In times of immediacy, the formats that can offer us a bigger quantity of information in the least time possible are the most appreciated between internet users. Since birth, video format has been one of the preferred ways of consuming information, in comparison to other formats like text or image which, ironically when they try to be more attractive, they tend to become video. We’ve always had certain charm for short video: in Mexico we had the famous show “Sopa de videos” which, at least to the people who still caught it on air it was the time to seat with the family and share a few laughs. Meanwhile in the US they had America’s Funniest Home Videos, a great piece of American culture of taping life at all times, at the time with a handycam, it was THE dream.
Today we have this little hyperconnected monitors right in the palm of our hands all the time, this has helped us consume vide in quantities never seen before, for marketing strategy, this is a clear indicator of the places we can find our audiences and the way we can lure them to our brand.
Let’s talk numbers
Various data analysis companies have taken the task of demonstrating how popular video has become, let’s take a little walk through this data to understand today’s outlook.
Since 2016, the number of people consuming video through smartphones worldwide has elevated to 44 millions, if we used to be a little more demanding with the way we should tape the videos, today all that matters really is to have a good video to watch. Two years ago Facebook didn’t have the option of making live videos and Instagram made his up to 60 seconds longer while Snapchat added Gifs, stickers and audio to its chat, things began to look good.
Investment on video formats has raised up to 2.19 billion USD on 2017 and 2018 alone, giving the chance to social platforms like Facebook to take the audience that wants to find popular and recent video content
Facebook’s numbers make its success very clear: 500´000,000 people watch video at least once a day on social media, be it on feed or the new “discover” option that’s been on test remotely in some user profiles
Today, 32% of internet users watch between 2 and 5 videos a day, being promoted videos one of the main sources of consume; 71% of users of the social media claim such contents to be more relevant, which tells us about great availability to consume brand promoted content if done through video.
Facebook stories success rises more and more each time, people are not only making content on the format, but also they consume it daily; 68% of users watch stories from time to time or all the time, being more relevant between users under 34 years old.
Finally, we see that 70% of internet users visit the root web page of the video that called their attention, be it an ad on their feed or from a share or comment made by a contact; video still has the great ability to call for social, gathering and sharing, this is why all marketing strategies that want to keep echoing, must include this format.
Almost any message can be transmitted through video, however it is important to know how to use it before falling in bad planning that transforms something very versatile into something boring and annoying.
Sources
www.socialmediatoday.com
www.techcrunch.com
www.emarketer.com