Let's do an experiment to show the popularity of video content in B2C marketing today. Open any website or social media platform on your desktop or phone, and scroll. Now, count the seconds before you see a promotional video. Chances are it was under 30. Maybe even less than 15.
Across ads, news, streaming, social media, and more, video accounts for 65% of Internet traffic and sits comfortably at the top of the content food chain. No surprise, then, that the number of digital video viewers is growing rapidly, with 3.5 billion users streaming or downloading video at least once per month.
One of the reasons video has gained this level of popularity is that it is a highly effective marketing tool. Gartner, for example, found that video shows strong performance because this asset type helps to build confidence early in the buying journey, and can be played ungated as part of an asset mix designed to support early influence and business case building.
