How much video content are your viewers consuming? More than ever [data]

Published on
by Brafton Editorial
The digital video audience may not have grown in numbers last month, but their appetite for content certainly increased.

Brands that create video content may find their viewers are more engaged than ever, as comScore’s latest Online Video Metrix data showed this audience is upping its intake.

In December 2013, 188.2 million Americans watched 52.4 billion digital videos, which is the most video views recorded for a single month to date. To satisfy consumers’ increasing appetites for online videos, marketers should find ways to build (or build out, if they’re already on top of this format) their video strategies with new types that will further entertain viewers.

Among those producing brand videos, 73 percent create on-location shoots and 68 percent have tried interviews or testimonials. Still, there are other formats they’ve primarily left on the shelf, like:

  •  Moving image clips
  • Presentation videos
  • Animated or motion graphics 
  • Spokesperson videos

Marketers will need to diversify as digital video matures and internet users’ expectations grow. While the data showed consumers are viewing more videos, it was surprising to see that raw audience figures dropped month over month. In November, the numbers comScore tracked were higher at 189.2 million Americans. It’s likely more people will embrace digital clips for information as the format evolves, but in the meantime brands must whittle their strategies into finely crafted campaigns that also cater to prospects tuned in now.

For instance, a vox pop* would be an effective way to bring in a wide swath of consumers at various stages in the sales funnel. However, it may not be the compelling information that would get a qualified prospect to convert, whereas a video testimonial provides the support necessary for driving sales.

*Unfamiliar with this format? Click this post to get a personal introduction from one of Brafton’s in-house video production associates.

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