Is Video the Future of Content Marketing?

One of a content marketer’s goals is to create quality content that drives traffic to a website. But is video-sharing changing what we view as quality content? To quote MSNBC’s Suzanne Choney, “the eyes have it.” Since human beings are visual creatures, it doesn’t surprise me that video-sharing is on the rise. Each year, video-sharing sites grow more popular, while online videos play an increasing role in brands’s advertising strategies. So will video-sharing play a pivotal role in the future of content marketing? If I were a Magic Eight Ball, I would be inclined to say, “all signs point to yes.” However, this is a blog about evidence-based marketing, so I’ll let the evidence speak for itself.

According to data from Pew Research, 71% of internet users have visited a video-sharing site like Youtube or Vimeo. This is up from 66% in 2010 and 33% in 2006. For 28% of internet users, visiting a video-sharing site is a daily occurrence.

Video-Sharing over time

Age is a key metric in predicting trends. Not surprisingly, video-sharing  is most prevalent among younger internet users. The Pew study shows that 92% of internet users aged 18-29 have used a video-sharing site, while 47% used one yesterday. As a member of that demographic, I can attest that I visit video-sharing sites daily, and share videos via social media sites several times a week. For example, just prior to writing this blog post, I heard a song by Devendra Banhart that I liked on Spotify, visited Youtube to watch the video, and then shared that video on Facebook. I’m more likely to share video content than any other content—clearly I’m not alone.

Video-Sharing Chart

Data from Pew Research Center


NOVA Green Media released data indicating the positive effect that video collateral can have on business’ site traffic and bottom line. Their data shows that video content:

  • Increases the number of visits to an advertiser website by 55%
  • Increases incidents of purchase by 24%
  • Increases physical store visits by 30%

Since the popularity of online video content is climbing, video collateral now has a greater ability to generate demand for a brand. Businesses are increasingly aligning their advertising efforts to meet the skyrocketing demand for video content, as evidenced by this chart from NOVA Green Media.

As the demand for quality video content continues to increase, brands will find a growing need to incorporate video into their content marketing efforts. If I could use a crystal ball to gaze into content marketing’s future, I suspect I would see a video—shared to my crystal ball via Youtube.




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