New data from AuctionsPlus highlights the growing value of video content in cattle sales, revealing that the number of videos included in an assessment significantly influences the average price per head achieved.
The way cattle listings are presented on AuctionsPlus play a crucial role in capturing buyer interest and influencing final bid prices.
Listings of Angus steers weighing 350–380kg have seen consistent price premiums over the past five years (2020–2024) when more videos are uploaded during the sales process.
The analysis divides sales data based on the number of videos used in assessments, ranging from zero to three or more.
No videos: Cattle assessments without any video averaged $1,650/head across the five years.
One video: Including a single video increased the average to $1,704/head—a $54 improvement.
Two videos: Adding a second video maintained the $1,704/head average, but increased buyer engagement, as noted in previous AuctionsPlus trends.
Three or more videos: Listings with three or more videos achieved the highest return, averaging $1,740/head—a $90 premium over listings without videos.
The importance of videos has grown year-on-year. For instance, in 2024, sellers using three or more videos achieved an average of $1,304/head—outperforming those with no videos by more than $60. This trend aligns with the platform's focus on enhancing buyer confidence through comprehensive visual content.
Videos offer buyers a dynamic view of cattle condition, mobility, and temperament, delivering insights that static images or written descriptions cannot. This level of transparency builds trust, encourages competition, and can ultimately drive higher prices.
In general, AuctionsPlus has found that listings with more videos provide buyers with greater confidence, potentially translating to higher willingness to bid.
Detailed visual representation allows buyers to assess the quality, health, and characteristics of cattle more thoroughly, reducing buyer uncertainty.
While market conditions fluctuate, the strategic use of visual presentation remains a consistent factor in achieving better auction outcomes.
Assessors should consider investing time in capturing comprehensive images to enhance the attractiveness of their listings and ultimately boost their profitability.
Regarding what to capture in the videos, you can read here how to best video your livestock.
Unsure how to upload videos in your assessment? Read more here.
