In the last couple of years, more video content has been generated than those in all of history combined. The fact that smartphones are getting more accessible is one of the primary causes of this. With internet penetration increasing by the minute, it is understandable that people are finding videos more realistically (as compared to still images, written text, or audio clips) to connect with what his being told.
This affinity towards video content has encouraged brands to look out for ways to connect with their target group and convey the effectiveness of their products or services through a video medium. Influencers and motivators are leveraging the power of video to get their message across. In such a situation, it is indeed interesting to take a look at the video marketing stats and understand how we are witnessing a sea of never-seen-before change.
The Shift in Viewing Habits
Videos have been in existence for decades now but in recent years we can observe a change in the average habits. Today 6 out of 10 people would rather watch a video online than on their cable TV. 78% of people watch such online videos every week while 55% do it daily.
By viewing moving content, an average person retains 95% of all that he has seen as opposed to the mere 10% that they retain while reading the same message in the text. This is the primary reason for 81% of businesses to include video as a part of their marketing plans.
Shorter Videos Have Better Engagement
With video being generated at the current rate, marketing personnel needs to know what has higher chances of working out. You will be interested to know that by the time a video reaches the 30-second mark, 33% of viewers would have stopped watching it. By a minute, 45% would have given away and in two minutes 60% would not be there anymore.
Considering the short attention span of people that you are catering to; it is a good idea to restrict the videos that you create to a maximum of two-minute duration. If the subject requires you to talk more, look for ways in which you can break that into sub-subjects and create separate videos on them.
Leverage the Power of YouTube
Today, YouTube has more than 1.9 billion users and over 23,946,561 of them subscribe to one of the channels there. This means that 1 out of every 3-internet user has its presence on YouTube. With 65% of YouTube users coming to the platform to solve a problem, brands that have incorporated YouTube as a part of their marketing campaigns stand at an advantage.
By creating informative video content that people will find helpful in solving their problems, you will be able to leverage the power of YouTube in helping you build your brand name. Such is the power of YouTube that in recent years, a 7-year-old boy became the highest earner with $22 million revenue from the platform in one financial year.
Do not Neglect Facebook
One of the oldest social media platforms, Facebook is the one with maximum engagement. 75 million people browse through Facebook every day and that accounts for 8 billion video views on an average.
These days, people like to show off their purchases through their Facebook posts and stories and 62% of people have confessed that they have chosen to buy a product after seeing it in someone else’s story. The growing popularity of Facebook among consumers is the reason why 81% of businesses have introduced Facebook as an integral part of their digital marketing work.
Use Twitter to Grow Your Business
A whopping 48% greater number of views is observed in social media posts that have videos and Twitter is no exception to this. With 45% of Twitter users keen to see more videos from celebrities and brands, there is indeed a lot of scope for collaborative videos.
For such videos, you can simply film it in your smartphones and then use an online video editing software to edit it to perfection before posting on Twitter. As far as possible, try to shoot the video in portrait mode as that will help mobile viewers. Considering that 90% of Twitter users access the platform on their phones, it will be wise to optimize your Twitter videos for mobile viewing.
Know that the Type of Video Will Depend on the Medium
These days, there are several video media for you to choose from. For example, 60% of Instagram users watch their videos with the sound on whereas 85% of people watching videos on Facebook prefer to do so without the audio.
Also considering that a significant fraction of video users are hearing impaired, it is a good idea to incorporate subtitles wherever possible. If you are planning to upload your video on YouTube, then you must ensure that it has closed captioning so that it can cater to the interests of those who do not comprehend the language used in the video.
Make Your Videos Worthy of Your Viewer’s Time
Today 93% of marketers use video at some point in their promotional journey. This has led to an excess in the availability of video and people are often irritated when a video ad plays while they are watching their preferred content.
You will be surprised to learn that 82% of internet users are not fond of the autoplay advertisements that Google gives the option of blocking autoplay ads. Thus, unless you come up with an advertisement that is interesting enough to catch the attention of the viewers, it will be very difficult for you to force viewers to watch it. The fact that 73% of B2B marketing professionals feel that video gives them good returns on their investment should be ample reason for you to consider it seriously.
All the above-mentioned facts are a testimony to the growing importance of video in all our lives. Irrespective of your industry domain or area of expertise, chances are that your target group is hooked on to video. In such a situation, the faster you jump into the bandwagon, the better it is for you and for the brand that you represent.
