2017: Video Marketing Is Here to Stay (Get Used to It)

According to Dr. James McQuivey of Forrester Research, a one-minute video is worth 1.8 million words — 1,799,000 more than a picture. Why? Because video is easier to consume than written content. Do I have your attention?

What if I told you you can get great results from video marketing without going broke?So it’s pretty clear video is important to me, but before you brush this post off as “Melissa hearts video, blah, blah, blah …” let me lay down a few facts for you. Ahem.

According to Dr. James McQuivey of Forrester Research, a one-minute video is worth 1.8 million words — 1,799,000 more than a picture. Why? Because video is easier to consume than written content.

Do I have your attention?

How about this: YouTube is the second most used search engine, behind the almighty Google. Oh, also, 72 hours of content is uploaded to the site every minute. That’s a lot of content.

According Firebrand Group’s “Future of Video 2017” report:

“The amount of hours of video people watch on their phones is up 100 percent year over year, and with longer individual sessions,” according to the report. “The average mobile viewing session on YouTube is over 40 minutes, a surprising length and a potential alternative to traditional programming that most people couldn’t even imagine a few years ago.”

So, while it’s been almost a month since I headed to Lisbon, the exciting news is that the fantastic folks behind the Web Summit have sliced their original Facebook Live footage down into individual sessions! This means I can share my panel — “The Second Coming of Video” — with all of you in an easy format that doesn’t involve hunting through hours of footage and minute-marker indicators.


Having the opportunity to moderate a discussion on video with Dubsmash’s President Suchit Dash and Vidyard’s Co-founder and CEO Michael Litt was awesome, and the pre-panel time spent hanging out in the speaker’s area to prep was an insider’s dream (sorry folks though, totally off-the-record).

Vidyard released a recent “State of Video Marketing” report, which I highly suggest checking out. A couple facts I found interesting were:

  • More than half of participants produce 11 or more videos per year. Large companies produce the most videos.
  • The average number of participants saying that conversion performance for video has stayed the same or gotten better is 96 percent, which is consistent with previous years.
  • Nearly half of respondents stated they use internal staff and resources to produce videos, up from 38 percent a year ago (that’s what we do here at Target Marketing!).

And, if you’re still itching for some more video marketing strategy content, check out the webinar I moderated back in April, titled “Become the Next Marketing Leonardo DiCaprio: Winning Marketing Strategies for Every Budget.”

Author: Melissa Ward

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

3 thoughts on “2017: Video Marketing Is Here to Stay (Get Used to It)”

  1. As I’m wrapping up my third video of the year for our nonprofit, I was glad to see this post. I also want to mention that it is worth paying for software to produce videos. Even low-cost options can make video production a much more pleasant experience for a novice! Thanks for the encouragement, sassy lady!

    1. I agree completely on finding good tools to help you with your videos! There are SO many out there, and if it means a marketer (or nonprofit like yourself) can be empowered to make even better videos that before, then that’s fantastic!

      Thanks for reading!!!

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