’t show up at all for these pre-purchase research-oriented review keywords. This causes watch brands to miss the chance to set expectations when consumers look for authentic reviews—an important step of the research process in this sector. By linking these videos back to its site, WatchBox has received over 500,000 visits to its brand site from YouTube alone in 2018—or 28% of all its desktop site traffic — more than most watch brands received this year overall according to Gartner L2’s report on the topic.
Brands should recognize rich media formats like video as opportunities to not only engage shoppers on sites, but to appear on search, potentially pulling in shoppers early by providing them with the product information they desire.