More than 3 in 4 adults surveyed across 5 markets report interacting with brands on social media, and close to half (including 45% in the US) say they watch branded videos on social, according to a report [download page] from Brightcove. Across social platforms, respondents are most apt to discover video content when scrolling through feeds (62%) and when shared by someone on their network (49%).
With video sharing important for discovery, it’s important to note that consumers estimated sharing videos on social media more than 1 in every 3 times they watch them. Key drivers of branded video engagement include engaging content, relevance to the respondent’s interests and high quality. Failure to meet these criteria can have an impact on brands, as some consumers said they would be less likely to watch more content from the brand (33%) and less likely to become a customer (29%) after watching a “bad brand video” that is irrelevant to them or comes across as too promotional.
Indeed, the most important factors for converting viewership to sales are the right level of information on the brand or product in question (57% of respondents noting this as a factor) and the video being relevant to the consumer’s interest (54%).
Overall, YouTube is the preferred destination for viewing social video, followed by Facebook. It also is the favored platform for branded videos, according to Google-sponsored research, which found 69% of respondents saying they prefer YouTube for videos uploaded by brands, compared to 30% for the next-highest, unnamed, competitor. YouTube is also one of the top social platforms used for product discovery, according to a recent study.
About the Data: The Brightcove data is based on survey conducted by Vanson Bourne among 5,500 consumers aged 18 years old and over in the following countries: the UK, France, Germany, US, and Australia (1,000 respondents in the UK, France and Germany, 2,000 in the US, and 500 in Australia). Fieldwork was conducted in September-October 2016.