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Consumers link social media viewing to making purchases

London - New research by Brightcove, a company that pioneers video solutions and content, three quarters of consumers say there is a connection between watching a video on social media and their purchasing decision-making process.

The global survey – conducted with 5,500 consumers in the UK, France, Germany, US and Australia, and published in Brightcove’s ‘The Science of Social Video: Turning Views into Value’ report – revealed that nearly half (46 percent) of viewers have actually made a purchase as a result of watching a branded video on social media and another third (32 percent) have considered doing so. Further compelling insights for brands included:

Consumers interact with brands on social media

81 percent of consumers currently interact with brands on social media - two fifths (43 percent) have done so through watching branded video Eight in ten (79 percent) agree that video is the easiest way to get to know a brand online. When asked for their number one choice of branded content on social networks, video was the most popular answer (31 percent).

The findings also highlighted the extent to which social video consumption has risen in recent months, resulting in a growing window of opportunity for brands to get in front of their audiences on social media. The results showed that:

Two thirds (67 percent) 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.

Trend for social media video has emerged

David Mendels, CEO of Brightcove, explained, “In recent years a clear trend favoring video content on social media has emerged – especially as social giants like Facebook have moved to ensure video is prominent within the consumer news feed. We’re at a point now where the billions of daily views and millions of viewing hours represent a significant opportunity for brands striving to engage with their audiences online. But it’s not without its challenges.

“When it comes to successful online video there’s certainly no such thing as ‘one size fits all’. With so many social networks to be visible on, and each one having its own technology and culture, delivering the relevant, timely and tailored viewing experiences that consumers demand can be a complex task. Brands need to be able to quickly and easily serve, manage, measure and adapt their video content across the ever-evolving landscape of social networks – not to mention their owned and operated properties. ”

The research also shed light on broader social video viewing preferences – 45 percent 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 percent of people are more likely to watch a social video if recommended by friends or family.

Photo credit:Burberry YouTube Channel