75% of Brands Don’t Meet Consumer Desire for Video

There is an increas­ing amount of evi­dence that con­sumers expect and look to videos as a source of ful­fill­ing infor­ma­tion­al needs as they are con­sid­er­ing their pur­chas­es. Are brands meet­ing the con­sumer demands for the medi­um? A Lev­els Beyond report...

Pat Hong By Pat Hong from Linkdex. Join the discussion » 0 comments

There is an increas­ing amount of evi­dence that con­sumers expect and look to videos as a source of ful­fill­ing infor­ma­tion­al needs as they are con­sid­er­ing their pur­chas­es. Are brands meet­ing the con­sumer demands for the medi­um?

Lev­els Beyond report high­lights a sig­nif­i­cant gap between con­sumer desire and will­ing­ness to con­sume brand video con­tent, and the abil­i­ty for a large pro­por­tion of brands to meet that need.

The report, which sur­veyed more than 1,000 peo­ple in the Unit­ed States and more than 500 brand mar­keters, dis­cov­ered that while 59 per­cent of con­sumers would watch video con­tent on a brand’s web­site, 75 per­cent of brands rarely or nev­er pro­duce videos for social media fol­low­ers.

Video leads to high engage­ment with audi­ences. Many stud­ies have shown how it ulti­mate­ly leads to greater brand loy­al­ty.

Today’s con­sumers think of brands more as media com­pa­nies and want high­ly engag­ing, infor­ma­tive, and enter­tain­ing video con­tent from the com­pa­nies where they plan to spend their dis­cre­tionary income. Videos can change opin­ions and can dri­ve pur­chas­ing deci­sions.

The research fol­lows an unde­ni­able shift in the way peo­ple con­sume media today. Smart­phones, tablets, and social media now are a key part of con­sumer con­tent con­sump­tion.

The study focused on three areas:

  • The chang­ing way con­sumers are inter­act­ing with video.
  • The evolv­ing role of brand video.
  • The role of video in dri­ving brand loy­al­ty.

You can down­load the entire report on the Lev­els Beyond web­site, but in the mean­time, here are three key take­aways from the report.

1. Consumers Look for Videos to Fulfill Informational Needs

When vis­it­ing brand web­sites, con­sumers are increas­ing­ly look­ing for video con­tent, with 59 per­cent say­ing they’re like­ly to watch videos when they vis­it a web­site that has video con­tent, and 40 per­cent say­ing that they would rather watch a video than read infor­ma­tion from a brand con­tain­ing the same infor­ma­tion.

By far the most sought after kind of videos are how-to, instruc­tion, or tuto­r­i­al videos, with 67 per­cent of con­sumers say­ing that they would want to watch such videos.

2. Shares and Recommendations are More Important Than Views

The major­i­ty, 73 per­cent to be exact, of brand mar­keters report­ed that they mea­sure the suc­cess of a video based on the num­ber of views it receives, but evi­dence sug­gests they may be miss­ing the con­nec­tion between views and deep­er, more effec­tive engage­ment.

When asked what draws them to watch a video, con­sumers con­tin­u­al­ly point­ed to the fact that they’re influ­enced by per­son­al and social net­works.

3. Brands are Failing to Reach Consumers Via Video

A mas­sive 75 per­cent of mar­keters say they rarely or nev­er pro­duce videos for their social media fol­low­ers. Social chan­nels hold one of the biggest oppor­tu­ni­ties for brands to dis­trib­ute videos and reach a larg­er audi­ence through trend­ing and social shar­ing. Con­sumers want more than just text updates – video offers brands an easy oppor­tu­ni­ty to engage more effec­tive­ly with con­sumers across social chan­nels.


Video is emerg­ing as the medi­um of choice for a new gen­er­a­tion of con­sumers who are engaged and active on social media. While mar­keters do rec­og­nize this chang­ing land­scape and its impact, they haven’t entire­ly evolved their mar­ket­ing strate­gies to cap­i­tal­ize on the oppor­tu­ni­ty.

By mak­ing sup­ple­men­tal video a high­er pri­or­i­ty, brands can increase the chances to reach and influ­ence a larg­er audi­ence in a high­ly engaged envi­ron­ment. The pow­er of social shar­ing and its impact on con­sumer behav­ior means that brands that focus on social chan­nels will see a greater return on the time, effort, and bud­get invest­ed in social video.

This arti­cle first appeared on the Linkdex blog.

Is your brand using video to reach and engage con­sumers? Let us know your insights on mar­ket­ing to con­sumers via video in the com­ments below.

Pat Hong

Written by Pat Hong

Editor at Linkdex/Inked, Linkdex

Pat covers the SEO industry, digital marketing trends, and anything and everything around Linkdex. He also authors Linkdex's data analysis and reports, analysing the state of search in various industries.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

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