While you have been on the Internet recently, chances are you have watched an online video. Video is everywhere. Our friends post funny cat videos on our timeline. Our coworkers pass along inspirational messages about success. Our favorite brands showcase their products in inventive ways. Nearly every site you visit has a video displayed in some form. As a result, video has rocketed in viewership--and there's no sign of it slowing down.
Here are 5 reasons why online video will soon dominate your time spent on the web, and why if you're a marketer, you can use video to propel your business forward.
1. More and more users are consuming their video entertainment online
Several studies have shown that more people are using the internet to consume video. Over 4 billion videos are viewed each day. Most likely, the majority of those videos were short form videos. The definition of a short form video is one that is less than 5 minutes, but the majority are between 30 seconds and 3 minutes in length. The market is moving more toward catering to the Facebook generation's attention span--quick videos that are aimed to inspire, provoke, or excite. Desktop and laptop viewers and tablet audiences continue to consume more and more short-form video--and marketers are seeing a big opportunity arise.
2. Marketers are using video to engage social media audiences
Brand marketers have found great ways to engage audiences and create brand loyalists through online video, especially through their Facebook brand pages. Look no further than a brand like Red Bull to see how this is being executed perfectly. They have more than 27 million Facebook fans, so they must be doing something more than just updating their status about their newest flavor. Their subscribers want the updates because it often features some of the world's best athletes doing unthinkable things. We don't even drink Red Bull, but you can bet we share the videos every time we see someone in a wing suit flying through Yellow Mountain in China. This is what “going viral” is all about.
The predictions are that the next 5-10 years will be huge for video marketing online. Brands are moving further away from direct advertising, and into original video content--content that is created not to sell but to engage. They tell a story and they create brand loyalty. The days of direct consumer advertising is dwindling, and the advent of marketing through storytelling has arrived.
3. Barriers to entry are low
With the barriers to entry continually being broken down with advances in technology, filmmakers now have the ability to create content--all in beautiful HD--for a much lower price tag than ever before. Videographers now have the ability to create amazing looking shots for a fraction of the cost of even half a decade ago. Throw in a nice mic, a high-quality sound recorder, a tripod, and a bit of editing and you can make some very compelling videos. It is now easier than ever to teach yourself to create the next viral hit.
4. Quality is expanding quickly
Before, the sheer price and other barriers to entry meant that there was a very small portion of the population who could even be in the field. Now, that it is more affordable to make videos, there is more opportunity for younger talent to enter the market. As a result, quality is expanding quickly.
Vimeo and Youtube are amazing teaching grounds, with tons of professional how-to and DIY videos. Likewise, sites like No Film School are giving some of the best tips and tricks on the web, making at-home learning easier than ever. The result is a huge influx of high-quality video, which can only mean more viewers, more shares, and more enjoyment for all.
5. There are plenty of avenues for dissemination
Everyone knows YouTube and it continues to dominate the market. But there are plenty of other places to showcase your videos. As mentioned above, Vimeo is the finest collection of artistic videographers on the web. Without outwardly deleting poor-quality content, Vimeo's homepage and search results make it easy to find awesome content and avoid the endless amounts of useless crap that often plague the YouTube experience. Along the same lines, Pinterest's new video feature gives curators great opportunities to pin videos to their boards. Even more so than Facebook and Twitter, Pinterest has created a sharing experience so simple and effective, it makes the potential or virility even higher.
Until next time…
Scott & Heidi