The Internet is a busy place. Every minute, staggering amounts of data are generated across the web. In 2010, Google’s CEO Eric Schmidt said that every two days we create as much information as we did up to 2003. And that volume has not slowed down over the past seven years. Curious about what happens in an Internet minute in 2017?
In an Internet Minute
- 1 million videos views on YouTube
- 5 million Google searches
- 156 million emails sent
- 8 million Snaps created
- 16 million text messages sent
All those millions add up to content in the billions being created, shared and viewed each minute. The combined total of emails, text messages, and Tweets sent is 172 million, indicating that people want to connect with others. Between Snapchat, Instagram, and Facebook Messenger, 1,861,200 images and video clips were shared in one Internet minute. In fact, more than 70,000 hours of video were watched on Netflix and 4.1 million videos were viewed on YouTube in one minute.
Compared to a similar report from 2016, video has seen the sharpest rise. YouTube views have nearly doubled since last year, increasing from 2.78 million in 2016. Those 1.8 million Snaps created? That’s about 3.4 times more than last year – or put another way, a 241 percent increase in Snaps created. For context, emails only had a four percent increase and Tweets had a 30 percent increase. Data overall may be increasing, but video content is on track to claim a much bigger percentage of the Internet minute in the next few years.
Video is the New Black
The rise in video creation and consumption is also evident in how much video content is shared across social networks. Scroll through Facebook and you’ll see more video clips than in previous years. Both Facebook and Twitter have been pushing live broadcast options – Facebook Live and Twitter Go Live powered by Periscope. Facebook has even started prioritizing live video and longer videos in the News Feed algorithm. This means that the more video content a page publishes, the more likely it will make its way in front of its audience. In other words, share more video, get more views. But video is driving much more than just views for brands that know how to use it as part of a content strategy.
Make Video Do the Work
Integrating video into a PR strategy can help better communicate a company’s mission and goals, as well as position products and services better. For PR, target audiences are already consuming video content, as evidenced by a Forbes study that found 75 percent of the senior executives surveyed said they watched work-related videos at least weekly. Here’s what video can do for a brand:
Drive website conversions. Adding videos to a website increases search engine optimization. Google prioritizes video content for SEO and research has shown that a web page with a video is 53 times more likely to show up on the first page of search results, according to a Forrester study. Hubspot data also shows that including video on a landing page can increase conversion rates by 80 percent.
Increase audience engagement. Including videos on websites or social media channels encourages visitors to spend more time looking at content. According to YouTube, over 50 percent of videos have been rated or have comments, illustrating the engagement potential for this medium. Videos in email can boost open rates by 20 percent and increase click-through rates two to three times, according to BrainShark.
Tell a more compelling story. Words can pack a lot of meaning, but visuals capture audiences in a distinctly different way. Video can humanize a story and help audiences see a story unfold, enveloping them in the details. Remember that saying “a picture is worth a thousand words?” A video is nothing but a moving picture after all. By adding visuals, you can help turn a complex story into an accessible, easily understood one. People are more compelled to take action when they understand a story.
As video continues to take over the Internet – and it will – companies will need thoughtful and creative strategies to break through the noise. Not every video goes viral, but there are still millions of viewers consuming content every day. By embracing this medium, brands can make sure their messages get in front of the right audience and create impact.
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