With more businesses, marketers, storytellers and news organizations than ever before creating content, the competition for audience attention has never been more fierce. Clicks and screen time are currency, and concepts such as engagement and resonance are the sort of sorcery every creator dreams of achieving with every piece of content.
There may be no fool-proof system for winning audience hearts, minds and measurables, but the numbers are in and one point is abundantly clear: video is content’s landslide winner, and creators overwhelmingly want in on the action.
The evidence is all around us, from the explosive success of Netflix, YouTube and TikTok to the trends visible across all digital video content:
Consider that first, and most basic, concept: What does the content consumer like best? As far back as 2015, Brightcove found that video on social channels generated 1,200 percent more shares than posts featuring images and text combined – and the numbers everywhere continue to skew toward video content, specifically digital video. According to Google, 6 out of 10 people would rather watch videos than television.
Additionally, Invisia found that viewers retain 95 percent of a message when they watch a video, compared to 10 percent when reading that message in text. That’s a staggering statistic whether you’re a marketer or a storyteller deciding whether to write a longform article or create a documentary film. Awareness is important, but more often than not, content creators are attaching a call to action to their message. Engagement matters.
And InPlayer can help content creators of all kinds drive engagement and revenue through its video monetization platform. Instead of leaning on a third-party to distribute video, InPlayer allows content creators to own their audiences.
Especially in the corporate world, video has become the sharpest tool available to a marketing department. Once expensive and tedious, video production has become more viable for even small businesses, thanks to advances in digital technology and a wider understanding of digital video best practices. According to a survey conducted by Biteable, nearly 3 out of 4 marketers (74 percent) say that video has a better return on investment than static imagery.
Audiences not only prefer video over other mediums, they’re also hungry for more video in general. Mobile video consumption, according to Invisia, rises by 100 percent every year. That figure isn’t sustainable indefinitely, of course, but it’s a strong indicator of how important a digital video strategy will be for every business, entertainment entity and news organization in the future.
Given the high demand, superior audience engagement and ROI baked into digital video, it shouldn’t come as a surprise that content creators are turning to it more often than ever.
With more businesses, marketers, storytellers and news organizations than ever before creating content, the competition for audience attention has never been more fierce. Clicks and screen time are currency, and concepts such as engagement and resonance are the sort of sorcery every creator dreams of achieving with every piece of content.
There may be no fool-proof system for winning audience hearts, minds and measurables, but the numbers are in and one point is abundantly clear: video is content’s landslide winner, and creators overwhelmingly want in on the action.
The evidence is all around us, from the explosive success of Netflix, YouTube and TikTok to the trends visible across all digital video content:
Consider that first, and most basic, concept: What does the content consumer like best? As far back as 2015, Brightcove found that video on social channels generated 1,200 percent more shares than posts featuring images and text combined – and the numbers everywhere continue to skew toward video content, specifically digital video. According to Google, 6 out of 10 people would rather watch videos than television.
Additionally, Invisia found that viewers retain 95 percent of a message when they watch a video, compared to 10 percent when reading that message in text. That’s a staggering statistic whether you’re a marketer or a storyteller deciding whether to write a longform article or create a documentary film. Awareness is important, but more often than not, content creators are attaching a call to action to their message. Engagement matters.
And InPlayer can help content creators of all kinds drive engagement and revenue through its video monetization platform. Instead of leaning on a third-party to distribute video, InPlayer allows content creators to own their audiences.
Especially in the corporate world, video has become the sharpest tool available to a marketing department. Once expensive and tedious, video production has become more viable for even small businesses, thanks to advances in digital technology and a wider understanding of digital video best practices. According to a survey conducted by Biteable, nearly 3 out of 4 marketers (74 percent) say that video has a better return on investment than static imagery.
Audiences not only prefer video over other mediums, they’re also hungry for more video in general. Mobile video consumption, according to Invisia, rises by 100 percent every year. That figure isn’t sustainable indefinitely, of course, but it’s a strong indicator of how important a digital video strategy will be for every business, entertainment entity and news organization in the future.
Given the high demand, superior audience engagement and ROI baked into digital video, it shouldn’t come as a surprise that content creators are turning to it more often than ever.
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