In an analysis of 700 sites in the Parse.ly network, the organization found that video posts saw 30 percent lower engagement than the average post. This goes against the current narrative that video is the go-to storytelling medium for today and the near future. Still, long-form, short-form and slideshow posts tend to outperform their video counterparts.
The study suggests some reasons for lack of engagement with video posts, including the fact that people seem to dislike autoplay and slow load times.
But perhaps marketers and communicators have been so blinded by bloated video budgets that they’ve overlooked one glaring fact: We’re producing more video than consumers care to consume.