Roughly 6 in 10 US adults say they watch videos when they visit a brand website with video content, and 4 in 10 prefer watching a brand video over reading the same information, per results from a survey [download page] conducted by Levels Beyond. The study results add to a growing body of research suggesting that consumers have a healthy appetite for video marketing, with numerous surveys (such as this one) indicating that online product videos boost consumers’ purchase likelihood. But what types of videos do consumers want to see?
According to the Levels Beyond survey, consumers are most interested in how-to, instructional or tutorial videos (67%), followed by:
- comedy or spoof videos (42%);
- product/informational videos (34%);
- micro-documentaries, telling the story of a person or event (33%); and
- animations/infographic videos (30%).
For their part, marketers surveyed separately for the report indicated that they’re publishing videos from events (33%), how-to, tutorials or instructional videos (33%), interviews (30%) and testimonials (25%).
The study also notes the importance of social sharing, with 61% of consumers claiming they’d be more likely to watch company-produced videos that friends have shared and 38% believing a brand video is worth watching when it’s trending on social sites. The importance of social sharing was also seen in a 2012 study from Unruly Media, which found that viewers enjoy online videos they discover from a recommendation more than ones they discover through browsing.
Despite the apparent power of sharing, three-quarters of marketers surveyed for the Levels Beyond study rarely or never produce videos for their social media followers, and only 3 in 10 measure video success by the number of social shares.
While the survey also found that marketers aren’t prioritizing video, other research hasn’t found that to always be the case. A study released earlier this year from Ascend2, for example, found that two-thirds of marketers using video plan to up their spend this year, while a survey by Social Media Examiner found two-thirds of social media marketers to be planning to increase their YouTube activity.
About the Data: Levels Beyond surveyed more than 1,000 consumers and 500 marketing professionals in June 2014 through an online survey. Responses were collected from both male and female respondents, ages 18 and up, in the United States. Responses were random, voluntary and anonymous. The surveys consisted of approximately 20 questions, using multiple option questions with one or more answers.