Online Video is here to stay (and we have the stats to prove it)

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By Matt Clark

Edelman released its ninth annual Edelman Trust Barometer survey (sourced by Pew Internet & American Life Project) back in January (I don’t know how I missed this), which showed conclusively what digital marketers have known for a while now – that Americans are frequenting online video sites like YouTube more often and with a broader range in demographics.

Here are some of their findings:

• 55% of 25-34-year-old respondents in the US ranked Wikipedia second as a source of credible information. (Have you submitted your brand to Wikipedia yet? If not, do you want someone else controlling the content?)
• 48% of Internet users have visited a video-sharing site, compared with 33% in December 2006. (This trend will only continue to grow.)
• 20% of men watch online video on sites such like YouTube on a typical day, compared with 11% of women. (This will better help target your online video efforts).
• 14% of those 30-49 use a video sharing site on a typical day, up from 7%. (It’s not only for younger demographics any more, online video marketing can reach an older audience.)
• 30% of those 50-64 have visited such a site. (Again – it’s not only for younger demographics any more, online video marketing can reach an older audience.)

PR and Marketing professionals should never wait for technology, innovations and new tactics to come to them. Although we want to make sure a new medium is effective before suggesting our clients or company divert resources into it, the time of social media and online video has come.

Get on the bandwagon – before your client finds someone who is already on it…