The Surprising Sharing of Branded Videos

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Online video creation for brands has positively exploded over the last several years, and it’s no mystery as to why. Videos are a fantastic way to introduce global audiences to your brand, to present a creative avenue to explain how your products and services work and to show off your company’s unique personality. A recent study, however, suggests that branded videos might be even more powerful than we ever imagined. 

According to, “A recent study conducted by Decipher Research, which surveyed online video viewers aged 18-34 across four social video campaigns from Guinness, Coca-Cola, Unilever’s Cornetto and Energizer Batteries, sought to determine the impact of peer recommendations. And the social ad effectiveness study found that recommendations dramatically increased ad performance.”

But the big shocker in the article is that fans of branded videos share them like crazy. Unruly Social Video Lab estimates that branded videos are shared more than 500,000 times every 24 hours. 

“Video is the world’s fastest-growing ad format in terms of ad spend, so it’s really important that brands have their fingers on the pulse and allocate their marketing dollars wisely. Leaving it to luck simply isn’t an option,” says Cat Jones of Unruly.

The study also suggests viewers are more likely to enjoy a video when it has been recommended by a friend or posted on social media and that viewers are also more likely to remember the brand. 

The best news here is that it isn’t just mega-brands that get their videos shared. Companies of all calibers can produce highly-sharable videos if the content is memorable, dynamic and well-promoted. Since the market is crowded with zillions of videos, we can’t expect our videos to get shared without a little push. Posting and reposting your videos on social media sites like Twitter, LinkedIn, Facebook and our personal blogs will help more eyes get in front of our videos. In other words, if we want our videos to be shared, we have to get the ball rolling. 



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