In the last year, we saw how many of the technology processes were advancing rapidly, processes that we had heard about before and that perhaps some of us had already begun to know and implement.
The speed at which technology advances is impressive, so much so that it is complex for our understanding, every day there are new tools and methods that will be implemented in the various future technologies thus achieving greater effectiveness, speed, among other things; but we must take into account that many times these technologies that are growing exponentially bring negative consequences, because not always all industries and / or companies are ready for a change.
That is why if we are not closely linked to the environment, it is advisable to start relating to the evolutionary developments of technologies. But with so many new technologies, how much of this is temporary and how much is here to stay?
Video marketing is undoubtedly here to stay thanks to the countless benefits it can bring to the present and future trajectory of brands.
In this article, we will focus on 7 key facts about video marketing that we should all know so that our video strategy is a winner in the last quarter of 2021. We hope these statistics will help you make better decisions when developing campaigns with audiovisual content for the final stretch of this year.
1. 85% of the Internet users worldwide consumed at leats one video per month from any device
According to Statista’s latest report, in 2020, 90% of internet users watched videos at least once a month. The age segment between 25 and 34 years old consumed the most videos, with men being predominantly more susceptible to this type of content, as they spent 40% more time watching videos online than women in the same segment. The penetration of smartphones in the Latin American region and improvements in connectivity throughout the territory have boosted mobile devices as the favorite for watching videos.
2. Cosumer demand for video y growing
According to Hubspot, 54% of internet users would like to see more video content from the brands or businesses they like. With the growing demand for video, we can now see many influencers proactively producing different types of content to engage and connect more with their audiences. Respondents to this Hubspot study also stated that the demand for video has grown particularly because it is easier for people to pay attention to a video without skipping parts, which happens more with text or audio content.
3. 87% of marketers worldwide already use video as a fundamental part of their tools
2018 was the year that saw a massive adoption of video by brands around the world. More and more brands bet on including at least one type of video as part of their marketing plan. According to the marketing trends report published by BizHub in 2019, 87% of marketing professionals used videos as a fundamental part of their marketing strategies, and as a result of the pandemic in 2020, more and more brands and businesses used videos in their online communications, relying on the potential of this type of content to increase user engagement and generate more trust in brands.
Pay attention to this point because the quality of the videos is key to stand out in a context where there is more and more content available to users. It is no longer enough to have a video, it is necessary to have a good video!
4. Video is the preferred format for users to learn about a brand or product on the Internet and social networks
Users are consuming more and more videos on the Internet. It doesn’t matter if it’s on Vlogs, Instagram or YouTube, the truth is that users expect more videos because it’s the easiest way and requires less effort for the brain to learn new things and receive messages from their favorite brands or products.
According to the annual State of Social Video Marketer Trends Report, 73% of consumers surveyed said they have been influenced by social media messages to define their purchase decision. With this strong trend revealing the power of the Video and Social Media duo, it is expected that Instagram will consolidate its power as the fastest growing platform for generating sales conversion through social media videos.
5. Video marketing increases ROI
Let’s be clear, when we work in marketing the most important thing is ROI or Return on Investment. Videos are a great tool to generate sales, build brand positioning and trust, reach new customers and keep existing customers updated.
In the Animoto report mentioned above, 88% of marketers surveyed said they were satisfied with the ROI on their social media video. Similarly, 80% of respondents were satisfied with the results of the videos they posted on the different platforms. The platforms most used by marketers are Instagram, Facebook and Youtube, without leaving aside the growing importance of LinkedIn and TikTok in 2020 as great amplifiers of brand messages in audiovisual formats.
The reason why video is gaining ground is because of its potential to explain and convey messages in the way users prefer most. Tutorial videos or explanatory videos are preferred by end users.
6. Video marketing is a powerful channel for lead generation
According to Hubspot, marketing campaigns that include videos have up to 66% more qualified leads per year than those that do not use videos. Likewise, those who use videos achieve up to 54% more brand recognition. Therefore, it is not surprising that 93% of the marketers consulted in the Animoto.com report say that they have closed business with at least one new client thanks to a video on their social networks. But pay attention, this growth in the quality of leads has a lot to do with the quality of the video and the message it delivers. For this reason, the video must be able to educate those who watch it about the different characteristics of the products or services to offer through dynamic and powerful videos.
7. Video will be the biggest generator of Internet traffic by 2022
It is estimated that by 2022, 82% of global internet traffic will be generated by video streams or downloads according to CISCO. Putting it into more impressive numbers, in 2017, 56 exabytes (1 exabyte is 1 billion gigabytes) of video was consumed on the internet per month and by 2022 this figure is expected to increase 4-fold to over 240 exabytes per month.
But not only these figures are projected to grow. The same CISCO study, projects that the traffic generated by live video broadcasts, grew 15 times since 2017, which is why you should consider integrating this type of live broadcasts at a professional level as a key tool to convert more sales through platforms such as Instagram and Facebook.
If you are thinking about including some video within your communication strategy for this year, you may be interested to know that you don’t need an exorbitant budget to get started. Good videos are no longer just a luxury for big companies. Many times a good idea and an efficient execution are enough to make a difference regardless of the size of the business.
If you have had experiences developing videos and want to contribute your ideas, we invite you to share your comments at the end of this blog.
