The Ambility team recognized in eMarketer’s “Q2 2015 State of Video” further demonstration that video as a form of web content is exploding. The report cites a wealth of factors driving the increased consumption of video online (including the proliferation of original video content on platforms like Hulu, YouTube, and Amazon; and consumers opting out of cable packages in favor of digital) and highlights important implications from the trend that are essential for marketers and hardware developers like us to absorb.
Contently boils down the implications from eMarketer’s report to five essential takeaways you can see summarized here, https://contently.com/strategist/2015/07/06/the-explosive-growth-of-online-video-in-5-charts/. The Ambility team sees three of those as particularly transformative:
- people are spending more time watching digital video than ever before;
- people spend more time with digital video than with social media; and
- tablet use is soaring.
The online trend toward video viewing is now undeniable. Engagement levels with social platforms have been long recognized, but after tying social media in 2014 when it comes to average time spent per day, in 2015 video pulled ahead. Users are spending an average of 1:55 with digital video each day versus 1:44 with social networks. When we look at all listed digital platforms digital video not only trumps social networks but also digital radio, Facebook, and Pandora.
The embrace of digital video and the extensive time spent per day interacting with long and short form pieces will surely have implications for channels and the devices through which users choose toaccess the internet. Desktops are great for video in certain situations – namely, while you’re sitting at a desk – but increasingly users are instead opting to use more mobile devices for video viewing. Tablet usage for video, for example, has increased at an annual rate of 120% since 2011.
Business and marketers are catching on to this trend and the volume of videos produced for business purposes is also increasing. This goes well beyond pure marketing content and there is every reason to expect its growth to continue. According to GoAnimate, 60% of visitors prefer watching a video to reading about a company. Key West Video says, video “directs users to what to pay attention to first.” Viewers are three times more likely to click on links if there is video involved.
How corporate video is applied will continue to grow and evolve, but content agencies promote a long list of video types that business customers are already leveraging including:
- corporate communications;
- public relations;
- guided tours;
- human resources;
- induction videos; and
As corporate content of this type is increasingly available in video format users will increasingly seek it as a more efficient way to get their business questions answered, and our multi-tasking culture will seek to consume that content on their ubiquitous mobile devices while they plug through their daily tasks.