The Future of Content Marketing is Online Video

There can be absolutely no doubt that online video is fundamental to the way people now consume content.

Cisco’s latest whitepaper on global internet provider traffic forecasts is the usual food for thought for content marketers. The company’s ongoing analysis makes some truly staggering predictions on global IP traffic going into the next four years.

Perhaps the most eventful is that by the end of 2016 Cisco predict that global IP traffic (that excludes data within closed or private networks such as peer-to-peer) will have surpassed the 1 zettabyte per year milestone (that’s 1000 exabytes, or 1 billion terabytes).

Fuelling a lot of this is the massive growth of online video. Cisco predicts that consumer internet video traffic will go from 64 percent in 2014 to surpass 80 percent by 2019, with consumer video on demand traffic doubling by 2019; with high definition content amongst that figure rising from 59 percent in 2014 to 70 percent in 2019.

And if you want to know where we’ll be consuming a lot of this content, then take heed of Cisco’s projection that between 2014 and 2019, mobile data traffic is expected to grow at three times the rate of fixed IP traffic (that’s a tenfold increase overall). 

Consumer Internet Video 2014–2019
             201420152016201720182019CAGR
2014–2019
By Network (PB per Month)
Fixed 20,485 25,452 32,981 43,226 56,771 74,31929%
Mobile 1,139 2,014 3,475 5,842 9,407 14,99967%
By Category (PB per Month)
Video 18,437 22,940 30,242 40,907 55,931 76,77133%
Internet video to TV 3,188 4,526 6,214 8,160 10,248 12,54832%
By Geography (PB per Month)
Asia Pacific 7,579 9,366 12,150 16,039 21,184 28,46930%
North America 6,535 8,207 10,712 14,009 18,443 23,79429%
Western Europe 3,550 4,422 5,807 7,696 10,239 13,76631%
Central and Eastern Europe 1,359 1,956 2,894 4,398 6,506 9,57748%
Latin America 2,022 2,600 3,399 4,483 5,905 7,80831%
Middle East and Africa 579 915 1,495 2,443 3,902 5,90559%
Total (PB per Month)
Consumer Internet video 21,624 27,466 36,456 49,068 66,179 89,31933%

Source: Cisco VNI, 2015

There can be absolutely no doubt that online video is fundamental to the way people now consume content and to ignore or shy away from this reality is marketing suicide to any company that hopes to grow its brand online in the coming years.

Digital Video is Eating into TV Ad Budgets

Another recent study, this time by the Interactive Advertising Bureau, found that of the 300 brand marketers surveyed, two thirds are moving budgets away from television and into online video.

The 43 percent year over year increase in budget spend on online video is fueling a surge in online video content by big brands, who are looking to dominate established platforms like YouTube and Vimeo, as well as other less traditional formats like Instagram and Vine, Flickr (yes, they do video, too), Vimeo and, more recently, Facebook video.

On top of these familiar names there exists a whole raft of lesser known video platforms, each with its own circle of influential amateur movie producers and socially engaged audiences. It’s likely that most of these platforms aren’t even on the average marketer’s radar but cumulatively they do stack up.

The Level Playing Field

It’s not just the big players who are looking to capitalise on the growth in online video. For a long time, video marketing was seen as the preserve of big brands and big budgets but this is not the case anymore and nor has it been for some time.

Sure, a huge ad spend, a professional director and a twenty strong digital marketing team to promote your latest masterpiece is always going to help, but the playing field is more level than it has ever been before, giving SMEs an unprecedented opportunity to compete with the big players for viewer attention.