Apple Box

The Year of the Video

Posted in AppleBlog

2020 has been a year like none other. It’s crushed certain businesses and industries in unimaginable ways. One question I am constantly met with is – is video production dead since

the pandemic hit? From an outside view, the easy assumption is yes. However, our business has seen a huge spike in video marketing. And I’m here to outline some of those reasons.

Regardless of the state of the world, I probably don’t have to explain the vital role video plays in the marketing stratosphere. Audiences of all shapes and sizes love video. If I had the time, I’d make an infographics video for you to prove it, but unfortunately a bulleted list of credible statistics will have to do the trick. Close your eyes, picture some funky beat building, a flash of exciting animations and colors and — boom! OK, open your eyes again so you can read on.

• 85% of all internet users in the United States watched online video content monthly (Statista, 2018).
• 54% of consumers want to see more video content from a business they support (HubSpot, 2018).
• 87% of marketing professionals use video as a marketing tool (Wyzowl, 2019).
• 73% of consumers claim that they have been influenced by a brand’s social media video presence when making a purchasing decision (Animoto, 2018).
• 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media (Animoto, 2018).
• Video marketers get 66% more qualified leads per year (Optinmonster, 2019).

If these statistics don’t influence your thinking, remember that nearly everyone is using video platforms as a means of communication right now. We are programmed and optimized for video consumption. And by “we”, I mean the “royal we” – aka, your audience.

Now, you might be thinking, “great, but how do I know what I need?” Well, the answer is: it depends.

Hopefully that’s where we can come in to help you. Right now, we’ve seen a surge in animated infographic videos, direct-to-camera zoom recordings, video-centric online events, motion-graphics/stock video mix, and, in some cases, repurposing older videos, if we can get our hands on the right material. If you’ve been thinking about adding video marketing to your arsenal or want to freshen up your current video offering, now may be a good time. There are ways to get creative, not crush your marketing budget, and serve up the digestible, interesting content your audience is looking to see.