When it comes to developing a web video marketing strategy, it has become fairly easy to recognize which elements determine its success, and while these aspects can be easily duplicated, such as, structuring, working, quality, etc. there are an infinite amount of various factors that have a subtle influence on the audience and that can impact the effectiveness of a video campaign even further in the long run. However, new studies and surveys, through carefully conducted and monitored research, are finally beginning to tap into and understand the more fine-tuned workings that certain methods and techniques used by such campaigns have on the viewer. For example, one of these analyses reported on the affects that a videos method of reception can have on the audience; this then created a chain effect of internal reactions which can ultimately determine the overall effectiveness of the video’s message.
More viewers of online videos were found to prefer having videos recommended to and shared with them through social means, according to a study released earlier this year, more so than finding the videos by browsing for them on their own. Also, when viewers watched videos of socially recommended content they were found to be 15% more likely to enjoy the actual video for themselves than those who found the same content when they searched for it on their own. Interestingly enough, a find in the same study showed that the degree to which a viewer enjoyed a video directly tied in to the videos branding effect, with videos which were enjoyed showing radically improved numbers across a variety of areas including, increased brand favorability, brand recall, brand association, and purchase intent. Those who did not enjoy their viewing experience, the opposite were true. So, essentially, if a viewer is recommended a video they are more likely to enjoy the video, and the more the more they enjoy the video, the more that video’s message will sink in and generate a positive result.
There is a drastic effect to whether or not a person will enjoy a video simply by the fact on if it has been shared or discovered on its own, and this speaks volumes on the effects such social intricacies have on an individual’s way of thinking and how these factors can affect the message and overall branding power of a video marketing strategy. This study also demonstrated that through this chain effect brought on by video recommendations, brand recall is increased by almost 75%, as well as increasing message agreement by nearly half. Half of those who viewed the video also bought the product being advertised within a few days of seeing the video, while roughly 30% spoke to someone about the video shortly after the viewing. While it has been noted that these results may not be representative of the viewing public as a whole, it certainly worth looking into to more to fully understand the finer psychological aspects of web video marketing, as well as leading to a few new conclusions about what strategies could be developed around this information and how this could potentially alter certain aspects of video marketing tactics in the future.
Written by: Quinn Ottaway
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