Science of Wanderlust, 2025 · 7,000 travelers across seven markets. Participants had recently traveled and seen travel content that influenced a decision.

61%

The details that decide.

61% of surveyed shoppers considered product images and videos the most important product-page element when deciding whether to complete a purchase.

Salsify

Research notes

2026 Consumer Research · 2,712 shoppers in the US, UK and Canada, surveyed in October 2025. Images and videos measured together.

48.6%

Short format. Real value.

48.6% of marketers cited short-form video among the media formats delivering the biggest ROI. Long-form and live-streaming video followed in the ranking.

HubSpot

Research notes

2026 State of Marketing · 1,500+ marketers globally. Share of respondents, not a percentage increase in ROI.

34.5%

Lower cost per result.

In Meta’s Reels-only tests, vertical 9:16 video with audio and key creative elements inside the safe zone achieved a 34.5% lower cost per result than image ads.

Part of the decision.

LinkedIn reports that 95% of surveyed B2B buyers said video played a vital role along their path to purchase.

Research notes

LinkedIn Marketing Solutions · March 2026. Cites external buyer research; this is not a Buba performance claim.

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These findings come from different research settings. They show possibilities, not guaranteed results from Buba Productions.