Similar to other comprehensive changes, there is a lot of debate here as to whether it’s worth keeping up with this trend. While some believe that this is only a short-term phenomenon, others are convinced that it is a permanent change in consumer preferences, making adaptation unavoidable. Our data endorse the advocates. The popularity of video content has many reasons.
First of all, it should be noted that video content in our survey is most likely to grab the attention of consumers, followed closely by the news and detailed multimedia articles. As long as the content is relevant and interesting, both video and text content will appeal. However, as most consumers only glimpse text and audio content, you are definitely on the safe side with video content.
Furthermore, respondents have not only stated that they prefer video content. They also want to see more use of this type of content in the future (see diagram below).
However, this does not mean that all content teams should focus exclusively on videos from now on. There is still a target group that wants more text-based content.
Our survey clearly showed that different age groups favor other content (see diagram below). The Millennial find the most popular content, which is provided in video format and social networks. Generation X and baby boomers, on the other hand, prefer news, research reports, and email content. So there is still a target audience for traditional content formats.