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Video is extra essential to shoppers now than ever earlier than. Our annual State of Video Advertising and marketing survey with Wyzowl reveals that 91% of companies use video as a advertising and marketing instrument, greater than any of the earlier years for the reason that surveys began.
Whereas video is not going anyplace, it is continually increasing, altering, and evolving to suit client 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.
On-line Video Consumption Statistics Entrepreneurs Ought to Know
How Video Consumption is Altering in 2023
1. Customers more and more depend on advertising and marketing movies from manufacturers.
2. Escapism is the secret.
3. Customers lean into their passions.
4. Manufacturing high quality is turning into extra essential.
5. Customers want shorter movies.
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 hold 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.
- Persons are 52% extra seemingly to share video content material than every other kind of content material.
- 75% of viewers watch short-form video content material on their cellular units.
- 83% of entrepreneurs recommend movies ought to be below 60 seconds.
How Video Consumption is Altering in 2023
From video size to what attracts viewers — this 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, shoppers would go to web sites, take a look at on-line critiques, watch commercials, and perhaps watch just a few YouTube movies to study a product.
Now, with video accessible on each main social media community, they’re studying to rely extra closely on any such content material of their analysis section.
In response to HubSpot Blogs analysis, 66% of shoppers have watched video content material (i.e., product demos, critiques, FAQs, unboxings, and many others.) to study a model or product.
The development is obvious: in 2023, shoppers more and more anticipate to see model video content material. Why?
Movies permit shoppers to understand how a services or products works in actual life, uncover any flaws earlier than buying the merchandise and establish perks they may not study within the text-based description.
Moreover, this content material may seem extra genuine than a closely edited product shot, which might increase a client’s belief in a model or supply.
In reality, our most up-to-date client development tracker survey discovered 69% of U.S. shoppers say it’s extra essential {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 flicks to flee each day life’s stresses. Whereas the platforms have modified, the necessity for stress-free or entertaining content material has but to alter.
In response to HubSpot Blogs analysis, shoppers primarily watch movies to “assist me loosen up and unwind.” Moreover, individuals cited “To snicker or be entertained” because the second most typical cause.
Even for those who’re creating informative advertising and marketing movies, think about experimenting with humorous anecdotes or including different entertaining qualities. Are you interested by including enjoyable parts to your subsequent advertising and marketing video? Get impressed by notable manufacturers that successfully use humor of their advertising and marketing.
A few of the most well-received adverts aired through the 2023 Tremendous Bowl featured humor as a key part. Once we requested 150 viewers what their favourite Tremendous Bowl advert was this 12 months, most selected a humorous Dunkin’ advert that includes Ben Affleck.
3. Customers lean into their passions.
Other than on the lookout for 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 reality, in line with HubSpot Blogs analysis, 13% of shoppers watch movies to “discover an curiosity or ardour,” whereas 11% need 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 may need to watch and luxuriate in your movies.
Making a purchaser persona and target market round any such individual will provide help to establish video matters they’re going to worth, profit from, and keep in mind.
4. Manufacturing high quality is turning into extra essential.
36% of shoppers really feel manufacturing worth is “considerably essential,” whereas 28% really feel it is “important.” However worry not — this doesn’t suggest it is advisable to hire a high-priced studio or enlist A-list celebs.
As a substitute, some ways exist to provide an inexpensive, solid-quality video from any dwelling or workspace. And keep 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 simple to document and ship quick video messages – like pitches, welcome movies, and extra — to clients without having a Hollywood price range.
5. Customers want shorter movies.
Because of the rise of TikTok — and the wave of short-form content material that adopted — shoppers are in search of fast, snappy movies. Particularly, movies below three minutes fall right into a candy spot.
In case you’re new to video, beginning with short-form movies might help you get your ft moist — and let you know what resonates along with your viewers.
You additionally must set the suitable tempo on your video content material. Earlier than you place a advertising and marketing video on-line, re-watch it from the point-of-view of a considerably busy client. Then, ask your self, “Does this video shortly pull viewers into the motion and hold their consideration?”
In case you’re nervous that components of your video appear uninteresting, shorten it. However, in case your crew thinks it is entertaining or informative the complete 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 obligatory instrument within the information-gathering section of their purchaser’s journey.
Moreover, most video shoppers now try to be taught one thing new about an curiosity or interest somewhat than simply utilizing video to entertain themselves. This implies entrepreneurs can harness academic movies of their technique and supply shoppers content material associated to their area of interest whereas additionally advertising and marketing a model or product.
Video is not going anyplace however continually increasing, altering, and evolving to suit new client wants and platforms.
As this content material evolves with every new era, entrepreneurs ought to proceed researching video shoppers’ pursuits, hobbies, and behaviors.
