PopSugar Study Reveals What Women Want in Online Video

To helps brands better understand what women look for in online video, lifestyle and entertainment sites PopSugar and Ulive worked together on a study. After questioning a group of U.S. women aged 18 to 49, the study found that being inspirational, authentic, and useful are key.

Inspiration. Women like videos that entertain and inspire. Of those surveyed, 74 percent said that lifestyle videos entertained them and 71 percent said lifestyle videos help them learn.

popsugarMotivation. Whey they’ve seen something they like, they pursue it: 66 percent sought out more information after watching lifestyle videos, and 60 percent shared them with friends and family.

Engagement. Many women like brand involvement in lifestyle videos: 54 percent watch lifestyle videos to learn more about brands and their products. Half of the women who watch 240 minutes or more of lifestyle video per month have visited a physical store to buy something they saw in a one of the videos.

Authenticity. Women connect best with videos that are fun (59 percent), feel authentic (48 percent), and demonstrate a passion about the topic (38 percent).

Education. Online video plays an important teaching role: 54 percent of those surveyed said they would rather watch a makeup how-to video than have their makeup done in a department store. Also, 49 percent said they’d like to see more how-to videos.

When trying to reach women, offer them videos that are both educational and entertaining, stresses Lisa Choi Owens, the COO of Ulive.

And whatever you produce, remember to keep it positive.

“One of the most interesting findings is the desire women have for content that is positive in tone,” says Rob McLoughlin, vice president of PopSugar Insights. “With the large amount of negative and salacious commentary found on the web, women increasingly seek funny, profound, and inspirational videos that are compelling and entertaining,”


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