The importance of online video content

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

Source: Digital Marketing Community


Analyzing the above chart, we see that most people (68%) prefer to learn about a product or discover a new product or service through a short video. Regardless of the format, video content is powerful because it offers the ability to illustrate topics in a dynamic and attractive way. 

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

  1. Videos allow users to see not only the words a person speaks but also 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 better receive information when it is delivered through multiple sensory channels, such as visual and auditory. Videos combine sound and image, making information easier to understand and remember. 
  3. Videos have the ability to capture users’ attention and keep them engaged with the content. The images and movements in videos can make the subject seem more interesting and attractive, which can encourage users to watch the entire content. 

We also want to provide you with an in-depth look at the subject through relevant data and statistics. 

  1. Reels – 2020 and 2021 were the years with the greatest impact on the creation and consumption of video content. Trends in 2022 point to an even higher consumption of short video clips (30-60 seconds). 
  2. Stories – All Instagram accounts have the option to add a link – directing to a site – thus allowing more sales directly from stories. You no longer need 10k followers for this swipe up; now you can add a link sticker to your site. 
  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 upward for 2023. *


  6. Calls to action get 380% more clicks when placed in videos. 
  7. Video content can contribute to up to a 157% increase in organic traffic for your landing pages. 
  8. “How to” searches are increasing by 70% year-over-year on YouTube. 
  9. 80% of consumers would prefer to watch a live video than read a blog. 
  10. 87% prefer to watch online videos if it means more behind-the-scenes content. 
  11. Combined videos, user-generated content, and professional content increase brand engagement by an average of 28%. 
  12. Between 20% and 40% of webinar attendees 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 via mobile devices.

  16. 88% of video marketers are satisfied with their video marketing ROI. 
  17. 78% of marketing professionals say videos have contributed to increased sales. 
  18. In a survey, 86% of marketing professionals 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. An average person watches 17 hours of online videos per week. 
  20. People watch videos for 84 minutes every day worldwide. 
  21. 68% of users prefer to watch an explanatory video on how to fix a product rather than contact customer support. 
  22. 31% of people say live commerce significantly helps them make more informed purchasing decisions. *
  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 succeeded because the process became much faster. 
  25. 26% of marketers believe video marketing is becoming less expensive. *
  26. 91% of people want to see more online videos from their favorite brands in 2023. *
  27. 75% of viewers prefer to watch a horizontal video compared to 25% who prefer to watch it vertically. 
  28. Videos lasting up to 2 minutes achieve the highest engagement. There is a significant drop in interaction for videos after 2 minutes. However, if you have a long video and people watch past 6 minutes, there is almost no drop in engagement. 
  29. 52% of viewers watch a video in its entirety, and only 25% finish watching a video if it lasts 20 minutes or more. 
  30. Businesses and organizations creating over 51 videos in a year increased from 13% in 2019 to 46% in 2020. *

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


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