Survey: Social-Based Marketing Videos Drive Purchases

Nearly two-thirds of consumers say watching a marketing video on Facebook has influenced a purchasing decision within the last month. That’s one of the key findings of a new survey from Animoto, a cloud-based video creation service that further discovered that 60% of consumers view branded videos daily on Facebook.

Based on the responses of 1,000 consumers and 500 marketers, the survey indicated that the growing public appetite for online video is driving marketers to focus more than ever before on the medium. Some 47% of surveyed marketers said they publish four or more marketing videos in an average month. Meanwhile, 92% of marketers are redirecting assets they already have toward video creation in a bid to drive brand engagement and sales.

“We are living in a video-first world, and you need to look no further than your Facebook news feed for proof that video is now the most popular form of communication online,” said Brad Jefferson, CEO of Animoto. “Businesses need to learn to ‘speak video’ fluently if they want to connect with their customers on social media.”

Certainly, a growing number of forward-thinking promotional product companies are making use of video and social media to bolster business. “Video is an essential component of our marketing strategy here at SnugZ USA (asi/88060),” says Marketing Director Brandon Brown. “Our goal is not only to produce top-tier product videos, but to also create content that’s impactful from a strategic and production value perspective.”

According to the Animoto survey, marketers say Facebook videos drive more views, engagement and purchases than videos on any other social network, though YouTube is a close second. Animoto’s 2017 survey shows that 67% of marketers have paid to boost or advertise a video on Facebook within the last 12 months. With Facebook and YouTube dominating, only 25% of marketers have invested in video advertising on Instagram and Twitter. Still, more than half of marketers say they plan to increase investment in these two channels next year.

Another key finding? It’s important that marketing videos perform well on mobile platforms, as 84% of consumers say they watch social video content on mobile devices. Accordingly, 81% of marketers say they optimize their social videos for mobile – a tailoring that includes things like planning for sound-off viewing.