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Consumers most likely to share “inspiring” videos

Research revealing the most shareable online video content has been unveiled by video sharing and collaboration service StreamSafe.

By analysing the 100 most shared videos online, StreamSafe’s research revealed that ‘inspiration’ is the emotion most likely to encourage viewers to share a video. Just under half (48 per cent) of the 1,000 UK consumers surveyed agreed they would share the videos they saw which inspired them, beating both happiness (43 per cent) and excitement (41 per cent), which were the second and third most powerful emotions in shareability.

In encouraging news for marketers, almost a quarter of the 100 most shared videos (24 per cent) were adverts or promotional clips, highlighting that the content of videos is more important for shareability than who produces them.

“Shareability sits at the centre of the online video marketing equation,” commented John Harrington, director of StreamSafe. “Taking the viewer beyond passive consumption and encouraging them to interact with a brand’s content is a critical step in effective engagement. Provoking an emotional response is the key to this and how you do that differs between demographics, making it vital that marketers and content producers understand what drives sharing for their target audiences. Emotional tone and content have been revealed as more important to this than brand.”

The survey also revealed that it’s no longer just the younger generation that shares online video. Though the likelihood of sharing decreases with age, the difference is less marked than many marketers might assume.

Harrington continued: “Two thirds of our 16-24 year old respondents said they would share at least one of the top 100 videos, but a surprising 45 per cent of those aged 65 or older also said they would. This confirms that online video content is a powerful marketing tool for reaching audiences of all ages, and not just millenials.”

Additional insights were revealed for each of the age groups:

·         Over a third (34 per cent) of 16-24 year olds would share videos that make them sad, whereas only one in four would share funny videos
·         25-34 year olds are the most likely to share amusing videos (28 per cent)
·         Excitement and sadness are equally powerful emotional motivators for 35-44 year olds, at 30 per cent and 29 per cent respectively
·         Surprise, sadness, and amusement are equally important for 45-54 year olds (17 per cent, 14 per cent, and 14 per cent)
·         One in four 55-64 year olds (24 per cent) would share videos that make them angry, almost double the number who would share amusing videos (13 per cent)
·         Anger was also more important than amusement for the 65+ category, who are more than twice as likely to share a video that makes them angry than one they find amusing

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