As expected, it has some positive statistics on the expanding influence of video marketing. It’s not really surprising, coming from a platform that exists to help its customers (i.e. marketing agencies) send out content, including video content for marketers.
You can read the article in full here. In the meantime, here are the highlights.
The HubSpot article identifies five changing online video consumption trends, apparently backed by the survey research (more on that later).
Let’s quickly look at these five identified trends.
Look, the quality of any kind of research or survey can be arbitrary depending on a range of factors (e.g. spread of respondents, impartiality of questions etc.).
Having said that, we agree that video marketing is a growing part of the marketing mix and there is no doubt that consumers are using their screen devices to access more and more online video content. Especially now that all the major social media platforms allow video consumption.
However, a survey that says only 13% of consumers watch videos to “explore an interest or passion” seems concerning. We recognise most online videos are not commercially driven but we would suggest that far more than 13% of people will watch things that interest them, including branded content. Surely?
We will always argue that videos are a powerful medium and, when done correctly, they can have an enormous impact on your marketing efforts.
We also agree that production quality is becoming a discerning issue. A low-fi video on TikTok has its place, but our belief is that online videos will be a major contributor to brand impression and quality can never be undervalued.
But we would caution any client about accepting it as fact that consumers only like shorter videos or that they mainly watch online videos to have a laugh and be entertained. Our view is that there is room for every kind of video—short, long, funny, serious. It all depends on what is right for the job at hand.
Our advice is to concentrate on the quality of your content and how it can best engage with the audience, rather than trying to fit it into some formulated length or finding ways to give people a giggle.
Hey, we love making videos for our clients. We do lots of them and we pour our heart and soul into them because we know how impactful they can be for our clients’ businesses.
We’re just not convinced that there are rules and trends we need to follow in order to get the best results. Strong briefs and creative collaborations—as well as project-specific customer insights—will always be the anchors of successful video content productions.