Video content marketing has grown exponentially in the last year. To save you a few hours of research, we’ve compiled a list of our favorite stats.
We all know that video content marketing is a channel on the rise. Investment is pouring in, while the deluge of clips being uploaded to the web’s various platforms is almost hard to escape.
But where is this growth coming from? Why is it happening? And if you’re only just getting started with video content, are there any clues that can help you along the way?
To save you a few hours of research, we’ve condensed some of our favorite video content marketing stats from around the world. Sit back, pour yourself a coffee, and let’s take a look at the figures behind the growth.
Video is fast becoming the number-one choice for content marketers. Here are the main reasons why it can’t stay away from their radar:
In summary: Video is on the rise and especially when looking at the difference between 2018 and 2017. Greater adoption seems to be impacting the average number of videos being published by our businesses, which is now at over four per week. This increased volume will lead to huge competition for audiences. Thankfully, there are plenty of eyeballs to go around.
Video is one of the most popular forms of content among online audiences. Here are some of the facts to support its inclusion in any marketing plan:
In summary: Our video content marketing stats reveal sense in gearing your strategy around a younger audience. Though viewers of all ages can appreciate engaging, entertaining content, you’re most likely to generate interest around your clips by targeting the 18-24 demographic. When it comes to channels, a big consideration for anyone looking to seed their video content through YouTube is to think about the bigger picture with regards to building a community. Once you are valued by your audience, it will be much easier to gain their attention.
Social networks like Facebook and YouTube have been cited as key drivers of growth across video content marketing. Our favorite stats around these platforms reveal the following:
In summary: Social networks have been a huge driver of interest around video - their instant sharing capabilities allowing anyone to push content out to a potential audience of billions. The key for broadcasters and content owners will be to invest in solutions that allow this to be done quickly and efficiently to capitalize on key moments and events.
Even digital marketing mainstays like search advertising have their detractors. It’s important to realize why people don’t invest in video content in the same way it’s important to see why they do. Through this, we can appreciate the places where things need to improve. According to a survey from Wyzowl, the most popular reasons for not getting involved with video are:
In summary: For the most part, it seems that the unconverted are lacking guidance. They need a specialist in the format to devise a plan that can work for their unique business and provide a valuable ROI. The same study also showed that 74% of the people who weren’t using the channel would be exploring it in 2019, so help could be on the way.
If you’re producing content of any kind, you’ll need to satisfy your audience. Don’t jump in without testing the waters - listen to what the viewers are saying:
In summary: Here come the millennials; influencing our marketing strategies; causing us to make square videos, just so they don’t have to turn their phones. Unfortunately, these groups tend to represent a big audience for anyone producing online video, so you have to be able to cater for them. It’s also interesting to see a big uptake in entertaining videos - over those that inspire - and a requirement for shorter clips. Perhaps this is a sign of the mobile effect...
Mobile viewership is definitely on the rise. Video content marketers should remember these stats when planning their strategies for 2019 and beyond:
In summary: Mobile and video appear to be representing a match made in heaven. Our consumers have been given the power of being able to watch videos on the go, and marketers would be wise to ensure that at least some of their clips are optimized for these devices. Through a short, sharp delivery, they can be sure of a good audience on platforms like YouTube and Twitter.
Getting into video content marketing is easy, but success is by no means assured. You need to look into trends around the channel, like the ones below, before you can start mapping everything out:
In summary: Consumer behavior can shift at an alarming rate. From the video content marketing stats above, we’re seeing a trend in audio-less viewing, and the lack of interest in clips that don’t immediately strike a chord. A more direct approach is also advised with ads that feature among video content, where 1-15 seconds is the preferred length. Another interesting fact is that many brands are looking to repurpose their old footage rather than creating something new each time. Perhaps this will represent a key strategy for more businesses in the future.