Inspiration the key driver for video sharing

DetailsEditor | 22 July 2015

Inspiration is the emotion most likely to encourage viewers to share online video content, research by video sharing and collaboration service provider StreamSafe has revealed.

By analysing the 100 most shared videos online, StreamSafe's research found that just under half (48%) of the 1,000 UK consumers surveyed agreed they would share the videos they saw which inspired them, beating both happiness (43%) and excitement (41%), which were the second and third most powerful emotions in shareability.

Almost a quarter of the 100 most shared videos (24%) 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. "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% of those aged 65 or older also said they would," Harrington added. "This confirms that online video content is a powerful marketing tool for reaching audiences of all ages, and not just millennials."