![How Video Consumption Is Altering in 2024 [New Research]](https://i0.wp.com/www.hubspot.com/hubfs/video-consumption-1-20240726-9973625-1.webp?w=598&resize=598,398&ssl=1 "How Video Consumption Is Altering in 2024 [New Research]")
Video repeatedly evolves as an impactful type of advertising – and now’s thought-about extra essential to customers now than ever.
If shopper connection and engagement are your objectives, you should keep on prime of video consumption tendencies.
Our annual State of Video Advertising survey with Wistia reveals that video performs have elevated for companies of all sizes. Small- to medium-sized companies elevated performs by 13%, and huge companies elevated performs by 5%.
Right here, I will spotlight seven research-backed methods video consumption habits are altering and the way entrepreneurs can reply strategically.
On this article:
On-line Video Consumption Statistics Entrepreneurs Ought to Know
As video continues to be integral to advertising methods, entrepreneurs ought to preserve the next statistics in thoughts:
Video Consumption Developments
From video size to what attracts viewers — right here‘s what’s altering for video consumption in 2024.
1. Shoppers more and more depend on advertising movies from manufacturers.
Prior to now, customers would go to web sites, take a look at on-line opinions, watch commercials, and perhaps watch just a few YouTube movies to study a product.
Now, with video accessible on each main social media community, they’re studying to rely extra closely on this sort of content material of their analysis part.
In keeping with HubSpot analysis, 62% of customers have watched video content material (i.e., product demos, opinions, FAQs, unboxings, and so on.) to study a model or product.
Within the newest Client Developments Report, HubSpot surveyed greater than 700 customers, and 37% want to find merchandise via short-form movies (equivalent to TikTik’s or Instagram reels), 8% want long-form video, and 17% favor the video livestream.
The pattern is obvious: In 2024, customers more and more anticipate to see model video content material. Why?
Movies enable customers to understand how a services or products works, uncover any flaws earlier than buying the merchandise and establish perks they may not have realized within the text-based description.
2. Conversions are made instantly inside the video.
Contemplating customers are watching and counting on model movies, failing to optimize your video for conversion is a missed alternative. Conversions could be inspired inside movies utilizing annotations, CTAs, or types.
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A Wistia survey, which incorporates HubSpot insights, discovered that conversions are greatest positioned on the finish of movies for shorter type movies (lower than one minute to 5 minutes lengthy), however longer type movies, these over 5 minutes, profit from a CTA placement early within the video.
Apparently, movies at sixty minutes or extra have the best conversion charge at 24% when the CTA is positioned on the finish.
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Jack Brodie, managing director and video producer at Colada Inventive, is discovering conversion success via an modern and interactive video format.
Brodie says, “This modern video format is already utilized by manufacturers like Nike, IKEA, Porsche, and extra. We‘re using it with our clients, and we’re optimistic that companies massive and small should not sleep on interactive video.”
Brodie expects interactive video to have as a lot as 5 instances extra engagement and 30% greater conversions.
“Ecommerce brands can make their products literally purchasable within the video, and this leads to a 41% increase in products added to cart. The immersive nature of interactive video means consumers spend as much as 47% more time watching and engaging with the video,” Brodie recommends.
3. Manufacturers should create relatable and genuine content material.
Genuine and relatable content material is a should. Our most up-to-date survey discovered that 38% of customers discovered that relatable content material was extra memorable.
Moreover, in terms of social media content material, customers want to see relatable and genuine movies (63%) over polished and high-production-value movies (37%).
Even when you‘re creating informative marketing videos, bring in your brand’s authenticity and relate to your shopper.
Tristan Harris, demand technology senior advertising supervisor at Thrive Digital Advertising Company, experimented with relatable and genuine video in social media content material.
Harris notes there’s a important following for reels and dwell movies, with the worth it places on authenticity and even immediacy. Then, there are customized movies, which cater to the preferences of particularly recognized market segments.
“Short-form videos also have their share of popularity. We tried to integrate this format for thought leadership here. The insights and feedback indicated that this is how our audience wants to learn now,” Harris says.
