2017 – the year of video?

Kate O'Sullivan is the MD at ADPR Kate O'Sullivan is the MD at ADPR
Industry Database

Video is quickly becoming most people’s preferred method of media consumption, writes Kate O'Sullivan. With more than 3.25 billion (yes, billion) hours of YouTube video watched in just a single month and in excess of a billion individual visitors to the site, it is easy to see why more businesses than ever are incorporating video content into their marketing strategies.

Video is aesthetically pleasing. It captures people’s attention and feeds millennials’ need for instant gratification. According to a 2016 study conducted by Statista Research, a whopping 93% of 16 to 24 year-olds viewed an online video clip in the last month.

Video allows businesses to add personality to their message and helps bring their products alive in a way images and text can’t do on their own. Not to mention that you can reach an online audience of millions with relative ease.

Recent studies suggest the average human’s attention span has decreased by mroe than 11%, highlighting the impact an increasingly digitalised lifestyle has on us. As we are now constantly on the lookout for something fresh, fast and exciting to hold our attention, video has taken the next step to incorporate interactivity.

Virtual Reality (VR) has become much more prevalent in marketing strategies over the last few years, with VR now functional on a smartphone without needing a headset. The novelty of VR draws people in to clicking on your video. If your video content is enticing and exciting you can easily capture their attention for a sustained period of time.

In a world with millions of social media and news posts every day, text can get lost in a flurry of engaging, entertaining and informative video content – don’t be one of the few companies left that hasn’t taken advantage of the opportunities that video content provides.

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