One of the most challenging and important aspects of online marketing is staying on top of current trends. Knowing where and why people spend their time online is critical in reaching them with your message – whether a nonprofit appeal or new product. A recent report reveals the top content that consumers interact with online and how 93% of businesses have gotten new customers.

The short answer? Online video.

As reported by Animoto in their 2018 State of Social Video Marketer Trends:

We wanted to understand more about how consumers are engaging with video on social media—and how they’re engaging with video from brands. What do they like? Where do they want to hear from brands? What do they want more of? Here are a few highlights:

  • 73% of consumers have been impacted by a brand’s social media presence when making a purchase decision.
  • Video is consumers’ #1 favorite type of content to see from brands on social media.
  • Instagram is the fastest-growing platform for driving purchases with video.