How Video Marketing is Breaking Barriers
Video marketing is paving entirely-new paths within the online and digital marketing worlds. Audiences who have turned off or turned away from tactics like display are being brought back in by the powerful draw of digital video.
Brands are harnessing this capability in order to deliver more impactful marketing campaigns. These campaigns take full advantage of the range of human emotions and the ability of video to convey ideas more quickly. Segments that were once difficult to penetrate are now openly accepting video content, and video’s reach has extended far beyond what people initially expected it to.
Essentially, 2015 became the year that digital video marketing made its biggest strides yet, and we expect it to stomp down further barriers as we move on into the new year.
More Eyeballs Than Ever Before
Besides attracting a wider range of audiences, the sheer scale of video’s audience in general is staggering. YouTube claims 4 billion views per day and Snapchat claims 6 billion video views a day, but Facebook takes the cake with an astounding 8 billion video views a day. These venues are providing the bulk of people’s online entertainment, which is increasingly being tied to video views as opposed to reading text or viewing static images.
Altogether, video traffic made up a huge portion of all data consumed online, and its lion’s share is only expected to get bigger. Cisco even predicts that by 2019, 80 percent of all traffic is predicted to be video. As more people watch, online video becomes an integral part of their day. Just as text message adoption and smartphone adoption spread to become the norm, video consumption will be a given for millions if not billions of people as this trend continues.
New Video Formats Are Creating New Opportunities
When the Vine app debuted, many were confused as to its purpose. “Who would want to do a 6 second video?” was a recurring question among many. That head-scratching quickly turned to amazement as the Vine app leapt to the top of the download charts.
The likely reason that Vine resonated was because the 6 second format took a lot of pressure off production value for amateur video capturers, and it also lessened the data traffic burden when the Vines were embedded.
Soon, brands realized that short, punchy videos that embedded easily were a highly-effective marketing strategy. Instagram soon followed suit by offering longer, but still compact videos of 15 seconds. Outlets like Forbes report that these shorter videos receive more successive views and are more likely to be shared, broadly lengthening the organic reach for video marketing campaigns.
Not Just for Casual Entertainment Anymore
According to HubSpot, 59 percent of executives prefer watching B2B video marketing content compared to text when they have the option. 54 percent of senior execs also share videos related to their field of work with colleagues at least once a week.
This activity indicates the level of legitimacy that digital video marketing has breached. Instead of mere videos about funny cats, key decision-makers and their peers are absorbing messages that are more effective and teach them more than other formats. The spread of online video shares among the B2B community also indicates that the age range of typical video viewers is widening.
Use Video Marketing to Break Through Your Own Barriers
As you can see, the potential for video marketing to clear hurdles and gain momentum is very real. You can learn more about the strength and capabilities of digital video marketing by visiting our video content marketing services page.