[{"type":"vizyBlock","attrs":{"id":"vizy-block-aSpD1Y823w","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"Global marketing platform giant HubSpot recently released their annual [State of Video Marketing Survey](https:\/\/blog.hubspot.com\/marketing\/state-of-video-marketing-new-data?hubs_content=blog.hubspot.com%2Fmarketing%2Fhow-video-consumption-is-changing&hubs_content-cta=State%20of%20Video%20Marketing%20survey) and a follow-up article. As expected, it has some positive statistics on the expanding influence of video marketing. It’s not really surprising, coming from a platform that exists to help their customers (i.e. marketing agencies) send out content, including video content for marketers.","textSize":"text-xl","textColour":"text-black"}}},"buttons":{"new1":{"type":"buttons","enabled":true,"collapsed":false,"fields":{"buttonText":"Read the full article","buttonImage":[],"internalLink":[],"externalLink":"https:\/\/blog.hubspot.com\/marketing\/how-video-consumption-is-changing","buttonStyle":"outline","buttonColour":"black"}}},"sectionTitle":null}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-1888gX36nB","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"In the meantime, here are the highlights from the survey and article.\n\n- 91% of survey respondents say they use video marketing,—the highest survey figure on record.\n- The number of digital video viewers worldwide is expected to reach 3.5 billion this year (and the current global population is over 8 billion).\n- The average viewer watches 17 hours of online videos a week.\n- 83% of marketers suggest videos should be under 60 seconds in length.","textSize":"text-xl","textColour":"text-black"}},"new2":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"**New video consumption habits… or are they?**","headingColour":"text-black","headingSize":"text-2xl"}},"new3":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"The HubSpot article identifies five changing online video consumption trends, apparently backed by the survey research (more on that later). \n\nLet’s quickly look at these five identified trends.","textSize":"text-xl","textColour":"text-black"}},"new4":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"1.\t**Consumers increasingly rely on video marketing**—66% of consumers claim to watch video content to learn about a brand or product.\n2.\t**People watch for escapism**—the survey indicates close to 60% of people watch online video to “relax and unwind” or “laugh and be entertained”.\n3.\t**Consumers lean into their passions**—13% of consumers watch videos to “explore an interest or passion” while 11% “want to learn something new”.\n4.\t**Video production quality is becoming more important**—28% feel it’s “essential”, while 36% feel it’s “somewhat important”.\n5.\t**Consumers prefer shorter videos**—52% on consumers prefer videos under three minutes, with 16% saying less than one minute is ideal. But 48% said they prefer videos from four minutes to over 12 minutes.","textSize":"text-xl","textColour":"text-black"}},"new5":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"**Our take on these ‘trends’**","headingColour":"text-black","headingSize":"text-2xl"}},"new6":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"**Throw out the rule book**","headingColour":"text-black","headingSize":"text-2xl"}},"new7":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"Look, the quality of any kind of research or survey can be arbitrary depending on a range of factors (e.g. spread of respondents, impartiality of questions etc.).\n\nHaving said that, we agree that video marketing is a growing part of the marketing mix and there is no doubt that consumers are using their screen devices to access more and more online video content. Especially now that all the major social media platforms allow video consumption.\n\nHowever, a survey that says only 13% of consumers watch videos to “explore an interest or passion” seems concerning. We recognise most online videos are not commercially driven but we would suggest that far more than 13% of people will watch things that interest them, including branded content. Surely?\n\nWe will always argue that videos are a powerful medium and, when done correctly, they can have an enormous impact on your marketing efforts. \n\nWe also agree that production quality is becoming a discerning issue. A low-fi video on TikTok has its place, but our belief is that online videos will be a major contributor to brand impression and quality can never be undervalued.\n\nBut we would caution any client about accepting it as fact that consumers only like shorter videos or that they mainly watch online videos to have a laugh and be entertained. \nOur view is that there is room for every kind of video—short, long, funny, serious. It all depends on what is right for the job at hand.\n\nOur advice is to concentrate on the quality of your content and how it can best engage with the audience, rather than trying to fit it into some formulated length or finding ways to give people a giggle.\n\n- column a\n- column b","textSize":"text-xl","textColour":"text-black"}},"new8":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"Hey, we love making videos for our clients. We do lots of them and we pour our heart and soul into them because we know how impactful they can be for our clients’ businesses.\n\nWe’re just not convinced that there are rules and trends we need to follow in order to get the best results. Strong briefs and creative collaborations—as well as project-specific customer insights—will always be the anchors of successful video content productions.","textSize":"text-xl","textColour":"text-black"}}},"buttons":[],"sectionTitle":null}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-WxomDS3jc9","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-red","textBuilder":{"new1":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"We know what we're talking about when it comes to video. We can help maximise your impact with your audience.","textSize":"text-xl","textColour":"text-black"}}},"buttons":{"new1":{"type":"buttons","enabled":true,"collapsed":false,"fields":{"buttonText":"Talk to us today","buttonImage":[],"internalLink":["21297"],"externalLink":null,"buttonStyle":"outline","buttonColour":"black"}}},"sectionTitle":null}}}}}]