The folks at Brightcove recently released the results of a survey of 1,200 consumers about their experience with online brand video. The results should give pause to marketers and communicators who believe viewers will overlook mediocre quality. In short, they won't. In fact, they'll punish you for it.
A few of the key results:
--62% of consumers are more likely to have a negative perception of a brand that published a poor-quality video
--23% who experience a poor quality video say it will give them pause about purchasing from that brand
--57% are less likely to share a poor quality video
--60 percent say a poor quality video will dissuade them from engaging with the brand in other ways
A lot of the survey focused on the poor viewing results people often get through YouTube -- buffering and other interruptions. Quality means more than the delivery platform. But let's consider platforms for a moment.
Here at Take One we host all of our work, and when possible our clients' work, on Vimeo, a site we believe offer better quality and technical performance. In addition, Vimeo allows you to brand content as exclusively your own and has none of YouTube's clutter around the player window.
Of course, YouTube is the big gorilla in the room. So we don't ignore it, either -- we also post all of our content on our own YouTube channel, because that is the largest video search platform. Like Brightcove, we believe our clients should use multiple platforms to cover their bases.
More critical than platform, though, is the content itself. Is your video technically strong? Is your story compelling and well-told? Those are the foundations of all good video work.