Tubular Consumer Insights helps brands understand how consumers use social video
In the boom times of the 1950s and 1960s, consumers were inundated with a multitude of new products. Thanks to improved mass production techniques, post-war companies produced all sorts of new labor-saving devices, from ready-to-eat breakfast cereals to high-powered vacuum cleaners. by luxury cars.
Advertising, which peaked during the Mad Men era, was how consumers learned about these new products. Whether it was a print ad in a magazine or a 60-second prime-time television ad, the ad did more than create desire for these seemingly miraculous new products: it informed consumers of their existence and intended use.
It may be hard for us to imagine now, some 60 years later, but back then there were a lot of people who needed to be educated about what a washing machine was and how it could, apparently magically clean an entire load of laundry in just one hour. (With the help, of course, of one of the powders specially designed for washing machines.)
Today’s consumer is also overwhelmed with a range of new products, many of which are virtual or online.
But rather than ads, they’re turning to social video to learn more about these products. Growing up surrounded by advertisements, they learned to be wary of their claims. But social video feels authentic, made by creators who can create an emotional connection with consumers, a key reason why they’re more likely to trust them and avidly follow their content.
Social video is also longer than 30 or 60 seconds, giving creators more time to dive into product attributes and showcase features.
And then of course there’s the fact that it’s social.
Which means other platform users can comment on the video, share their opinions and experiences to create a more multifaceted exploration of the product and its attributes, both positive and negative.
Finally, watching a social video is proactive: consumers actively seek it out and watch it rather than sit passively by it when it’s playing as part of a TV show they’re watching.
Central to Tubular Labs’ plan to expand its Tubular Consumer Insights product to include web visualization and search. behaviours. This builds on the product’s existing ability to link social video viewing to shopping behavior on Amazon.
The idea is to provide brands and agencies with a better understanding of the journey consumers take after watching social videos on a wide range of social platforms, including YouTube, Facebook, Instagram, Twitter and Twitch. This in turn provides them with a wealth of relevant data points.
They can, for example, understand the relationship between certain social video genres and various product categories when that relationship may not seem too obvious at first glance. (e.g. Are cooking video viewers more likely to book a trip abroad? Are pet video viewers more likely to buy SUVs?)
Likewise, data from Tubular Consumer Insights can provide more informed data on the consumer’s journey to purchase after viewing specific social videos. Are they looking for the website of a business whose name is verified in a video, or are they searching by broader category? What proportion of a given audience searches for your product within 30 days of watching a certain creator’s videos?
All of this information is very valuable to have in today’s jumbled media landscape.
“As brands and publishers potentially tighten budgets this year, they’re all looking for ways to maximize their approach to content and advertising, and tying these initiatives directly to sales is very helpful,” said Jon Baron, CRO.
Baron touches on another important point: social video has become a crucial part of many brands’ marketing plans. They understand its power and, more importantly, how consumers have come to use it as an educational tool, the first place they turn to when wanting to learn about a new product or product category. . Sometimes influencers are people they know intimately and whose posts they regularly follow. Other times it’s just someone they found via Google.
Either way, the more data brands can access about consumer journeys after viewing social videos, the more effective their marketing campaigns will be.