In the past 10 years the rise of the internet and social media has had a dramatic affect on how we consume content. The digital landscape has changed and our attention spans are waning. People are phasing out desktop and laptop computers to interact with content. Instead they are heading to their mobile phones and portable devices to consume content in an ever more accessible way.
Facebook currently has more than two billion active users worldwide which in turn brings billions of views to it's video content every day. It's vying for power with Google owned Youtube to become the most dominant online video platform. Interestingly Facebook's native content achieves 10x the reach of an embedded YouTube link due to it's seamless integration. Instagram and Snapchat have audiences of over 250 and 175 million daily active users. Both apps have developed similar story functionality which focus on users engaging with predominantly video content.
The landscape of content marketing has changed significantly, too. Today, the most effective content provides what consumers want and how they want it. Hence why Facebook's native ads are so successful. Video marketing is the most effective tool in providing the value, flexibility and relevance that consumers need. It can be consumed on-the-go and transfer brand messages in an organic and attention grabbing way.
Sure, I can bang on about how amazing video content is but why not back that up with some statistics from Hubspot which will really justify it's importance.
Video is projected to claim more than 80% of all web traffic by 2019.
64% of customers are more likely to buy a product online after watching a video about it.
Adding a video to marketing emails can boost click-through rates by 200-300%.
90% of customers report that product videos help them make purchasing decisions.
Embedding videos in landing pages can increase conversion rates by 80%.
According to YouTube, mobile video consumption grows by 100% every year.
A third of all the time people spend online is dedicated to watching videos.
87% of online marketers are currently using video content in their digital marketing strategies.
59% of company decision makers would rather watch a video than read an article or blog post.
Video ads now account for more than 35% of all ad spending online.
Marketers who use video grow revenue 49% faster than non-video users
So with that in mind, can you really afford not to be utilising video in 2018?