While the broader aspects of what make a web video marketing strategy successful are fairly easy to recognize and duplicate – e.g. structuring, wording, quality, etc. – there are still an innumerable number of factors that remain difficult to pinpoint regarding what effect a certain subtlety will have on the audience and how that will in turn affect the effectiveness of a video marketing campaign in the long run. However, through carefully conducted and monitored research, new studies and surveys are finally beginning to tap into and understand the more refined workings that certain methods and techniques used by such campaigns have on the viewer. For example, one interesting analysis has revealed the effects that a video’s method of reception can have on the audience, in turn creating a chain effect of internal reactions which can ultimately determine the overall effectiveness of the video’s message.
According to a study released earlier this year, more viewers of online videos were found to prefer having videos recommended to and shared with them through social means, more so than finding the videos by browsing for them on their own. Also, viewers of socially recommended video content were found to be roughly 15% more likely to enjoy the videos they viewed than were those who reached the same content by browsing for it. Another interesting find of this same study, showed that the degree to which viewers enjoyed a video had a direct correlation to the video’s branding effect, with videos which were enjoyed showing drastically improved numbers across a variety of areas including, increased brand favorability, brand recall, brand association, and purchase intent. The opposite was true of those viewers who did not enjoy their viewing experience. So, in essence, 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 produce a positive result.
The drastic effect had by the simple matter of whether or not a video was shared or discovered on one’s own, speaks volumes about the major effect such social intricacies have on our way of thinking, and how these factors can affect the branding and overall message effort 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 offers a morsel of intrigue for those looking to more fully understand the finer psychological aspects of web video marketing, as well as leading to a few interesting conclusions about what new strategies could be developed around this information and how this could potentially alter certain aspects of video marketing tactics in the future.
Written by: Scott Cox
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