Social Video: Research Shows an Emerging Trend

Unruly Media conducted research on the effectiveness of social video advertising. They concluded that viewers will recall a brand name and engage with an ad’s message if the video was recommended to them. They mean recommendations that come in the form of Facebook shares, likes or recommendations stemming from generated conversations. They also come from blogs and news articles regarding the video content. 

• Brand recall and brand association rose 7 percent among viewers who had been recommended the videos versus viewers who found it by browsing;
• 73 percent of respondents who viewed a recommended video recalled the brand when prompted versus 68 percent of viewers who had browsed to the video directly;
• There was a 14 percent increase in the number of people who enjoyed the video following a recommendation versus those who had discovered it by browsing;
• People who enjoyed a video were 97 percent more likely to purchase the product featured in the video;
• There was a 14% increase in the number of people who enjoyed the video following a recommendation versus those who had discovered it by browsing. Moreover, a recommendation reduced the number of people who did not enjoy the video by 41% (see chart below).

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