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Consumers respond to branded video

News, 21 November 2016

BOSTON: Nearly half (46%) of consumers have made a purchase as a result of watching a branded video, while another third (32%) have considered doing so, a new global survey has found.

Brightcove, a video cloud services company, worked with research firm Vanson Bourne to examine the social video preferences of 5,500 adult consumers in the US, UK, France, Germany and Australia. US respondents accounted for 2,000 of the total.

The study provided further evidence that consumers worldwide are highly engaged with social media and video, but it also drilled down into how willing they are to interact with brands that deliver good viewing experiences.

It found an impressive 81% of consumers currently interact with brands on social media, with 43% having done so through watching branded video.

A full 79% of respondents agreed that video is the easiest way to get to know a brand, while almost a third (31%) named video as their top choice of branded content on social networks.

David Mendels, CEO of Brightcove, said the sheer amount of time that consumers spend on social media represents a major opportunity for brands, although he cautioned that brands should not adopt a "one size fits all" approach.

"In recent years a clear trend favouring video content on social media has emerged – especially as social giants like Facebook have moved to ensure video is prominent within the consumer news feed," he said.

"We're at a point now where the billions of daily views and millions of viewing hours represent a significant opportunity for brands striving to engage with their audiences online. But it's not without its challenges."

To help brands succeed with their content, the survey also explored consumers' attitudes about particular social networks and attributes.

The survey revealed that YouTube accounted for half of all social video views, followed by Facebook (36%), with the remaining 14% divided between other social networks, such as Snapchat, Twitter and Instagram.

Facebook was the social network on which consumers were most likely to "like" a good video (51%), share it (44%) or comment on (32%), but they required branded video to be relevant to their interests (44%) and engaging (40%).

The power of recommendation emerged as another important consideration for brands because 45% of respondents said they were more likely to tell family and friends about a brand after watching a good branded video on social media.

Furthermore, about three-quarters (76%) said they were more likely to watch a social video if it was recommended by family or friends.

"Brands need to be able to quickly and easily serve, manage, measure and adapt their video content across the ever-evolving landscape of social networks – not to mention their owned and operated properties," Mendels concluded.

Data sourced from Brightcove; additional content by Warc staff