Why Use Video Marketing

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We all know that the Internet has taken off and brought the world a little closer, but take a look at the statistics for 2012 released by YouTube, one of the world’s largest video sharing platforms to see how video in particular has changed the way consumers use the internet:

• Number of internet users worldwide = 1.83 billion (expected to grow to 2.1 billion for 2012)
• Today the internet is 50 times larger than it was in 2006
• 76% of marketers plan to use YouTube and video marketing as a top marketing strategy to invest in for 2012
• By 2014 online video will reach 90% of all web traffic
• 97% of consumers now use online media when researching products and services in their local area

(Sources: http://www.youtube.com/watch?v=ij5yC-moPCM , http://www.youtube.com/watch?v=vBAyc2SRV_s )

Considering that last point, you want to stand out from the rest of the crowd when consumers research you by providing them with something to keep their entertainment – thus the idea of a fast, informative video. (You might also be interested to know that all of my research for this blog was done online and I got most of it from videos, as, let’s face it, it’s much more fun to watch a moving picture with fun graphics and music than to slog through a bunch of everyday paragraphs to the sound of your own breathing or to the yips and yaps of your neighbor’s annoying dog!)

Advertising Age, the news source for all things advertising and marketing, was quoted in February 2009 as saying that video marketing was the fastest growing medium around and that nothing else could be compared with it. Here are some more fun facts for video marketing from the Ad Age online database:

• 86.0% of the U.S. internet audience viewed online video.
• Duration of the average online content video was 5.3 minutes, while the average online video ad was 0.5 minutes.
• Video ads accounted for 12.4% of all videos viewed and 1.2% of all minutes spent viewing video online. (Source: ComScore Video Metrix, July 2011)

Video is to the internet what photos were to newspapers back when cameras were invented in the 19th century. Photos just made the endless columns of words more interesting and we were better able to visualize the story. From photography grew the medium of photojournalism. Then video cameras gave viewers even more information in less time with newsreels presented at the movies. Then television was invented, followed by news programs, etc. Now just about everyone has a video camera and can record whatever they want and upload it to the internet for the whole world to see.

Video tells a story in a short amount of time while helping the brain to visualize the information. How the brain processes video versus reading words on a page would be an interesting study, but it is beyond the scope of this blog – except to say that we’ve all cheated in English class by seeing the movie instead of reading the book. It’s faster and more memorable, no doubt about it.

And if you’re still not convinced, check out these links for more fun and informative video facts:

http://www.invodo.com/html/resources/video-statistics/

http://adage.com/datacenter/videoposter2011/#2

http://www.reelseo.com/youtube-statistics/

http://www.youtube.com/watch?v=vBAyc2SRV_s

 

By Shelley Snowdon

 

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