Video marketing will be the most prominent content on digital media in the near future. According to Cisco, 69% of mobile content will be video in 2017.
That makes it crucial for companies to have a keen eye on how videos are evolving to suit consumers. With smartphone usage on the rise, brands need to figure out ways to bring their content to the users.
The time people spend watching online video on Youtube has increased exponentially over the years. More people are now opting out of cable TV and switching to online video content.
Youtube’s reach is massive, and brands know this. On the mobile platform, Youtube reaches more of the population between 18-49 than any cable TV network.
Youtube is one of the biggest video sites online
There is a clear upsurge in the choice of platform, especially among millennials. Mobile viewing has increased by 400% between 2012 to 2014.
How Video Watching Has Changed
Video advertisements are on the rise. The advertising industry revenue is expecting to show steep growth touching $12.82 billion by 2018.
Out of all consumers, 65% have watched videos longer than 30 minutes. Tablets are the favorite device for videos among consumers. In 2014, viewers spent 23% of their time watching videos that spanned anywhere from 30 to 60 minutes.
In the case of mobile, the video length preferred is much shorter. Most popular videos aren’t more than 60 seconds.
Film-makers need to focus on videos optimized for small screens. Moreover, Snapchat has found that vertical ads are viewed nine times more frequently than horizontal ads.
Higher Click-Through-Rate (CTR)
Videos are more likely to get attention than other formats. That’s evident from the Click-Through-Rates. The average CTR for video is 1.84 percent. This is the highest among all formats of content. These figures are slowly shifting advertising agencies to produce more video content when compared to images or text.
Users Try To Skip Ads
Users go online because they want to see videos they’re interested in. Advertisements are an interruption from that. Users will always skip an ad if they get the chance.
That’s why most brands are sticking to shorter ads where the length is within 60 seconds. In fact, Facebook recommends ads within a minute, Instagram allows only a minute of video in their portal. Snapchat extends this fashion and has set a 10 second time limit for videos.
This means advertisers needs to make their content short, crisp and compelling. The shorter your video and the more information that it conveys, the better.
Direct Connect To Target Audiences
Advertisers need to quickly shift their focus from TV and look at what works best with the target audience.
Short and impactful is the way to go for the content marketing industry.
Youtube has the pinnacle of the market share for video sharing websites. It’s easily the best platform to distribute video content. As far as the device is concerned, mobile screens are the best place for video content to be created for. Most users stick to their phones to watch videos, so that’s where content is consumed the most.
Youtube, Facebook, Instagram, and Snapchat are the go-to destinations for digital marketing, branding and lead generation. That’s why advertising agencies and content creators should start looking at videos as a prime source of getting their brand known.