Photos and images have serious competition with videos when it comes to engagement on social media. Even Facebook caught up with the times and optimized its video features. The change has the social media giant racking up nearly double the video views: from last year’s 4 billion to 8 billion views as of March 2016. A new video-sharing platform Snapchat even surpassed Facebook’s number at a whopping 10 billion daily video views.
Why should you pay attention to this trend? Let us look at the top reasons on why you should include videos as part of your online marketing plans.
1. It’s growing and it hasn’t reached its peak yet.
Cisco has revealed in a forecast that video traffic would grow threefold from 2015 to 2020. By 2020, 82% of all consumer internet traffic would come from video traffic globally.
With the advanced features of smartphones, it has become easier to create and view videos on mobile phones. Hence, 2016 is the year when videos viewed on mobile phones has surpassed the numbers of video views on a desktop. This tidbit alone implies that it’s easier to reach more people now that watching and streaming videos is no longer limited to desktops.
2. It’s entertaining.
Walls of text are usually discouraging for some. Along with text-on-images and infographic content, posting videos became the new alternative to delivering informative and relevant clips.
According to Forrester Research, every minute of video is worth 1.8 million words. Imagine what kind of message or impression you can leave a person who watches your videos.
What kind of videos would be best for your consumers? It could be reviews, DIY or how-to videos, documentary, an interview, a tutorial, or an online series. Freely produce any video that you would want to watch yourself. Make it informative or entertaining.
3. The shorter the video, the higher its retention value—even if the viewers only watched half of the video.
A minute of video enjoys 80% retention, while videos lasting 2 to 3 minutes still retains 60% viewer retention.
4. It’s influential.
Visuals are a strong factor—if not the most influential—to 92% of shoppers when it comes to deciding on a purchase, according to a Vouchercloud 2014 study.
Consumers or shoppers are most likely to search for the product when they watch it online, and they are receptive to watching product videos on retail pages. Don’t be discouraged to produce a product video that would scream “hard sell”. People want to hear details, see how it works, and imagine how something could be applicable to someone’s life. Videos can provide all of that online.
5. It’s a top-notcher when it comes to shareability, CTR, and type of content with the best ROI.
Videos are more likely to be shared 1200% more than texts or images. It has the highest click-through-rate among all digital and visual content format with an average of 1.84%, and 55% of marketing professionals are convinced that it has the best return of investment rate. Forecasts say that for this year, there will be a notable increase of budget for online video ads.
This is the best time for you to create the kind of video content that you believe would reflect your purpose or brand. Do take note, though, that extra care and thought should be given when producing a high-quality video since, according to a 2013 study by Brightcove, 62% of consumers would view a product negatively if a video is poorly made or is of low quality.
So what makes a great video? We’ll take that up in our next post.