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Video marketing has been growing in popularity in recent times, and new statistics from a Brightcove study provide some reasons why that’s the case. Fully three-quarters (76%) of the almost 4,500 adults surveyed in the US, UK and Australia report having made a purchase after viewing a marketing video.

The results bring to mind earlier research from Animoto, in which almost three-quarters of consumers reported being more likely to make a purchase after viewing an online video that explains the product or service.

The Brightcove report indicates that video holds even greater appeal among youth, as 85% of 18-34-year-olds said they’d made a purchase after watching a marketing video.

Video Considered Memorable, Engaging

Video was ranked ahead of other digital channels including display, email and text ads in terms of memorability, per the survey’s results, with the youngest consumers again displaying an above-average likelihood to call it the most memorable form of content. Research from Nielsen has come to similar conclusions, finding that branded content such as educational videos perform better than pre-roll video ads across several KPIs including recall and purchase intent.

Part of that likely relates to video’s engaging nature, as close to half (45%) of the adults surveyed – and 56% of Millennials – said they find it more engaging than other content.

All told, 36% of the sample – and 46% of the 18-34-year-olds surveyed – said that video is their most preferred form of brand communication. (Email is typically seen as the preferred mode of brand communication, but those studies typically compare email with other formats such as direct mail, SMS and social media.)

Most Will Engage With A Brand After Viewing A Video on Social Media

Social media has become an important vehicle for video content, favored particularly for its scale and engagement. And consumers are responding: past research from Brightcove has found almost half of consumers watching branded video on social media, and it’s highly likely that figure has increased in the past couple of years. In fact, more recent data from Nielsen reveals that among those who watch video content within social media sites and apps, fully 72% of smartphone users in the 18-34 age bracket do so on a daily basis.

The Brightcove study finds that 53% of adults overall – including two-thirds (66%) of Millennials – claim to engage with a brand after watching a video on social media. Most commonly, these respondents followed up by visiting the brand’s website or conducting further research.

Brands can make it easier for viewers to engage by including distinct calls to action, which almost half (45%) of respondents and 57% of Millennials find useful. These CTAs can include links at the end of videos, for which around one-third of consumers and 4 in 10 Millennials expressed interest.

Finally, there seems to be some appetite for shoppable video content, too: 23% of respondents overall and 30% of Millennials are interested in access to links that allow them to directly purchase a product.

In other highlights from the report:

  • About 6 in 10 respondents find it important for products and services to share information through video; and
  • Video is most valued when consumers are shopping for personal electronics (56%), home appliances (52%), tools (48%) and computer software (47%).

About the Data: The results are based on a survey conducted by YouGov in September 2018 among 4,446 adults (18+) in the US, UK and Australia. All figures have been weighted and are representative of the adult population in those markets.

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