If this is too much to read why not listen to the audio version? click here

Today I want to talk about the recent report released by Experian Hitwise (www.hitwise.com/uk) which focuses on the massive growth trend of online video and how it can bring social media to life (24^th October 2011).

The purpose of the report was 3 fold, firstly to provide an introduction to online video; secondly to describe the growth of the industry and thirdly to demonstrate how businesses can use video successfully as a core part of their digital marketing strategy.

All of us at LittleVoice media were very excited with the findings as it reinforces what we have been saying to our customers about how important online video actually is and how it can drive traffic to your website.  But the most striking thing about the report is just how much online video remains an untapped tool by most brands and businesses. 

For us the report highlighted 10 key points

1. UK internet visits to online video sites grew by 36% in the last year (Sep 2010 to Sept 2011) with massive growth in both professional video and user-generated content
2. YouTube is the biggest online video website and the 3^rd largest website in the UK, after Google and Facebook
3. YouTube accounts for nearly 70% of all visits to video websites from the UK Internet population
4. YouTube is the 3^rd largest source of traffic for all websites in the UK
5. The average visit time to YouTube was 20 minutes in September 2011
6. UK internet users are avid consumers of content across the 3 sectors of social media, entertainment and news.  As we always say at LittleVoice Media “Content is king!”
7.  Online video significantly increases a business’s online traffic
8.  In June 2011, 9% of video searches were for topical news, while viral video accounted for 5%
9. The remaining 9% of searches fell under the ‘Other’ videos category, which included product demonstrations, educational videos and all other requests.
10.  The interesting statistic to emerge out of the ‘Other’ category was that 3% of all video search terms contained the words ‘How to’

The report also provided case studies of how big brands have used online video in a very effective manner.  Domino’s successfully used online video in April 2009 to turn around a highly volatile and negative situation to reassure and inform their consumers.  British Airways similarly used online video to diffuse situations with their recent crew strikes and snow disruptions.

With so many new ways of communicating on the internet, it is important that brands and businesses monitor, listen, learn and engage with their target audience.  Online video is a valuable tool to respond and engage quickly and effectively.

Releasing video content online is another way to reinforce existing TV campaigns as seen by Viking Direct and Old Spice.  Viking Direct increased its online traffic by 6 times after hosting its video advert on YouTube, in May 2010 and in July 2010; Old Spice received over 22 Million views of its ‘Smell like a Man’ video on YouTube.  Actually, as I am compiling this blog M&S and John Lewis have both just uploaded their Christmas 2011 advert on YouTube.

So by using online video it can:

1. Optimise and build brand awareness
2. Drive traffic to your website and is 6 times more likely to convert your web visitors into paying customers
3. Allows you to demonstrate your product and services and educate your customer
4. Attract a completely new audience.
5.  Increase visibility plus your website is 50 times more likely to be ranked on the first page of search engines such as Google

In conclusion, we agree with the Experian Hitwise report and hope that some of the statistics will convince you that online video is a must have in today’s market place.  Online video represents an important medium in distributing interesting and informative content to your customers.   As faster broadband is rolled out, the internet population will increasingly demand online video.   Brands and businesses risk missing out on a powerful new way of engaging with their target audience by ignoring this evolving medium.   

If you are thinking of online video marketing then please contact us to discuss your needs.

Contact details:  www.littlevoicemedia.com  or phone 01306 740 877  or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it