Video Will Account For 80% Of Web Traffic By 2020

Digital Summit Denver: Video Will Account For 80% Of Web Traffic By 2020

Richard JonesLast Updated: instagram

“The revolution will not be televised”…it’ll be on the internet. However the exponential growth in video consumption is not from autoplaying ads, they still don’t click with consumers, but live streaming, product demos, user-generated content and interactive experiences on social media.

Video marketing, whether used through the medium of Instagram Stories or embeddable content is easy to digest for consumers and gives tired eyes a rest from the overabundance of textual information we’re bombarded with in daily working lives. It’s not only fun, versatile and engaging, but is easy to share across multiple channels and devices. Here’s some tips to help you take your video marketing efforts to the next level.

500m – hours of YouTube video content watched daily

Make Social Ads A Better Experience

Instagram, Snapchat, WhatsApp and Facebook Stories have rapidly become the new newsfeed for socially savvy consumers. Users are less inclined to scroll the traditional timeline (that’s no longer a timeline since the latest round of algorithm shifts) but immerse themselves in fun, snackable video content.

However there’s a disconnect. Brands who incorporate ads into their Social Stories see load times of 5 seconds upon swiping within Instagram’s in-app browser. Not merely a pretty poor user experience in the era of “I want it now” but you user will have jumped to the next story long before it loads.

Social Stories Ads built by Wayin are built mobile-first, not mobile-responsive. Lightening fast, immersive experiences that harness the power of Social Stories with natural gesture behavior, elegant animations and content you can’t help but swipe. Loading in milliseconds and keeping users engaged.

53% – of consumers will abandon a mobile site if it takes more than 3 seconds to load

Use Video Marketing To Drive First-Party Data Collection

Digital transformation is about creating new, interactive ways to share experiences, and that’s what video marketing can provide. However akin to digital ads and email blasts, the broadcast approach talking to camera without truly engaging is not going to yield significant,if any tangible results.

Real engagement is about encouraging users to take action: to vote, to share, to comment, to fill in a form or purchase. And whether quirky quizzes, pithy polls or mirthful meme generators, these real-time campaign types can be embedded into video content and social stories, help you stand out, and drive action. Then seamlessly incorporate data capture mechanics that collect uber-relevant first-party data and rich audience insights from potential customers that can fuel your marketing, product development and recommendations.

90% – of consumers say a video will help them make a purchasing decision

Use Video For Personalization, Not As A Mass Medium

With the rapid decline in click-through rates and the effectiveness of digital ads, the huge top line numbers for consumers actively engaging with video content is an exciting and timely shift for marketers fortunes.

But marketers need to learn why consumers installed ad blocking tech in the first place and not repeat the same mistakes again. Video marketing is not a mass medium – the internet speaks hundreds of different languages, and consumers enjoy branded content for varying different reasons: from product demonstrations, to competitions, to behind-the-scenes content. You only need to reach the viewers who may be interested in what you offer.

So using the rich audience insights you capture from your campaigns, marketers need to deliver interactive video experiences that targets specific segments and actually asks the consumers questions in real-time that empower brands to recommend products, services and other content that is truly personalized.

66% – of consumers say most ads in video-on-demand content are for products they don’t want

10 Instagram Marketing Strategies Successful Brands Use

Download this white paper to learn how to leverage Instagram to drive audience acquisition, first-party data collection and increase sales.

Download Now