The New Reality of Consumer Choice
Every scroll feels endless. Brands compete for seconds of attention as consumers navigate through crowded social media feeds. Seeing a brand is no longer the challenge; deciding to trust it is. The path from curiosity to purchase now needs more than reach. It requires trust, detail, and a human connection that static ads cannot deliver.
Video is where these elements converge. On YouTube, viewers watched over 35 billion hours of shopping-related content last year¹. Ads seen on connected TVs drove more than one billion conversions². These figures show more than scale. They reveal how video, and YouTube in particular, has become the engine where discovery turns into decisions.
The “video shopping journey” now defines how people buy. Video offers two things modern consumers seek most. It delivers trusted information to help them research and validate choices. It connects them to creators whose voices make decisions feel personal and informed. For brands, understanding how these elements work is vital to moving shoppers from passive viewers to confident buyers.
Seven Ways People Now Shop Online
Shopping online has evolved into multiple paths, each driven by a distinct need. Research by Material, based on diaries, interviews, and surveys of U.S. shoppers³, identified seven distinct journeys.
Some people act on impulse. They notice a product by chance, feel a spark of curiosity, and explore briefly. Many do not buy right away, but they store the intent for later. Others pursue passions. They browse categories they are familiar with, watch for new options, and wait for the right price. Some shop through a visual lens. They start with a look they want to create and use video to explore products that match that vision.
Newcomers, often referred to as rookies, seek guidance. They need ideas and advice to make sense of choices. “Quest for the best” shoppers take a deep dive, comparing details until they feel certain. Others prefer to “buy and try,” ordering multiple products with the expectation that returns may follow. Quick-fire shoppers act fast, replacing essentials or meeting urgent needs with little research, which drives the highest rate of same-session purchases.
Brands may wish every shopper behaved like a quick-fire buyer, but most journeys are slower and more deliberate. They unfold across days or weeks. They involve exploration, validation, and reassurance. Video meets people in all these states. It delivers the information that helps them move forward, no matter where they start.
Why Information Builds Confidence
Consider a simple moment. You read a news piece about water quality and remember you need a new filter. You have never purchased one. Should you buy a simple pitcher or invest in a countertop system? Which option is worth the cost?
Like many shoppers, you turn to YouTube. In minutes, you find videos comparing purifiers and filters. You watch the Good Mythical Morning hosts test models side by side. By the time you choose, you feel certain a countertop filter fits your needs and your kitchen design.
This path is common. For purchases that require careful consideration—such as home appliances, technology, and travel—people crave detailed reviews, tutorials, and comparisons. These steps meet a psychological need for confidence. Seeing and hearing information in context makes decisions feel less risky and more grounded.
Research confirms that YouTube is the top source for product reviews and information, even among Gen Z, ahead of TikTok and Instagram⁴. Long-form videos provide depth. Shorts highlight quick features and comparisons. Together, they serve both the need for thorough research and fast, digestible insight, anchoring the video shopping journey.
Trust in Creators as a Decision Driver
Information alone is not enough to move people. Shoppers also seek voices they can trust. Increasingly, these voices belong to independent creators who build lasting communities around shared interests. They are not scripted spokespeople. They are individuals whose recommendations seem grounded in personal experience and expertise.
A Kantar survey found that 78 per cent of U.S. viewers trust YouTube creators most for product recommendations, more than any other video or social platform⁵. These creators accelerate decision-making because their audiences trust their motives and credibility.
That trust shortens the buying cycle. Material’s research shows YouTube influence cuts the average video shopper’s journey by six days⁶. Trust reduces doubt, lowers the urge for extended research, and helps people act sooner.
Creators serve many shopper profiles. A design-minded viewer may be drawn to a video on minimalist furniture ideas. A tech buyer might rely on a detailed device comparison. Both find value because the advice comes from a trusted source, not a faceless advertisement.
Why Video Works for How We Decide
Visual Context Reduces Effort
Humans process visuals faster than text. Watching a product in use lowers mental strain. It removes the need to imagine function or scale. This reduction in cognitive load helps people feel confident about their choices sooner. Seeing a trusted creator test a filter or style a room does more than inform; it allows the brain to lock in the decision.
Social Proof Reinforces Decisions
Creators also act as social proof. Their recommendations function as credible signals that a product is worth considering. Behavioural research shows that social proof reduces hesitation, especially in decisions involving risk or unfamiliarity. Viewers read trust as a cue that they can act without regret.
Active Engagement Strengthens Memory
Watching and interacting with video deepens memory. Liking, commenting, or even replaying a clip improves recall. Memory drives follow-through. Shoppers who remember what they learned and who taught it are more likely to act on that information later.
These forces explain why video significantly influences the shopping journey. It reduces effort, fosters trust, and creates lasting impressions that translate into action.
The Role of Video After the Purchase
Video continues to add value after people buy. Many shoppers return to YouTube for tutorials or performance demonstrations. This post-purchase use matters. Ipsos found that buyers who used YouTube during their shopping experience rated their purchases higher in terms of quality, brand trust, and reputation than those who did not⁷.
These moments reinforce satisfaction and lower returns. They strengthen the bond between the buyer and the brand, encouraging repeat purchases. They also sustain the loop of trust. Customers who validate their choices through creators are often more likely to return to those same channels for their next decision.
What This Means for Brands
Reaching consumers is no longer enough. The brands that thrive will be those that meet people across the video shopping journey, at every stage. They will offer long-form content to inform, Shorts to highlight and inspire, and creators to bridge curiosity and action with credibility.
The strength of this approach lies in its relevance. It supports how people actually make decisions, not just how they discover information. It reduces hesitation, builds trust, and turns exploration into confident action. As habits evolve, brands that adopt this layered video strategy will not only capture attention; they will also earn the decision.
References
- YouTube Data, Global, Jan. 27, 2024–Jan 26, 2025.
- Google Data, Global, April 17, 2024–April 15, 2025.
- Google/Material, U.S., Role of Video in Shopping Journey, N=2,420, Aug.–Sept. 2023.
- Traackr, U.S., 2025 Influencer Marketing Impact Report, n=1,000, Sept. 2024.
- Google/Kantar, U.S., Future of Video, n=3,161 total, Jan.–Feb. 2025.
- Google/Material, U.S., Role of Video in Shopping Journey, N=2,420, Aug.–Sept. 2023.
- Google/Ipsos, Multi-country, Holiday Shopping Study, Oct. 2024–Jan. 2025.
