Brands of all sizes invest significantly to build brand awareness and attract new customers. For many brands, a large portion of that investment is focused on creating content experiences that will help turn prospects into customers.
When it comes to video content, brands invest in high production video assets with great storylines and strategic calls to action to guide the viewer. They continually work to optimize their video strategies to ensure that content is having a positive impact on brand awareness and engagement. But, while the content may be high quality, the sad truth is that often times the presentation of the video experience has issues. As a result, the entire content strategy falls short of meeting its objectives.
We've always believed that a high-quality video experience versus a poor-quality, constantly-buffering video experience can often be the difference between gaining a customer and losing one. And that an over-reliance on free video tools like YouTube can potentially have negative long-term effects on brands’ reputations.
To investigate this further, we partnered with a third party research firm to conduct a survey of more than 1,200 consumers who watch online video at least twice a month to understand their expectations of video experiences.
In short, we found:
- 75 percent of consumers report experiencing some buffering and freezing when trying to access video content on YouTube.
- 33 percent of online video viewers who watch content via YouTube report that they encounter buffering that interrupts at least half of the videos they consume.
- One third of consumers who experience buffering issues report that they will abandon the video rather than wait for it to resume.
- When consumers are confronted with poor-quality video, they are 62 percent more likely to have a negative perception of the brand that published the video.
- Also, 23 percent of consumers who have been presented with a poor-quality video experience would hesitate to purchase from the brand.
The infographic below captures the full results, which prove the importance of video quality and the impact it can have on a brand. It’s clear that brands which are fanatical about their image might be unknowingly hurting themselves by not taking quality issues into account.
So what should brands do to avoid these issues? At Brightcove, we’ve always recommended a blended distribution strategy that includes publishing video content to YouTube, as well as to the brand’s own website. An online video platform like Brightcove Video Cloud makes it easy to publish high-quality, branded video experiences on a brand’s website, while also taking advantage of the inherent reach of social destinations like YouTube, Facebook and others. This puts power and control of the brand image back in the hands of the brand, where it belongs.
Learn more about our survey and what it means for brands in this month’s Bright Ideas video below, featuring Chris Little, Brightcove’s director of product marketing.