According to new data released by Brightcove, a cloud video solutions provider, 75 per cent of consumers say they make purchasing decisions based on videos they view across social media. 46 per cent of the 5,500 respondents said that they actually made a purchasing decision based on branded video on social, and 81 per cent of respondents said they currently interact with brands across these channels.
Responses like this are part of the reason why Brightcove last month released Brightcove Social, which enables brands and publishers to edit, publish, and track videos across a number of social platforms along with their own websites.
Users of the platform can also compare analytics for each of the channels where the video is publishes, and can look at feedback such as likes, comments, and shares to get more insight into viewer preferences. More, customized can optimize content easily for each of the platforms it publishes to
“For marketers, enterprises, and media organizations using social platforms today, it’s the wild, wild west,” said David Mendels, CEO, Brightcove. “Each platform has different requirements, best practices, and ecosystems that makes the process for distributing and analyzing video over multiple platforms complicated. Brightcove Social is the first solution that simplifies the process by putting all the tools to edit, distribute, and analyze the performance of native social video in one place. The opportunity in this space is immense and Brightcove has made helping our customers take advantage of social video a top priority.”
Below, additional insights from ‘The Science of Social Video: Turning Views into Value’ report:
●Consumers prefer social video to all other kinds of social content, and they watch it about six hours per week on average.
●Two thirds (67 per cent) of respondents watch more video on social networks, like Facebook, Twitter and Snapchat, than they did a year ago
●The average consumer now watches just under an hour (49 minutes) of social video every day
●60 per cent of viewers expect the amount of social video they watch to continue rising over the next year
●When consumers have a positive social video experience:
48 per cent like the video
42 per cent share the video
38 per cent watch another video
37 per cent click through to further content
●When consumers have a negative social video experience:
33 per cent are less likely to watch more video
29 per cent are less likely to purchase/become customer
20 per cent would discourage others from interacting with the brand
●Consumers have their opinions about where the social networks can improve:
48 per cent said they want more relevant content
47 per cent said they want more engaging content
48 per cent said they want faster video loading
41 per cent said they want better video quality
●Half of social video views take place on YouTube, a third on Facebook (36 per cent) and the remaining 14 per cent 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 per cent) and engaging (40 per cent).
●Facebook is the social network on which consumers are most likely to ‘like’ (51 per cent), share (44 per cent) or comment on (32 per cent) a good social video.
●After watching a video on social media, consumers will ‘like’ it 47 per cent of the time, share it 37 per cent of the time and click through for more information 33 per cent of the time.
●45 per cent of people are more likely to tell friends and family about a brand after watching a good video on social media – and 76 per cent of people are more likely to watch a social video if recommended by friends or family.
●Two thirds (67 per cent) of respondents watch more video on social networks, like Facebook, Twitter and Snapchat, than they did a year ago.
●The average consumer now watches just under an hour (49 minutes) of social video every day.
●60 per cent of viewers expect the amount of social video they watch to continue rising over the next year.