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Where people watch video in 2017

Where people watch video in 2017

This is a follow-up post to my yesterday piece about vertical video as I have just come across a piece on Jeff Bullas’s website about marketing in a video-first world.

(NB, in itself the piece is a brilliant piece of marketing, as this is a sponsored post, but offers really valuable insights and, more importantly, a well-presented infographic.)

The infographic below, which I shamelessly borrowed from the post, compiles an Animoto survey findings and offers brilliant insights into how marketers use video and how users consume it.

Animoto asked 1,000 consumers and 500 marketers about their video habits. For me, the main takeways are these:

  • Facebook is ahead of YouTube in terms of consumption and marketing efforts when it comes to video
  • Instagram Stories have – in a very short time – become as important as Facebook for video consumption, but engagement is much higher on other platforms
  • Marketers invest in Facebook and YouTube videos first, Twitter and Instagram second, but want to invest in the latter more
  • Repurposing existing content seems to be the quickest and most efficient way of creating relevant video content
  • Most people consume video on mobile devices and mostly in the afternoon/evening and 80% of Facebook videos are watched with the sound off (which again drives home the importance of well thought-out captions and on-screen graphics
  • Attention spans are very short on mobile, slightly better on desktop (so no surprise there), but people are more willing to watch longer videos (i.e. over 1 minute) if the content is educational

It’s amazing how important Facebook has become and how quickly Instagram and Instagram Stories in particular have come close to stealing YouTube’s crown.

It’s worth spending a couple of minutes studying the infographic, particularly if you’re thinking how to shape your video production strategy.

(If the image below doesn’t display properly, you can see it here).

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