57% of Consumers Watch Product Videos Before Making a Purchase

Here's a statistic that should reshape how you think about your marketing mix: 57% of consumers watch product videos before making a purchase (Wyzowl, 2024). And that number climbs to 72% for software and technology products.

If you don't have a product video, you're invisible to more than half your potential buyers at the most critical moment of their decision process.

The Buying Journey Has Changed

Buyers today do their research before ever reaching out to a company. By the time someone visits your pricing page or contacts your sales team, they've already formed strong opinions based on what they found online.

Video is now the dominant format for that pre-purchase research. People don't want to read feature lists — they want to see the product in action, understand how it works, and get a feel for the company behind it.

Video Leads to Sharing

The viral potential of video is real: 41% of consumers say they're more likely to share video content than any other content type — including text articles, infographics, and static social posts.

This isn't just about reach — it's about trust. When someone shares a video, it comes with an implicit endorsement. That word-of-mouth amplification is worth more than any paid distribution.

What Kind of Product Video Converts?

Not all product videos are created equal. Here's what consumers say they want:

• Clarity: Explain what the product does and how it works — simply and quickly
• Benefits over features: Show what the product does for them, not a spec sheet
• Social proof: Real results, customer testimonials, before/after scenarios
• Short and focused: 60–90 seconds is the sweet spot — respect people's time

The ROI Argument Is Simple

If 57% of your potential buyers want to see a video before they buy, and you don't have one, you're voluntarily making yourself less competitive. At $299 for an AI-Video or $1,399 for a custom 2D explainer, this is one of the highest-ROI marketing investments you can make.