What: New research demonstrates how video content's influence extends beyond awareness to significantly impact consumer purchase decisions across multiple touchpoints, with creator-led content generating the highest trust and engagement.

Why it is important: With digital video interactions making consumers 2.5 times more likely to purchase compared to traditional TV advertising, this insight helps retailers adapt their marketing strategies to evolving consumer behaviours and platform preferences.

BCG's comprehensive analysis reveals a fundamental shift in how consumers interact with brands through their purchasing journey. Moving beyond the traditional marketing funnel, today's consumers engage through multiple touchpoints while streaming, scrolling, searching, and shopping. The research, based on a survey of 10,000 beauty and electronics consumers, demonstrates that video content plays a far more significant role than previously understood. Consumers are 2.5 times more likely to purchase from brands encountered through digital video interactions compared to linear TV, with creator-led content generating the highest trust levels. The study identifies five key consumer pathways, from detailed product research to spontaneous discovery, each requiring different marketing approaches. This understanding enables marketers to create influence maps for individual touchpoints, helping identify areas of under- or over-investment. The impact is substantial, with proper orchestration leading to more effective marketing strategies and higher ROI.

IADS Notes: Recent market evidence strongly validates the evolving influence of digital content on purchasing decisions. Last summer, the retail industry emerged as a leader in digital engagement, with nearly half of retailers reporting increased revenue from these initiatives. By March, 87% of retailers implementing new strategies witnessed revenue increases of 6% or more. Consumer behaviour has shifted significantly, with December data showing 38% of shoppers actively using digital content for purchase decisions. Success stories abound: in May, Estée Lauder's digital implementation reduced decision-making time from weeks to minutes, while in February, research revealed that 71% of consumers now expect personalised interactions. The industry's response has been decisive, as evidenced by BCG's June survey showing 83% of CMOs expressing optimism about digital implementation.

How video content drives consumer purchase decision