Video is extra vital to shoppers now than ever earlier than. Our annual State of Video Advertising survey with Wyzowl exhibits that 91% of companies use video as a advertising and marketing software, 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 vital.
5. Customers desire 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 anticipated to achieve 3.5 billion.
- In 2023, persons are watching, on common, 17 hours of on-line movies per week.
- Persons are 52% extra possible to share video content material than every other kind of content material.
- 75% of viewers watch short-form video content material on their cell gadgets.
- 83% of entrepreneurs recommend movies must be underneath 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.
Previously, shoppers would go to web sites, have a look at on-line evaluations, watch commercials, and possibly watch just a few YouTube movies to find out about a product.
Now, with video accessible on each main social media community, they’re studying to rely extra closely on one of these content material of their analysis section.
Based on HubSpot Blogs analysis, 66% of shoppers have watched video content material (i.e., product demos, evaluations, FAQs, unboxings, and many others.) to find out about a model or product.
The development is evident: in 2023, shoppers more and more count on 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 find out about 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 vital {that a} advertising and marketing video be genuine and relatable than polished with high-quality video/audio.
2. Escapism is the secret.
Previously, older generations may need turned on their favourite TV sitcom or gone to the flicks to flee day by day life’s stresses. Whereas the platforms have modified, the necessity for enjoyable or entertaining content material has but to alter.
Based on HubSpot Blogs analysis, shoppers primarily watch movies to “assist me loosen up and unwind.” Moreover, individuals cited “To snigger or be entertained” because the second most typical motive.
Even in the event you’re creating informative advertising and marketing movies, think about experimenting with humorous anecdotes or including different entertaining qualities. Are you curious about including enjoyable parts to your subsequent advertising and marketing video? Get impressed by notable manufacturers that successfully use humor of their advertising and marketing.
Among the most well-received adverts aired through the 2023 Tremendous Bowl featured humor as a key element. After 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 searching 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 accordance with HubSpot Blogs analysis, 13% of shoppers watch movies to “discover an curiosity or ardour,” whereas 11% need to “study one thing new.”
Odds are your product pertains to somebody’s pursuits, hobbies, passions, or profession. That is the kind of particular person you may need to watch and revel in your movies.
Making a purchaser persona and target market round one of these particular person will aid you establish video matters they will worth, profit from, and bear in mind.
4. Manufacturing high quality is turning into extra vital.
36% of shoppers really feel manufacturing worth is “considerably vital,” whereas 28% really feel it is “important.” However concern not — this doesn’t suggest you have to hire a high-priced studio or enlist A-list celebs.
As an alternative, some ways exist to provide an reasonably priced, solid-quality video from any house or workspace. And bear in mind, usually, 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 file and ship quick video messages – like pitches, welcome movies, and extra — to clients without having a Hollywood funds.
5. Customers desire shorter movies.
Due to the rise of TikTok — and the wave of short-form content material that adopted — shoppers are looking for fast, snappy movies. Particularly, movies underneath three minutes fall right into a candy spot.
In case you’re new to video, beginning with short-form movies can assist you get your ft moist — and let you know what resonates along with your viewers.
You additionally have to set the correct tempo in 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 rapidly pull viewers into the motion and hold their consideration?”
In case you’re anxious that components of your video appear boring, shorten it. However, in case your group thinks it is entertaining or informative the complete time, you’ll be able to experiment with publishing your longer-form video and studying from its outcomes.
Navigating Video in 2023
With every new technology, the video world will proceed to evolve.
Nonetheless, at this level, the video panorama is altering in favor of entrepreneurs. Customers desire to find out about manufacturers by way of video content material and use it as a vital software within the information-gathering section of their purchaser’s journey.
Moreover, most video shoppers now attempt to study one thing new about an curiosity or interest reasonably than simply utilizing video to entertain themselves. This implies entrepreneurs can harness instructional 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 technology, entrepreneurs ought to proceed researching video shoppers’ pursuits, hobbies, and behaviors.
