Social Video Viewing Enhances Purchasing

According to new research commissioned by Brightcove Inc, 74% of consumers say there is a connection between watching a video on social media and their purchasing decision-making process.

The global survey ‘The Science of Social Video: Turning Views into Value’ report revealed that 46% of viewers have actually made a purchase as a result of watching a branded video on social media, and another third have considered doing so. The report says further insights for brands include:

  • 81% of consumers currently interact with brands on social media and 43% have done so through watching branded video
  • 79% agree that video is the easiest way to get to know a brand online
  • The number one choice of branded content on social networks, video, was the most popular answer (31%)

Social video consumption has risen in recent months, says the report, presenting a growing window of opportunity for brands to get in front of their audiences on social media. The results showed that:

  • 67% of respondents watch more video on social networks, like Facebook, Twitter and Snapchat, than they did a year ago
  • The average consumer now watches 49 minutes of social video every day
  • 60% of viewers expect the amount of social video they watch to continue rising over the next year

The research also shed light on broader social video viewing preferences, says the report, important considerations, and insight for brands looking to succeed with their content:

  • Half of social video views take place on YouTube, 36% on Facebook, and the remaining 14% is divided between social networks like Snapchat, Twitter and Instagram
  • The top attributes looked for in branded social video were for content to be relevant to consumer interests (44%) and engaging (40%)
  • Facebook is the social network on which consumers are most likely to ‘like’ (51%), share (44%) or comment on (32%) a good social video
  • 45% of people are more likely to tell friends and family about a brand after watching a good video by that brand on social media, and 76% of people are more likely to watch a social video if recommended by friends or family, concludes the report.

To download the complete report, please visit here.



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