Video is powerful in many respects, whether it’s educating the consumer or sparking interest that leads to a purchase. It has evolved rapidly in the past few years and continues to do so. The most recent video marketing trends are focused on short-form video. How are you utilizing video in your company’s strategies?
Internet users spend nearly seven hours a day watching videos online, so there is no denying the power of this as a marketing tool. And the interest in video consumption is only increasing. According to Wyzowl, 91% of consumers want to see even more video from the brands they engage with.
The following are statistics that should impress upon you the importance of utilizing video marketing:
- Online videos account for more than 82% of consumer traffic.
- 3% of U.S. Internet users watch digital video content.
- Almost 72% of customers say they like to learn about products/services via video.
- Video consumers are 92% more likely to share content they have viewed online.
To get the most out of your efforts, you need to focus on developing content that means something to your target audience. One of the biggest problems marketers have with their short-form videos is that they fail to develop brand awareness, which almost always happens because the content is missing the mark.
But let’s say you’ve zeroed in on your content and you know what will make a splash with your target audience – are you making videos that are too long? The attention span of consumers today is very short and long videos won’t keep them engaged.
You don’t want to lose connection with your target audience in either situation, but this can happen if you’re failing to track their interests. Consumers evolve, so you need to have your finger on the pulse of their wants and needs and create content accordingly.
Some content creators nail the content, but they’re distributing it through the wrong channels. TikTok and Instagram are heavyweights in short-form video, but the channel you use needs to relate to your target audience preferences. YouTube Shorts and Snapchat Spotlight are also popular, but keep in mind that these channels are places where videos ranging from 7 to 60 seconds get the best engagement.
Video marketing isn’t always based on brevity. There are YouTube videos exceeding 60 minutes that have more than a million views, but these are very genre-specific and won’t always cater to your audience.
To make more of an impact with your video marketing, consult with an expert like SJC. We can guide you to improved engagement on a variety of channels. Contact us to learn more about our approach to strategic video marketing.