Video becomes the main driver for brand loyalty

Well over half (59%) of consumers say they are more likely to develop loyalty to a brand if they watch a video about it that they like, according to new research from video production company Groundbreak Productions, with 80% of 18 to 24-year-olds saying video is the main driver for developing brand loyalty.

Groundbreak Productions

Geoff Brooks, CEO at Groundbreak Productions

Groundbreak Productions research, which surveyed 1,000 consumers in the UK, also found that Youtube is the preferred way to watch video content, with 41% seeing it as their favoured platform compared to just 36% preferring TV.

Forty-two per cent of consumers like video adverts that are informative and to-the-point, and 22% would be more likely to make a purchase after watching this kind of video content. Some 12 per cent of consumers would be more likely to spend after watching a video that make them feel nostalgic, while 10% would consider making a buy if a video ad told a story.

Perhaps surprisingly, just 8% of consumers like video ads that have one of their favourite celebrities in them, with only 4% more likely to make a purchase after seeing one of these.

When it comes to which video content has the most potential to be shared, half of consumers (49%) say something they class as funny has the best chance, followed by a quarter (25%) saying they are most likely to share a video about a topic they care about.

Geoff Brooks (pictured), CEO at Groundbreak Productions, said: “This research really highlights the importance of brands carefully considering the way they use video to advertise their products or services to their target market.

“The fact that millennials’ spend is most likely to be influenced by video adverts is good news for those businesses targeting these consumers. However, for those that have different or more varied target markets these statistics shouldn’t be off-putting.

“Instead of packing in video advertising altogether, the research suggests that to influence consumer spending brands need to create either snappy and ‘to the point’ adverts, or invest in storytelling.”

  • Groundbreak Productions’ full report can be found here.
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