Lauren Kaye

It’s becoming clear that video content is the next big thing in web marketing. Around 70 percent of B2Bs are including video in their plans for 2013, according to the Content Marketing Institute. And they will need more streaming media to keep up with consumer demand. An Ipsos MediaCT Report found 40 percent of internet users between the ages of 18 and 34 watch streaming digital content daily, while a full 89 percent said they view videos once (or less) a week.

Regular video consumption is what makes production frequency so important. Brafton previously reported brands that create video content routinely for their YouTube channels receive more views and engagement than companies producing fewer clips. Put simply, more videos means bigger audiences.

The Ipsos MediaCT report also confirms a trend Brafton has tracked as video content popularity increases – internet users are embracing long-form video content as well as short clips. Contrary to the idea that attention spans are shrinking, the study found 62 percents of respondents watched full-length films and 38 percent viewed longer original video content. Brafton previously reported the majority of consumers watch video content longer than two minutes, dispelling the idea consumers are intolerant of videos longer than a few seconds in length.

As consumer behavior continues to change, marketers’ video strategies must follow suit. A single type of video clip, such as a product demo or testimonial, might have sufficed at first. But customers are looking for more interactive experiences when they visit brands’ websites. Providing an array of video content that entertains, educates and/or highlights brand reviews can engage site visitors no matter where they fall in the purchase journey.