Video marketing has been growing in popularity in recent times, and statistics from a Brightcove study provide some reasons why that’s the case. Fully three-quarters (76%) of the almost 4,500 adults surveyed in the US, UK and Australia report having made a purchase after viewing a marketing video.
The results bring to mind earlier research from Animoto, in which almost three-quarters of consumers reported being more likely to make a purchase after viewing an online video that explains the product or service.
The Brightcove report indicates that video holds even greater appeal among youth, as 85% of 18-34-year-olds said they’d made a purchase after watching a marketing video.
Video was ranked ahead of other digital channels including display, email and text ads in terms of memorability, per the survey’s results, with the youngest consumers again displaying an above-average likelihood to call it the most memorable form of content. Research from Nielsen has come to similar conclusions, finding that branded content such as educational videos perform better than pre-roll video ads across several KPIs including recall and purchase intent.
Part of that likely relates to video’s engaging nature, as close to half (45%) of the adults surveyed – and 56% of Millennials – said they find it more engaging than other content. Read the rest at Marketing Charts.
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