The time of video has come yet again. Impressive, original video content has become key in boosting forward thinking brands, and will most certainly stay so for in the times to come. The research by eMarketer has shown a rise in time American adults spend watching video content online.
In 2015, the average was 5 hours and 31 minutes, with a projected continuing rise up to 2018. If we combine this with the information that YouTube users watch more than 500 million hours of video every day, it is clear that this is slowly becoming the dominant playing field. The logic behind this assertion is clear – US adults own more devices than ever, especially mobile devices such as smartphones. If we take a look at just the Facebook native video, we can see that videos receive 135% more organic reach than photo posts.
The coupling of marketing, especially through social media with video can be a fantastic tool. So, here’s a list of interesting statistics that can help marketers get better acquainted with this established field and get their content seen.
- Consumers are almost ten times more likely to click on a video than text or photos, according to the Content Marketing Institute. This does not mean that other kinds of great content are any weaker at driving traffic to your website, but if you’re looking at a more horizontal distribution of ads through customer engagement, such as shares and comments – look no further, the video is the answer for you.
- Google loves video – according to Video Explainers, a business is 53 times more likely to appear on the first page of Google results if it utilizes it on their webpage. The reason? The inclusion of video improves SEO, consequently boosting a business’ place in the rankings.
- Video boosts sales, as well as recognition of a brand – a study done by Unruly determined the impact of video on brand metrics among 18-34-year-olds, where video enjoyment increased purchase intent by 97% and brand association by a whopping 139%.
- According to the Social Media Examiner’s industry report for 2016, 60% of marketers used videos in their social media marketing in 2016, while only 14% used live videos. Interestingly enough, 73% of them plan on increasing their use of videos, while 50% plan on using live video.
- Furthermore, when asked about the types of content used in social media campaigns, marketers still predominantly use visuals (74%), with video trailing with 60%, while live video is still to be exploited more, with only 14% of marketers quoting it as a channel of communication.
- Recent research by Buffer has shown that if there were no obstacles, such as time, resources and a budget, 83% of marketers would focus on more video.
- If a video appears online, and no one watches it – did it truly appear? In order to avoid silly questions like this, it is key to keep note of this rule of thumb when it comes to video: two minutes is best for maximum engagement.
- HubSpot’s research into what comes next for content marketing showed that 55% of consumers watch videos thoroughly, which is the highest amount for all types of content. Taking this into account, there are a few more things to pay attention to when making videos. 85% of Facebook videos, for example, are watched without sound, according to multiple publishers.
- Making ads look like stories boosts positive response – 49% of customers respond negatively to online ads. This means that serious care must be taken to create unique and original stories
- See the video, pick the company – ThinkWithGoogle have done a study that found that 40% of all consumers using mobile devices who see a video on YouTube visited the store or brand website. The power of mobile unleashed.
As you can see – there’s a bunch of data that shows the video as a part of the new wave of changes in digital marketing. The rise of millennials and the accumulation of spending power associated with it will continue to put pressure on marketers to adapt and start thinking about creating video content, as this has been proven to be the best way of reaching this target audience.
Google, Facebook, Microsoft, all the big players are already perfecting the craft of delivering poignant messages in under 120 seconds, and with this bit of social engineering effectively changing the playing field with regard to consumer behavior. For this reason, it is good to start early, testing video strategies in order to have the edge for success in the future.