Where are consumers most receptive to commercial videos? Where do viewers not just put up with but actually enjoy brand videos? According to a report from Animoto, Facebook, YouTube, and Instagram lead the way.
Animoto, a company that helps businesses make videos quickly, released its State of Social Video report today, and the results are useful. One question asked viewers the platforms where they most enjoyed watching social videos from brands. People were allowed to pick up to three answers.
Facebook came it first with 65 percent of those surveyed, YouTube next with 61 percent, and Instagram third with 18 percent. That’s a big drop off before the number three spot, and it suggests that there are really only two platforms where people enjoy watching branded video.
If a large number of people really enjoy brand videos on those two platforms, what type of content do they want to see? The top vote-getter was how-to videos (35 percent), followed by sale videos (18 percent), and top 5 lists (13 percent). In this question, those surveyed could only pick one answer.
For the record, the least popular types of brand videos on social platforms are editorial or topical videos (4 percent) and videos featuring the company founder or owner (4 percent).
Other choice stats from the report:
- 46 percent of consumers watch more video ads on social media than on TV.
- 73 percent of consumers say a brand’s social media presence has had an impact on a purchase decision.
- 48 percent of consumers say a brand video on Instagram has impacted a purchase decision (compared to 31 percent who said the same in 2017).
Animoto surveyed 1,017 U.S. adults to get it results, running a web-based survey in late August and early September of this year. View the company’s infographic for more data.