Everyone is yapping about mobile, but video’s the thing to watch…

When it comes to video, people get engulfed.

When it comes to video, people get engulfed.

Let me start by saying that I’m not poo-pooing mobile. I’m as tethered to my iPhone as anyone else. But I also watch a ton of online video—and it turns out, I’m far from alone.

Just a few random and eye-opening facts…

  • 183 million Americans view 215 videos online each month
  • By 2016, CISCO forecasts that two-thirds of mobile traffic will be dedicated to viewing video
  • 2012 Super Bowl ads were viewed an additional 400 million times online
  • 52 percent of consumers report that watching product videos makes them feel more confident in their online purchases
  • 80% of Internet users recall watching a video ad they saw in the past 30 days. Of those users, 26% looked for further information online. If a website was mentioned in the video, 22% went to visit it. And if the video was product specific, 12% purchased it.
  • Right now, only about a quarter of national brands are using online video to market to consumers

It’s that last stat that should grab you. It did me. I would have thought it was more, for sure—especially with Super Bowl ads enjoying resounding residual success long after the game was over. They’re catching on, though. Video is really growing.

The thing is, video is not just the domain of large, national, consumer brands. It’s used often and incredibly well in B2B, large and small.

When video is done well, it has some serious staying and sharing power. Dr. James McQuivey of Forrester Research did a calculation of how many words one minute of video is worth. His conclusion: 1.8 million words. That’s over 3,000 web pages. Video is recalled more easily, because people often choose watching over reading (especially younger people), which leads to increased sales and leads. Pressing “play” is a lot easier than reading thousands of web pages.

So what’s the ultimate takeaway here? Don’t discount mobile, of course. But right now, more and more people are using mobile to watch videos. Mobile is a means to a videographic end.

If you’re not doing video now, start exploring it, seriously. Make it part of your budget and start lining up video resources. If you do video already, cheers. Hone your craft by studying how long people watch, where they watch and more… it’s all about analytics, like any other online endeavor. It will give you a nice little blueprint for future videos, and production will go smoother.

We use video all the time for our clients, particularly for product launches. People watch. And if they watch, they’ll remember. And if they remember, they’ll likely explore more and eventually order. We’ve seen this work firsthand.

Here are some helpful guidelines on video, based on usage stats…

  • Viewers typically give videos about a 10-second chance—if it doesn’t grab them by then, they click away. A third will vanish after 30 seconds, 45% at the one-minute mark. The walkaway message: Make your video engaging from the first frame.
  • If they make it past the one-minute live or die zone, desktop users only stay with a video for about 2 minutes or less. But, contrary to what you may think, mobile and tablet users will hang longer. iPad has the longest video stickiness at 5 minutes. The moral: Know where your video will be viewed, and plan accordingly.

Of course, to me, you learn most by watching. Keep tabs on the videos you like most… the ones that get shared most… the viewing experiences that are memorable and good. It’s easy to keep your video muse very well fed.

– Andy Badalamenti is the creative director for CI-Group

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