For proof of the importance of video marketing, look no further than our top 10 takeaways from 2015 below. The year’s most compelling video marketing stats point to where video marketing has been and where we’re headed in 2016.
Cisco predicts that by 2017, video will make up a whopping 69 percent of all consumer Internet traffic. No matter the screen size, users clamored for video—users spent an average 5.5 hours each day watching video content in front of a screen in 2015, eMarketer reports. The surge in video interest created a powerful imperative for companies to identify where video fit in their own marketing plans.
Luckily for marketers, consumers are eager to consume branded video as part of their video fix. Eighty-four percent of consumers have liked a branded video in their social media news feed, and more than half have watched company videos deployed through email, Animoto reported. That’s good news for marketers hoping to amplify video’s effectiveness through social media sharing.
Marketers rated video as a highly effective marketing tactic in 2015. Video marketing effectiveness increased for 87 percent of companies, according to Ascend2. The bottom line for brands: Video works.
Despite agreement that video is effective and offers great ROI, companies are also struggling to adopt the tactic. Half of companies said that the lack of a video marketing strategy is their most challenging hurdle, Ascend2 reported.
Seventy-three percent of B2B marketers surveyed said their video marketing is generating positive results, according to a study from ReelSEO. For companies reluctant to invest in video, that positivity offers a powerful incentive to jump on the trend.
Widespread mobile use is spurring the increase in video views. Consumers spent 39 minutes per day in 2015 watching video on mobile devices, up from just three minutes in 2011, eMarketer reported. Brands are learning about the importance of video marketing on screens of all sizes, not just traditional TV.
Thanks to mobile, video recorded vertically got a shot in the arm. Snapchat reported users are nine times more likely to watch a vertical ad to the end, versus a horizontal ad, according to Adweek. The vertical shift upends a long history of horizontally-oriented video content—and challenges marketers to begin thinking of delivering video content tailored to specific platforms and devices.
Even as ephemeral video apps like Snapchat grew in popularity, marketers learned that content doesn’t have to be short to get attention. Consumption of long-form video content grew by 50 percent year over year, according to a 2015 report from FreeWheel. Mobile users, too, turn to longer digital video content: Thirty-six percent of mobile users watch videos over five minutes on mobile devices daily, according to the Internet Advertising Bureau. Bottom line on video length: If it’s quality, users will watch.
According to Google, searches for how-to videos on YouTube increased 70 percent over 2015, thanks to smartphones. Mobile users almost universally use their smartphones when looking for ideas on how to complete a task. Brands have an opportunity to map the questions consumers may be asking and deliver that expertise with how-to videos.
Facebook logged huge gains in video viewership. The social media heavyweight now averages 8 billion daily video views from 500 million users, USA Today noted. The meteoric growth stirred predictions that the social network could one day oust veteran YouTube as the video king. Meanwhile, social media rivals Snapchat, Instagram, and Twitter boosted their video features to lure video-hungry users.
The lessons from the data above are pretty simple: Brands need video, and it can’t be one-size-fits-all. Video, driven by mobile devices especially, will become an integral part of companies’ digital marketing strategies going forward. But instead of creating one video content piece to rule all platforms and devices, brands will need to think of video content units—optimizing video content for screen, device, or app. What works on a desktop browser won’t work on Instagram; vertical video in one application will look terrible on the next. Brands that are nimble, flexible, and conscious of tracking ROI, will make big gains as video surges in the coming year.
For help on creating an effective video strategy, check out Skyword’s beginner guide to video content creation.