We’ve written at length in the past about how video is an incredibly versatile format and powerful tool in terms of visual communication and marketing in general. However, despite the fact that the public’s appetite for video is well documented at this point… you’re probably still not making enough.
Video Has a Place Everywhere
One of the most common misconceptions that permeate the marketing culture today is that video only has a “home” in very specific places. Uploading your video to a site like YouTube, hosting it on your website or using a video CMS like Uscreen all make sense – but that’s pretty much the end of it, right?
No, of course not. Not by a long shot.
Take social media, for example. Yes, it’s true that users on sites like Twitter tend to prefer pithy, short-form bursts of information. But the one exception they seem to be willing to make is video, regardless of the length. In fact, one recent study revealed that a massive 82% of all Twitter users say that they actively watch video content from their feeds throughout the day. Even on Facebook, about 45% of your average users watch at least an hour – or more – of video per week, every week.
Not only have we reached the point where about a third of all online activity is spent watching a video, but over half of all that video content is viewed on a mobile device like a smartphone or tablet. What’s more, 92% of mobile video users (which make up the single biggest demographic that you should be targeting, in both the B2C and B2B spaces) say that they’re more than willing to share videos that they like with others.
All told, about 85% of the total Internet population of the United States watches videos online on a regular basis – and this is one trend that shows absolutely no signs of slowing down anytime soon.
If you took the same basic premise for a piece of marketing collateral and used it to create two pieces – one a 1000 word blog post and one a five-minute video – the vast majority of your users would take the video content with open arms. This is true even if both pieces contain the exact same information, and it’s probably even true if the blog post is technically “better” in a traditional sense.
A lot of this has to do with a certain level of intimacy – getting to see someone tell you about their thoughts, having a chance to hear the tone in their voice and being able to look into their eyes creates a richer, more fulfilling experience than reading their words. It’s why when a book is adapted into a film, more people will see that film in their cinema than will ever purchase the book in a bookstore. How many people love the classic film “Jaws?” Millions? Hundreds of millions? Now, ask yourself how many people have ever read Peter Benchley’s novel that the film was based on – probably far, far less.
We’ve even gotten to the point where hundreds of thousands of people are willing to watch a live stream on YouTube of someone playing a video game, versus actually buying and playing that game themselves. The same is true for films – people will watch a three-hour-long video of a panel discussing a film that just hit theaters, rather than going to the cinema and watching that film themselves. We’re observers – we always have been, and video content is a perfect chance to tap into that urge.
Now, nobody is saying that you should suddenly stop whatever else it is that you’re doing and focus all of your attention on video. As always, the best campaigns contain a healthy mixture of all possible materials. You should still use a tool like Visme (which I founded) to create exceptional graphs or engrossing presentations on a regular basis. That point is never going to change.
But if you ever think to yourself “I’m creating a lot of video content lately – in fact, I’ve probably created too much” you need to stop what you’re doing and think again. Because not only are you not making enough videos for your audience, you can probably NEVER make enough videos – end of story.
About the Author
Payman Taei is the founder of Visme, an easy-to-use online tool to create engaging presentations, infographics, and other forms of visual content. He is also the founder of HindSite Interactive, an award-winning Maryland digital agency specializing in website design, user experience, and web app development.