Why Video is Taking Over

The way people consume content is changing, 15 seconds to capture your reader's attention now seems all too generous (if only!) - I was recently researching the latest must have online marketing tools and how they could benefit me in my job as a marketer.

I quickly found myself scanning and comparing different websites trying to decipher the jargon, and just what "the latest software solution in marketing attribution" actually meant. I could feel myself drowning in information that meant very little to me as long unintelligible blocks of text on the page.

Video Engagement

If a picture paints a thousand words then a video is worth 1.8 million - There is no doubt that video is taking over the internet. The online landscape is evolving and the reason why is frankly, scientific.

Looking back, it's clear that I was sub-consciously scanning each page for the demo video that in exchange for 60-90 seconds of my time would explain to me exactly what the benefits of this latest solution were.

I took this theory to several of my clients who sell to scientific and industrial markets. They too had noticed the same trend; the best way to concisely convey the benefits of a high value, complex product is through video content.

It’s About Psychology: Videos are processed by the brain 60,000 times faster than text.

Reading involves a different brain process than watching video, and the brain tends to be drawn to content that doesn’t take much effort to comprehend (the path of least resistance!). Sure, reading is more active, but it’s human to be drawn to video.

The average Internet user watches around 206 videos a month and the researchers at Nielson say that 64 percent of marketers expect video to be the dominant force in their strategies in the future.

The growth of video

100 Million internet users watch videos every day. If you’re not already including videos in your internet marketing plan, you should be. It’s not just consumers watching videos. It’s everybody, especially scientists, researchers and industrial procurement specialists making high value purchase decisoins.

The growth rate for internet video was 43% in 2014. Video momentum is growing. Almost a third of Internet users are using YouTube every day. Furthermore, the average time spent watching digital video has increased nearly 200% from 39 minutes in 2011 to 1 hour 55 minutes in 2015.

Chances are people will watch. The problem is if your content is not engaging and targeted, it won’t hold a customer’s attention. Investing in the production of a video won’t take you far unless it’s done right.

How to stand out

By 2017, 69% of all Traffic on the Internet will be Video Based, so how do you stand out? It’s clear that video marketing is not going anywhere. There are three things to keep in mind, when it comes to video on the Web.

  • Remember your audience
  • Quality counts
  • Keep it concise

Mobile traffic

50% of YouTube traffic now comes from mobile devices. If you’re going to start using video, you’d better have a strategy. Video needs to be watchable on multiple devices. Millennials are twice as likely to be focused while viewing on mobile than while watching a video on TV. This means that video needs to maximize all allowable space and be easy to navigate.

The Medium Matters

Most PC users play content that’s shorter than six minutes. The amount of time spent watching videos varies, based on whether a user is utilizing their tablet, smartphone or PC. Where the video gets uploaded matters. Platforms like YouTube and Vimeo allow for longer videos while Instagram and Vine limit play time. Long-form videos get a ton of information out, but short-form videos are easily sharable.

Don’t Forget to Schedule

Devoting all of your time and effort into one video won’t yield the kind of results that you’re looking for. Once you’ve decided what the content of your videos should include, they need to be scheduled. Videos should be spaced evenly and timed to coordinate with events or product launches.

Yes, launching a video strategy is definitely worth it, as long as all of the pieces are in place before you move forward. The great news is that a video campaign doesn’t have to be expensive or particularly time-consuming. From interviews to products brochures, trade shows or foreign language video, find out which video is right for you:

5 types of video to consider for 2016

Check out our Youtube channel to see other examples of the different types of videos and effects that are possible.

Contact us for a consultation so that you can get started with your targeted video marketing strategy.

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Posted by Frank Barker

Having spent his younger years playing Rugby in the sunny climes of Spain and Western Australia, Frank graduated from Loughborough University with a BSc in International Business. Over the past 4 years, he has since forged a career in Digital Marketing and developed a passion for combining big data with great content to deliver messages that resonate with specific audiences. A sportsman at heart, Frank still enjoys lacing up the boots for his beloved Macclesfield 1st XV Rugby or pulling on the whites to represent the more serious Macclesfield 3rd XI Cricket team.

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