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Average User Watches 23 Hours of Video Online – What’s Your Strategy?

According to a recent survey by comScore, an estimated 182 million U.S. online users watch an average of 23.2 hours of video a month.

23.2 hours a month per user!

YouTube (Google site) and VEVO were the highest ranked video sites in the survey, with Viacom (MTV, Comedy Central, etc.) and Facebook following.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
December 2011
Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience 181,669 43,472,412 1,389.8
Google Sites 157,188 21,897,734 471.9
VEVO 53,674 801,334 68.0
Yahoo! Sites 53,328 630,605 61.0
Viacom Digital 45,764 506,140 57.5
Facebook.com 42,024 238,671 23.9
Microsoft Sites 41,133 587,842 44.8
AOL, Inc. 40,375 451,496 55.1
Hulu 31,242 776,999 181.2
Amazon Sites 27,818 95,444 17.4
Turner Digital 26,692 211,662 27.3

In addition:

  • 85.3 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.8 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 14.1 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.

Developing a Video Strategy

When it comes to your video strategy, I have the same advice that I do for blogging: don’t overthink it. Look at your own habits as an online user and note the types of videos you enjoy watching.

First, think about why the Internet has exploded in the first place: it the world at your fingertips. Users want to be able to reach any information they need with a click of a button. Creating how-to videos not only gives them the information they’re looking for but develops your brand as the expert in your field.

BlueDot is a great example of how the combination of a blog and video strategy has helped them become the expert in their field. BlueDot helps consumers sell and recycle cell phones and other electronics.

Here is an example of a BlueDot cell phone review video:

Notice that their blogger, Tom, went through an honest review of the cell phone. In addition, he has tagged the video with his appropriate keywords and put in links to both their website and Facebook in the description.

The simple, keyword friendly title, “Motorola Devour Review” made their video come up in search easily giving them nearly 2,000 views in just two months.

The other type of video that BlueDot produces is for pure entertainment. Don’t forget that video is suppose to be entertaining, which is why so many Americans spend countless hours watching video online. This really is the piece you can’t overthink – just have fun with it. Let you true personality and brand shine through.

Check out one of BlueDot’s entertaining, animated videos:

This video helps with their branding, or I like to say online personality, and breaks up the numerous cell phone review videos on their YouTube Channel.

Video is Content

Video should be a huge piece of your content strategy in 2012. With millions of users watching hours and hours of video a day, there is no better way to pump up your blog or website then with original video content.

As with all of your online content, don’t overthink it, always ask for user feedback, be consistent and above all just have fun with it.

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