Brands of all sizes invest heavily in initiatives to promote their brand awareness and acquire new customers. A large part of these investments goes into developing the right content to convert potential prospects into customers.
When it comes to video content, many brands are spending money on producing elaborate video productions with exciting storylines and strategic calls to action to inspire viewers in their favor. To ensure that the content provided can optimally develop its positive effect on brand awareness and customer engagement, video strategies are continuously being optimized. So far so good, but it is precisely at this ‘last mile’ that the crucial mistake happens: while the content itself may be of high quality, the presentation of the video experience is often poor – with the result that the entire content strategy, despite all the previous efforts, fails to achieve its goal.
We have always believed that a high-quality video experience, as opposed to a low-quality, constantly buffering video experience that tests a viewer’s patience, even with interesting content, is crucial to ultimately winning or losing a customer. If a brand becomes overly dependent on free video tools such as YouTube, this can potentially have a long-term adverse effect on brand reputation.
To explore this further, we worked with an external research firm to survey more than 1,200 consumers who watch online video at least twice a month to better understand consumers’ expectations of online video.
The following infographic summarizes the results, which show the importance of video quality and its impact on the brand. Brands that value their reputation could inadvertently harm themselves if they do not pay attention to quality aspects.
So what can brands do to avoid such problems? At Brightcove, we recommend a mixed distribution strategy that involves publishing video content on both YouTube and the brand’s own website. An online video platform like Brightcove Video Cloud makes it easy to publish high-quality, branded video experiences on the brand’s website, while also taking advantage of the enormous reach of social media sites like YouTube, Facebook, and other social networks. This allows companies to take back complete control of their image.
