Last month YouTube (now the second largest global search engine) reached over 1 billion video hits, Vine became the fastest growing social media mobile app, and TED continued its success, with the site reaching 150 million users. These examples, alongside many others, demonstrate that video is fast becoming one of the most popular and effective forms of content across the web. Websites are under increasing pressure to make a first impression within 8 seconds and with an average of only 20% of web page text being read, it is clear that short, social, engaging and interactive content is in high demand. Video’s importance and popularity comes from its ability to embrace these new information consumption patterns.
So who should be using video as part of their communication strategy? The answer is, simply, everyone and anyone. Video is over 400x more engaging than static content and 70% more memorable. This has lead video to become essential for educational and training purposes, as well as B2B and B2C communication. In the B2B sales arena, video is progressively becoming a key informant for decision-makers and, according to a recent webinar on ‘The Future of Corporate Video’, video as a B2B communication technique is set to rise in importance by 77% annually. There are many different types of video content which can be used; for example, animated video infographics have recently increased in popularity as a result of their ability to convey complex information in simple and engaging ways. In terms of the B2C sector, a recent study by Practical Ecommerce, demonstrated that video content can increase online conversion rates by up to 30%. This transition, from viewing video content to making a purchase, has also become increasingly seamless with new website features such as ‘call to attention’ buttons.
Video has also arguable become ‘online marketing’s best kept secret’. Video is a key tool for content marketing and SEO. According to Marketingweek, video results appear in 70% of the top 100 listings when performing an online search and, in a recent study by MarketingSherpa, it was estimated that pages with video are likely to attract 2-3x more monthly visitors. Video is also becoming integral to mobile strategy; according to the Bytemobile Mobile Analytics Report 2012, online video now accounts for 50% of all mobile traffic.
It is clear that video is fast becoming the most important communication tool for a wide range of online businesses. By 2015, it is predicted that video will be the driving force for 90% of web traffic, and in this way companies cannot afford to exclude video from their communications strategies.