Online video is no longer a helpful extra—it’s now expected. Animoto, a company that lets customers create videos in minutes, has released its Online and Social Video Marketing Study for 2015, and the results show how consumers think about online marketing video. People now expect and want brand videos: 56% said that if a company has a website, it should feature some video.
Animoto also found that consumers were four times more interested in watching a video about a product than reading about that product. When companies don’t use video, Animoto cautioned, 24.7 percent of shoppers say they lose interest.
Besides website use, Animoto’s study also looked at brand videos on social networking platforms. The study found that 84.2 percent of shoppers have liked a company video that showed up on their newsfeed, while 47.4 percent have shared a company video. Facebook was the most popular social network for watching brand videos.
Online video is highly tied to purchases. Animoto found that 74.9 percent of respondents said that watching a product video before making a purchase was helpful, while 60.9 percent find it helpful to watch a product video more than once.
Animoto worked with Market Cube to create the survey, which questioned 1,051 consumers in February 2015. Look to Animoto’s blog for an infographic based on the results.