Cedar Smart Research: Online Video

CEDAR SMART RESEARCH Online video research 2015

Cedar © July 2015

INTRODUCTION Video content is being consumed and sought after at a rapidly increasing rate – it’s no secret that over 300 hours of video are uploaded to YouTube every minute. But how are viewers responding to this content? How, when, where and why are they watching it?

We wanted to delve into the psychology behind video consumption, from the types of viewers to how they interact with the content in their daily lives and where it informs their behaviour. In the following research, commissioned by Cedar Consult we explore the mind-set of the UK audience and their attitudes towards video.

For a comprehensive guide into video content marketing for brands, including analysis of the research and step-by-step best practice principles, download our white paper or contact the Cedar Consult team at [email protected].

Cedar © July 2015

http://www.cedarcom.co.uk/what-we-do/cedar-consult

http://www.cedarcom.co.uk/Video-content-marketing

WHY AND HOW WE DID IT

We partnered with Populus, one of the UK’s most respected polling

organisations, to source sample

Online survey of 506 British

YouTube users

Fieldwork April 2015

Respondents were recruited to match a representative

sample of YouTube users in the UK

Cedar © July 2015

BRAND-PRODUCED VIDEO IS PRESENT IN OVER A THIRD OF RESPONDENTS’ CUSTOMER JOURNEYS

49% Technology

% of those who have used brand-produced video in their purchase journey

33% Food and drink

31% Travel

30% Fashion

Cedar © July 2015

Q11. For each of the four sectors listed below, think about any purchases you made recently and where you used brand-produced YouTube video in your purchase journey? Base: all respondents who have bought products in each sector: Travel n=372, Food and drink n=427, Technology n=439, Fashion/clothing n=394

AND IS MOST OFTEN USED RIGHT AT THE BEGINNING OF THE JOURNEY DURING THE INSPIRATION PHASE

0%

10%

20%

30%

40%

50%

60%

Travel (e.g. holiday bookings, flights, etc.)

Food and drink (e.g. recipe ingredients, alcohol, etc.)

Technology (e.g. TVs, hifis, games consoles, etc.)

Fashion (e.g. men's clothing, women's clothing, accessories,

etc.)

Q11. For each of the four sectors listed below, think about any purchases you made recently and where you used brand-produced YouTube video in your purchase journey? Base: all respondents who have used video as part of their purchase journey (split by sector): Travel n=116, Food and drink n=142, Technology n=217, Fashion/clothing n=119

Made me aware Helped me research

Helped me to decide

Helped me improve my experience

Travel

Food and drink

Technology

Fashion /clothing

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BRAND-PRODUCED VIDEO IS AS MEMORABLE AS VIDEO CREATED BY NEWS CHANNELS/PUBLISHERS

54%

37% 37%

19%

70%

37% 33%

45%

67%

43% 42%

29%

Non-celebrity vlogger video News channel/publisher video Brand-produced video Celebrity vlogger video

Recall Entertaining Useful

Q5, 6, 7. In the past 3 months, which of these types of video do you remember watching on YouTube? vs. what was responsible for the most entertaining/useful YouTube video? Base: all UK YouTube users n=506; all who have watched non-celebrity vlogger video n=273, news channel/publisher video n=190, brand-produced video n=189, celebrity vlogger video n=97 caution – small base

Cedar © July 2015

HOWEVER, THE OVERWHELMING MAJORITY HAVE NEVER SUBSCRIBED TO A BRAND’S YOUTUBE CHANNEL

80% have not/can’t recall ever subscribing

to a brand’s YouTube channel

Q8. Have you ever subscribed to a brand's YouTube channel? Base: all UK YouTube users n=506

Cedar © July 2015

FOR THOSE WHO DO SUBSCRIBE, THE QUALITY OF THE VIDEOS IS THE SECOND BIGGEST DRIVER

14%

20%

43%

43%

46%

54%

No particular reason

Friends/family/ colleagues already subscribed to the channel

I wanted YouTube to recommend channels or videos I might also be interested in based on my subscription

I wanted to save myself the hassle of searching for new content from the brand in future

I didn't want to miss out on new content from the brand

The quality of content in the videos I saw

It's a brand that I like

Q9. What were your reasons for subscribing to a brand's YouTube channel(s)? Base: all UK YouTube users who have subscribed to a brand's YouTube channel n=103

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WHICH POSES THE QUESTION: WHY ARE SO FEW BRANDED CHANNELS POPULAR ON YOUTUBE?

2% of the top 5,000 most popular channels on

YouTube are owned by brands

Source: The Touchstorm Video Index

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ESPECIALLY WHEN THERE IS AN APPETITE FOR BRAND-PRODUCED VIDEO CONTENT

73% (Definitely/tend to agree)

Q10. To what extent do you agree or disagree with the following statements about brand-produced content on YouTube? Base: all UK YouTube users n=506

“If a YouTube video looks entertaining, I will watch it regardless of whether it’s

from a brand or not.”

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AND MOST YOUTUBE USERS SEE VIDEO AS A GOOD WAY FOR BRANDS TO CONNECT WITH PEOPLE LIKE THEMSELVES


“Entertaining or useful YouTube videos about subjects that I care about are a good way for brands to connect with people like me.”


Cedar © July 2015

VIDEO CAN BE USED AS A TOOL TO MAINTAIN A DIALOGUE WITH CUSTOMERS POST-PURCHASE


“Brand-produced YouTube videos are a good way for brands to keep

in touch after buying their products/services.”


Cedar © July 2015

SO WHY ARE SO FEW BRANDED CHANNELS POPULAR ON YOUTUBE?

