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Video Marketing: Today's Necessity

Adopting video into your marketing campaign is no longer a fancy addition. Today's users prefer to engage with this kind of content over any other form. As more of your competition uses video content to market their products and services, it's essential to get on board to stay relevant in today's market.

According to HubSpot, video is now one of the most powerful ways to convey your brand's story to your audience. More than half of business marketers (51.9%) around the globe report that video content has delivered the best return on their investment. Hubspot also projects that video content will make up 74% of all internet traffic by the end of this year.

Consumers love video, and here are the numbers to prove it.

Wyzowl's 2017 survey reveals that 79% of respondents would rather watch a video to learn about a product instead of reading just text. That jumped up 10% from the previous year, in which 69% of respondents preferred video. Additionaly, recent marketing statistics report that 43% of consumers desire to see more video content.

What kind of videos are in demand?

  • Shorter videos - According to Vidyard, videos under 2 minutes long make up the majority of video content.
  • Personalized videos also have a 35% higher retention rate than generic videos (Vidyard).
  • Videos with subtitles 85% of videos are watched without sound. Activating sound forces the user to interrupt other online actions to play the video, whereas subtitles allow them to multitask or engage with multiple apps and windows. 

Where are videos being watched?

  • The majority of business-related videos (86%) are being watched on laptop and desktop computers. Only 14% are watched on mobile devices (Vidyard).

When are videos most watched and from what sources?

  • Most business-related videos are watched on Wednesdays from 7 am to 11 am (Vidyard). This means when people wake up and get settled in at work is prime time to launch some videos on social media.
  • Most videos are hosted on the business's website or on social media.
    • 82% of Twitter users are consuming video content.
    • Countless users watch a collective 500 million hours of video on YouTube (Wordstream).
    • 45% Facebook users watch over an hour of YouTube or Facebook videos weekly (Wordstream).

Who's using video?

  • 63% of businesses are using video and this statistic continues to rise. (Hubspot)
  • 87% of online marketers are using video content (Wordstream).

Frontiers To Be Crossed

Videos under 90 seconds long retain more than half (53%) of the viewer's attention to the very end which works well being that recent marketing studies show you only have 8 seconds or less to draw in your audience's attention.

According to Digiday, there are plenty of social media platforms and trends that have much untapped potential. When it comes to social media, only 19% of marketers have used Facebook Live, 8% have used Snapchat, 26% have used Instagram Video.

Meanwhile, only 12% of marketers have taken advantage of new trends like 360 video, while a paltry 7% have delved into virtual reality. If you want to add some spice and innovation to your next marketing campaign, you should explore these trends and more.

Let's Talk!

Taylor White

About the author - Taylor White

Small Biz Owner, Inbound Marketer, Husband & Father, Sports Fan - The Glass is Half Full!

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