Justifying Online Video

online video for digital marketing in PA and MD

Content marketing for Philadelphia, PA and beyond – Part IV of a Six Part Series.

In the last five years video has transformed itself into a non-negotiable content marketing asset. Video viewing, now part of nearly everyone’s online behavior, is proven to directly influence online buying.   If you haven’t jumped into video yet, here are compelling reasons you should.

Millions watch billions of online videos every day.
101 million people in the U.S. are going to watch 1.3 billion videos TODAY.  “178 million U.S. Internet users watched online video content in June (2011) for an average of 16.8 hours per viewer. The total U.S. Internet audience engaged in more than 6.2 billion viewing sessions during the course of the month … ”  Online video is a significant part of our online lives with a 706% growth in the last five years. Today,  84% of all people aged 12-65+ consume online video. Although both men and women equally likely to watch online video, men watch 1.7 times more than women. (From comScore Releases June 2011 U.S. Online Video Rankings and comScore’s Online Video by the Numbers)

Online video influences C-Suite behavior.
26% of US executives view work related videos daily, 20% view them several times a week and 20% view them several times a month. What’s most interesting is C-Suite behavior after they’ve viewed an online video.  64 – 66% of the time they visit the video vendor’s website and  53% of them conduct a search for more information. Of the executives who view videos daily, 51% of them make a business related purchase after watching a work related video. (from eStrategy after hours Executives and Online Video Charts based on Forbes Insights data.)

Sharing video is a popular past time.
People not only like to watch videos, they like to share them with others. One in three online video viewers will leave a comment, two in five viewers upload videos themselves, and one in two viewers regularly shares videos with others. More than half of all viewers watch online videos with others as well. (from comScore “Online Video by the Numbers”)

Create a video marketing plan before you start.

Put together a video action plan with discrete goals (plan from comScore “Online Video by the Numbers”)

Is your goal to…
Increase website/microsite visits?
Improve brand opinion?
Introduce a brand message to a larger audience or a more niche audience?
Drive direct online or offline purchase behavior?
The technology infrastructure of the Internet affords these opportunities to you.

Determine where and how your target audience is consuming video

Keep your mind open to using the new opportunities online video affords:
Using a YouTube Partner as a brand advocate
Developing branded content that spurs conversation
Cross pollinating your social media campaigns with video
Use the many resources and measurement companies available to determine if your goals have been met
Most any goal can be easily and discretely measured

Does your business need to integrate video into a smart content marketing strategy? The Creative Marketing Channel belongs to oz 2 designs LLC, Pennsylvania and Maryland’s first choice for video animation and special effects, website design, content marketing, print design, email marketing, and all things interactive and digital.   Inquire about hiring us here. Connect with us on YouTube,  LinkedinTwitter, Google+ and Facebook. Email us at [email protected] and stay tuned for part 5 of this 6 part content marketing series.


About Catherine Lockey

Catherine Lockey @oz2designs | oz 2 designs LLC

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12 Responses to Justifying Online Video

  1. Sandra McLeod Humphrey December 8, 2011 at 3:24 pm #

    You’re so right–video is becoming an important part of our current and future marketing strategies. Now with the publication of every new book, a book trailer is becoming an essential part of the marketing plan. Good post and I’ll be back!

  2. Julie Weishaar December 8, 2011 at 5:59 pm #

    Hi Catherine. You already know that I agree 1000% with using video in one’s marketing mix. “Cross pollinating your social media campaigns with video” is an area I am going to be getting into very heavily – very soon! :)

  3. Susan Oakes December 8, 2011 at 8:50 pm #

    Thanks for the information Catherine.

    It really is understandable that video is popular as I think more people are visually oriented. The interesting thing will be how to stand out from the crowded space which is what some small businesses in particular have trouble with.

    Do you have any stats relating to other people and markets such as small business owners regarding viewing habits etc.

  4. Catherine Lockey December 8, 2011 at 10:32 pm #

    Hi Sandra,
    I imagine one must be especially careful with a book trailer since typically “The movie is never as good as the book.”

  5. Catherine Lockey December 8, 2011 at 10:33 pm #

    I knew you would love this one Julie. Feel free to scarf the data and use it wherever.

  6. Catherine Lockey December 8, 2011 at 10:39 pm #

    Hi Susan – you might be able to find what you’re looking for in here: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/Online_Video_by_the_Numbers

  7. Jeannette Paladino December 8, 2011 at 10:54 pm #

    Catherine — I have to admit I’ve been a laggard on video, unless I’m using someone else’s in one of my posts. I know I should be doing more, but it really requires a strategy and consistence — and time. That is my biggest challenge. But You Tube is the second largest search engine, so obviously video is the way to go.

  8. Julie Weishaar December 9, 2011 at 12:40 am #

    Thanks Catherine – I might just do that :) Of course, the content would be attributed to the source :)

  9. Sherryl Perry December 9, 2011 at 7:44 am #

    Thanks for sharing these statistics Catherine. They certainly support the case for using video. You mention having “a video action plan”. I don’t have a plan for using video maybe that’s why I haven’t yet even though I know I should be.

  10. Dennis Salvatier December 9, 2011 at 6:21 pm #

    Video is something I’d like to get involved in for my design business, but I’m really camera shy. But then again, I used to be bad at networking meetings and now I’m a pro so I figure I should give it a shot. Video is definitely a strong tool when it’s done professionally.

  11. Harrison January 5, 2012 at 8:51 pm #

    I’m thinking of introducing videos on my blog, in the future … when I have more of an action plan of how it will bring value. Thanks for sharing your insight!


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