Harris emphasizes that the viewers will stay engaged in high-quality content material that’s each informative and entertaining: “The storytelling and production should be given good thought as well to ensure that this meets the expectations of your target viewers.”
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4. Shoppers want shorter movies.
Due to the rise of TikTok — and the wave of short-form content material that adopted — customers are looking for fast, snappy movies. Particularly, movies beneath three minutes fall right into a candy spot.
If you happen to’re new to video, beginning with short-form movies can assist you get your ft moist — and inform you what resonates along with your viewers.
You additionally have to set the fitting tempo on your video content material. Earlier than you set a advertising video on-line, re-watch it from the point-of-view of a considerably busy shopper. Then, ask your self, “Does this video quickly pull viewers into the action and keep their attention?”
If you happen to‘re worried that parts of your video seem dull, shorten it. But, if your team thinks it’s entertaining or informative all the time, you’ll be able to experiment with publishing your longer-form video and studying from its outcomes.
Daniel Anderson, founder and editor at The Cash Maniac, found that “Short-form videos can help improve your content’s accessibility and reach. Once I started publishing videos that section a blog post into engaging parts, it also improved our website traffic and monthly visits by up to 70% and has been consistent ever since.”
It’s price noting that Anderson is repurposing content material by including participating media to weblog sections. Any such repurposing can save entrepreneurs lots of time.
The important thing to repurposing is a) understanding your content material structure and b) group.
HubSpot’s Content material Hub will enhance your skill to repurpose utilizing AI that will help you flip present content material into varied video codecs.
With Content material Hub, you’ll be able to report and embed video content material in your web site and throughout advertising channels equivalent to emails. Plus, Content material Hub’s AI will do among the pondering and organizing for you.
The AI can generate titles and discover repurposing alternatives.
Video Consumption Developments by Demographic
Naturally, totally different demographics take into consideration and work together with video in a different way. This subsequent part appears at video consumption tendencies by demographic.
1. Video Sharing on Social Media
Video advertising on social media is more likely to improve model visibility and encourage person engagement via sharing.
HubSpot surveyed over 700 customers, and each social media platform was used to various levels for video sharing. Fb got here up prime, with 40% of customers prioritizing sharing movies and pictures on the platform.
Surprisingly, video-led platforms like YouTube, Twitch, and BeReal have been used much less for video sharing, however in fact, these platforms are additionally used for video consumption.
Earlier than posting a video to earn impressions and shares, you may wish to create relatable content material. Then, think about your demographic and the place they are going to most probably share movies.
The stats from our current survey inform us that every one demographics share content material on choose social media channels (Snapchat, Pinterest, Instagram, Lemon8, LinkedIn, Tumblr, Twitch, Reddit, Twitter, TikTok, Fb, and YouTube).
There are just a few exceptions:
- Gen Z and Boomers don’t share movies on LinkedIn in any respect.
- Gen X and Boomer don’t share movies on Lemon8 in any respect.
Listed here are the stats by platform and demographic.
Fb
Of over 700 customers surveyed, 40% use Fb to share movies.
The info by demographic:
- Gen Z 27%
- Millennials 34%
- Gen X 40%
- Boomers 44%
YouTube
Of over 700 customers surveyed, 14% use YouTube to share movies.
The info by demographic:
- Gen Z 25%
- Millennials 17%
- Gen X 14%
- Boomers 9%
Of over 700 customers surveyed, 29% use Instagram to share movies.
The info by demographic:
- Gen Z 27%
- Millennials 27%
- Gen X 34%
- Boomers 21%
TikTok
Of over 700 customers surveyed, 15% use TikTok to share movies.
The info by demographic:
- Gen Z 19%
- Millennials 14%
- Gen X 20%
- Boomers 2%
Of over 700 customers surveyed, 17% use Twitter to share movies.
The info by demographic:
- Gen Z 32%
- Millennials 19%
- Gen X 14%
- Boomers 12%
Of over 700 customers surveyed, 13% use Reddit to share movies.
The info by demographic:
- Gen Z 10%
- Millennials 19%
- Gen X 12%
- Boomers 8%
Of over 700 customers surveyed, 7% use LinkedIn to share movies.
