Videos have seen exponential growth in recent years. With improving internet speed, availability of devices that stream the content on the go video watching has skyrocketed. Momentology revealed some startling figures from the year gone by as it noted Youtube’s announcement that 400 hrs of video content was getting uploaded every minute, Facebook came out to be a serious adversary to Youtube when it announced 8 billion video views were taking place on its site every single day. Tubular Labs; cross platform video intelligence and analytics shared that 654.7 million videos have been uploaded by 66.7 million creators in the last 365 days to more than 30 video platforms. And these videos have 2.8 trillion views, an average of 4390 views per video.
No doubt there is potential in videos as it is part of human nature to better absorb visual content, proven by the fact that 90 percent of information transmitted to the brain is visual, while visuals are processed 60,000X faster in the brain than text. The largest not for profit healthcare in San Diego, Sharp Healthcare runs its marketing strategy through the September- December period dependant on videos that try to reach out to the target audience. The 30 minute documentary titled ‘Stories of the sharp experience’ features patients from real life who have undergone treatment with snippets from the doctors who make the treatment possible alongside their competencies. Although expenses are incurred in shooting, editing the video, it is made up for as mentioned by Diane Gage Lofgren who states, ‘Video is currency, people want to see people like them and want to see not only our expertise among our medical staff, but how [patients] are treated and how they interact with physicians, which is just as important as the technology side.
There is no shortage of inspiration as there is a ready audience ready to lap up the videos served to them, as an eMarketer report found out that in case of the US, adults are expected to consume 5 hours 31 minutes of video content on a regular basis.
There is an increased awareness among businesses on the potential of video those not incorporating stand to lose out as video has been found to be the best medium to engage an audience. Report released in August 2015 point to an increase in video spend by businesses, growing to $16.1 billion globally, the same report also pointed out that mobile video consumption was poised to grow by 78 percent in 2016.
It is not just engagement that businesses communicating through the medium of videos experience, as research by Forrester mentioned there was 53 percent likelihood of your web page showing on the first page of Google search results, if the landing page is embedded with a video, while the website can gain an exponential 157 percent increase in organic traffic.
Video is also a safe bet for businesses for the simple reason its impact can be measured. The most frequently used metric to know how the video has fared is to check on the time spent by a user consuming the video.
As Brendan Gahan, Founder, EpicSignal, sharing his thoughts with momentology on video marketing trends in 2016 explains, ‘Mark Zuckerberg stated that “In five years, most of Facebook will be video. Twitter is prioritizing video with the launch of Twitter video, Periscope, and Vine. Snapchat, Instagram, Tumblr, etc. have all prioritized video and we’ve seen the launch of multiple VOD platforms (Vessel, Go90, YouTube Red, etc.).
Gahan’s statement is a clear indicator that it is time for marketers to shout out, lights, camera action! It is video that will experience most of the action as viewing time increases with more and more mobile devices getting connected to the internet and happy owners stroll the park watching videos.