Video is a powerful medium. Arguably, the most powerful and persuasive today. It may be that someday, something takes the place of video in our world. Perhaps it will be virtual reality or augmented reality technologies, but for every new thing that hits the market, nothing seems to capture people’s attention and passion as much as online video.
That probably explains the 3.7 hours a day we spend on our mobile devices, much of it video, according to App Annie. Here are a variety of resources to help you dive deep into what’s what in the world of video, for marketing, and for business, in general.
App Annie, a mobile market data and analytics platform, posted 5 Things You Need to Know for a Successful 2020 on Mobile by Adithya Venkatraman. It covers a range of mobile trends (including most downloaded apps), but the section on streaming is worth reading if you deal with video since they cover how users are shifting from TV to smaller screens (obvious data point for many Forbes readers, but with good insights). This App Annie chart (infographic) also spells out revenue forecasts for mobile categories, but it also lets you download a full report for free with more details.
“Social apps like TikTok, Snapchat and Instagram are blurring the lines between social media and entertainment, resulting in more competition for consumers’ time.”
Another great resource for understanding video trends is the annual 2019 State of Online Video Report – Part I from Tubular Labs. It is aimed at the social trends of video consumption. It digs in a variety of topics for both YouTube and Facebook. You can get Part 2 through Part 4 here that covers Quality over Quantity, the Rise of Gaming, and the Future is Female.
- The three most-watched content genres on YouTube by views are Entertainment, Kids Entertainment & Animation, and Music & Dance.
- The most-watched genres on Facebook by views are Entertainment, then People and Blogs, but Film and Movies, and Kids Entertainment and Animation are the fastest-growing.
The video creation platform, Promo.com, has called out the “pivot to video” trend that is in full swing, for consumers and for marketers: “Video has become the most effective form of marketing.Consumers love watching videos.” In fact, in a recent survey they found 49 percent of people watch more than five videos per day. They also found that respondents express that the video ads are more relevant than on other platforms.
In a post on Career and Branding Trends by Forbes contributor William Arruda, he highlights how “YOUcasting” is one of the big trends for employees using video for remote work, to be more present in the office when they are not really in the office. He believes video “will ultimately replace email and texting as a more powerful and valuable medium.”
Social Video Trends: Consumer Insights for 2020 from Animoto, a leading video creation platform, found that despite continued growth for Facebook and Instagram, YouTube is the platform rapidly gaining traction as the place where consumers are checking out new brands and making purchases. This year, YouTube outranked Facebook as the top platform impacting consumer behavior.
This Tubular Insights case study of how YouTuber “MrBeast” built a movement powered by video for social-good: How #TeamTrees Used Social Video to Help Save the Planet.
Finally, here are a few statistics pulled from other curated posts (with links):
I’m a huge fan of HootSuite and they compiled this research piece: 23 YouTube Statistics that Matter to Marketers in 2020. These next three bullets are from them:
- 73% of adults in the U.S. use YouTube — (from Pew Research). For reference, that’s more than Facebook video and Instagram.
- Most 15-25 year-olds in the U.S. use it.
- 70% of what people watch on YouTube is determined by its recommendation algorithm (that’s not ideal in many ways, for marketers or consumers).
- How-To Videos are here to stay. 90% of DIYers watch how-to videos on YouTube during an actual project. 10 Characteristics of the DIY Consumer [UPDATED 2020] by Venveo. Since I work with a variety of National Science Foundation projects, I am passionate about STEM education, and I am always thrilled to see how people use video to reach students. Here are two lesser-known educator sites showcasing how how-to video can be used to help your audience, in this case, to improve and increase student skills in math: STEM Guitar Building and AbbyMath (an educator using 3D printing as a way to teach high-level math concepts).
- Even though some data points to younger users leaving Facebook, including these stats from Facebook Stats Every Marketer Should Know in 2020 by Sprout Social. It also shows that older users are the fastest growing demographic. That’s both a good and a bad thing for Facebook. Older users have more discretionary income (often), but younger ones are obviously going to stay with you longer.
- 88% of Facebook users are on the platform to stay in contact with friends and family
Every year or so, I take a deep dive into what’s working in video and strive to understand how it maintains it pull on us, as I did here in Video Marketing In 2018 Continues To Explode As Way To Reach Customers. I cannot claim to fully understand it, but these research and case studies point to further adoption (addiction?) and may give you insights into how to use video to grow your brand and position in the market. If you are a consumer and simply like knowing what methods are being used to target you, this post can answer that, too. Reach out on social media if you know of other great resources around video and video marketing.
Both Promo and Animoto linked above are excellent online platforms for video creation, but if you prefer a full desktop or laptop video-editing solution, then I would recommend either TechSmith’s Camtasia or Pinnacle Studio 23 (I purchased this software). No affiliate links on any of these.