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Consumers more likely to share and comment on video content than text


By Ishbel Macleod, PR and social media consultant

April 26, 2013 | 2 min read

Consumers are more likely to share, ‘like’ or comment on an online video than a text article, with humour being the number one reason.

A survey by Usurv of 1,000 UK adults found that 56 per cent of people said they had “liked” online video content, 39 per cent said they had shared a video and 36 per cent had commented on video content; compared with 40 per cent, 26 per cent and 27 per cent on text articles, respectively.

Half (51 per cent) said they had shared, commented on or “liked” a video because “it was humorous” and 30 per cent because they “knew others would want to see it”.

Guy Potter, research director at Usurv, said: “The important finding for digital and content marketers is that people tend to engage with video more deeply than simple text articles.

“And interestingly, 59 per cent of people said they are more likely to watch a video if it has already been shared, commented on or liked by someone they know – so there is evidence to support the much-talked-about viral potential of online video.”

When asked what puts them off videos, 49 per cent of survey respondents said the presence of an advert at the start, followed by if the video was “too low quality” (17 per cent) and “too salesy” (15 per cent). Nearly one in ten (eight per cent) said they are put off by videos not being informative enough.

In the mood to watch a video now? We recommend checking out the Viral Video Chart: Evian’s dancing babies come top this week.


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