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A look back at the top video marketing stats in 2018

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I'm sure that many days you wake up and before you even have your first cup of coffee you have already asked yourself intriguing questions like these:

what is video marketing, what is it used for, what types of video can you make depending on the needs of your business, or maybe not, let us tell you about this sales technique that uses video marketing

Or maybe not. In any case, let us tell you about this sales technique that uses video as its main asset.

Video marketing is a relatively new concept, one of the most popular techniques used by companies to promote their brand, service or product. Its appearance is more attractive, more memorable and more appealing than any other form of content for users or consumers. Why use only text or photographs, when we can unleash the full power of audiovisuals? After all, our brains are designed to understand the world through stories, images and sounds, pure video storytelling. That is why video marketing is becoming increasingly important for digital marketing strategies and 9 out of ten internet users consume them from the brands they follow on social networks. Do you know what it is? We are talking about video marketing.

The most significant video marketing data and trends for 2019

In order to find out which trends have had the greatest impact on companies' video marketing practices, we have immersed ourselves in a world of statistics and metrics provided by experts in the field, such as HubSpot, Cisco Systems, Adelie Studios and WordStream, among others. We'll tell you what they are:

  1. 78% of people watch online video every week and 55% watch online video every day(HubSpot)

HubSpot founders Brian Halligan and Dharmesh Shah said at the Inbound 2018 event: "Brands need a video marketing strategy, but this idea is not new. What has changed is the importance of video on every platform and channel. In their ongoing research on how to grow bigger and better in our era, these experts have shared their latest lessons.

  1. Users watch more than 500 million hours of video every day on YouTube(Business Insider)

Although this data was published at the beginning of 2016, the truth is that this phenomenon has hardly changed. YouTube now has more than one billion users, and every day they watch and generate millions of views.

  1. 59% of executives say they would rather watch video than read text. What's more, marketers who use video increase their revenue 49% faster than non-video users.(WordStream)

More than half of executives agree that if they had to decide between watching a video or reading text, they would choose the former, even if both were on the same topic.

  1. 51% of all video viewing takes place on mobile devices(Adelie Studios)

In the last few years, the trend in Brand Marketing has extended towards video playback from mobile devices. 2018 has been a key year in this regard, and who doesn't enjoy watching a video on their mobile phone while waiting or to disconnect from reality for a moment? The rise of this phenomenon is having a very wide and rapid reach.

  1. Facebook videos receive 135% more organic coverage on average than a photo(Socialbakers)

Until a few years ago, photos were the stars of this social network. However, they have not been the most effective. They are the most common type of post we have seen, but it was at the end of 2014 when video began to experience its great reach and suddenly diminish that of photography. Moreover, a part of the Facebook team already dares to predict that the platform will be video-only in less than five years.

This is the reflection of the behaviour of video over the last few months. We are immersed in the third quarter of 2018, which, indirectly, not only forces us to take stock of this tool, but also leads us to prepare for the end of this year with an eye on the trends for 2019.

At this time of year, it is impossible not to take a minute to take a look back, to consider what has changed, to briefly review the past, to wonder about the future.

Video marketing and the art of storytelling

After reading such significant data, a reflection of today's society, we ask ourselves what is it about video marketing that has such an impact. In the middle of this question, we have found one of the most obvious answers: we are talking about storytelling and the art of storytelling.

As we told you at the beginning of this post, video is the tool capable of unifying audio, image and text, but finding the chemistry between all these ingredients is no easy task. Professionals dedicated to it have found in storytelling an efficient way to appeal to the emotions of users and to make language create realities.

When we talk about video marketing, we are not referring to a mere reproduction, but to the many factors that must be coordinated to achieve the desired objective. It transmits a message in an original way and its arrival to users through both sight and sound makes it a memorable material.

Storytelling has become part of video marketing for several reasons: it helps the consumer to understand why a company's mission is important, it generates feelings and emotions, and it is attractive. Stories can be the key to success, because, as the writer Elie Wiesel said, "people become the stories they hear and the stories they tell".

Some examples of big brands that have used storytelling in their digital marketing campaigns are: Coca Cola and its Christmas ads, Nike with the famous 'I would run to you', L`Oreal with 'Stay rooted', Campofrío with the slogan 'Message to the future' for the International Day of the Girl Child, and Nestlé with its 'Live from the heart' advert.

the ultimate goal is to tell a story that stirs emotions and connects with the audience. Marketing is no longer about the things you sell, but about the things you tell.

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