Throughout history, we have enjoyed being entertained by media. Whether attending old opera house productions, cozying up at a drive-in theater or viewing our favorite movie at home via On Demand, we have always been good at consuming media. It should come to no surprise, then, that the internet has only fueled this common human behavior.

Certainly we have all logged into Facebook to be delighted by our friends posting new photos. Or perhaps we received an e-mail forward with a link to a hilarious YouTube video.  These are all great ways to share and experience multimedia, which in today’s digital world is an important part of having an online presence.

Video, in particular, has become somewhat of a phenomenon online. In fact, in a recent research study conducted by Metacafe, 50 percent of all respondents surveyed (ages 8-64) said they watch video online at least once a week. This statistic has increased from 43 percent in the same survey conducted last year.

And according to most, this trend is not going to change in the near future. Men are currently viewing more videos online than women; however, online video viewership for women aged 18-24 jumped 27 percent in the past year.

While the amount of content being distributed online continues to snowball, it’s safe to say that these percentages will only continue to climb as people have more to view. To date, short-form videos are the most popular videos to view. More and more people are flocking to sites like YouTube to view not only homemade silly productions, but informative pieces as well.

Among the respondents who watch online video, 75 percent said they regularly watch professionally produced short-form videos. These users also stated they believe this type of video is similar to what they would watch on TV, like commercials or a television program.

Looking at these statistics, video is undeniably an important part of being heard online for businesses. Internet users are seeking a specific benefit, whether it’s to be informed or simply entertained, and there is a significant need to consume. Whether you are building a social media presence online or perhaps building a web site, video components should definitely be an element included in any digital project.

I have read many articles lately with headlines like “Social Media will Save your Business” or “Social Media is the Best New Business Strategy”. This may seem foreign to some – as if you need to launch a whole new line of business or an entirely new effort. Good news: for many people – it’s just doing what you do on a personal basis and applying it to business. You’re using social media tools, but is your content really social-worthy? Is it applicable to a large group of people? Is it content that positions you as a thought leader or provider of tools that will help others in their line of business? It can’t be a sales strategy – it needs to be a relationship strategy. Remember, the reader is always thinking to themselves “what’s in this for me”… and the takeaway can serve a variety of purposes: educational, professional development or pure entertainment. It just has to provide an “ah-ha” moment so that they, in turn, add it to their social dialogue.