In a recent study, Forbes found that more “More Senior Executives Are Using & Sharing Online Video”. Below are some insights on the article and what it means.
- Video is becoming a critical information source for senior executives. More than 80% said they are watching more online video today than they were a year ago.
- Senior executives are also turning to video more frequently. Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
- Work-related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
- Executives can be receptive to video advertising. Overall, executives notice ads that run alongside videos, and many are comfortable watching in-stream ads. Video-friendly younger executives are more comfortable with these ad formats.
- The social element of online video is strong in the executive suite. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often. Younger executives appear very willing to share and view videos using social media.
- Organizations looking to reach senior executives with video should consider some of the preferences voiced by the survey respondents. The survey found that executives like information in a mix of text and video. They look to different outlets for different types of videos (e.g., business sites for news, YouTube for testimonials). And many are willing to engage with longer videos.
Below is an excerpt from that article from Jeremy Scott’s piece on reelseo.com. You can read the full article by Jeremy here.
In June of last year, Forbes Insights partnered with Google to conduct a study on how C-Level Executives were using video for business purposes. The results, which we wrote about at the time, showed that their use of video was on the rise, particularly with executives under 50 years of age. Now Forbes is back with a follow-up study—again in association with Google—and the results are every bit as interesting.
Perhaps most importantly, there is clear social behavior being performed by these executives around the videos they watch, with 54% saying they share videos with colleagues on at least a weekly basis. They watch video on Facebook and post links to video on business networking sites.
That’s huge, primarily because social behavior is really the only way anything ever spreads online. Regardless of what audience your video content targets, you want them to share it with friends. And this study suggests business-related videos are just as likely to be shared by viewers as any other variety.