Commentary

Video Surfacing In Digital Plans For 2017

According to a new study from Wibbitz Research Hub, written by Tereza Litsa, the explosive growth of video in 2016 makes 2017 an important year for video content, and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximize its effectiveness. Video is steadily growing, says the report, and publishers have begun to explore the best ways to include it in their digital strategies for 2017.

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Video content may be considered an expensive investment for a small business, but it doesn’t always have to be this way, says the report. The rise of social video brings out the power of quick and engaging content, without necessarily needing to be of the highest quality. As for monetization, this challenge can be overcome with the creation of relevant videos for the target audience, knowing what they’d expect from your brand and delivering it in the most appropriate way.

There are many challenges that prevent publishers from creating video content., says the report. The most common ones are linked to human resources, monetization and quantity of content

Biggest Digital Challenge To Digital Video Growth Faced This Year (% of Respondents)

  • Human resources   28%
  • Monetization 24%
  • Quantity and scale  19%
  • Maintaining quality standards       10%
  • Copyright       9%
  • Knowledge of best practice           6%
  • Social media presence      5%

Source: Wibbitz, February 2017

According to the study there is a large number of video publishers who are determined to create more videos in 2017, with 48% of them setting it as their main priority for the year. Moreover, 36% of them want to explore monetizing their video content, which means that they need to find the connection between quality and ROI on their videos, opines the report.

Biggest digital priority for 2017 (% of Respondents)

  • Video production and creation      48%
  • Video monetization 36
  • Video distribution to multiple channels and social platforms            16

The most interesting stats coming from the Wibbitz video performance analysis are:

  • People watch 4.8 videos when visiting a web page from their desktop and 1.3 videos when accessing a page through their mobile device
  • 87% of videos are watched to completion when visiting a page from a desktop, with the number dropping to 45% for mobile users
  • Facebook videos receive 375% more clicks than images
  • Facebook videos generate 291% more reach than images
  • The ideal length of a video is 51 seconds (and 47 seconds if aiming for the highest completion rate)
  • The most effective days to publish a video are Monday and Wednesday
  • The biggest reach on Facebook videos is achieved on Tuesday and

Optimum time to publish/post, according to the report:

Day                 Service                                 Time

Mon & Wed   Desktop (most views)       11am-2pm

Mon & Wed   Mobile (most views)          9pm-10pm, 10am-12pm

Tues& Fri      Facebook (most reach      6-6:30pm, 10:30am-12:30pm

Source Wibbitz, February 2017

Here are some tips to consider for what makes a digital video strategy successful, according to the report:

  • Start by exploring how video fits in your digital strategy
  • Decide on the goals you want to achieve with the creation of video content
  • Explore the best type of video content to supplement your goals
  • Examine how your team and your budget may affect the final outcome
  • Don’t be afraid to focus on social videos if you lack the budget for a bigger campaign
  • Pick quality over quantity
  • Think of your audience and which videos work better for them.

For additional information, please visit here:  http://info.wibbitz.com/digital-video-strategies-publisher-report

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