The Pew Internet & American Life Project reports internet users are embracing online videos and sharing them with their own networks.

Video is quickly becoming one of the most popular ways for companies and consumers to share interesting online content. The Content Marketing Institute recently released its 2014 B2B Trends report, showing that 73 percent of companies are bringing video into the fold. The latest data from the Pew Internet & American Life Project finds this trend isn’t isolated to businesses, as consumers share twice as many videos in 2013 as they did in 2009.

Nearly eight in 10 American adults watch online videos, and 31 percent say they also upload and share them independently. This has doubled since 2009, when only 14 percent of people posted videos.

Let video viewers do the heavy lifting

Additional sharing is encouraging for marketers who create steaming brand content because it suggests viewers are ready and willing to promote the clips they watch with others. The extra reach helps online videos spread brand messages to wider audiences (dare I mention the word, ‘viral’?) and stay at the surface of conversations longer.

More shares = longer shelf life

In fact, consumers’ high proclivity for sharing video content could be the driving force behind this format’s long shelf life. Brafton previously reported that visual media, such as videos, infographics and even Pinterest content, has a more lasting impact on viewers than some text-based social media posts. For example, Tweets disappear seconds after being shared and Facebook posts receive the majority of impressions within a half an hour, but videos continue to rack up clicks three months after publication.

41 percent internet users between the ages of 18 and 29 post and pass along videos.

Brands targeting younger users might already be reaping the benefits of this sharing behavior, as Pew found  However, the habit is catching on with other demographics as the web world matures. More than 35 percent of adults between 30 and 49 will also spread video content on the web, perpetuating marketers’ messages to their followers.

Host for maximum share potential

Companies creating videos for their content marketing campaigns should optimize integration to maximize sharing potential. It’s wise to host clips that are especially educational, entertaining or engaging on social sharing sites like YouTube, but that’s not necessarily the best place to set all videos live.


More than 35 percent of adults between 30 and 49 will also spread video content on the web.

Product-focused animations or films might be better suited for integration on company webpages, where viewers have already expressed interest in promotional materials. By thoughtfully considering where each video belongs, marketers ensure content with high share potential is highly visible to click-happy viewers.

For more information about proper video integration and how to avoid common mistakes, download Brafton’s webinar about video marketing vs. video production.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.