4 Reasons Consumers Love Video Content (and How You Can Take Advantage)

According to Cisco’s Visual Networking Index, as soon as the year 2019, global consumer Internet video traffic is expected to account for a whopping 80% of all consumer Internet traffic. If that’s not a compelling enough stat for you, here are a few more to chew on:

– Businesses using video increase revenue at a rate of 49% faster year-over-year than organizations without video (Source: Aberdeen Group)

– 70% of marketers say video generates more conversions than any other type of content (Source: Vidyard)

– 4 times as many consumers say they would rather watch a video about a product than read about it (Source: eMarketer)

– 40% of consumers state that video increases the chance they’ll purchase a product on their mobile device (Source: Adobe)

And, honestly, the list goes on and on.

Simply put, people love video. It’s been proven time and again to be much more engaging and therefore more effective than other marketing methods. Why? Let’s take a look at a few of the reasons below.

Video Taps into Emotions

A recent study was conducted by AOL which examined the emotions that drive what are known as “content moments,” or instances in which a person engages with a particular type of digital content. When it came to video, the study revealed that most consumers are driven to watch by the need to be connected and comforted. They want to be inspired, entertained, socially updated and most of all, they want to feel good. Few tools are better at catering to these needs than video.

Video is Consumable

Think about the time it takes to read an article. Now, imagine if the information contained within that article was summed up and brought to life in the form of a short video clip. Which way would you prefer to consume that same content? If you’re like most consumers, you’d opt for the quick video. Why? Because it’s easier. It’s faster. It’s more convenient. It can be watched on the go from a mobile device. Like it or not, we live in a highly connected, extremely fast-paced world. People value things that make their lives easier, which is exactly what video serves to do.

Video Provides an Escape

We are all busy. Video provides the opportunity to take a few moments and get lost in something outside of our hectic to-do lists. If you don’t believe this is important, just consider the fact AOL’s study also found that consumers tend to spend an average of 15 minutes on content deemed as “entertaining” and 17 minutes on content that helps them feel connected. Video achieves both of these things, which explains why the average adult spends around five and half hours watching video content each day. When it comes to little ways to “get away,” video can’t be beat.

Video is Inherently Social

One only needs to take a look at some of the recent numbers as they relate to social video content consumption to realize how incredibly powerful this medium truly is in today’s digital age. Facebook founder and CEO Mark Zuckerberg recently announced that the popular social network was generating some 8 billion video views each day. Even more compelling, Snapchat, which has 15x fewer users, is generating more than 7 billion daily video views. Instagram, Vimeo and, of course, YouTube, are also racking up the numbers. Why? Because video is quick and easy to share, making it inherently social.

So, now that you know some of the reasons why video content is such an engaging digital tool, here are a few quick and dirty tricks for using it most effectively in your marketing strategy.

– Optimize for mobile. Almost half of all videos watched by today’s consumers are consumed using mobile devices, so make sure your video content is  fully optimized to perform best on smaller screens, both horizontally and vertically.

– Catch them early. Keep in mind that your video has to effectively capture the attention of your intended audience quickly–usually within the few      seconds it takes to scroll past it on their social media feeds. Give them a reason to click and watch.

– Keep things short and to the point. Once you’ve captured their attention, hold onto it by keeping your video dynamic yet short and to the point.  People are busy and the average amount of time someone will watch a video before moving on is under three minutes, so keep this in mind.

– Use calls to action. There are lots of ways to incorporate calls to action into your videos, and each platform you use may differ, but one thing is for  certain – they absolutely should be included. Otherwise, what’s the point? Don’t just assume viewers will do what you want. Prompt them to do so.

To say video marketing presents a golden opportunity for today’s businesses is an understatement. Simply put, people love to watch video content. If you could use help turning your vision into a powerful, compelling and highly engaging video, contact us today. We’d love to help.