Digital consumers seem to be more interested in content shared in the form of videos than in writing. The video marketing statistics and data consumption behaviour of the consumers shows that Vlogosphere is outperforming Blogosphere.In such a scenario what could be the future of blogging.
Why Video Content is the Future of Blogosphere
If we look at the present and forecasted data consumption habits of the digital consumers it is apparent that video content is the future of blogging. There could be several reasons behind the increasing popularity of video content. However, in this article, I have covered the five key reasons that indicate that audiovisual content is the future of blogosphere.
Reason #1: Increasing consumption of video data
The video statistics highlights of Cisco white paper is not only interesting but also good enough to provoke thought.
Let’s have a look at the video highlights:
However, the question remains why video content is increasingly gaining popularity. There could be several reasons behind it. However, the top most reason is the benefit of video content over blogging.
Videos are easy to consume as compared to written content. A video takes less time to watch and provides a wide range of advantages in terms of convenience to the audience. A 5 minutes video offers more value in terms of information, time, and convenience.
With the advent of Smartphone, the consumption of data has increased significantly. In 2015, the video data accounted for almost 50% of the total mobile data consumption.
Let’s have a look at the video highlights:
- By 2019, almost a million minutes of video content will cross the global web network every second. You can gauge the volume of this content by the fact that it will take an individual more than 5 million years to watch the amount of video that will cross global IP networks in a month.
- The consumer video traffic will increase to 80% in 2019 as compared to 64% in 2014. This means digital consumers are going to consume more content in the form of videos.
- By 2019, broadband speeds will double which will further boost the use of video content.
However, the question remains why video content is increasingly gaining popularity. There could be several reasons behind it. However, the top most reason is the benefit of video content over blogging.
Reason #2: Video content provides several advantages over written content
Videos are easy to consume as compared to written content. A video takes less time to watch and provides a wide range of advantages in terms of convenience to the audience. A 5 minutes video offers more value in terms of information, time, and convenience.
- Visual content is easy to remember: as compared to written content streaming visual content can be remembered for a long duration of time. Unlike written content, video content impacts your eyes as well as ears. You are more likely to remember a thing for a longer duration of time if it impacts more of your sense organs. This is why audiovisual content is gradually replacing books.
- A video speaks louder than words: when you see things in action you are likely to gain more from it than written content. The audience is more likely to believe in a video content than written content. A video also enables you to read between the lines. A nicely created video provides more information that the written content. The facial expression, the tone of voice and body language tells you more than the actual words.
- Streaming videos are appealing to eyes: if you are offered same content in writing and video, you are most likely to click on a video content. Video content is more appealing to your sense organs. Unlike written content, you are most likely to watch a video several times if it is entertaining and informative.
- It takes less time to watch a video than written content: written content usually takes more time to consume than the video content. Consumers are increasingly looking for content that can be consumed easily and quickly. If you are running against time you are most likely to watch a video than a written content. Video content can be saved and watched time and again.
- Some content can only be shared in the form of videos: This is one of the biggest advantages of video content over written content. Videos are more effective if you want to share something that you have captured accidently. A video showing robbery in a shop or a video showing a horrible accident are more likely to perform better online than written content.
Reason #3: Increasing popularity of Smartphones
With the advent of Smartphone, the consumption of data has increased significantly. In 2015, the video data accounted for almost 50% of the total mobile data consumption.
The Ericsson mobility report 2015 indicates that the number of worldwide mobile subscriptions has increased from 7,100 million units in 2014 to 7,400 million units in 2015. The Smartphone subscription is forecasted to touch the mark of 9,100 million units by 2021.
The monthly data traffic per Smartphone has also increased significantly from 1.0 Gigabytes per month in 2014 to 1.4 Gigabytes in 2015. As per the estimate of Ericsson, the projected usage is likely to reach the mark of 8.5 GB per month by the year 2021.
The report also says that the increased data consumption in the third quarter of 2015 as compared to the same period in 2014 was the result of increased video consumption. According to the report by the year 2021, almost 70% of the all mobile traffic will be from videos.
The above statistics clearly indicates that digital consumers prefer video content over written content. The audiovisual audiences are on the rise and video content will perform much better than written content.
One of the factors that keep you from watching videos frequently is the cost of downloading data. The cost of downloading writing content is far less than the video content. This is why a majority of the consumers use written content to collect information. However, the cost of data is likely to decline in the coming years which will increase the usage of streaming visuals.
