With Online Video Into The Future
It is amazing to think how far the Internet has come in the past 20 years. Not that long ago, users had to dial-in using their phone line to access the web. These days, high-speed cable lines and fiber optic channels allow users to surf the web faster than ever before. And while this speed has allowed users to consume more content faster, it has also changed the way people are consuming content on the web.
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Until high speed Internet was introduced there was an invisible limit on how much time consumers were willing to spend waiting for a page to load. This, in turn, forced website owners to keep their websites as small as possible to prevent users from getting impatient and leaving for good. And to keep a website small, website owners could not use high definition images or video files, as files of this nature are dramatically larger than text files and low-resolution images.
Fast-forward to today and you can stream a video live with the click of a button. You can also download an entire movie in the time it takes to listen to a song. This increase in speed at the consumer level has allowed more and more website owners to include high definition images and videos in their content, and consumers are eating it up faster than ever before.
Sometime during 2012, both Cisco and Google’s VP of Global Content predicted that online video would account for 90% of Internet traffic sometime between 2013 and 2015. In addition, multiple studies have been released this year showing that mobile viewership (watching video on smart phones and tablets) has reached an all-time high this year. More importantly, it is projected that consumers will soon watch more video on their mobile devices than on regular desktops and laptops. In short, the world is moving towards video (and they are watching it on the go).
The point here is that consumers are watching more online video than ever before, and they’re watching more than just cat videos. A Forbes survey found that 75% of executives watch work-related online video at least once a week, while 65% have visited a vendor’s site/taken action after viewing a video (study). As you can see, it’s not just bored teenagers that are consuming content; people at every level in the corporate hierarchy are watching video.
Marketers, Include Online Video In Your Marketing Mix
Moving forward, marketers should highly consider including online video into their marketing mix. With study after study showing that more and more people are spending more and more time consuming video content, this is a trend that should not be ignored. Further, producing quality video content is cheaper than ever before. In addition to the fact that today’s modern smart phones have high quality cameras built into them, there are a variety of low cost digital cameras/video cameras that allows users to record in HD.
More importantly, video is successful for the same reason televisions shows and TV advertising are successful; they capture sight, sound and emotion in a way text and pictures never could. Further, online video consumption has increased at the expense of traditional TV consumption. In other words, the appeal of easy to consume content hasn’t gone away; it has simply shifted online. This is why you should be doing online video. Start a video blog, vlog, today! Online video is the future.
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Image Credit: Corporate video interview in Atlanta studio, MariettaVideoProductions.com (Own work), Wikimedia Commons. CC Creative Commons Attribution-ShareAlike 3.0 Unported (CC BY-SA 3.0) License.
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