if we were to adapt a famous historical slogan to the notions of marketing “digital” today, we could say: “TV is dead, video content is alive”!
Along with the generation of millennials, the way we look at the world, or at least the device through which we look at it, has also changed. Millennials also made classic streaming online because they taught us that the source of entertainment cannot be imposed but chosen.
For the first time in the history of the Internet, in 2016 the time spent on TV was less than that spent online. People spend 2.7 hours consuming content online and almost 2.5 hours watching TV. According to a study done by the Wall Street Journal, the use of video content increased 10 times between 2011 and 2016. In the next two years the trend will grow even more as it is seen as the most important trend for 2019 in digital marketing. Need more stats?
63% of businesses already use video content for promotion
Of these, 82% say video production is an important part of their strategy.
83% of companies that use video content in their marketing campaigns say that it generates good results in terms of ROI (Return of investment)
Video production embedded in a campaign can generate revenue. Not just any income with 80% more income. According to statistics, a video inserted in a landing page can increase the conversion by the percentage mentioned earlier. If we analyze the consumer’s behavior better, we will notice that he is more willing to buy a product if he has more explanations. A video explaining the product’s functionality is 74% more likely to be purchased than the same product that only has a text description.
Video production for online costs much less than video production for television. If an advertisement can cost thousands of euros, a product review costs a few hundred euros and is accessible to any type of business. In online, a video doesn’t have to be technically perfect but it has to tell a story and that will be enough for the customer.
You don’t have to own a TV to make a series about yourself. It is enough to have a YouTube channel where you upload the video content. This action will build more trust between you and the audience.
Google simply loves video content. They index it in front of classic content and this is already statistically proven. You are 53 times more likely to appear in the first Google searches if you have video content on YouTube. If you’ve put video content on Youtube and haven’t had these results, don’t blame the author. Some keywords used in the title of the video may not be the ones you want to index better for. You should consult an SEO specialist before making a content strategy.
The bigger the screens and the better the resolution, the more likely we are to grow among the mobile audience. Did you know that 90% of consumers watch a video on mobile devices? According to YouTube reports, mobile video consumption is growing 100% year over year.
Video can work wonders when used to promote paid campaigns. The click rate for video ads is 1.84%, which is the highest rate among all known digital formats. For video ads in YouTube the rate is 9%.
Statistically speaking, you should be thinking right now about what video content strategy you need to start tomorrow.