Turn the clock back six or seven years ago and video was the expensive nice-to-have tool in the comms toolbox.
Wind forward to 2020 and its clear that video has become the essential asset that needs to be tucked into every team’s skill set.
There’s been a perfect storm with video. Austerity has trimmed budgets. Better technology has made shooting video on a smartphone achievable. Since 2015, feature films have been shot on them and you’ll be hard pushed to buy a phone that won’t shoot 4k footage. And to top it all off, social platforms have been rewarding video posted directly to it.
Video is not a golden bullet that will reach every audience but it is a handy tool.
It dodges ad-blockers, it can tell a story, it is sharable, it can show how to as well as provide trusted evidence in a way that pictures can’t and words definitely can’t. Fake news? While deep fake video is here there’s still a residue of trust with the moving image that we have spent a lifetime investing in.
“Over time we would expect more short-form video to be consumed via smartphones. Screen quality is improving, making images more vivid. More content is being created for mobile, with certain genres, such as memes, working particularly well. Traditional video creators, such as TV news programmes, are getting more adept at repackaging their content for viewing on smartphones.” –
Deloitte Mobile Global Mobile Survey
I’ve helped deliver video skills to comms people for the past five years. I’m proud that myself and Steven Davies were the first to offer bespoke training.
Big picture video stats
In the UK, video is a large chunk of the internet
70 per cent of the internet by bandwidth is video (Source: Online Nation, Ofcom, 2019)
46 per cent of UK smartphone users watch short video every week (Source: Deloitte Global Mobile Survey 2018 UK Cut)
38 per cent of UK smartphone users every week watch short form video through an instant messaging app such as Messenger or WhatsApp (Source: Deloitte Global Mobile Survey 2018 UK Cut)
In the UK, these are the channels where people consume video
The one-size-fits-all for communications died a long time ago. So, it should be no surprise that different demographics consume different media. Delve into the data and you’ll see the differences.
50 per cent of 16 to 24-year-olds watch YouTube every day.
60 per cent of 65-year-olds will watch ‘how to’ videos – the most popular topic in that demographic.
In the UK the online platforms where video is watched
In the UK, people have access to the tools to watch video
70 per cent of social media users in the UK are watching online video (Source: We Are Social / Hootsuite, 2019)
97 per cent of premises can receive both decent fixed and mobile broadband (Source: Connected Nations Report, Ofcom, 2019)
80 per cent of the UK have a 4G signal indoors (Source: Connected Nations Report, Ofcom, 2019)
88 per cent of the UK use a smartphone (Source: Deloitte Global Mobile Consumer Survey UK Cut, 2019)
More than four hours a day of smartphone use is predicted in the UK by 2021 (Source: emarketer, 2019)
Comms people are happy with the results
91 per cent of marketers are satisfied with ROI from creating video. (Source: Animoto, 2019)
92 per cent of marketers who use video say that it’s an important part of their marketing strategy (Source: wyzowl, 2020)
46 per cent of first-time video marketers started using video in 2019 because they believe video is becoming more affordable. (Source: wyzowl, 2020).
Video content is effective
85 per cent more people are likely to remember a video call to action versus a text call to action (Oberlo, 2019).
72 per cent would rather watch a video to find out about a product or service (Source: wyzowl, 2020).
86 per cent of people go to YouTube to learn something and be educated (Source: Google, 2018)