It’s difficult these days to scroll through your social media feed without seeing several different videos.
Video marketing has been referred to as an “up-and-coming” player in the marketing world for quite some time, but now we can confidently say: video has arrived (and isn’t going anywhere).
Companies that have already mapped out an inbound marketing strategy with a focus on video are ready for this dramatic increase in the format's popularity.
But what if you haven't prepared for this growth in video traffic?
Let's take a quick look at the massive growth of video marketing along with some tips on how to use videos in your own traffic generation strategy.
The Growth Behind Video Marketing
With more businesses embracing video marketing as an effective way to reach an audience, the past few years have seen a huge boost in the quantity of online videos.
Just a few years ago in 2014, video content was already responsible for 64% of global internet traffic. Considering that 2014 was the year of the ALS Ice Bucket Challenge and a never ending supply of cat videos, it may be a bit surprising that video content is expected to grow even more in the future.
In fact, according to a study by global IT solutions provider, Cisco, video content will account for roughly 85% of all U.S. internet traffic by 2019.
So what has been the driving force behind this growth in video content?
If you take a look at Vidyard's 2017 Video in Business Benchmark Report, you can see that 2016 was a big year as consumers helped grow video content through mass consumption. This mass consumption lead to an average of over 20 billion videos being viewed across Facebook, Youtube, and Snapchat daily.
Also according to Vidyard's report, 92% of respondents felt that video is becoming more integral to their marketing plans and more than 66% of respondents are increasing their budgets for video marketing.
Even Facebook’s CEO, Mark Zuckerburg, has also stated that video has become a “major trend,” going as far as to say that he wouldn’t be surprised if the majority of content being shared in just a few years would be predominantly video.
Our team at Firesnap had some content marketing predictions for 2017 in which the growth of video was certainly a featured trend.
Quick Tips for Incorporating Video in Your Marketing Strategy
Recent statistics have made video more of a priority for marketers, but successful results all depend on how you use it.
Here are some tips for incorporating video into your content strategy.
Quantity & Frequency Matters
Currently, businesses publish an average of 18 videos each month.
Not only have businesses been posting more videos, but their video libraries are expected to double in the next 16 months. So while it’s important to consider the quality, consistency and frequency is also a key part of a digital marketing strategy.
Worried that creating video content doesn’t make sense for your industry?
You may be surprised to learn that the manufacturing and high tech industries are posting the most new video content each month.
Consider Promotional Timing
After spending tons of time and money on creating fresh video content, imagine you are constantly getting low traffic and engagement from them. Incredibly frustrating!
While it's possible your videos are simply not interesting to your audience, it's also possible you're just promoting them at inopportune times.
Yes, there is a specific time frame that is typically best for posting...
Wednesdays from 7am-11am PST may be the best times to post your videos, as they are the most popular viewing times. If your business is aiming to post weekly, you may want to adjust your schedule to post during this window.
But like anything in marketing, test test test!
Think of Your Video's Theme
The first step of creating any video is the same for everyone: you have to pick a theme.
Sounds stupid simple, right?
And yet, it's clearly not simple enough to stop the rambling, nonsensical mess many of us have been subjected to when learning about new products or services online. If your brand is popular, you may be lucky enough to receive requests from fans on what types of videos they want to see. However, most companies aren’t this fortunate.
If you're in this group, you can always start your theme ideation process with formats that have proven to be popular online:
- product demos
- how-to videos
- short testimonials
Video Length Is Everything
While the average online video length is 8 minutes, the median statistics are perhaps more useful -- with more than half of all videos published in 2016 less than 2 minutes.
Is this the ideal length for all videos?
Maybe, but it all depends on your industry and target audience.
You can learn a lot about the ideal length of a video from retention rates. At the end of a marketing video, less than 40% of viewers are still watching. The length of the video can greatly impact the retention as evidenced with less than 10% of viewers still watching at the end of a 30 minute video.
Final Notes About The Recent Video Marketing Stats
Don’t let the growing popularity of video make you feel like you’ve already missed out!
Now is still a great time to hop on the video marketing train and ride it toward the peak of traffic and ROI!
What tips do you have for leveraging video in your content marketing strategy?