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