Feb 26 2015 | by CONOR BROWN
The relevance of video content has been increasing for some time now, but this year it seems to have been increasing more rapidly than ever before. Facebook recently announced that its users are posting 75% more videos than this time last year, so why is 2015 fast becoming ‘the year of video content’?
There are a number of factors that have contributed to the growth of video content, but most of them are due to the fact that consumers are increasingly active online – especially whilst on the go, using mobile devices. Not only is the number of mobile devices per person constantly increasing, but the rollout of 4G has dramatically increased our mobile Internet speeds too – preventing the Kevin Bacon ‘buffer-face’ from sweeping the nation!
Because two months in, it’s already begun. Facebook isn’t the only social platform to see an increased desire for video content – other key social media platforms have jumped on the bandwagon and started to extend their video offering to keep up to date with consumer desires.
For example, despite already owning video-based platform Vine, Twitter introduced a new video service last month, allowing users to record, edit and share 30-second videos directly in Tweets. Meanwhile, Snapchat also rolled out their video-centric ‘Discover’ section in January, placing it within their existing app to increase engagement.
But more significantly, we have even seen significant changes to YouTube this year; the online video behemoth! It appears that YouTube have been future-proofing their service, having recently ditched Adobe Flash in favour of the more 4K friendly HTML5 (on all modern browsers). With HTML5, videos will start 15-80% faster and require a much lower bandwidth to stream, making YouTube videos even easier to watch on our mobile devices.
In conclusion, all indicators point towards video becoming an integral part of our online content this year (and undoubtedly years to come). Consumer appetites for instantaneous information are becoming insatiable, and video presents an information-heavy yet easy-to-digest solution – so much so, YouTube has become the second most popular search engine to Google itself.
Providing great shareability, instant brand gratification and new ways to engage with consumers, video is here to stay and it’s therefore time for your company or brand to start thinking proactively about how to harness it.