Marketing's next big thing? Brands are finding increasing success with social media videos

Matthew Schwartz

This article details how brands are successfully using social media videos to engage with consumers and notes some ways in which they do this.

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...

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