We’ve spoken before about the role video will play in the future of digital marketing, but many still underestimate the power of dynamic visuals.
One of the most convincing pieces of evidence to support the notion is the sheer impact video is having on some of the most popular digital services.
For example, when Instagram announced its 60-second video limit earlier this year, the company revealed that the time users spend watching video has actually increased by more than 40% in the past six months alone.
That influence is even more apparent when looking at Instagram’s stablemate, Facebook.
As the world’s largest social network, Facebook is now the most popular platform for streaming/sharing video – surpassing YouTube.
Facebook’s VP for EMEA, Nicola Mendelsohn recently predicted that the social network would “likely be all video” in the next five years.
She added: “If I was to have a bet for the future, it’d be video, video, video. Why? It packs a hell of a punch.”
You could argue that vthe best way to tell stories in the digital world, where so much information is thrown at us, is actually video. It commands our attention quicker – allowing for speedier digestion.
3, 2, 1…Action!
Perhaps the biggest trend online at the moment is live video.
Numerous brands have embraced and invested in it, and engagement for those supporting the format is proving to be particularly impressive.
When we launched the Principia Mission campaign website for the UK Space Agency in November last year, live streaming of Tim Peake’s mission launch proved to be the biggest draw for visitors, with inbound traffic targets smashed in a matter of minutes.
A potential stumbling block?
If there’s one reason to be a little skeptical about the potential of online video, it would be mobile performance.
But fortunately, advances in mobile technology and reduced data costs mean that widespread mobile usage isn’t an impediment to the growth of video on the web.
For brands, there are so many great opportunities to get involved with video, be it through advertising, sponsorship or original content. Can you afford to miss out?