A report from AYTM Market Research found that more than half of web users are likely to share video content in 2012.

Businesses thinking about the use of video content as part of integrated web marketing strategies are likely to see their pieces shared by readers and prospects. A survey of 400 Americans conducted by AYTM Market Research found that 22.8 percent of respondents currently share video content on social networks and an additional 25 percent said they will likely start.

These users demonstrate the growing commonality of video content on the web. As more begin consuming this content, it will likely become more pervasive throughout their web habits. As such, they’ll likely share it and comment on it as they do with text-based content.

The social element of online video viewing is growing as popular networks, including Facebook, make it easy for users to watch content without leaving social sites. Of the 400 respondents, 81 percent said they use Facebook, and 4.3 percent reported that they don’t use Facebook but have accounts on other social networks. Sharing video content has becoming increasingly simple on the web with YouTube, Hulu and other popular streaming services providing social sharing capability.

Introducing video marketing as part of a content marketing campaign can help organizations appeal to the growing online video audience. Encouraging them to take part in a social media marketing campaign by sharing content with their own friends or followers can help companies boost visibility on the web.

Visual content’s value to social media marketing campaigns has helped major companies, such as Coca-Cola and Red Bull augment their visibility on the web. Brafton recently reported that Coke uses original video content to both inform and entertain its customers and fans on Facebook. Moreover, some of the most-watched and shared YouTube videos revolve around how-to content that a number of businesses could leverage to depict their industry expertise. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.