A further 33% and 31% said they watch video during their purchase journey within the food and drink and travel sectors respectively.
The exclusive research, commissioned by Cedar Consult and done in conjunction with Populus Data Solutions, forms the basis for Cedar’s new white paper, ‘Cedar Smart Thinking: How brands succeed in video content marketing’.
The research results also revealed that while 73% of respondents agree they would watch a useful and/or entertaining video on YouTube regardless of whether it was produced by a brand or not, only 20% have subscribed to a branded YouTube channel, says Cedar.
Cedar’s insight and planning director, Chris Rayment says, “not only is video playing a significant role in the customer purchase journey, but from a customer perspective, people are up for watching videos regardless of whether it’s from a brand or a more traditional news outlet. As long as it’s truly entertaining, relevant or useful, people will engage.”
But despite the opportunity, many brands have a long way to go with their video strategies, Cedar’s strategy director Kim Willis explains: “Notwithstanding this open door, very few brands have a video content strategy designed to build a longer-term audience base. Getting a clear video content strategy in place represents a huge, as yet untapped opportunity for brands who really want to make their mark in the new media landscape.”
The white paper includes best practice from the 200+ video strategies Cedar produced in the past year for brands including Tesco and British Airways, and with input from industry thought-leaders Stuart Stubbs and Tim Sparke. The paper outlines Cedar’s 8 principles of video content marketing, providing brands with a step-by-step guide, from strategy to measurement, which will enable them to create compelling and entertaining video content.
Cedar’s CEO, Clare Broadbent said, “We pride ourselves on transforming brands into successful media owners, with over 40 years experience in building and growing loyal audiences for our clients. It’s this kind of pioneering work that allows us to share our expertise and insight with the brands and partners we work with.”
The paper was created by Cedar Consult, a team of strategic content experts who help brands assess their existing content marketing efforts and provide a clear action plan for delivering future success.
The full whitepaper is available for download from the Cedar site.
