There's no denying that video is one of the most powerful types of content brands can create. Not only does video provide the opportunity to share a large amount of information quickly and efficiently, it can also evoke an emotional response and help forge a stronger connection with the audience.
Numbers don't lie. Online video consumption is at an all-time high, and given the prevalence of streaming services and mobile devices that play video, it isn't likely to slow down anytime soon.
Over the next several weeks, we're going to share more about how to engage your audience using video. If you're not convinced it's worth the investment, check out these four data-backed facts about video consumption.
People Are Spending More Time With Digital Video
Digital video consumption is rising steadily, with eMarketer estimating that the average U.S. adult will spend nearly 1.5 hours watching video on digital devices in 2019, up from just over one hour in 2015. One reason is that the ability to play video is, literally, in a customer's pocket.
Because customers can consume over-the-top (OTT) video content through mobile devices, set-top boxes (like Apple TV, Amazon Fire TV and Roku), gaming consoles (like Wii U or PlayStation 4) and smart TVs, video-watching capabilities are practically omnipresent.
Customers Want More From Brands
A 2017 HubSpot survey of more than 3,000 people found that video is the No. 1 type of content people want to see more of in the future. More than half of respondents (53 percent) selected video.
On a purely psychological level, the human brain is hardwired to remember visual content. If you want a message to stick, put it in a video.
Younger Customers Choose Video
The same HubSpot survey also found that an impressive 65 percent of 18- to 24-year-olds want to see more video over any other type of content, compared to 43 percent of customers 55 and older.
Digital natives have grown up with easy, round-the-clock access to visual content like videos, not to mention the ability to quickly make and upload their own videos through laptops or mobile devices. For younger customers, video is a familiar, relatable medium.
Good Videos Drive Revenue
The HubSpot State of Video Marketing in 2018 report showed that 76 percent of marketers say videos helped increase their sales. A compelling, memorable video can drive purchase intent, brand awareness and advocacy, so although video does require an upfront investment, it also yields a healthy ROI.
Video consumption is growing, and successful brands are already delivering high-quality video content. If you haven't yet, it's time to get into the video game.
Stay tuned for part two of this series, in which we'll explore the different forms of video consumption, video platforms and more.
Joe D. Weir
VP, Digital Media
Cox Media Group