Consumers enthusiastically watch branded videos—and the funnier or more informative they are, the better. That’s according to new video marketing research from Levels Beyond that found some surprising gaps in attitude between consumers and marketers.

Levels Beyond found that 59 percent of consumers surveyed said they are likely to watch a branded video when they visit a website, and 61 percent have watched a branded video when a friend shared it socially. But on the marketing side, a whopping 75 percent of marketers said that producing and delivering video (outside of commercials) is not a top priority.

“Consumers want more than just text updates—video offers brands an easy opportunity to engage more effectively with consumers across social channels,” the company notes.

The report also found some discrepancies between the types of branded videos consumers want and the types of videos brands are providing. Sixty-seven percent of consumers said they want to watch how-to, instructional, or tutorial videos, and 42 percent want to watch comedy or spoof videos. Micro-documentaries or testimonials, and animation or infographics, pique the interest of about 30 percent of consumers.

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