Brightcove Social Makes Cross-Platform Video Marketing Easy

Let's start with some numbers: 81 percent of consumers have interacted with brands on social platforms, and 43 percent have watched branded videos. Now this: 79 percent say the best way to get to know a brand online is to watch video.

Those stats comes from The Science of Social Video, a global survey created by video cloud services company Brightcove to highlight the important of cross-platform video marketing. The survey ties in with Brightcove's new product, Brightcove Social, which helps brands distribute, manage, and measure videos on social networks. The idea is to make it easy for publishers to reach viewers on multiple platforms while gathering analytics in one location.

With Brightcove Social, publishers can upload videos and metadata to the native players on Facebook, YouTube, and Twitter. With one central interface, they can view analytics for all three platforms, as well as their other online properties, to see where viewer response is strongest. They can also tailor videos for each site, to better appeal to that platform's audience.

Brightcove's survey questioned consumers in the U.K. France, Germany, the U.S., and Australia. The results show that 75 percent say video on social platforms influenced their buying decisions, while 67 percent watch more video on social networks than they did a year ago. Download the full study for free (registration required).

"With Brightcove Social, media organizations can hit the fast forward button to increase viewership and time to revenue," says Anil Jain, executive vice president and general manager for media at Brightcove. "We recently spent time with dozens of customers during beta testing, and so far they're most impressed with the consolidated publishing workflows, which is a big time saver that's also expected to accelerate their time to revenue."

Publishing to social platforms is a hot topic lately. Earlier this month, Adobe updated Premiere Pro with a social publishing panel that lets editors create tailored videos for multiple platforms, then upload metadata with their videos. After the inaugural Live Fronts in October, Brightcove and Brave Media Ventures released a white paper on succeeding with social video platforms.

Troy Dreier's article first appeared on OnlineVideo.net