Consumers Crave Videos, But Brands Aren’t Creating Them: Report

Video isn’t a priority for many brand marketing teams, says a report by Levels Beyond, a video content management solution company. That’s a problem because — as the same report points out — viewers are interested in watching brand videos.

LevelsBeyondImagine creating a commercial that potential customers want to watch, and then squandering the opportunity. That’s what companies are doing when they don’t put brand video on their sites, says Levels Beyond. It surveyed over 1,000 consumers and over 500 marketers, and discovered that 59 percent of viewers are likely to watch video when visiting a company site with brand content. However, 75 percent of surveyed marketers say creating online brand video simply isn’t a priority at their company.

Levels Beyond also looked into how consumers find the brand videos they watch, and learned that 61 percent of viewers are more likely to watch brand videos that have been shared by friends. While marketers should understand the value of social networking, the report says they don’t: 73 percent of surveyed marketers measure a video’s success by the number of views it gets rather than the number of shares.

A few other stats from the report:

  • 71 percent of marketers know that brands should create original online video, but 40 percent say their brands rarely do so.
  • Millennials love online video: 51 percent would rather watch a video than read text with the same information.
  • 42 percent of consumers like companies to share videos online.
  • Nearly half of marketers (47 percent) say they won’t increase their online video production this year.

To read more of Levels Beyond’s results, download the full report for free (registration required).


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