There’s nothing fishy about it:
- The average attention span of a goldfish is nine seconds.
- The average attention span of a typical American is about eight seconds — and falling fast.
Why Use Video Content?
It’s a fact: It’s harder than ever to hold attention. It’s sort of like swimming upstream.
But there IS good news: Video is a powerful weapon for brands to hold consumer attention.
The facts do not lie.
The trend lines are unmistakable in both B2C and B2B marketing.
Consider that last year:
- The amount of B2C video content from people and brands in Facebook’s news feeds increased by 3.6x.
- The use of video for B2B marketing grow from 8% of marketers in 2013 to 58% last year – more than 7x YTY growth.
Want to bet against that trend?
Why is video content here to stay — and likely to grow?
Consider these mind-blowing stats:
- 90% of consumers watch online video
- People who watch videos about products are 1.8x more likely to buy them
- 52% of marketers say video has the best marketing ROI
- More than half of US Consumers (ages 25-54) share online video
- Using the word “video”in email subject lines boosts open rates by 18% and CTR by 64%
Video content viewing is mobilized, too: Nearly half of all online video in the USA is watched on a smartphone or tablet.
They say a picture is worth 1,000 words.
Forrester Research Analyst James L. McQuivey’s report, “Why Video Will Take Over the World” asserts that a one minute online video is worth an average of 1.8 million words of text.
His argument is pure math:
- A picture equals 1,000 words
- Video shoots at 30 frames/second
- Thus, one second of video is “worth” 30,000 words
- Thus, every minute is “worth” 1.8 million words.
But the larger point of his argument is that visual content wins — it holds attention better than text, is shared more often, and will be increasingly vital to brands and marketers.
Feel free to disagree – at your brand’s peril.
Because consumers are voting every time they push play — and they are pushing play more than ever before.