The info by demographic:
- Gen Z 0%
- Millennials 17%
- Gen X 8%
- Boomers 0%
Tumblr
Of over 700 customers surveyed, 23% use Tumblr to share movies.
The info by demographic:
- Gen Z 33%
- Millennials 29%
- Gen X 13%
- Boomers 0%
Twitch
Of over 700 customers surveyed, 18% use SnapChat to share movies.
The info by demographic:
- Gen Z 29%
- Millennials 23%
- Gen X 10%
- Boomers 14%
SnapChat
Of over 700 customers surveyed, 29% use SnapChat to share movies.
The info by demographic:
- Gen Z 18%
- Millennials 28%
- Gen X 35%
- Boomers 33%
Of over 700 customers surveyed, 14% use Pinterest to share movies.
The info by demographic:
- Gen Z 22%
- Millennials 13%
- Gen X 15%
- Boomers 10%
Lemon8
Of over 700 customers surveyed, 28% use Lemon8 to share movies.
The info by demographic:
- Gen Z 25%
- Millennials 36%
- Gen X 0%
- Boomers 0%
Connor Gillivan, entrepreneur, proprietor, and CMO at TrioSEO, values video as a shareable asset on LinkedIn and X.
He says, “Video content has been one of my best-performing in the past year on LinkedIn and X, where I‘m most active. I’ve run tests where I post content with just an image versus a short video tutorial included, and the video content gets greater impressions and engagement each time.”
For social media particularly, Gillivan hypothesized and skim that channels push video content material greater than others as a result of there is a excessive likelihood of maintaining customers on the channel for longer, as they watch the video content material.
A few of Gillivan’s greatest movies have earned as many as 143,000, 95,000, and 82,000 impressions.
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2. Discovering New Merchandise
As talked about above, video is main customers to find new merchandise, and totally different demographics use video in numerous methods.
The desk under reveals the share of those that use video to find new merchandise and their favorable video kind.
Kevin Watts, president and founder at Raincross, has seen the conversion advantages that product video has on customers.
He says, “Our strategy involves creating targeted, optimized content that speaks directly to viewers’ needs. For example, in the e-commerce sector, product demo videos have been crucial. Videos that clearly demonstrate the use of a product, emphasizing its benefits and ease of use, have led to an average increase of 30% in conversion rates.”
3. Manufacturing High quality and Demographics
As earlier than, manufacturing high quality is mostly not as essential as a model creating content material that’s relatable and genuine, however it’s true that demographics worth manufacturing high quality in a different way.
Gen Z is the one demographic to worth video manufacturing high quality (52%) over relatability and authenticity (48%).
Boomers considerably worth relatability and authenticity (75%) over video manufacturing high quality (25%).
For Gen X and Millennials, the variations are comparatively marginal. Gen X and Millennials each worth relatability and authenticity (56%) over video manufacturing high quality (46%).
Paul Chow, CTO and co-founder of 3DGearZone, credit modifying with engagement. He says, “We’ve seen tremendous engagement with video content, particularly through our 3D printer review video podcast on YouTube). We found that viewers highly value high-quality editing.”
Crisp visuals, clear audio, and interesting cuts preserve them hooked and wanting extra. This interprets to elevated views, Chow says. In truth, his crew is barely seven episodes right into a sequence and has reached 1000’s of views on YouTube, as seen from YouTube Studio.
“We can see a higher number of visits to the website (we see it in our GA4 data), and ultimately, a deeper understanding of the 3D printing process for our audience,” Chow says.
Video software program like Vidyard, Bonjoro, and TwentyThree makes it straightforward to report and ship brief video messages — like pitches, welcome movies, and extra — to clients while not having a Hollywood finances.
Navigating Video in 2024
The video panorama is altering in favor of entrepreneurs who can adapt to new tendencies. Shoppers want to study manufacturers through video content material and use it as a needed device within the information-gathering part and even the shopping for part of their purchaser’s journey.
Video is not going anyplace however continuously increasing, altering, and evolving to suit new shopper wants and platforms.
As this content material evolves with every new technology, entrepreneurs ought to proceed researching video customers’ pursuits and behaviors.
Editor’s notice: This publish was initially revealed in July 2020 and has been up to date for comprehensiveness.
