When we’re talking about sticky content, to continue the conversation, we have to talk about video. Cisco reports, “Globally, consumer internet video traffic will be 80 percent of all consumer internet traffic in 2019, up from 64 percent in 2014.” We watch 134,000 YouTube videos each second; 8 million each minute; 482 million each hour; 11.5 billion each day, according to internetlivestats.com.
HubSpot reports: -four times as many customers would rather watch a video about a product than read about the product -marketers who use video grow revenue 49% faster than nonvideo users -51.9% of marketing professionals worldwide name video as the type of content with the best ROI.
“With online video quickly becoming a key means for people to satisfy their information and entertainment needs, small businesses that fail to include it in their internet marketing strategies will do so at their peril,” theguardian.com reports. A Facebook executive has been quoted as saying the social media site will be all video, no text, in five years.
In other words, the old content marketing rules no longer apply or, certainly, are rapidly no longer applying.
Or, shifting gears for a moment, think about this business and investing adage: “It’s not what you make. It’s what you keep.” We could alter that thought for marketing: “It’s not what you say. It’s what sticks.” A video less than 60 seconds, because that’s what two-thirds of customers prefer, is a primary ingredient of sticky content.