Marketers are feeling increasing pressure from the C-suite to prove their value, and branded social media videos may provide it. Created to tell an interesting story and cultivate a brand's overall reputation, these quick-hit videos are playing an increasingly vital role in driving consumer engagement, loyalty, and sales.
Consider a 2016 study by Brightcove titled "The Science of Social Video: Turning Views Into Value." Forty-six percent of the 5,500 consumers surveyed said they have made a purchase as a result of watching a branded video on social media, while another 32 percent have considered doing so. Of those who made...