By Rahul Nanwani, Co-founder and CEO, ImageKit
Statistics show that there were over 4.66 billion active internet users around the world in January 2021. With 6 billion searches a day of content, images and videos, experts predict that the Google’s searches could have amounted to about 2 trillion in the whole of 2021. At the rate the world is creating and consuming data, by the end of 2022, 70 percent of the world’s GDP would have undergone digitization. By 2025, 200+ zettabytes of data will be in cloud storage around the globe.
It is notable to see how videos started making a huge footprint across social media network and have done brands the best. Over 70 percent visitors on Instagram were recorded to have viewed photos from brands in 2021. Brand videos saw 66 per cent viewership.
From its humble beginnings in the form of black and white films, today video content is produced every second around the world. In India, the video market is currently valued at $11 billion and is set to reach $18 billion by 2026 as per a report. While reports include analysis of both the television and online platforms, it highlighted that the online video ad revenue will surpass $1 billion this year. This highlights upon videos being the major tool of brands while reaching out to their customers.
However, as marketers explore ways to maximize the reach of their video content, it becomes even more vital to have video optimization tools on board.
Video optimization for effective outreach
When marketers are planning their outreach strategy, there are a few aspects that need to be kept in mind. This includes:
1. Video file formats: The most used file formats for videos across the world include MP4, MOV and AVI. If in case a brand video would not be in these formats, there are higher chances that the video would not be accessible for user’s viewing due to browser incompatibility, different system requirements, codec problems or it could likely take more time to load. There are varied platforms such as computers, mobiles, laptops, systems like Windows, iOS, Android as well as for browsers like Chrome, Firefox, Safari, etc. Each platform has varied compatibility for the type of file format one utilizes for videos. Thereby, if a video is, for example, in the MP4 format it can work on certain platforms while it becomes non-compatible on others.
2. Size of file: Videos of the highest quality are often heavy files and can even be in the size of gigabytes (GBs) at times. This is one of the major reasons why videos have slower buffering and would lead to poor user experience and loss of ad revenues. But smaller sized videos also hamper the video quality which will again lead to an unsatisfied customer experience. Thereby, finding the right balance between quality and size becomes a huge task.
3. Location of servers: The location of the brand servers determines the time taken for a user to access as well as process a video file. This becomes a problem if the brand doesn’t have a CDN server for faster delivery of content. For example, if a brand’s server is in Singapore and their customer is based in India, the time taken for a website to load as well as the video to buffer increases significantly.
4. Ability to adapt: Videos are constantly evolving with time as well as the mediums/ platforms that carry such content. With such changes happening consistently and throughout the year, it becomes imperative for a brand to keep a track of trends such as new and compatible video formats, file size requirements, varied platform requirements for a video, short form video trends, changing user attention span, etc.
One might wonder why marketers need to keep a track of technical aspects, which is at times beyond their understanding. But in an age where 47% of consumers expect a website to load within 2 seconds or less, such aspects can make or break a brand’s reputation. This in turn will also lead to a loss of revenue and have a huge impact on the outreach strategy.
Therefore, video optimization tools or organizations providing such features play a crucial role. Most tools have the capability to compress, transform and resize videos while maintaining the high quality of the original video. Organizations providing such tools can also help in delivering videos across multiple platforms like computer, mobiles as well as for websites, apps, social media platforms, emails, etc. With dedicated content delivery network (CDN) servers and teams to keep a track of the trends, such organizations can deliver videos at scale in a quick turnaround time.
Messaging done right
As videos become the mainstay for brand messaging in the coming years, optimization tools will be increasingly used for delivering such videos. The video market is still evolving and with it, the optimization tools will also evolve as well. Its adoption and utilization will play a key role in how brand content reaches its end consumers. With further advancements, brands can leverage such tools to deliver higher quality videos at a reduced cost and time. This will eventually lead to an enhanced customer experience and higher return on investment as well.