2020 was a year of unprecedented change. The global pandemic shifted the way we communicate, work, study, and entertain ourselves within the safety of our homes. If the rise in popularity of video calls, online teaching, and VOD platforms have taught us something, it’s that there is no other medium with the potential and effectiveness of video.
And, the same goes for brands! Marketers worldwide have allied with the best video producers out there to discover new ways to engage with their customers and reach new clients. You’ve probably seen it everywhere, from tutorials and how-to videos to live streams and social media stories. Compelling video content is everywhere.
In fact, Outbrain recently won the “Best Use of Video 2020” digital award thanks to their partnership with Elvie and the novel ways they implemented retargeting technology!
So, if you’re thinking about investing in video marketing this year, and need to back your decision-making with hard data, then I have just the thing for you. In this piece, we’ll talk about some crucial video stats from the past years and how you can use them to boost your marketing strategy in 2021.
Let’s get started!
Will Video Take Over the Internet?
We can begin with a simple-yet-vital fact: video traffic is growing year by year.
According to Cisco’s latest Visual Networking Index, video will account for 82% of global IP traffic by 2022. This prediction may sound staggering at first, but it’s simply part of an ongoing trend. The amount of bandwidth will continue to grow as more video is consumed, and higher-quality videos are watched.
As a brand, this is a stat you just can’t ignore. If video isn’t an essential part of your future marketing efforts, you should rethink your strategy altogether.
Video is the Undisputed King of Content
Hubspot’s Annual Marketing Report placed video as the #1 form of media used in content strategy, overtaking blogs, eBooks, and infographics as the most preferred option of the marketing toolbox.
This shouldn’t come as a surprise! Video can communicate concepts and ideas faster than a picture or text. In just a few seconds of video, you can cram large amounts of information that could take the audience minutes or even hours to read. By using colorful animation and other visual resources, you can take full advantage of video as a medium.
Video Ads Are Your Brand’s Best Ally
But the preference for video content isn’t restricted to entertainment purposes: it works in favor of brands and businesses as well!
According to a study made by Hubspot, 54% of consumers want to see more video content from a brand they support.
During the global lockdown, people couldn’t go out shopping and find out about new brands and products at the store. Therefore, ads such as product demo videos allowed users to learn about the products and services they were interested in before making a purchase. In the eCommerce realm, video content is an option brands can no longer ignore.
Video + Social Media = Engagement
A study made by Marketing Dive reveals that 53% of users engage with a brand after watching a video on social media. And when it comes to millennials users, that figure scales up to 66%!
It’s a well-known fact that social media sites such as Facebook, Instagram, and Twitter have become modern marketplaces: a platform where people around the globe gather to learn, laugh, and shop. Using video on your social media presence will give your brand a chance to stand out from the crowd and let your voice be heard.
So, offer your followers and new visitors cool and valuable content that isn’t solely trying to sell them something. There’s a reason helpful videos such as tutorials and customer testimonials have the potential to become viral: they focus on your clients and not just on your products or services.
Native Video Provides a Powerful Edge in Exposure
Why? When a person is browsing the web, skimming articles on a news or entertainment site, or reading about a topic of interest, they are primed to discover new products and brands. They are open and curious to content that meets their needs – they are in “discovery mode”. So, when they are exposed to a native ad in attractive video format, engagement goes through the roof. More brands and marketers today are choosing to leverage native ads on the open web, and particularly new video formats that are even more effective at capturing audience attention.
One-Third of the Internet is on YouTube
YouTube reported that more than 2 billion users log in monthly to watch over a billion hours of video and generate billions of views. Plus, 70% of viewers say YouTube makes them aware of new brands. There’s simply no other video platform that can compete with that!
If you’ve produced videos for your brand before, you probably already created a YouTube channel where you uploaded your content. But now it’s time to step up your game! You can create thumbnail images for your videos, use search keywords, and optimize your titles and descriptions so that your videos reach audiences.
In a way, YouTube is just like any other social media platform: consistency pays off. Create videos on a regular basis (or even start a video series!) to gain more subscribers and strengthen your online presence.
Create Video for the Smallest Screens
That same YouTube report has one more piece of valuable insight: more than 70% of YouTube watch time comes from mobile devices. This coincides with another bit of data from Cisco’s Visual Networking Index: by 2022, nearly half of total devices and connections will be video capable.
Creating content specifically designed for mobile users sounds like a tricky assignment, but it’s not! You should mainly consider that most people watching videos on their phones have the sound turned off, especially if they are scrolling through social media content. Make sure you have captions available for your piece; otherwise, you’ll be speaking to a wall.
Exploring New Territories
When thinking about social media platforms to distribute your video content, you’re probably going to invest much of your strategy on YouTube, Facebook, Instagram, and Twitter. But there are other opportunities out there…
According to a report made by Postclick, 25% of marketers plan to start using TikTok as an advertising channel in 2021. This is because TikTok remains largely untapped since only 1 in every ten video marketers having given it a shot in the past.
As a digital marketing rule, your brand should have a strong presence in every social media channel possible. Each platform offers new challenges for your brand, and it’s an opportunity to evolve into something better. Even if you think your audience doesn’t use TikTok, you’ll be surprised!
The pandemic has taught us that some things cannot be predicted. But when it comes to marketing trends, a reliable place to start is with hard data and statistics, and they all point to the essential value of video content in 2021.
Hopefully, you’ll use these stats to rethink your strategy ahead, explore new alternatives you didn’t consider before, and create valuable video content that makes a difference in your customers’ everyday lives.