Recent studies are reinforcing the efficacy that video marketing boasts by taking a look at how consumers respond to online video content.
According to Net Imperative, a September Brightcove study of 2,000 people around the world found that an amazing 76% of consumers consider video to be their preferred form of online content when researching information on brands. Almost a quarter — 24% — of consumers reported that video is their “most trusted” form of marketing content.
Another study, conducted by Levels Beyond, revealed that 59% of consumers are likely to watch video marketing content if they visit a website. Moreover, 61% will watch a marketing video if a friend shares it on his or her social media page.
The Levels Beyond study also found that marketers aren’t prioritizing video as much as they should to take advantage of consumers’ preference for it. Some 75% of marketers surveyed reported that they don’t see video production outside of TV commercials to be a top priority, Content Standard reports. This marks a significant gap between consumer taste and the marketing world’s attempts to reach consumers.
Almost across the board, consumers enjoy watching video that entertains and engages with the use of humor or an informative stance.
“Sixty-seven percent of consumers said they want to watch how-to, instructional, or tutorial videos, and 42 percent want to watch comedy or spoof videos,” the Content Standard article reports. “Micro-documentaries or testimonials, and animation or infographics, pique the interest of about 30 percent of consumers.”
But again, most marketers don’t seem to be delivering the kind of content that consumers are hoping to see. The Levels Beyond study found that marketers are more likely to create event videos, video interviews and testimonial-based content — not exactly what consumers reported wanting to watch.
These studies show that consumers highly prefer specific video content to other types of content — yet marketers still have a long way to go to adapt to consumers’ tastes and optimize the impact of their video content among the billions of people surfing the web each day.
Do you agree with these studies’ findings? Share your thoughts with us in the comments below.