Video has taken over the internet. Currently, video accounts for 75% of all video traffic, and this will grow to 82% in the next three years. For most marketers video can seem like a daunting, production-heavy exercise, however, the reasons and results of using video to reach your audience are easily proven.
Audiences are watching more videos online.
78% of people watch videos online every week and 55% of people watch videos online every day. If you aren’t addressing this audience in your marketing plan, you are missing an opportunity to reach people where they are increasingly consuming content.
Online video is increasingly accessible.
The average person watches 35 minutes of mobile video per day, and this number will only continue to grow. In fact, YouTube reports that mobile video consumption rises 100% each year. Audiences are increasingly willing to engage with video on-the-go via smartphones and tablets, so marketers can reach them anywhere.
Watching a video leads to higher knowledge retention than reading an article.
According to Edgar Dale’s “pyramid of retention,” 50% of knowledge obtained in a video is retained after two weeks; when reading text, that falls to only 10%. (Edgar Dale: Audio-Visual Methods in Teaching, Holt, Rinehart and Winston). Video is the perfect medium to capture this value; with a video, marketers can make a memorable message that truly sticks. Our hospital clients have experienced this to be true when sharing videos about innovative therapies and new research protocols.
Physicians appreciate video like the rest of us.
In 2018, Doximity’s physicians watched videos on the site for, on average, 20-30 seconds (up to 2x longer than the industry average). One of the reasons we have longer engagement than the industry average is that we leverage our network data to provide highly targeted videos that are relevant for our members, while also providing actionable insights for our partners when they are developing their own content for Doximity.
Want to learn more? We put together a short guide on optimizing your video content based on these insights, which you can download below.
Download our guide for maximizing audience engagement with your videos!
