En vogue: online video marketing

At first they were niche products, today nothing works without them anymore: online videos have become an integral part of the world of the Internet. Let’s take a look at Germany, for example: according to a study, 75 percent of all online users consume video content – among the 14 to 29-year-olds, this figure is as high as 94 percent. YouTube, the largest online video portals, also boasts astonishing figures: more than 1 billion individual users visit YouTube each month, and more than 6 billion hours of video are consumed every month.

Due to the ever increasing bandwidth – even for mobile usage – and the extensive spread of the Internet, videos are set to play an even more important role in the future. It goes without saying that moving images have become an indispensable part of corporate online strategies.

Memorable & emotional

The advantages are obvious: videos are interactive, efficient and emotional. Customers are more likely to remember them than written copy, making them one of the Internet’s most important means of communication. Video increases your reach, expands your target audience and will be remembered.

Short & concise

Different laws apply to online videos than to classic TV spots. The videos should be short and concise (no longer than 5 minutes) and offer attractive content right away, otherwise users will click away after a few seconds. Online, however, it is not rare for videos that were not shot professionally but made with the smallest of budgets to turn out to be extremely successful – quite unlike classic TV advertising.

The following statistics demonstrate the effectiveness of online marketing:

  • In 2017, 74% of Internet traffic is expected to be generated by video.
  • In 2013, 72.1 million smartphone users consumed video content at least once per month – in 2014, this figure is expected to climb to 86.8 million.
  • If a subject line contains the word “video”, open rates increase increase by 19% on average, and click-through rates by 65%; requests to unsubscribe, on the other hand, reduce by 26%.
  • 93% of all marketing experts use video for their online marketing, sales or communication activities.
  • 52% of all marketing experts consider video the type of content with the best ROI.



Regardless of whether the aim is to present the company, news or real estate:  video brings any content to life and therefore adds significant value. Videos have a long-lasting effect on search engine optimisation (SEO) and are indispensable if you want to achieve the best possible Google search results. Preview images (thumbnails) in the search results have been shown to increase interest and lead to more clicks on the landing page.

What’s more, visitors stay on your site longer. Even just music playing in the background lets images be perceived completely differently and increase the emotional effect on the viewer, thus making them more memorable. Users are usually all too happy to share well-made videos on social networks. This automatically increases their reach – which benefits you!

Anna Brüning is our expert and happy to answer your questions regarding this topic.En vogue: online video marketing

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