Interesting and engaging visual content is key to changing the opinion of consumers as video becomes a vital tool in how brands are perceived.

The Axonn Research Video in Content Marketing survey ( demonstrated that seven out of ten people said their perception of a brand was positively altered after seeing interesting video content.

Those who view such content are then more likely to buy afterwards, indicating that video content marketing could be a powerful tool if used effectively.

Businesses are already taking advantage as more than two-thirds of companies now use video in their content marketing strategies with 78% of organisations surveyed saying they were planning to use more video content in the future.

Researchers discovered a massive 75% of people now share video content, and usually do so using social media platforms such as Twitter and Facebook. Consumers are watching video content as part of their daily lives, and social media makes it easier for people to share links with friends and colleagues.

As mobile capabilities become increasingly sophisticated and more online platforms allow for sharing content via the medium of video, the number of people watching content on a regular basis has shot up.

Videos that contain useful information or funny content are most likely to be shared, with a third of people watching videos for leisure and interestingly almost one in five people are watching daily videos that are to do with their work.

Marc Turley, head of Axonn Research, said of the results: “I expect to see an even bigger rise in businesses implementing multimedia within their content marketing strategies in the next year as it is already proving successful in engaging audiences and improving brand perception.

“This will be further boosted as the number of those with access to a mobile platform increases and sharing among social media users becomes even more prevalent.”

For more highlights of the report and to download the full research, visit the Axonn Research website (

Published on: 8:25AM on 19th November 2013