The High Cost of Free (Infographic)

| By TWMG

The ability to build brand awareness and attract new customers are two important elements for a brand to compete against its competitors. A lot of famous brands focused their investments on creating content experiences, hoping it will turn prospects into customers.

However, when it comes to video content, brands invest in more “high production” and “professional-look” video assets with great storylines and strategic calls to action to guide the viewer. They continually work to optimize their video strategies to ensure that content is having a positive impact on brand awareness and engagement. Still, while the content may be high quality, the sad truth is that often times the presentation of the video experience has issues. As a result, the entire content strategy falls short of meeting its objectives. When it comes to a high-quality video experience versus a poor-quality, constantly-buffering video experience can often be the difference between gaining a customer and losing one. Plus, having an over-reliance on free video tools like YouTube can potentially have negative long-term effects on brands’ reputations.

Here are some statistics regarding to video marketing:

  • 75 percent of consumers report experiencing some buffering and freezing when trying to access video content on YouTube.
  • 33 percent of online video viewers who watch content via YouTube report that they encounter buffering that interrupts at least half of the videos they consume.
  • One third of consumers who experience buffering issues report that they will abandon the video rather than wait for it to resume.
  • When consumers are confronted with poor-quality video, they are 62 percent more likely to have a negative perception of the brand that published the video.
  • Also, 23 percent of consumers who have been presented with a poor-quality video experience would hesitate to purchase from the brand.

The infographic below provides the full results, which prove the importance of video quality and the impact it can have on a brand. It’s clear that brands which care so much about their image might be unconsciously hurting themselves by not taking quality issues more seriously.