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BOSTON, November 15, 2016 – Three quarters (74%) of consumers say there is a connection between watching a video on social media and their purchasing decision-making process, according to new research commissioned by online video solutions provider, Brightcove Inc. (NASDAQ: BCOV).
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%) of viewers have actually made a purchase as a result of watching a branded video on social media and another third (32%) have considered doing so. Further compelling insights for brands included:
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:
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 – important considerations and insight for brands looking to succeed with their content:
Further findings from the research are detailed in the full report, which can be downloaded here: http://go.brightcove.com/marketing-social-research-US.
Brightcove’s social video product offering, Brightcove Social – designed to help organizations manage their native video presence across social networks and owned sites via one easy-to-use, central management and analytics platform – is also available to businesses today.
Notes to Editors:
*Generation Z denotes respondents aged between 18 and 24.
Vanson Bourne, the research firm that conducted the survey, interviewed 5,500 consumers, aged 18+, in the following countries: the UK, France, Germany, US and Australia (1,000 respondents in the UK, France and Germany, 2,000 in the US and 500 in Australia). Fieldwork was conducted in September-October 2016.
Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, distributing, measuring and monetizing video across devices. Brightcove has thousands of customers in over 70 countries that rely on the company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit www.brightcove.com.
WE Communications for Brightcove
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