The answer: not enough brands are creating quality content

their audiences want to watch

Cedar © July 2015

3 LESSONS…

from our research to help formulate a successful video content strategy

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THERE IS A COMMON MISCONCEPTION THAT PEOPLE ON YOUTUBE ONLY WANT TO WATCH VIDEOS LIKE THIS…BUT…

(Source: TexasGirly1979, YouTube – Cat In A Shark Costume Chases A Duck While Riding A Roomba)

Cedar © July 2015

LESSON 1 YOUTUBE ISN’T JUST USED FOR ENTERTAINMENT PURPOSES

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Entertainment <---> <---> <---> Practical information

Total

Male

Female

18-34

35+

Q2. In general, do you tend to watch YouTube videos for entertainment, for practical information, or a mixture of the two? Base: all UK YouTube users n=506

18-34 (net) : 39% 35+ (net): 39%

18-34 (net): 5% 35+ (net): 11%

Both for entertainment and practical purposes

Cedar © July 2015

LESSON 2 IT IS IMPORTANT NOT TO OVERLOOK THE HYGIENE FACTORS IN ORDER TO BOOST VIEWS

9%

9%

15%

9%

10%

27%

20%

8%

12%

11%

13%

20%

14%

21%

8%

13%

13%

18%

17%

15%

17%

The video features someone I recognise

The video has an entertaining/ interesting thumbnail image

The video is created by a person/ brand/organisation that I trust

The video has a lot of views

The length of the video

The video appears near the top of the search results

The video has an entertaining / interesting title/ description

1st most important

2nd most important

3rd most important

Q4. After you've typed in your search and see the list of videos on screen, which of the following factors are most important when considering whether to click through? Base: all UK YouTube users n=506

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SURPRISINGLY, THE WRITTEN DESCRIPTION OF THE VIDEO IS MORE IMPORTANT THAN VISUAL CUES

58% Interesting/

entertaining title and/or description

34% Interesting/

entertaining imagery

Most important factors when considering whether to watch a video returned in search results (ranked in top 3)

Q4. After you've typed in your search and see the list of videos on screen, which of the following factors are most important when considering whether to click through? Base: all UK YouTube users n=506

Cedar © July 2015

THERE ARE ALSO SOME INTERESTING DIFFERENCES WHEN YOU LOOK AT THE FACTORS BY AGE

Q4. After you've typed in your search and see the list of videos on screen, which of the following factors are most important when considering whether to click through? Base: all UK YouTube users n=506; all aged 18-34 n= 218, 35+ n=288

58% 57% 48% 40% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

The video has an entertaining/ interesting

title/ description

The video appears near the top of the list of videos

returned by the search

The length of the video The video has a lot of views

Total 18-34 35+

Cedar © July 2015

TRUST IS AN IMPORTANT DRIVING FACTOR FOR MEN, MORE SO THAN WOMEN

Q4. After you've typed in your search and see the list of videos on screen, which of the following factors are most important when considering whether to click through? Base: all UK YouTube users male n=278, female n=228

42% of men vs. 35% of women rank trust in an

organisation/brand/person as a deciding factor when choosing a video to watch

Cedar © July 2015

LESSON 3 YOU DO NOT NECESSARILY NEED TO OPERATE WITHIN BRAND ‘PERMISSIONS’


“I would only look at YouTube content from a brand if I

consider it to have an expert voice on the subject.”

8%

17%

40%

28%

6% Strongly agree

Tend to agree

Neither agree nor disagree

Tend to disagree

Strongly disagree

25%

(definitely/tend to disagree)

Cedar © July 2015

HIRING CELEBRITY VLOGGERS ISN’T ALWAYS THE ANSWER


34% agree: “Hiring a celebrity vlogger is a good

way for brands to lend themselves credibility in YouTube videos.”

(Source: Zoella, YouTube – What’s In My Handbag 2015)

Cedar © July 2015

WHAT SHOULD I REMEMBER FROM THIS PRESENTATION?

1  Branded video content is used throughout the purchase journey

2  YouTube users think that usage of online video is a good way for brands to communicate with them

3  Position your content according to audience needs

4  Concentrate on hygiene factors

5  Be brave – online video is one place where you can build permissions

Cedar © July 2015

Cedar would like to extend their thanks to the good people at the Noun Project and the

designers/illustrators who have allowed us to use their icons in this presentation:

Slides 4 and 5

§  Technology by Kevin Augustine LO, HK

§  Food and drink by Мила Омина

§  Travel by Elliot Verhaeen

§  Jacket by Adam Mullin

Slide 18

§  Blog by Oriol Carbonell

§  Image by Timo W

Slide 20

§  Man by Paul Stevens

Slide 3

§  Cinema by iconsmind.com

§  Calendar by Edward Boatman

§  Target by Edward Boatman

ACKNOWLEDGEMENTS AND THANKS

Cedar © July 2015

THANK YOU Additional resources For a deeper dive into video content marketing and comprehensive analysis of these research findings, please download our white paper best practice principles for brands. About Cedar Consult Cedar Consult is a devoted team of content experts who draw from more than 40 years of experience in delivering multichannel, strategic and award-winning content for some of the world’s biggest brands.

More information on Cedar Consult can be found on our website, or please get in touch with the team on [email protected] or (020) 7550 8136 for any service or new business enquiries.

Cedar © July 2015

http://www.cedarcom.co.uk/what-we-do/cedar-consult

http://www.cedarcom.co.uk/Video-content-marketing

Cedar Smart Research: Online Video

Marketing