It's no secret that we’re living in a visual era. An era where everything and everybody have the power to share visual content in an instant. But is the possibility and excitement of visual internet fixing or hurting our digital world? Where does it lead us when we shift from text to imagery?

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The Visual
Internet
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“The branding and stickiness value of
video means that every viewer is worth
(in the marketing sense) 10X more than a
reader of text content (maybe more).”
Rand Fiskin

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A Brief History of
Visual Sharing on the
Internet
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On average, there are 1,000,000,000
mobile video views per day
2018
+10 billion available images
Facebook gets +8 Billion average
daily video views
3 billion Snapchats are created every day
Sources:
https://www.brandwatch.com/blog/39-youtube-stats/
https://sproutsocial.com/insights/facebook-stats-for-marketers/
https://en.wikipedia.org/wiki/Google_Images
https://www.omnicoreagency.com/snapchat-statistics/

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#komfosummit #evolutionofvideoCopenhagen, Denmark
TwentyThree™ – The Video Marketing Platform
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Technology
Early browsers didn’t do video, and when they did video format support what fragmented.
Flash paved the way for a decade making encoding and publishing possible, though not easy.
Consistent, built-in browser support started about five years ago. Cover 88% of users today.

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TwentyThree™ – The Video Marketing Platform
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Services
Technology change made it possible to build services around video.
YouTube is the canonical example from 2005, but a bunch services empowered publishing and playback.
For online marketeers the outlook fragmented both for video, for social publishing and for marketing tools in general.

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#komfosummit #evolutionofvideo twentythree.netCopenhagen, Denmark
Youtube
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#komfosummit #evolutionofvideo twentythree.netCopenhagen, Denmark
Youtube
Mobile appsVideo site section Blogs & Embeds
FacebookTwitter
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The Advantages of
Visual Sharing
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80%
-Cisco
How much of global internet traffic will video make up by
2019?

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1,800,000x
-Forrester
If a picture is worth 1,000 words, how many words is a video worth?

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Videos are processed by
the brain 60,000 times
faster than text.
Sources:
https://www.entrepreneur.com/article/245003

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twentythree.netHamburg
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The Disadvantages of
Visual Sharing
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“Humans are hardwired to avoid
demanding cognitive strain, so this
tendency toward “laziness” will, more often
than not, invite us to choose information
that is easy to process over the form that
makes us put out a lot of effort.”
-Entrepreneur
Sources:
https://www.entrepreneur.com/article/245003

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8 seconds
The attention span of the average consumer.
Sources:
Microsoft

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Website
~ 4:59 mins
67%
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How much of my video do people watch in
2018?
Even when a video is played, the experience
context matters. Owned media is up to 50x better
at driving engagement.
Youtube
~ 01:14 mins
23%
Facebook
~ 0:06 mins
4%

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However…
Sources:
https://www.entrepreneur.com/article/245003

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“When we watch a video, we become
immersed in it and create an empathetic
connection with the screen. If you want
your visitors to fall in love with your
content, it makes sense to deliver it
via video.”
-Entrepreneur
Sources:
https://www.entrepreneur.com/article/245003

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We need to responsibly create visual
content that adds value.
On average, there are 1,000,000,000
mobile video views per day
+10 billion available images
Facebook gets +8 Billion average
daily video views
3 billion Snapchats are created every day

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10%
0-2 mins
23%
2-5 mins
11%
5-15 mins
28%
15-45 mins
28%
45+ mins
What videos are being produced?
What videos are driving engagement?
54% 26% 9% 6% 4%
0-2 mins 2-5 mins 5-15 mins 15-45 45+
Create value for your audience!

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twentythree.netHamburg
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Visual Sharing +
Marketing
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1. The majority of marketers are only using video
at the top of the buyers journey.
Strangers Visitors Leads Customers Promoters
Attract Convert Close Delight

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2. Are Marketers Properly Measuring Video
Through the Funnel? (No)
Video is being measured by the equivalent of decade-old
vanity metrics like clicks.
Source: TwentyThree’s State of Video Marketing Survey 2018
55%
Amount of plays
36%
Likes/shares of
video on social
38%
Engagement
24%
Conversions
18%
Leads generated
27%
We haven’t
defined success

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3. You’re most likely producing the wrong videos.
51% 30% 12% 5% 3%
0-2 mins 2-5 mins 5-15 mins 15-45 45+
11%
0-2 mins
21%
2-5 mins
18%
5-15 mins
20%
15-45 mins
30%
45+ mins
What videos are being produced?
What videos are driving engagement?
Source: State of Online Video 2017
We tracked over 1 billion plays and saw that successful
videos don’t have to be under 2 minutes.

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10%
0-2 mins
23%
2-5 mins
11%
5-15 mins
28%
15-45 mins
28%
45+ mins
What videos are being produced?
What videos are driving engagement?
54% 26% 9% 6% 4%
0-2 mins 2-5 mins 5-15 mins 15-45 45+
And it’s changing even more in 2018:

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4. Marketers are stuck on a platform or two.

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5. Are you running video on every
possible platform?

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6. By not using trackable video on your website,
users are leaving your website to YouTube.
Just when you’ve captured their traffic and invested in moving them down your funnel, you send them away.
Nike’s lack of video on their website, drives users out of the funnel to YouTube.

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7. Marketers are driving 100,000 email
recipients off to a 3rd party platform
Email 3rd Party Platform
By not having trackable video on your website, you’re forced to drive them to a third-party

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8. Your lead scoring and attribution data is off by 50%

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79% of marketers use video for brand
awareness, whether that’s on social,
YouTube, or on a website, video can quickly
relay your message to prospects.
TwentyThree’s State of Video Marketing Survey 2018

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Engagement helps you know you’re creating
value for your audience.
However, only 38% measure video
engagement on their website.
TwentyThree’s State of Video Marketing Survey 2018

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Quantitative
Marketing funnel
Conversion
Lead generation
Results-oriented
Data-driven business
Qualitative
Communication
Storytelling
Engagement
Human
Relational
Video
Marketing

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Add value to your visual content!
Find & measure the right length/type of visual content
that engages your audience
Challenge
01
02

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Todd Patton
todd@twentythree.net
https://www.linkedin.com/in/todd-patton/
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