Video is a rising phenomenon that the world just can’t seem to get enough of. The busy lives and decreasing attention span of consumers has led to a hunger for fast, “snackable” forms of content that will both inform and entertain, and video is the pièce de résistance that satisfies that hunger.
Remember our V is for Variety post? We touched upon the past year of video marketing; a year in which online video accounted for 50 percent of all mobile traffic, with over half of all Internet users watching videos on the web every day. It’s becoming impossible to scroll through Facebook or Instagram without encountering a handful of them, from crazy cat videos to mouthwatering recipe tutorials in fast motion (Buzzfeed Tasty, we’re looking at you).
So why is this video craze so prevalent among today’s consumers? For one, videos are inherently engaging – they bring life to what would otherwise be a black-and-white read. While the written word certainly has a power of its own, video caters to our attention-deficit and demands our attention. Simply put, it’s easy to digest, and there’s something about it that makes it quite difficult to pull our eyes away. In fact, 54% of people want to see more video content from marketers. demonstrating the holding power video has over us.
It makes sense, then, that so many marketers have tagged on to the trend as part of their practice. What better way to reach consumers and keep those potential leads engaged than producing viewable content reflective of a company’s brand? According to a recent forecast by technology giant Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Check out the infographic in that link for more stats; they are truly eye-opening.)
Keeping pace with the movement, we’ve added video services to own our marketing repertoire. From client services like commercial production and testimonials, to a glimpse behind the scenes at the DARCI office, we’ve been able to not only see the success of video, but also have a lot of fun creating it. Take the below clip, for example. We produced this Portsmouth Street.life! event video for the Greater Portsmouth Chamber of Commerce, which featured North End developers discussing the city’s growth and potential. Unveiled at Street.life!‘s annual dinner, the video educated community members about the North End’s expansion and bright future.
