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Video is extra necessary to customers now than ever earlier than. Our annual State of Video Marketing survey with Wyzowl exhibits that 91% of companies use video as a advertising and marketing software, greater than any of the earlier years because the surveys began.
Whereas video is not going anyplace, it is always increasing, altering, and evolving to suit shopper preferences and new platforms — entrepreneurs should sustain.
Right here, we’ll spotlight 5 research-backed methods video consumption habits are altering and the way entrepreneurs can reply strategically.
Online Video Consumption Statistics Marketers Should Know
How Video Consumption is Changing in 2023
1. Consumers increasingly rely on marketing videos from brands.
2. Escapism is the name of the game.
3. Consumers lean into their passions.
4. Production quality is becoming more important.
5. Consumers prefer shorter videos.
Navigating video in 2023
On-line Video Consumption Statistics Entrepreneurs Ought to Know
As video continues to be integral to advertising and marketing methods, entrepreneurs ought to maintain the next statistics in thoughts:
- The variety of digital video viewers worldwide is predicted to succeed in 3.5 billion.
- In 2023, persons are watching, on common, 17 hours of on-line movies per week.
- Individuals are 52% more likely to share video content material than every other sort of content material.
- 75% of viewers watch short-form video content material on their cell gadgets.
- 83% of marketers counsel movies ought to be below 60 seconds.
How Video Consumption is Altering in 2023
From video size to what attracts viewers — here is what’s altering for video consumption in 2023.
1. Customers more and more depend on advertising and marketing movies from manufacturers.
Up to now, customers would go to web sites, have a look at on-line opinions, watch commercials, and possibly watch a couple of YouTube movies to study a product.
Now, with video accessible on each main social media community, they’re studying to rely extra closely on this sort of content material of their analysis section.
In response to HubSpot Blogs analysis, 66% of customers have watched video content material (i.e., product demos, opinions, FAQs, unboxings, and many others.) to study a model or product.
The pattern is evident: in 2023, customers more and more anticipate to see model video content material. Why?
Movies enable customers to understand how a services or products works in actual life, uncover any flaws earlier than buying the merchandise and determine perks they won’t study within the text-based description.
Moreover, this content material would possibly seem extra genuine than a closely edited product shot, which may increase a shopper’s belief in a model or provide.
In truth, our most up-to-date shopper pattern tracker survey discovered 69% of U.S. customers say it’s extra necessary {that a} advertising and marketing video be genuine and relatable than polished with high-quality video/audio.
2. Escapism is the secret.
Up to now, older generations may need turned on their favourite TV sitcom or gone to the films to flee every day life’s stresses. Whereas the platforms have modified, the necessity for enjoyable or entertaining content material has but to alter.
In response to HubSpot Blogs analysis, customers primarily watch movies to “assist me calm down and unwind.” Moreover, individuals cited “To chuckle or be entertained” because the second commonest motive.
Even should you’re creating informative advertising and marketing movies, take into account experimenting with humorous anecdotes or including different entertaining qualities. Are you curious about including enjoyable components to your subsequent advertising and marketing video? Get impressed by notable brands that successfully use humor of their advertising and marketing.
A number of the most well-received ads aired during the 2023 Super Bowl featured humor as a key part. Once we requested 150 viewers what their favourite Tremendous Bowl advert was this yr, most selected a humorous Dunkin’ advert that includes Ben Affleck.
3. Customers lean into their passions.
Apart from in search of escapism, YouTube viewers are motivated to look at content material that teaches them new issues, primarily associated to their passions, pursuits, hobbies, or social causes. In truth, in keeping with HubSpot Blogs analysis, 13% of customers watch movies to “discover an curiosity or ardour,” whereas 11% wish to “be taught one thing new.”
Odds are your product pertains to somebody’s pursuits, hobbies, passions, or profession. That is the kind of individual you will wish to watch and revel in your movies.
Making a purchaser persona and target market round this sort of individual will aid you determine video matters they’re going to worth, profit from, and bear in mind.
4. Manufacturing high quality is changing into extra necessary.
36% of customers really feel manufacturing worth is “considerably necessary,” whereas 28% really feel it is “important.” However concern not — this doesn’t suggest you must hire a high-priced studio or enlist A-list celebs.
As a substitute, some ways exist to supply an reasonably priced, solid-quality video from any house or workspace. And bear in mind, typically, a video’s success depends on its worth. In different phrases, greater than fancy lighting is required.
Moreover, video software program like Vidyard, Bonjoro, and TwentyThree makes it straightforward to document and ship quick video messages – like pitches, welcome movies, and extra — to clients without having a Hollywood funds.
5. Customers want shorter movies.
Because of the rise of TikTok — and the wave of short-form content material that adopted — customers are searching for fast, snappy movies. Particularly, videos under three minutes fall right into a candy spot.
Should you’re new to video, beginning with short-form movies may also help you get your ft moist — and let you know what resonates together with your viewers.
You additionally must set the correct tempo on your video content material. Earlier than you set a advertising and marketing video on-line, re-watch it from the point-of-view of a considerably busy shopper. Then, ask your self, “Does this video rapidly pull viewers into the motion and maintain their consideration?”
Should you’re fearful that components of your video appear uninteresting, shorten it. However, in case your workforce thinks it is entertaining or informative all the time, you possibly can experiment with publishing your longer-form video and studying from its outcomes.
Navigating Video in 2023
With every new era, the video world will proceed to evolve.
Nevertheless, at this level, the video panorama is altering in favor of entrepreneurs. Customers want to study manufacturers through video content material and use it as a essential software within the information-gathering section of their purchaser’s journey.
Moreover, most video customers now attempt to be taught one thing new about an curiosity or passion reasonably than simply utilizing video to entertain themselves. This implies entrepreneurs can harness academic movies of their technique and provide customers content material associated to their area of interest whereas additionally advertising and marketing a model or product.
Video is not going anyplace however always increasing, altering, and evolving to suit new shopper wants and platforms.
As this content material evolves with every new era, entrepreneurs ought to proceed researching video customers’ pursuits, hobbies, and behaviors.
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