Music videos

Music Videos Impact Buying Decisions |


November 3, 2021

As we approach the busiest months of retail and advertising, music video network Vevo released a new study exploring consumer relationships with music videos and how this can influence buyer behavior.

Vevo’s survey of 2,000 UK consumers, conducted by OnePoll, comes at a time when brands are looking to capture the hearts and minds of consumers as Christmas approaches. While the results can inform brands’ advertising campaigns throughout the year, the results are particularly revealing for this holiday season, the most critical selling time of the year.

Engage a younger audience

Most notably, Vevo’s research shows that music videos had the greatest impact on Gen Z, a key demographic with growing purchasing power. The main findings include:

  • 42% were inspired by an artist or a music video to buy a particular item of clothing
  • 57% think music videos have had an impact on culture by changing fashion trends
  • 53% admitted to watching a video if the celebrity is popular, further highlighting how an artist’s influence can make or break sales

Overall, 61% of the total number of people surveyed (all age groups combined) said music videos caused them to change their behavior in some way, from recreating a fashion look or hairstyle especially when visiting a specific part of the world. Their main reasons for watching music videos were to lift their spirits (35%) and make them nostalgic (31%). These statistics clearly illustrate that music videos can be a source of escape and create strong emotional ties which can in turn fuel certain purchasing behaviors.

Likewise, 71 percent felt that music videos had an impact on culture – from changing perspectives on fashion trends to more serious topics, such as mental health awareness and politics. Overall, this demonstrates the influence that music videos can have in capturing emotion and changing hearts and minds.

“This research confirms what Vevo has long known: the emotional connection generated by video clips, coupled with their cultural relevance, can have a significant impact on buyer behavior and help drive sales,” notes James Cornish, vice-president. president of international sales, Vevo. “Our catalog of premium music videos are particularly sought after by Gen Z and we are currently reaching 87% of this demographic each month, which is more than the rest. Island of love and other popular culture shows for young people through linear. With a rotation, always on advertising revenue such as artist buyouts, sponsorship of music video premieres or playlists, Vevo offers advertisers and brands a plethora of ways to capitalize on an increasingly engaged audience. and traditionally difficult to reach.

Win hearts and minds this Christmas

These results can inform brands’ advertising campaigns throughout the year, but the results are especially telling during the holidays. In 2021, we’re living in the lead-up to Christmas earlier than ever, forcing brands and advertisers to step up to capture attention and drive more sales, Vevo said.

“In the UK we are all incredibly aware of the need to start Christmas shopping early to avoid disappointment,” says Cornish. “External factors and the desire for a more merry Christmas after the lockdown caused our branding and advertising partners to have to start their Christmas campaigns early. This has put increased pressure on the advertising and sales teams and as a result we have seen the most premium parts of our inventory sell out sooner than ever.

“At Vevo, we offer many ways to support this process – from sponsoring a Christmas playlist, to intelligently pairing campaigns with our Moods offering to generate a more engaged and emotional response. The responses music videos can generate work well with holiday campaigns, and the impact of our content on buyer behavior can help brands really stand out this Christmas, ”he concludes.