Note: This article was updated on July 14th to reflect more up-to-date information.
You see it on every website- whether they’re for cooking, comedy or information, online videos have taken over content strategies and social networking platforms from Instagram to blogs. How did streaming video content through the internet become what it is today? It all started up around the mid to late 90s. A band called Severe Tire Damage hosted the world’s very first streaming concert through the internet in 1993, followed by the birth of viral video email chains. (Remember: The Dancing Baby, Peanut Butter Jelly Time, etc.) At the start of the new century, only about 3% of people in the United States had broadband internet access that allowed for the easy download of videos. [source] Fast forward to 2005, where video giant YouTube came along and the first video was posted on the platform. Looking at where YouTube is today, it’s crazy to think about the time where it didn’t exist or barely existed in the world of online video. Today, YouTube is the second-largest search engine in the world- not just for videos, but for all searches. This means that people are searching for a lot of videos!
Why are online videos so important, anyway?
Looking at this from a marketing perspective, using video content in a strategy has become more and more of a common thing, likely due to the fact that online consumption has switched heavily to mobile which gives users content in the palm of their hand. In the current age, users are more likely to engage with video content, which is often a priority objective for businesses when creating a content strategy. Video marketing provides news value, relevancy and flexibility users are looking for in their content, and its popularity will only grow. Back in 2017, Forbes published an article about the future of video marketing, including statistics like:
- Video marketing is projected to claim more than 80% of traffic by 2019.
- Adding videos to marketing emails can boost click-through rates by 200-300%.
- Putting videos on landing pages can increase user conversion rates by 80%.
- 90% of customers report that product videos help them make purchasing decisions.
- 64% of customers are more likely to buy a product online after watching a video about it.
- One-third of all the time people spend online is watching videos.
If you weren’t convinced yet, video marketing is also known to promote brand recall with consumers. The concept of videos themselves are highly visual and focus on the picture and sound, which helps create an image of the brand in a user’s head, rather than solely reading a block of text about the brand or product. Video marketing also helps to improve your site’s SEO strategy, because seeing branded videos tends to drive users to your website. (65% of business decision-makers visit a business’s website after viewing a branded video.) Video marketing provides a platform for you to enhance your brand’s message and get your point across and strengthen your brand identity.
What sites and platforms should you be using video on?
Video content is highly viewed on social networking sites like Facebook, Twitter, Instagram and YouTube. Each of these sites has a different way that users post and promote their content, and your business should be no different. Let’s dive into each platform specifically and how online video fits in.
Facebook is already a visual platform, as users share photos, stickers, videos and short messages with their friends, and their friends engage with each of these updates. Facebook has also become a place for users to engage with their favorite brands and public figures. More than ever, videos are garnering higher and higher engagement from users all around. In 2018, video generated an average of 59% more engagement than other types of posts on Facebook. [source] Below are some additional statistics about videos on Facebook.
- More than 4 billion views on videos take place every day on Facebook.
- Native videos get 478% more shares than videos from other sources do on Facebook.
- 100 million hours of video are watched every day on Facebook.
- The average engagement rate for Facebook video posts in 6.01%.
- 65% of all video views come from users on mobile.
- 90% of Facebook pages now use native videos.
- The average watch time benchmark for a video on Facebook is 10 seconds.
- Facebook took up 24.5% of all video ad spending in the US in 2018.
- Facebook controls close to 87% of social network video ad spending in the US.
*The above statistics are taken from 99firms.com
As you probably could’ve guessed, Twitter is one of the top five most popular social networking sites in the United States, and likely the world. With 1.3 billion accounts on Twitter, you could say it provides a large audience for your business to potentially engage with. Twitter provides an easy way for users to like, comment and retweet your business’s content, including videos, which makes it a prime place to include video marketing in your strategy. Below are some statistics about video marketing on Twitter, and why you should be utilizing it.
- Twitter is the number one platform for discovery, with 79% of Twitter users seeking to discover new things.
- Video is Twitter’s fastest-growing advertising option
- Tweets that include video see 10x more engagement than posts without video.
*The above statistics are from Social Media Today.
- 90% of Twitter video views come from mobile consumption.
On Instagram, videos are all over the platform. Whether that’s through in-feed posts, Stories or video messaging through DM, it’s easily one of the most widely used features on Instagram. Since the Stories and IGTV features were introduced, even more video posting and consumption became a part of daily Instagram surfing. Stories allow for short videos to be posted to a user’s profile, only to disappear after 24 hours. IGTV allows users to film longer videos to be saved on a separate tab on their profile. What does video look like statistically on Instagram? Let’s take a look.
- One billion people are actively using Instagram.
- 25% of Instagram ads are videos.
- Users respond better to videos, and they garner higher engagement rates.
- User time spent watching videos took up more than 80% year over year.
- 4% of marketers see Instagram videos as important to their marketing strategies.
- 70% of Instagram users watch videos in the form of Stories every single day.
*The above statistics are from YumYumVideos.
- 40% of Instagram users post Stories daily.
- Sponsored Instagram videos generate 3 times more comments than sponsored Instagram posts.
*The above statistics are from MediaKix.
The video giant itself. After YouTube came along, video marketing changed exponentially, not only for brands, but for individual users and groups who began to make their living off of YouTube. YouTube’s entire platform is dedicated to video sharing, which makes it the prime place to start and grow your video content strategy.
- There are 1.9 billion monthly users on YouTube.
- On mobile, YouTube reaches more 18-49 year olds than any other broadcast or cable TV network.
- YouTube is the second most visited site after Google, and is the second largest search engine, as mentioned earlier in the blog.
- 500 hours of video are uploaded to YouTube each minute.
- 70% of YouTube views come from mobile devices.
- When brands use the TrueView feature on YouTube for their ads, their views of previous content increases by up to 500% on average.
*The above statistics are from Brandwatch.
There you have it, folks, you can now see how online video is a force to be reckoned with, and it’s only going to continue to grow.