Video is fast-becoming the most popular form of media, as we consume more and more of it on our smartphones and mobile devices. According to Ofcom, 61% of UK adults are now smartphone owners, which means phones and mobile devices are now the perfect place for brands to reach out to consumers. In two years’ time, Cisco have predicted that video will make up 69% of all consumer internet traffic and video-on-demand traffic will treble.
In the UK, one in three Brits watch at least one video online a week, which means 20 million people in the UK alone are engaging in this form of media. It’s not surprising then that Nielsen have found 64% of marketers expect that in the near future, video will become the main avenue for strategies.
This expectation is supported by a recent survey, carried out by Brightcove, who asked 2,000 consumers in France, Germany, the UK and the US which types of marketing they took the most notice of and placed the most value on. The results revealed that 24% of participants said they considered video the most trustworthy source of content from a brand, making it more trustworthy than any other media channel. When asked why they felt video was so trustworthy, 44% said it was because content is appealing and 24% said because the content is authentic.
Companies are now discovering that video is the most effective way to engage with consumers and help them make an informed purchasing decision. The BBC for example offers viewers a selection of videos to inform them about products, such as their educational wearable tech video.
Motors.co.uk have also launched an ‘expert section’ with know-how videos from real car dealers who sell their cars through the website. They produced video content which showcases interviews with car dealers from around the country, revealing the most successful methods to buying a used car.
The video for Motors.co.uk shows how this form of media can be used to help consumers make an informed choice. As demand for video grows and marketing and technology techniques advance, it looks as though brands will experiment more with this as their main channel of media.
Consumer opinion has proved that video is the most effective way to communicate, so it makes sense that brands will focus their attention of this wildly popular medium.