You will also want to understand why video content has become so important. The reason is obvious: video now plays an increasingly important role in our daily lives.
In July 2019, the Google/Insight Strategy Group asked 12,000 people worldwide why they had watched what they watched in the last 24 hours. In March 2020, Think with Google published their findings in an interactive feature entitled, “What the world watched in a day.”
The participants, ages 13 to 64, watched a wide variety of content, ranging from traditional media to online video. They chose their number 1 reason to watch from a list of 20. The following were the 12 most important reasons:
- Helps me relax and unwind
- Teaches me something new
- Allows me to dig deeper into my interests
- Makes me laugh
- Relates to my passions
- Is inspiring
- Makes me forget about the world around me
- Keeps me in‐the‐know
- Addresses social issues that are important to me
- Has high production quality
- Helps me be efficient
- Is on a network or platform I like
If you analyze these responses, then you’ll notice a pattern: traditional, TV‐era indicators of quality are less important to viewers than they once were. People are now placing more value on content that relates to their personal interests and passions. In fact, the ability to teach people something new, help them dig deeper into their interests, or relate to their passions are twice as important as high production quality or being on a preferred network or platform.
We discuss these findings again later in this chapter—in the section entitled “Content Marketing Strategy and Planning.”
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