Reels, TikTok, Facebook Watch… It seems that videos are increasingly making their presence felt online, becoming one of the most popular and effective ways of communication. The best example we have all noticed is the expansion of the social network TikTok lately and the success it has achieved through video content. It’s clear that videos are a popular way to communicate with the general public. But how popular?

Looking at the graph above, we notice that most people (68%) prefer to learn about a product or discover a new product or service through a short video. Regardless of the form, video content is powerful because it offers the opportunity to illustrate topics in a dynamic and attractive way.

There are some psychological notions to explain the effectiveness of videos in online communication, such as:

1. The videos allow users to see not only the words a person speaks, but also their facial expressions, gestures, and tone of voice. This helps build a stronger emotional connection between the sender and receiver, making communication more effective.
2. People tend to receive better when they receive information through multiple sensory channels, such as visual and auditory. Videos combine audio and image, making the information easier to understand and remember.
3. Videos have the ability to capture users’ attention and keep them engaged in their content. The images and movements in the videos can make the topic seem more interesting and attractive, which can encourage users to watch the entire content.

We also want to give you an in-depth look at the topic through relevant data and statistics.

1. Reels – 2020 and 2021 were the years with the greatest impact in the creation and consumption of video content. The trends of 2022 lead to an even higher consumption of short-form videos (30 – 60 seconds).
2. Stories – all Instagram accounts have the option to link – link to a website – so you can sell more, directly from stories. You don’t need to have 10k followers for this swipe up, you can now add the link tag to your website.
3. Video – Consumers are 85% more likely to buy a product or service after watching a video about it.
4. Video content generates 82% of online traffic. Videos are 53 times more likely to generate the first click to the company’s website, compared to other SEO techniques. Currently, 84% of consumers are convinced to purchase a product or service after watching a video.
5. TikTok is the channel with the highest user growth of all time, and the trend is an upward trend for 2023. *

   

6. Call-to-action gets 380% more clicks when placed in videos.
7. Video content can help increase organic traffic to your landing pages by up to 157%.
8. “How to”/”How to” searches are increasing by 70% year-over-year on YouTube.
9. 80% of consumers would rather watch a live video than read a blog.
10. 87% prefer to watch videos online if it means more behind-the-scenes/behind-the-scenes content of creating a product.
11. Combined user-generated videos and professional content increase brand engagement by an average of 28%.
12. Between 20% and 40% of those who attend a webinar become qualified leads . *
13. 9% of millennials watch 10-20 hours of online videos per week.
14. 90% of consumers watch videos on their mobile devices.
15. Over 70% of all YouTube consumption comes through mobile devices.

    

16. 88% of video marketers are satisfied with the ROI on their video marketing.
17. 78% of marketers say videos have helped increase sales.
18. In one survey, 86% of marketers reported using videos as a marketing tool. 78% of these marketers felt that videos directly increased sales for their business. 86% said videos helped increase traffic to their website.*
19. A person watches an average of 17 hours of online videos per week.
20. People watch videos for 84 minutes every day around the world.
21. 68% of users prefer to watch an explainer video on how to fix a product instead of getting in touch with customer support.
22. 31% of people say that live commerce helps them considerably in making a better-informed purchase decision. *
23. 70% of “non-video marketers” plan to start online video marketing in 2023.

    

24. 34% of those using video as a marketing tool for the first time in 2022, said they were able to do so because it became a much faster process.
25. 26% of marketers believe that video marketing is becoming less expensive. *
26. 91% of people want to see more videos online from their favorite brands in 2023. *
27. 75% of viewers prefer to watch a video horizontally, compared to 25% who prefer to watch it vertically.
28. Videos that are up to 2 minutes long get the most engagement. There’s a significant drop in engagement for videos after 2 minutes. However, if you have a long video and people go over 6 minutes – there’s almost no drop in engagement.
29. 52% of viewers watch a video throughout thisyear, and only 25% finish watching a video if it’s 20 minutes or longer.
30. Businesses and organizations that create more than 51 videos in a year have grown from 13% in 2019 to 46% in 2020.*

However, creating effective video content requires much more than just recording and uploading the clip to the internet. It’s important to keep your target audience in mind, plan your message, and produce a quality video so that you can convince and capture viewers’ attention. Do you use video content in your online promotion? What do you think?

Learn more about the importance of video content in social media communication