Does Video Content Matter?
The average online user in the U.S. watches an hour and a half of video content per day, and approximately 15 hours each week. Video has become one of the most essential tools for any digital marketing strategy, and this trend is not slowing down anytime soon. For this reason, major social media platforms have invested in more video capabilities. (As a reminder, when Instagram was first created, it was intended to only feature photographs.)
Even amid a global pandemic, video became more important for brands and according to HubSpot’s latest video marketing report, 96% of consumers say the pandemic has increased the amount of video content they've watched online. The study goes on to state that 85% of businesses are using video as a marketing tool, and 99% of marketers currently using video have reported they will continue to do so.
So what does this mean for you? It means that out of all the forms of content on your website or social media handles, video content matters the most. Let’s look at some of the reasons why video content has become so critical to the success of a digital marketing strategy.
Video is how users are consuming content
YouTube is the second largest search engine in the world – second only to Google – and it is the largest online video network. Over 500 million hours of video content are watched on YouTube every day – and this is just one platform. It doesn’t include video content being consumed on Facebook, Instagram, Snapchat, Vimeo or various websites.
As more video content is created, the attention spans of users are shortening – most would rather watch a video where they can absorb the content faster rather than read through lengthy paragraphs or scroll through images. Since video is more interactive and engaging, users are opting to consume video over other forms of content.
Video improves overall user experience
Gone are the days where a website could resemble a long brochure. In the age of video, more and more business owners have updated their sites to reflect a modern theme and provide a captivating experience for their users.
From the moment a visitor lands on your website or social media profile, the goal is to establish a connection with them. You want to build a relationship with your visitors to where they become loyal followers and customers in the near future.
Video content is a huge part of the user experience because it allows you to tell your story in a way that will resonate with your visitors, share positive testimonials that will build trust in your brand, and demonstrate products to promote interest and sales.
Sorrentino Media creates video content
Sorrentino Media is a national, digital-first video production company headquartered in New York City that specializes in short-form digital content. We are a boutique firm, providing service and attention to our clients that large firms cannot match. We work with budgets, timelines and project of all kinds, and would love to speak with you about your video content needs. Reach out to us online or by phone at (212) 203-8419 to speak with a member of the Sorrentino Media team today!
In the meantime, check out an example of video content we produced for Laura Prepon!