In 2018, the digital marketing scene, as well as online marketing is dominated by video more than ever before. Recently, Cisco uncovered that by 2021, 82% of all internet traffic will originate from videos. Yes, 82%. If 2021 seems far off, consider that video already accounted for 73% of all consumer internet traffic in 2016. Another rapidly growing section of the market is live video, which is said to be the fastest growing segment of Web and that’s largely due to video thanks to the arrival of services like Facebook Live, Twitter’s broadcast of live sports and live bundles from companies like AT&T, YouTube and Hulu.
Streaming is gulping down a huge chunk of the market as well, which is why on-demand video content from Netflix and Amazon are already making a huge mark (plus, Disney has announced their own streaming service as well).
In order to truly step up your game and stay in touch with a market that’s evolving at an insane rate, there are several important factors to consider.
By 2021, 82% of all internet traffic will originate from videos. Click To Tweet
As a publisher looking to make an impact on the online video market, this is the place to be, and remember that market is growing each day. It’s a fascinating thing to ponder that, according to the latest calculations, there are going to be 27 billion devices and connections globally by 2021, with 3.5 networked devices per capita by 2021 — as compared to 2.3 networked devices per capita a year before. Apart from increased connectivity a raise in IP traffic is also expected. IP traffic reached 35 GB per capita in 2016, compared to 13 GB in 2012.
So, even if you’re constantly looking at things like easy monetization, how to improve ROI, or just maximizing revenue in general, you must remember that we’re still talking about content here. When you’re running a web site and you intend to use a video platform to help you expand and grow your business, well, you have to consider that a website has different sections, and subsections. This denotes one thing: content categorization.
What you need to do determined what kind of video experience would is best tailored for each page. In other words, instead of relying on the one-size-fits-all formula, you should seriously consider integrating video in diverse ways across different parts of your site, be it mobile or desktop.
There are various types of pages that are suited for various players:
Pages with lots of text – These may contain lengthy articles and detailed relevant info, but in that regard, utilizing an outstream video ad unit will fit perfectly into pages that are rich with text and these may have a considerable impact on such pages.
Pages with videos – If you’re going to reel in viewers, having video pages (specific pages just for videos), having a large player (meaning 600×400 pixels, at the very least) is your best bet. The whole page should focus on this player.
Pages with articles, and recommended video content – When you have articles accompanied by videos or video thumbnails, it’s cool to rely on video to support the text or vice-versa – utilize to set up and comment on the video.
If you are really determined to see your business grow, it’s best to focus on categorizing your content to suit each part of your site, thus delivering the best possible experience for every page.