Model and product movies have been among the best methods to have interaction customers—significantly youthful generations—for years. And that hasn’t modified—however the sophistication and interactivity expectations definitely have. It’s time for manufacturers to take it up a notch with their video expertise and outreach, based on new analysis from next-gen video platform Idomoo.
The agency’s new State of Video Expertise report, primarily based on its survey of greater than 2,000 adults within the US and UK carried out by Atomik Analysis, discovered that greater than 8 out of 10 customers need manufacturers who talk with them to make use of video extra, however 7 out of 10 not often or by no means get it.
The research additionally reveals rising curiosity in superior video communications in comparison with final yr’s survey—a pattern most noticeable amongst youthful and extra prosperous customers, early adopters who’re probably the most longing for this kind of content material from manufacturers.
“Final yr, we discovered an alarming hole between shopper demand for video and what manufacturers ship, and that pattern continues this yr,” mentioned Yotam Benami, Idomoo CMO, in a information launch. “However folks don’t simply need video—they’re actively searching for revolutionary video codecs together with personalised and interactive video and even AI video. Apparently, this desire is once more strongest amongst high-value early adopter segments resembling Gen Z and excessive earners.”
There’s a video hole in model communications
Greater than 4 in 5 (81 p.c) customers need extra video from manufacturers, however 70 p.c not often or by no means obtain any. Whereas this video demand hole is lessening—74 p.c of customers final yr mentioned they not often or by no means obtain movies from manufacturers—it’s nonetheless an enormous missed alternative.
Personalised video massively outperforms generic video, driving elevated adoption
Interacting with prospects by way of video is sort of 4x extra prone to enhance loyalty and model belief, the identical uplift reported in 2022. This effectiveness is probably going resulting in larger adoption, with 25 p.c of customers having obtained a personalised video this yr, in contrast with solely 17 p.c final yr.
Interactive video is now mainstream
Curiosity in video with interactivity is larger than final yr—virtually 8 out of 10 customers now say they need interactive video content material from manufacturers.
Youthful customers and excessive earners reply to video innovation
These two demographics, recognized in final yr’s research as early adopters, need superior video probably the most. About 9 in 10 (89 p.c) of those sectors need manufacturers to make use of video extra, and 88 p.c need these movies to be extra interactive.
The research additionally confirmed that the U.Okay. market lags behind the U.S. in each adoption and curiosity in superior video comms. For instance, 29 p.c of Individuals have obtained a personalised video, whereas solely 22 p.c of their U.Okay. counterparts have. As well as, 83 p.c of U.S. respondents have been keen on interactive video, in comparison with solely 76 p.c of their U.Okay. friends.
This market research was commissioned by Idomoo and carried out by Atomik Analysis in April 2023.