“Video is a mega trend, in a decade, video will look like as big a shift in the way we share and communicate as mobile has been.”
Mark Zuckerberg, Co-founder & CEO of Facebook
As marketers, a big part of our job is to find new ways to communicate with our audience. It is with that same reasoning that video marketing has become an essential element for an effective marketing strategy.
This form of communication is a powerful tool to tell brand’s stories. It not only helps us build relationships with our consumers, but it univocally becomes the consumer’s way of communicating their fears, interests, passions & hobbies. As a result, the demand for video marketing is increasing day by day, making the video marketing future look bright. For example, 43% of consumers prefer video content.
Vidyard business benchmark report goes in depth with the current video content statistics:
- 86% of business-related video views take place on desktop browsers.
- 18 videos on average are published by businesses every month.
- 56% of all videos published in the last year are less than two minutes long.
- Top 5% of videos retain an average of 77% of viewers to the last second.
- 35% of businesses are using intermediate or advanced analytics to measure video performance.
In an increasingly digital world, video content has found a way to reach the consumer in a truly personal way. After all, this powerful tool can impact 20+ billion people every day through different channels such as Facebook, Snapchat, and YouTube.
Personalizing or targeting a video to a specific consumer is key to the viewer’s experience. Video customization has become a unique trend for effective video content engagement.
The drop-off in the first 10% of a personalized video is only 19%, compared to 31% for all videos. As a matter of fact, personalized videos retain 50% of viewers through the end of the video. In comparison general content videos retain only 37% of consumers until the last second.
According to the report, the most common browser type for video streaming is Google Chrome, with Internet Explorer coming in second. This result, although not surprising, is a reminder that its essential for businesses to continue optimizing video experiences.
When clients want to break out of their comfort zone, we always recommend video marketing. This advertising medium is not only cost effective, but it allows brands to resonate with their target market by personalizing each message. This one of a kind marketing tool is a great resource for remarketing.
As a marketer, targeting clients that already like your brand and bringing them one step closer is just pure gold. Every day we are finding new ways to communicate with our consumers, video marketing has not only become that, but an important way in which clients communicate with each other.
You’ve got the why, but you need the how. Check out some of our video marketing tips.
Sources: Video Content Marketing Benchmark Study Report, November 2016, Demand Metric, by Vidyard.