I think it’s amazing that the numbers most shiny new object marketers throw around when it comes to video marketing keep getting distorted by the fallacies that accompany them. Let’s take a look at some of the numbers, and then try to break them down to a more reasonable context.
- 90% of the US Internet Audience watched a video online in December 2013
- The number of video ads viewed increased from 11 billion to more than 33 billion from 2012 to 2013
- Video traffic on the web will reach 69% of all traffic by 2017
- YouTube has over 1 billion unique users each month watching over 1 billion hours of video and uploading over 100 hours of video each minute
OK, those numbers get your heart pounding if your a business trying to get your message out there. But wait just a minute before you jump in….because as usual there is a very important fact left out of those numbers. That is the Internet is an “On Demand” medium, that is people who are searching drive the results of what they get. So those numbers are useless, what matters is that you only get traction through video IF you do it correctly. And that traction has nothing to do with numbers, it has more to do with matching true needs with true solutions.
Throwing some more cold water on the numbers, let’s look at the top ten videos on YouTube for 2013:
- Ylvis-The Fox (Music Video)
- Harlem Shake (Dance Video)
- How Animals Eat Their Food (Funny Video)
- Baby & Me
- Miley Cyrus Wrecking Ball (Music Video although that’s debatable)
- Volvo Trucks-The Epic Split VanDamme (TV Commercial)
- YOLO-Music Video
- Telekinetic Coffee Shop Surprise (Funny Video)
- The NFL: A Bad Lip Reading (Sports Funny Video)
- Mozart vs Skrillex (Funny Video)
Most views on YouTube are for either Music Video, Funny Videos or TV Commercials that have gone viral for one reason or another. So to throw numbers out like most shiny new object marketers do without any pretense is misleading at best and down right dishonest.
What you should understand, when starting a video marketing campaign is what your target audience is looking for in relation to your products or services. Then develop a plan to put into video form HOW your business solves those problems, and the benefits they will gain by using you. Then choose the best keyword to target relating to that message and utilize that keyword in your efforts.
Face it, you’ll probably never go viral with a business video. But that doesn’t mean it can’t be effective. Your goal should be to provide people solutions to real problems, and get those solutions in front of real people who need them.
Don’t get caught up in the numbers–because sometimes shiny new objects just can’t keep up with reality.