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Highlights From The POPSUGAR Insights Video Lab

Content creators don't often have the ability to study the emotional reaction that women have to the content they build, having to rely instead on metrics like reach and clicks. We wanted to study the emotional response in detail, so as part of the POPSUGAR Insights/ulive 2014 lifestyle video study, we asked women to choose a lifestyle video to watch and then provide instant feedback on the video content, the quality, and the overall viewing experience.

The first video was POPSUGAR Beauty's "How to Braid". Overall, 70% of women loved this video, and 91% of women either loved it or were neutral towards it. The video was especially loved by women between the ages of 18 and 24 (81%), students (81%), and fashion and beauty enthusiasts (81%).

In particular, women loved the content (77%), specifically the fact that it was instructional in nature (43%) and simple and easy to understand. Women also loved the content (33%) and the fact that it featured interesting options for hair, and they felt it related to a topic they were interested in. Overall, women found the video to be helpful (62%), informative (47%), and interesting (38%).

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Forty-seven percent of women said that this is a video that they would watch alone, while 13% indicated that they would watch this video with others. Forty-six percent of women said that this is the type of video that they would share with their social networks. This was especially true for women between the ages of 18 and 24 (58%), beauty enthusiasts (54%), and avid lifestyle video viewers (54%).

Women also loved POPSUGAR's "Get the Dish" video featuring Chipotle's guacamole. Overall, 72% of women loved this video, and 89% of women either loved it or had a neutral opinion of it. This video was especially loved by young women between the ages of 18 and 24 (82%), single or divorced women over the age of 35 (88%), wellness enthusiasts (82%), and home content enthusiasts (80%).

Specifically, women enjoyed the overall content (81%), especially the instructional/how-to nature of the video (44%). They also felt that the video was informative (15%), and they liked that it featured the recipe (15%). Overall, women said that the video made them hungry (57%), they found it informative (56%), they found it helpful (45%), they found it interesting (41%), and they found it educational (41%).

Thirty-eight percent of women said that this is a video that they would watch alone, while 10% indicated that they would watch this video with others. Thirty-eight percent of women also said that they would watch this video both alone and with others. Fifty-eight percent of women said that this is the type of video that they would share with their social networks. This was especially true for women between the ages of 25 and 34 (63%), households with young children under 6 (76%), single women (88%), and avid lifestyle video viewers (75%).

The lesson? Lifestyle video content creates a positive emotional connection with women when it aims to inform, entertain or inspire. The best video are able to accomplish two or more of these goals. These videos resonated with women because they found the content to be both enjoyable and educational.

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