Branded videos on Facebook influence buying decisions: survey
Nearly two-thirds (64%) of consumers have claimed that watching a marketing video on Facebook has helped them make a buying decision, a survey by video creation service Animoto showed. In addition, 60% of users said they watched at least one branded video a day. Meanwhile, nearly half of marketers said that they published four or more videos a month, while 92% said they were repurposing assets they already have for video creation. Animoto CEO Brad Jefferson said the results showed that firms needed to learn to "speak video" fluently to connect with customers.
Every day, hundreds of millions of people watch video on Facebook -- and new findings suggest a majority make time for branded fare.

In fact, 60% of Facebook users say they view at least one branded video a day, according to Animoto. More notable, 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month.

In response to this receptivity, brands are diving into social video. Among those marketers surveyed by Animoto, nearly half say they are presently publishing four or more videos per month.

Plus, 92% of marketers say they are repurposing assets they already have for video creation.

“Businesses need to learn to ‘speak video’ fluently if they want to connect with their customers on social media,” Brad Jefferson, CEO of Animoto, notes in the new report.

In February, Facebook reported 1.74 billion mobile monthly active users.

According to Animoto’s research, 84% of consumers say they watch social video content on mobile devices, while 81% of marketers say they optimize their social videos for mobile, which includes things like planning for sound-off viewing.

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Some 1,000 consumers and 500 marketers already in the business of putting out social video were surveyed for the report.

While the marketplace continues to evolve, YouTube and Facebook still dominate in terms of video viewership numbers.