Online video 2017: engagement, brand awareness

Video dominates social media, marketing, publishers. Over 55% of people watch online video every day. Mobile video, online video – one of the hottiest topics of 2017. Using video in various forms has almost become a staple in digital marketing tactics. Digital market lives in video rivalry between two giants: Facebook and YouTube. As DigiDay UK reports: Facebook wants people to spend more time watching videos on its platform, as they already do on YouTube. Starting Aug. 10, Facebook introducing a new video destination called “Watch”. Watch can be called a remake of Facebook’s video tab. It’s available online and across Facebook’s apps for mobile devices and connected TVs. It will offer a library of longer form and episodic video shows made by publishers, celebrities or digital video creators. Available shows on Facebook Watch will fall into two main tiers: TV-sized half-hour programs launching on Facebook later this year and shorter “spotlight” series with episodes running between 5 and 15 minutes. On Watch, Facebook will offer original shows from more than 30 content partners, including Tastemade, Mashable, Hearst, Attn, Bleacher Report, A+E, Refinery29 and Condé Nast Entertainment.

Video companies ecosystem still grows. Just  look at the below infographic made by Divitel. It shows general video delivery landscape, divided into some basic categories. What to look out for is the new categories: EPG & Metada, Virtualization and Cloud, DRM. This Video Delivery Landscape, according to the authors, is still a thoroughly-researched, but ultimately subjective overview of the companies, brands and products that make up the video delivery space.

online video

Video landscape (infographic by Divitel)

Any doubts? To confirm the thesis on the development of the video market, let’s take a look at a few statistics:

  • By the end of 2017, online video will account for 74% of all online traffic (KPCB)
  • 55% of people watch videos online every day (MWP)
  • 65% of video viewers watch more than ¾ of a video (Syndacast)
  • 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video (MWP)
  • 54% of senior executives share work related videos with colleagues weekly (TubularInsights)
  • 52% of marketers believe that video is effective for brand awareness (WowMakers)
  • Using the word ‘video’ in an email subject line boosts the open rates by 19% (Syndacast)
  • Including video in a landing page can increase conversion by 80% (EyeView)
  • Almost 50% of Internet users look for videos related to a product or service before visiting a store (ThinkWithGoogle)
  • 4 out of 5 consumers believe that demo videos are helpful (Animoto)
  • Online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers (DMB Adobe)
  • 4x as many customer would rather watch a video about a product than read about it (Animoto)
  • 48% of marketers plan to add YouTube to their content strategy in the next year (HubSpot)
  • Nearly two-thirds of consumers prefer video under 60 seconds (Animoto)
  • 500 million people are watching videos on Facebook every day (TubularInsights)
  • 45% of people watch more than an hour of Facebook or YouTube videos a week (WordStream)
  • Snapchatters watch 10 billion videos a day (AdWeek)
  • 82% of Twitter users watch video content on Twitter (Bloomberg)
  • 43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget (Buffer)
  • Among millennials, YouTube accounts for two-thirds of the premium online video watch across devices (ThinkWithGoogle)
  • 8 out of 10, 18-to-49-year-olds watch YouTube in an average month (ThinkWithGoogle)
  • 52% of marketing professionals worldwide name video as the type of content with the best ROI (Syndacast)
  • Marketers who use video grow revenue 49% faster than non-video users (VidYard)

According to the analytics, online video will consume a larger and larger share of internet traffic. Forecast predictions says that 74% of all Internet traffic in 2017 will be video. Live video streaming is reaching an inflection point, and is likely to take-off in 2017. Streaming video apps put the power of video storytelling  into the hands of anyone who can operate a smartphone. And one of the powerful features of live video is the high level of viewer engagement that it generates.

Zenith forecasts mobile video consumption will grow 33% next year and then a further 27% in 2018, when it will reach 33.4 minutes a day. They expect mobile devices to account for 64% of all online video consumption in 2018.

With 2.5 billion smartphones in use in the world, the shift to mobile continues. Each month, more people will be watching video on their multimedia devices. Today, more than 50% of all video views occur on mobile devices, and smartphones are driving digital video views up 33% year over year. No doubts, video is the king of digital market.

Source and inspiration: Divitel, DigiDay,