If you’re involved in any kind of marketing, it won’t have escaped your attention that video marketing is the biggest thing to have shaken up the industry since, well, the invention of the internet.
10 statistics that show video is the future of marketing:
1. 78% of people watch videos online every week
2. 55% of people watch videos online every day
3. Online video now accounts for half of all mobile traffic
4. 65% of video viewers watch at least two thirds of a video
5. More than 80% of senior executives watch more online video now than they did a year ago
6. 75% of business executives watch work-related videos at least once a week
7. 59% of senior executives say that if both text and video are available, they prefer to watch the video
8. 96% of B2B companies are planning to use video in the content marketing over the next year
9. Using the word ‘video’ in an email subject line boosts open rates by 19%
10. By 2018, video will take up 79% of consumer internet traffic
The success of video marketing shouldn’t come as a surprise – people have been watching television for decades.
As an industry, it’s very much been a case of ‘when’, rather than ‘if’ using video for advertising and marketing would become accessible to all sized companies.
So why now? What has changed to make video one of the biggest marketing opportunities available in 2015?
Why wasn’t it like this 10, 5 or even 3 years ago?
Video marketing is huge now for 4 reasons:
1) Phone and tablet technology has improved radically in recent years. Since the first iPhone was launched in 2007, smart phone technology has created a new market and new possibilities for viewing video content away from a desktop or laptop computer. And not only has the technology improved, the price has also dropped, making smart phones more accessible to more people with every generation.
2) YouTube has educated us all about the power and possibility of video. It’s hard to believe that YouTube is only ten years old. In those ten years, YouTube and other video sharing websites such as Vimeo and Youku have completely changed the way that we watch videos, search for them, and share them with our friends and colleagues.
3) High-speed broadband is now ubiquitous. Viewers now have the large data transfers they need to successfully
4) Watch video without annoying buffering. As video recording and video watching technology has improved, it has needed the consumer broadband infrastructure to keep up. In the UK and other developed countries this isn’t a problem, but for other countries around the world it can cause problems – something to consider if you are targeting specific countries with your campaigns.
Facebook and Twitter are heavily pushing video. 2015 has been the year of video, especially on Facebook and Twitter. Both social media platforms now auto-play video in their news feeds, which means that video posts have a greater impact than any other kind of post: a huge opportunity for brands seeking to reach more people.
Facebook in particular has made some significant changes to how it features video and rewards those brands who use it… more on this topic next week on this blog, so stay tuned!
Photograph by Johan Larsson