The statistic in the title is scary even for a video producer.
It jumped out not because it is almost too big to contemplate, but because it shows people’s desire to make and see moving images.
And as consumers are part of the crowd expecting to see and share more online video, it’s a very big bus for brand marketers to miss.
But missing it they are.
The difficulty that marketing departments and marketing agencies have in getting budgets to produce video cannot be underestimated.
Despite all the evidence, marketing directors seem unwilling or unable to strategise video into their marketing plans.
It appears to be a legacy issue.
Video is considered too expensive, too process driven and too time consuming to work into an integrated marketing strategy.
This, of course, is nonsense.
Video is on a par with all other marketing activity. It demands the same respect, time and creative effort as copy, photography, web development, planning, delivery etc.
When video is tacked onto the margins of a marketing strategy, with the left over budget to pay for it, it will rarely succeed in driving forward brand recognition and engagement.