Even the way video is consumed is changing, from the traditional horizontal orientation to the way consumers are predominantly viewing now: vertical.
While video has always traditionally been horizontal, as people are filming and consuming more video on-the-go, video has adapted to mobile behavior.
Smartphones are most frequently used and held vertically, so it is natural for people to do this while filming or watching, especially as Snapchat and Instagram built this orientation into their platforms.
As marketers, we need to adapt to consumer behavior and give them content in the way they want it most, and an example can be seen in the rise of vertical video consumption.
5. 82% of users find it off-putting to watch videos that are not optimized in their chosen orientation
Social media video statistics
More people consume videos on social platforms than through any other medium. Here are some statistics looking at the behavior and performance of each platform:
YouTube is one of the most widely known search engine tools, second only to its parent company, Google.
6. 1.5 billion users play 1 billion hours of video each day
7. 65% of senior executives visit the website related to a video they viewed on YouTube
What does this mean for marketers?
YouTube is widely perceived to be a platform for more entertainment-based content. Your organization may not think that your audience is on YouTube. However, I ask you to reconsider.
8. 72% of consumers use video to learn about a product instead of reading the text in a user's manual
9. "How to" searches on YouTube increase by 70% every year
10. 95% of users watch an explainer video to learn more about a product or service
When it comes to the buyer’s journey, video is shortening the consideration stage and is being used to help guide the consumer to the decision-making stage.
11. 97% of marketers report that video helps users understand their products or services better. It also helps to increase sales.
23. 45% of users want to see more videos from celebrities
24. 90% of Twitter videos are viewed through mobile devices
25. 72% of video marketers use Twitter as a channel, 84% of those claiming success
26. 82% of users mainly watch video content on the app
With a platform like LinkedIn, built for establishing business relationships, utilizing video is a great way to stand out, especially for B2B brands. Posting videos here can grab eyes and boost awareness for your professional and personal brand.
27. 51% of video marketers use this platform, with 84% saying it has been successful for them
What does this mean for marketers?
A successful LinkedIn video strategy doesn't necessarily mean you go viral with your video posts, but rather, you should focus on your reach and engagement.
"Snapchat is real, raw, and unscripted. That’s why it appeals to younger audiences. Younger demographics have a deep distrust of advertising. Through a casual app like Snapchat, you can position yourself in a relatable light. Snapchat even allows for influencer marketing. By working with a popular Snapchat user, you can increase your brand recognition amongst their followers."
Here are some stats to know if this platform fits in your strategy:
29. Users watch 10 billion videos on Snapchat daily
30. The average user spends 25 minutes per day on the app
We have identified the current and future state of video, but in order for video marketing efforts to be successful for your organization, you have to get started.
With all this information on the importance of video and the platforms that we share it on, it should be a no-brainer. I mean, who wouldn't want to see that revenue chart going up and to the right from their video marketing strategy?
But how do you get started?
Baby steps, of course! One way you can start is by creating one-to-one videos that are more personalized to who you are and your brand.
Our friends over at Vidyard offer an amazing platform that helps you create and share videos that break through to buyers, and connect, convert, and close sales — and you can start for free.
If you need something on a more grander scale, we offer video production services here at IMPACT, with a great team that helps you tailor your message to attract customers through education on your services, products, and your company (and the people who are a part of it).
In some cases, you may be a company that already has a videographer on site. You are already sold on the importance of video for your organization, but you need help getting your message out there in the right way.
Video consulting may be the route to take, to help you with your in-house video marketing strategy.