Attention Brand Marketers: Consumers Trust Videos

Attention Brand Marketers Consumers Trust VideosSeeing, as they say, is believing. And this is particularly true when it comes to brand marketing.

New research published this week from Brightcove, a global provider of cloud services for video, reveals that seven in ten (76%) consumers cite video as their preferred content source when consuming brand information.

The comprehensive study in question highlights that 79% of consumers favor digital content over traditional, with more than one in ten (12%) preferring to consume content from brands on their smartphone, tablet or mobile application.

Almost a quarter (24%) of the consumers surveyed said video is their ‘most trusted’ source of brand content, Brightcove’s press release summarizes. “Explaining their choice, 44% said video was more ‘appealing’ to them, while engaging (28%), authentic (29%) and sharable (10%) were also cited as reasons for trusting video content over other forms of brand communication.”

“In order to keep up with today’s tech savvy consumers, marketers need to truly understand the power of video in the marketing mix,” says Steve Rotter, vice president of digital marketing solutions at Brightcove. “More and more, brands are starting to view video as an opportunity for engagement that sits at the heart of the marketing strategy – not just as an add-on. By delivering a high quality, relevant and engaging video experience to end users, marketers can benefit from increased loyalty, higher brand engagement, more content sharing and higher referral rates.”