Video Essentials

Consumers Watch Most Brand Video on Facebook, Instagram, Snapchat

Where should companies feature their branded video content? While YouTube might seem like the logical first destination, more consumers watch branded videos on Facebook, Instagram Stories, and Snapchat. That finding comes from marketing video creation company Animoto which just released its report “The State of Social Video: Marketing in a Video-First World.”

Animoto questioned 1,000 consumers and 500 marketers for this report, so it got a perspective of both sides. Consumers find online video a useful tool when making a purchase: 64 percent said watching a marketing video on Facebook influenced a purchase within the last month.

The most popular time for consumers to watch online marketing videos is in the evening (56 percent), followed by afternoon (43 percent), before bed (38 percent), lunch hour (33 percent), and middle of the night (16 percent). How consumers watch those videos is a lot simpler: 84 percent watch on mobile devices.

Marketers now realize online videos are an essential for campaigns, with 48 percent creating 4 or more videos every month, and 27 percent creating 6 or more videos every month. Overwhelmingly, that online content is repurposed: 92 percent of marketers create online videos with assets they already have in-house.

Yesterday, reported on the rising use of vertical videos. Animoto’s report backs that up, saying 81 percent of marketers optimize their social videos for mobile devices, while 39 percent create square or vertical videos.

With many branded videos watched at work, savvy marketers know they need to get their message across without audio. Quoting Digiday, Animoto notes that 85 percent of Facebook videos are watched with no audio. It also found that 39 percent of consumers are more likely to finish a video if it has subtitles. No wonder 67 percent of marketers place text over their video imagery most or all of the time, while 51 percent use closed captions most or all of the time.

For more information, see Animoto’s blog post and infographic.


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