Report: Video content marketing boosts conversions
March 30, 2012 in Blogs
Businesses looking for a new element for their content marketing campaigns may want to consider video, with market research firm comScore reporting that video marketing is among the best ways to boost web conversions.
The report found that prospects were more frequently engaged when they saw original video content from a company. ComScore measured a series of indicators, such as response to messages, and found that each performed well with video content.
More than half of respondents said they developed a better understanding of a campaign’s key message when they were exposed to video content. Moreover, 79 percent said the video was easy to relate to, and they considered the message conveyed by the spot to be important 84 percent of the time.
ComScore also included user-generated video content within its survey. While some responses were higher with this kind of material, branded video was most consistently strong performing.
“We found that consumers perceived feature benefits as more believable when coming directly from the brand through professionally-produced content, while the unbiased user-gen videos were more believable in verifying specific product claims, such as superiority and convenience,” Jessica Thorp, vice president of marketing at EXPO, said in the comScore release.
Brafton recently reported that video content has become more popular on the web, with 180 million users watching clips last month. Google’s YouTube was the most popular website for video content.