a recording of moving pictures and sound, especially as a digital file.
“There is something about video marketing that helps it stay apart from the other online marketing tactics. When done correctly, all you need is one video marketing campaign to build up highly targeted traffic for a really long time.” - Carey Lowe
Nielsen study shows that Americans between the ages of 18 and 49 hardly watch TV or pay for TV subscriptions, while over 90% of them watch YouTube. It looks like YouTube is indeed the new TV. The company has even started to produce its original content. Even without the premium version, which includes many original contents, hundreds of TV channels, and millions of songs, YouTube still is the most popular video content website by far. Therefore, it is an essential platform when it comes to video marketing.
It’s been a while now that businesses have realized the importance of video marketing. Last year, 63% of them were using video as a marketing tool. This year this figure is increased to 81%. It’s very safe to assume that it will continue to grow because mobile video consumption rises by 100% each year and 60% of people say that they prefer watching videos online rather than watching TV. This means that you should start considering video marketing as soon as possible if you haven’t already done so. We gathered some data about video content and the latest trends on YouTube to give you ideas for your marketing strategy.
Let’s start with some statistics that will definitely persuade you to consider video marketing seriously:
• Almost 80% of people watch online video every week. 55% of people consume videos daily.
• YouTube is the second most popular website, globally. Since the winner is a search tool, Google, we can say that YouTube is the most popular content-consuming website on Earth. Viewers consume 1 billion hours of video every day on YouTube.
• Researches show that people retain 95% of a message if the medium is a video, compared to 10% when it’s a text.
• 7 out of 10 customers say that they would prefer to know about a product or a service by watching an explainer video about it.
• The most popular video consuming devices are mobile ones. Three-quarters of all views are on mobile devices. Moreover, the engagement rate is very high too. 9 out of 10 users are likely to share the video that they watched on mobile.
• It’s expected that there will be almost 1 million minutes of video played on the internet per second. By two years after that, online videos are expected to make up more than 82% of all traffic.
Now that we agree on how important video marketing is, and why YouTube is the best platform to post your video, let’s look at the latest YouTube trends that should guide your marketing strategy.
Gaming videos have always been popular on YouTube. Not just because video games have always been popular, but also because the viewing times are very long for these types of videos. No matter what algorithm changes are made by YouTube, viewing time probably will always be a key factor for a video to be promoted. Therefore, gaming videos will always be a trend.
Everyone loves to be involved. That is why follower decided contents have been trending on YouTube for some time now. So don’t forget to ask your audience to give you some ideas and create content based on these ideas.
There was a time when podcasts were popular, then a time when not many people cared about them. The latest trend of branded podcasts, which included celebrities and influencers as guests, made the genre trending again. If you can produce a podcast with a guest highly regarded by your target audience, don’t hesitate to do it.
Immersive shopping videos are one of the latest trends on YouTube. It works like this: People ask the content creator to try a product or service they are considering to buy, and the creator does precisely that. This way, people have an idea about the product without going and buying it. This type of content is especially useful if you’re in fashion.
Live stream videos are also trending on YouTube, mostly because people get to see something happening in real-time and surprising things may happen anytime. According to this survey, YouTube viewers engage with live videos eight times longer compared to pre-recorded ones. YouTube live videos might especially come in handy if you plan to do Q&A sessions about your product or service.
Remember when we told you that 7 out of 10 customers say that they would prefer to know about a product or a service by watching an explainer video? People don't want to read manuals anymore. They want the company or someone else to explain to them how to use the product, and share their experiences with it. So, don't neglect to include some explainer videos on your channel.
Yes, your channel. Because brand channels are a YouTube trend now. It’s like advertisement. Even if it doesn’t look like that you need to do it, you’ll probably will need to do it shortly just because your opponents are. With so many big brands having their own channels on YouTube today, your target audience will definitely expect you to have one as well.
YouTube segment on Google Trends might be very handy when you are preparing your content strategy because it allows you to see what people have been searching on YouTube lately. However, you might need a more complicated system when it comes to understanding your customers better and knowing what content they are interested in online. Kimola’s Customer Research Platform is a perfect help for that. You can learn more about it here. If you have further questions, you can always reach to us via Contact Sales Page, or you can book a call via Calendly.