Does Online Video Quality Influence Consumer Perception of Your Brand?

Posted by Jaclyn Martinez on Feb 12, 2018 9:40:00 AM

“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.” Brightcove, along with a third-party research firm, investigated how a brands’ reputation can be negatively affected by an over-reliance on free video tools.
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To understand consumers expectations of video experiences, they conducted a survey of over 1,200 people who watch online video at least twice a month.

What Brightcove found was:

  • 75% of consumers report experience buffering and freezing when trying to access video content on YouTube.

  • 33% of online video viewers who watch content via YouTube report that they encounter buffering that interrupts at least half of the videos they consume.

  • 1/3 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% more likely to have a negative perception of the brand that published the video.

  • 23% of consumers who have been presented with a poor-quality video experience would hesitate to purchase from the brand.

  • 60% said a poor online video experience would dissuade them from engaging with a brand across all of its social media properties.

  • 57% of consumers are less likely to share a poor quality video experience.

Check out Brightcove’s infographic of this data here. This research proves the effects of video quality on a brand’s reputation and why it is so important to present a high-quality video experience.

If you are already making the investment to gain new customers and build brand awareness through video content, production and storylines and call-to-actions - do not let the end presentation of it fall short of consumers’ expectations.  

To circumvent video presentation issues, don't rely solely on low quality video distribution platforms. We partner with Brightcove to host our client's live streams because of their high quality, security and reliability. We can embed this hosted video on multiple locations, including a branded portal, and broadcast it to any social platform via Blast to take advantage of an intermingled delivery strategy. This puts your brand image - and consumer's perception of it - in your control.

Looking to get started with live streaming your event? Check out our "Guide to Professionally Live Stream Events: The Basics to Best Practices" for information for marketing novices to seasoned event organizers, to help plan and execute a successful a live video production.

Topics: live events, live streaming services, online video, quality of video, brightcove