If you step into an American home at 9 p.m., you’re likely to see at least one person engaging with video content, but he may not be watching a TV … and there’s a good chance he’s watching for business as much as pleasure.
Video is taking over the web, with online viewing now routine for business buyers and consumers. What’s in it for brands? This presents opportunities for marketers to gain a competitive edge. The age of video is here, proven by the substantial growth of viewing in the past year. In 2013, your audiences are apt to make decisions based on video content.
Video is growing, growing, gone–
What’s the evidence that proves the dominance of video marketing? Why should marketers develop initiatives that include moving pictures? To start, the amount of videos on the internet, the number of YouTube channels and video marketing campaigns have all increased since the start of 2012.
According to the Content Marketing Institute’s (CMI) benchmark report released last year (in 2012), approximately 52 percent of B2B brands reported using video marketing as a content strategy. In the 2013 report, 70 percent of B2Bc and B2Cs report using it. Video was in the top four of CMI’s content marketing tactics that saw a substantial year-over-year increase. Sure, more are using video, but is it effective? CMI reports that 58 percent of B2B marketers believe video is an effective tactic.
Brands publish video content all across the web to generate greater exposure, but 61 percent of B2B marketers indicated that they use video-sharing site, YouTube, to win premium leads. As Brafton has reported, the market for video is expected to reach $8.04 billion by 2016.
Can I reach the audience? Who is watching this stuff?
Much information has been released about who is watching video, which can help brands decide whether or not to put on their directionals and say “action.”
According to a study by Total Beauty Media Group, female audiences embrace video, as 87 percent of women watch online videos. The study also reported on differences based on age – older women prefer to view content on their desktop computers, while younger females set turns to smartphones and tablets.
But if you don’t have a product that caters to women, don’t despair, as video content compels tech buyers to react, too. To hit both men and women, companies that sell tech products should consider emphasizing video marketing in order to reach customers. After engaging with video content, 72 percent of tech buyers research products and services. Because 92 percent of B2B tech buyers go to websites to find out about what’s hot, engaging videos posted to blogs and landing pages can propel viewers to convert.
Spotlight on YouTube, a video website with hits
Where do many turn when they want to get a moving picture fix? They turn to YouTube, the video social sharing site where videos often go viral. Brafton has reported that marketers can use YouTube’s impressive reach to engage returning and potential customers, and our latest infographic offers a step-by-step guide to building a brand Channel.
The social network reaches 800 million unique users every month and holds more than 4 billion hours of video content – it’s a hub of innovation that marketers can’t ignore. YouTube recently made a deal with Virgin America Airlines to provide in-flight YouTube clips, demonstrating the reach of the network as more brands jump on boards. Marketers can create branded channels on YouTube to create a multimedia hub for engaging content.
Video is booming- viewers are tuning in, social media sites are developing new tools and brands are creating moving pictures. It’s time to jump in- 2013 is set to be video’s big year.