46% of consumers make purchases after watching videos

Almost half (46%) of consumers held purchases after seeing a video of branded content, while 32 percent consider the possibility, reveals a new global study of Vanson Bourne made for Brightcove, titled '' The Science of Social Video: Turning Views into Value ''. We analyzed the preferences of 5,500 adults in United States, United Kingdom, France, Germany and Australia.
The research has strengthened the evidence that consumers around the world are highly involved with social media and videos and also showed how they are willing to interact with brands that offer good viewing experiences. According to the study, 81% of people interact with the brands on social networks.
79% of respondents agreed that the video is the easiest way to get to know a brand, while almost a third (31%) ranked the video as their primary choice of branded content on social networks.
David Mendels, CEO of Brightcove, pointed out that the time that consumers spend on social media represents a great opportunity for brands, noting, however, that advertisers need to have different approaches.
The research revealed that YouTube is responsible for half of the views of online videos, followed by Facebook (36%) and the other 14% divided between Snapchat, Twitter and Instagram.
Facebook is the social network where consumers are more likely to enjoy a video (51%), share (44%) or comment (32%), but at the same time they require this brand content is relevant (44%) and surroundings (40%).
The power of recommendation emerged as another important consideration for the brands because 45% of respondents said they are more likely to talk about a brand to family and friends after watching a video of branded content on social networks. In addition, 76% say it was more likely to watch a video if it was recommended by family and friends.
"Brands need to be prepared to serve, manage, measure and adapt their content quickly in social media", finalized Mendels.