The cost of data in developed countries of the world is far less than the developing countries. This is why the consumption of data is more in developed countries. Although the cost of data is dropping, however, it has not reached a point where video content can be consumed frequently.
The increasing consumption of data coupled with increasing number of users will enable the service providers to drop the cost of data. Moreover, the stiff competition between the service providers to attract and retain their consumer will further lower the cost of data.
The usage of data in Asia pacific region and Africa has increased significantly due to the availability of affordable devices as well as the declining cost of data. With the drop in data cost the use of audiovisual content will increase.
The number of social network users is forecasted to increase from 1.96 billion in 2015 to 2.44 billion in 2018. The social media sites such as Youtube, Facebook, Twitter, and Google Plus provides an opportunity to the users to share their content in any form. These sites have made the world a global village.
The increasing convenience of sharing and consuming the content in any form has further boosted the use of video content. Social media sites contributed to 15% to the mobile data traffic.
Interestingly, according to Mushroom Networks, YouTube has emerged as the second largest search engine outperforming leading search engines like Yahoo, Bing, and Ask. The performance of Youtube has significantly improved over the past couple of years in terms of active users. Here is an interesting infographic from Mushroom networks that show the increasing popularity of Youtube.
The monthly data traffic per Smartphone has also increased significantly from 1.0 Gigabytes per month in 2014 to 1.4 Gigabytes in 2015. As per the estimate of Ericsson, the projected usage is likely to reach the mark of 8.5 GB per month by the year 2021.
The report also says that the increased data consumption in the third quarter of 2015 as compared to the same period in 2014 was the result of increased video consumption. According to the report by the year 2021, almost 70% of the all mobile traffic will be from videos.
The above statistics clearly indicates that digital consumers prefer video content over written content. The audiovisual audiences are on the rise and video content will perform much better than written content.
Reason #4: Declining cost of data across the world
One of the factors that keep you from watching videos frequently is the cost of downloading data. The cost of downloading writing content is far less than the video content. This is why a majority of the consumers use written content to collect information. However, the cost of data is likely to decline in the coming years which will increase the usage of streaming visuals.
The cost of data in developed countries of the world is far less than the developing countries. This is why the consumption of data is more in developed countries. Although the cost of data is dropping, however, it has not reached a point where video content can be consumed frequently.
The increasing consumption of data coupled with increasing number of users will enable the service providers to drop the cost of data. Moreover, the stiff competition between the service providers to attract and retain their consumer will further lower the cost of data.
The usage of data in Asia pacific region and Africa has increased significantly due to the availability of affordable devices as well as the declining cost of data. With the drop in data cost the use of audiovisual content will increase.
Reason #5: Increasing popularity of social media sites
Source: Statista 2016
The increasing convenience of sharing and consuming the content in any form has further boosted the use of video content. Social media sites contributed to 15% to the mobile data traffic.
Interestingly, according to Mushroom Networks, YouTube has emerged as the second largest search engine outperforming leading search engines like Yahoo, Bing, and Ask. The performance of Youtube has significantly improved over the past couple of years in terms of active users. Here is an interesting infographic from Mushroom networks that show the increasing popularity of Youtube.
Does it Indicate Death of Written Content?
Now the question arises does it mean online rewritten content will become a thing of the past in the coming years? I would say NO. It only shows that written content supported with relevant videos will gain more popularity.
For example, if you are a food blogger and you have created recipes for hundreds of dishes on your blog, you can also include videos to improve audience engagement. Your audience is most likely to spend more time on your blog if you have videos as well on your blog.
Similarly, if you are a travel blogger you can include videos of the places you have recently visited. It will not only improve the bounce rate of your blog but also help your audience get an idea of the places they are planning to visit.
You cannot beat competition solely on the basis of written content in the near future. Marketers are increasingly using video content marketing as a tool to enhance their online presence. By including videos in your content you can also increase income stream.
The websites that include streaming video content stand a better chance of ranking higher in the search engine results. Videos give a reason to your blog readers to spend more time on your website. Moreover, video clips are pleasant to eyes and enable your audience to get a glimpse of things in action.
Moreover, if your video content goes viral you are most likely to experience a significant increase in blog traffic and backlinks.
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Do you think video content is going to change the way we blog today? Will you make any changes in your blogging strategy keeping in mind the changing consumption habits of the digital consumers? Please feel free to share your opinion with us.
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