The Increasing Importance of Online Video

Scott Schnell | Feb 15, 2013

Our team at recently talked to several award-winning online video creators about the trend of online video at the International Association of Web TV Awards. In the spirit of the event, the team captured some video of these famed online video producers and actors discussing the importance of owning your online presence on a .tv website, as well as tips and tricks for creating great videos (watch video below). All this great discussion got us thinking about the important role of video as an online communication tool.

Online video is quickly becoming one of the most popular forms of content on the Internet. Cisco is predicting online video will grow so fast that two-thirds of mobile data traffic will be video by 2016, illustrating the growing  importance and preference of video for reaching Internet audiences. This trend is really important to understand for businesses – small and large - that often have limited resources to reach the broadest audience.

In a modern version of “a picture is worth 1000 words,” Forrester Research has calculated that a minute of video is worth 1.8 million words [PDF]. Many brands already using online video in their marketing mix can probably attest to the benefits of using this much more engaging format. In fact, some studies show that customers who see a product or service in an online video are 46 percent  more likely to seek out more information, and 36 percent of online consumers trust what they learn from video ads. Informative videos can also be used to educate consumers on products they already know about – animated explainations have been shown to increase conversion rates by 20 percent. In this age of information overload, this research suggests that video is a quick and effective communications and marketing tool

To learn more about online video and for a number of helpful tips to get your own online video presence started, visit