Animoto Survey Says Consumers Want More Video Marketing on Web

May 11, 2015

Animoto, an online video creation application that empowers users to create and share extraordinary videos, reported new survey results that detail the continuing evolution and growth of video marketing. The Animoto Online and Social Video Marketing Study surveyed 1,051 U.S. consumers and revealed that fourtimes as many consumers would rather watch a video about a product than read about it.

The new Animoto data supports the growing trend of video marketing, revealing that consumers prefer to interact with businesses through video and that video marketing plays an essential role in acquiring new customers as well as engaging with current ones.

Video is one of the most universally preferred ways of consuming content with nine out often consumers watching at least one online video per week. The data also shows that businesses with video marketing strategies have an elevated brand perception as a result:

? 63% of consumers say companies that use video know how to reach their customers

? 25% of consumers lose interest in a company if it doesn't use video

?56% of consumers believe that if a company has a website, it should have video

Marketers who leverage video in their email marketing and social media campaigns increase the chances of connecting with consumers:

? 84% of all consumers said that they have liked a company video that has appeared in their newsfeed

? 43% of consumers are more likely to read email newsletters that include links to video

? 56%t of consumers have watched a company video that came through email

? Nearly half of all consumers have shared a company video on their own social media profile

Consumers are demanding videos that tell the story behind the company and the products they're buying. A majority of consumers also find it helpful to watch a product video more than once before making a purchase. When asked about video length, nearly two thirds believe company videos should be sixty seconds or less. Consumers also described the kinds of videos they'd like to see:

? 80% of consumers say a video showing how a product or service works is important when learning about the company

? 56% of consumers says customer testimonials are helpful when purchasing a product/service

? About half of customers say that "about the company" videos are the most helpful when purchasing a product/service

The web-­based survey was fielded February 9­11, 2015 with a sample size of 1,051 (Margin of error +/­ 3.1% at a 95% confidence level).