Video sharing is going through the roof, driven by faster internet connectivity, more powerful devices and a surfeit of user-generated video.
This is a trend that has solidified into a core part of our daily internet routines, and is one that will not reverse. Huge growth is anticipated, and as ever brands wants to be where the attention is.
Branded video in all of its forms is on the rise. In the past year we have seen some great work by the likes of Tipp-Ex, Old Spice and M&S, among others. On top of that there is a swathe of brands that have embraced crowdsourcing, allowing fans to submit their own video productions.
But video comes in many shapes and sizes, as far as the actual content is concerned. So what makes for a great video? And why do people share videos?
According to The Pew Research Center's Internet & American Life Project, 71% of all internet users in the United States have used a video sharing site; over a quarter used one in the previous day.
That number is relatively consistent across demographic groups. For instance, usage hovers between nearly 70% to 80% for most age groups, ethnicities, household incomes, education levels and geographic locations.
In other words, the use of online video sharing sites is both widespread and mainstream.
We have just released our Online Video Best Practice Guide, which provides valuable advice on using video for sales and marketing.
To coincide with the new report, I've compiled a list of articles on online video from the blog...
This article, like so many others, may be riding on the Royal Wedding coat -tails (please excuse the pun) but as well-wishers around the world gather to watch the footage on their (multiple) devices, I can’t help but think that as a brand, the Royal family are utilising social media and online video better than most.
Social networking sites have now taken over as the top destination for UK internet users.
As the growth and reach of social networking continues to dominate our internet usage so too has the ways in which companies are using social media to their own advantages.
Online video consumption has doubled in the space of a year, and this rate of growth may well continue for some time to come. It provides brands with a huge opportunity to engage consumers.
Smartphone penetration has helped, though I think the real reason why online video is doing so well is linked to the ease with which videos can be shared. Platforms like Facebook and Twitter are perfect for passing around videos.
So what should brands be doing about this? How can they make the most of this trend towards richer, smarter, more interactive video content?
I have 10 ideas for you to peruse, with plenty of examples, to show you what the smarter brands are doing.
New figures released by Unruly Media show that online video sharing has doubled in volume in the past nine months.
The firm, which runs the Viral Video Chart, measured sharing activity across Facebook, Twitter and blogs. Its study focused on the top 200 videos and found that sharing has increased by more than 86% since May 2010.
A share is defined as a blog post (embedded video or link), a tweet or retweet, or a ‘share’ on Facebook (not ‘likes’).
Online video may have a long way to go before it dethrones the
television in the United States, but its rapid rise shows no signs of
According to Nielsen, home and work online video usage rose a whopping
45% in January 2011 as compared to January 2010. Perhaps the most
impressive fact: this growth isn't being driven by new users. The number
of unique viewers only increased by slightly more than 3%, meaning that
those who are already consuming video online are consuming more of it.
The more ads, the better. That seems to be the strategy for boosting online
ad revenue for publishers of all kinds. First, the Online Publishers
Association (OPA) decided that making ads bigger and bolder was one way
to help boost publishers’ dwindling CPMs. Now, the TV networks are
concluding that loading their online video shows with more ads is the
best way to increase digital revenue.
It seems to fly in the face of common sense – after all, consumers have
flocked to DVR because they can skip all of the ads hurled at them on
broadcast TV or cable. Meanwhile, with shorter attention spans on the
web, won’t more ads just make online viewers tune out? Research from the
networks says no.
Hulu has finally shed light on how much money it's bringing in. At the
NewTeeVee Live event, CEO Jason Kilar said Hulu would close out 2010
with over $240 million in revenue. That’s double the $108 million it
made last year, and a nice benchmark for comparison to online video
platforms across the board.
It’s very strong growth, particularly when gauged against the overall
US online video ad market. eMarketer predicts advertisers
will spend roughly $1.5 billion on online video ads in 2010. Hulu’s $240
million equates to a roughly 16% share of that market. So how has the
company attracted so much demand?