Does Video Quality Affect Video Shareability?

The answer is yes. When it comes to video marketing, the quality of your video can be your best friend or your biggest enemy. In today’s world, where everyone uses the Internet, videos and other web marketing content are some of the best ways to reach people. However, at the same time, visitors don’t want to commit to watching a ten-minute video just to get the information they are looking for, which is why your video marketing must be well-thought-out. In business, creating a viral marketing campaign isn’t just about the amount of views you get, but getting people to share your videos. If your content isn’t shareable, you will limit its exposure and in turn reduce the opportunity for conversion.

Marketing 101 states: The more attractive something is, the better response it will get. If a video looks and sounds great, people are more likely to watch it than if a video is of poor quality and not visually appealing. Producing a good quality video will increase the perceived value of your product while increasing shareability.

Jason Acidre, CEO and Lead Marketing Strategist at Xight Interactive, finds that the content of a video is the best way to improve shareability. “Including videos on text-based content makes the content look more comprehensive,” states Acidre, “and this aspect makes it more appealing to the readers, which increases the probability of having the content shared socially and/or be cited as a resource.” He finds this to be one of the best strategies for improved shareability.

So, along with the quality of the video, content is also very important when it comes to increasing the amount of shares your video receives. Unruly Media released a report that delves into the science behind video sharing and provides some tips on how to increase your own. You can check out the full report here.

A majority of Unruly Media’s findings show emotional videos resonate better with viewers than funny videos. While it’s true funny videos (at least those that are actually funny) get great views, emotional videos are the ones that get people sharing. Moreover, videos that express positive emotions are three times more likely to be shared than videos with negative emotions.

If you want to get the most ROI out of your video marketing, you need to have a high quality video and strong video content. It’s like going on a vacation – the location might be beautiful, but if the hotel and service are terrible, it lowers the overall value of your trip, so you are likely not to return to that vacation spot. Therefore, to increase shareability, you must increase the value of your video.