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BizReport : Social Marketing : December 30, 2013

Video buffering and freezing leads to negative brand perception

Brands investing in high quality online video are seeing great returns and developing loyal followings but while content and quality are within their control, issues on YouTube such as buffering and freezing are not.

by Helen Leggatt

Of those consumers who watch video content on YouTube at least weekly, most (75%) experience issues such as buffering and freezing. In fact, according to recent research from Brightcove, 33% of those who watch videos on YouTube report that buffering interrupts half of all videos they watch, causing a third of viewers to abandon the video.

So, that leads to a negative perception of YouTube, right? Not necessarily, found Brightcove. Brands are the ones to take the blame with almost two-thirds of video viewers saying a bad video experience on YouTube would leave them with a negative impression of the brand. Furthermore, 60% said a negative video experience would dissuade them from interacting with the brand across all social media channels and 23% would hesitate to purchase from the brand or share the video content (50%).

According to Brightcove, brands are not doing themselves any favors by relying purely on free, low-quality video environments and should, instead, use a blended distribution strategy taking in other video content sites as well as their own website.

Tags: brand marketing, online video, video platform, YouTube

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