Today, are videos important in the communication of a brand?
As we have seen previously, a reality of brands in the 21st century is that first of all they have the need to communicate with their target audience in order to establish effective communication and add value to that audience. After an assessment by the client about the brand’s offer, they begin to transit the sales funnel.
That means that first you give value and then you receive the purchase of your product or service from your target market. Like life itself …. give to receive!
How effectively can a brand add value to an audience?
There are many ways today that allow a brand to add value to the audience, however, not all have the same effectiveness and reception by the audience.
In the current hierarchy of methods to establish a relationship of value between brands and their audience, the “video with content” format is the star today.
Let’s see why we affirm this:
43% of Internet users use social networks when they are researching something they want to buy.
Finding “fun and entertaining” content is the fastest growing reason to use social media.
Video remains the main media format on social media.
90% of Internet users say they watch online videos at least once a month.
60% of people say they have seen a video on Facebook, Twitter, Snapchat, or Instagram in the last month.
Vlogs are more popular than podcasts.
Video ads on networks are forecast to account for a third of social media ad spend in 2020.
27% of internet users say they have found new products. through paid ads on social media (after word of mouth, TV ads and search engines).
13% of social media users say that a “buy” button would increase their chances of purchasing products or services on social media.
On Instagram, videos generate better interactions than photos. Average engagement rate for video posts: 1.87%. (Average interaction rate for publications with photos: 1.11%. Average interaction rate for publications of all formats: 1.49%).
Video posts get the highest engagement levels of any content type on Facebook.
YouTube has more than 2 billion users who visit the site each month (and this figure does not include users who are not logged in).
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YouTube is the second most visited website in the world, after Google.
YouTube is the third most common Google search query in the world.
33% of the world’s population (over 13 years old) use YouTube.
45% of YouTube users are women, 55% are men.
Speaking of the United States alone, 81% of US Internet users between the ages of 15 and 25 use YouTube.
Only 15% of YouTube traffic comes from the United States.
Only 33% of the most popular YouTube videos are in English.
People watch a billion hours of video on YouTube every day.
70% of views on YouTube occur on mobile devices.
People spend an average of 23 minutes on YouTube each time they visit the platform.
80% of people watched a YouTube video as part of their buying cycle, and they did so early in the cycle.
70% more YouTube users are interacting with channels and creators.
On YouTube 500 hours of video are uploaded every minute on average.
Each YouTube user spends 11 minutes 24 seconds daily watching videos on average.
93% of people who watch videos in India do so on YouTube.
Compared to 2018, Pinterest had 6 times more video views in 2019.
The appetite for consuming video content continues to increase. This number has
increased by 40% in the five years between 2014 and 2019.
The top 10% of YouTube videos attract 79% of views.
Pew Research analyzed almost 44,000 channels with 250,000 subscribers or more and found that a small portion of videos (and creators) are disproportionately popular.
YouTube views on connected TV screens are up 39%. Consider mobile devices for video creation, but don’t forget about big screens.
When choosing what to watch, a video that relates to a viewer’s interests is 3 times more important to people than if it has a famous actor. This stat, straight from YouTube, implies that brands should spend more time getting to know their audience and what matters to them, and spend less money trying to dazzle them with least common denominator tactics (like famous guest stars).
Relevance to personal interests is 1.6 times more important to viewers than production value.
YouTube says that 60% of people who watched YouTube in the last day say they watched videos related to their personal interests.
The most valuable video content is not necessarily the most elegant and expensive.
Brands that have identified the needs of their audience will have an easier time promoting their YouTube channel.
Watch time for “which product to buy” videos doubled between 2017 and 2018.
Casual viewers are more likely to become loyal followers, if your brand can connect with them. As we discussed above, give value to your potential customers.