As the world of marketing continues to evolve, agencies and businesses have been attempting to develop new ways to attract leads and promote their brands.
For many, implementing a video marketing strategy has been a very profitable solution to differentiation — and the numbers show they’re right. Video has the ability to illustrate a brand’s story, personality, product, or even a mission faster than words alone.
Rather than worrying about your users hitting three pages that help explain all that, users can sit down and capture all that data in a more memorable, quick format with video.
What’s even more critical about video as a marketing tool is how easily it can be shared across social media. In fact, many platforms, including Facebook, are favoring video content more than before.
If you aren’t sure if creating a video marketing strategy is the best fit for your brand, company or inbound marketing campaign, try checking out these statistics to help convince yourself why video marketing is vital to your brand’s growth.
While this information is interesting and can provide insight into trends, at the end of the day, the only way to know if something is worth your investment (whether it be video, paid ads, social media, etc.) is by testing!
Use these video marketing stats to guide your strategy early on; not as the expectation!
1. 70% of consumers say that they have shared a brand’s video.
The most important personal driver for users when sharing content (either self-created or external, in this case) is the desire to connect with people, share knowledge, or bring awareness to an issue. This is most commonly done through video that is funny or entertaining.
With this in mind, when creating a video to promote your company that you want high share counts on, make sure it’s “light.”
This usually means it’s meant to attract users who are in the awareness stage of the buyer’s journey, rather than consideration or decision making, where information gets more product focused.
Users will have a much more enjoyable time watching a video intended for those in the awareness phase and understanding its message, rather than one whose sole purpose is to convert users.
As the video is shared, those who find the message resonates with them are the ones who will continue to investigate your company more, and your website can do the rest to help convert them.
2. 72% of businesses say video has improved their conversion rate.
Lack of video on your website or social media could be a huge mistake in explaining to your users an aspect of your company that may help push them towards converting.
3. 52% of consumers say that watching product videos makes them more confident in online purchase decisions.
Video comes in handy to show certain interactive product’s full potential. People like proof that a product or service not only works but looks the way they expect. They want to know that using it will be easy for them to navigate and understand and video helps achieve that better than a static image.
4. 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video.
This statistic is incredibly important for those companies who do most of our business over the phone or email, especially if the one calling is a company decision-maker.
In this situation, video can help be the deciding factor between purchasing or passing on a product.
The video doesn’t even have to be something super dry and heavy. For example, try making a short video animation that advertises its benefits. Make sure you keep your mind open when storyboarding and scripting the idea!
5. 92% of mobile video consumers share videos with others.
At this point, you already know that mobile users have begun outperforming their desktop counterparts, and those numbers won’t be reversing anytime soon.
For these users, it’s imperative that the video is able to overcome any obstacle that mobile may present. For example, when embedding your video, make your video itself is responsive, otherwise, it may be impossible for mobile users to view.
If you choose to have a Call To Action at the end of the video, consider those viewing it on a smaller device. It may end up being more challenging for them to complete the action, for example, asking them to go to a URL with a non-responsive webpage. Mistakes like this can end up costing qualified lead conversions.
Due to the size of most mobile screens, make sure the video isn’t trying to focus on anything too small and difficult to see for those on smaller screens. You want users to be able to watch and understand it regardless of the device they view it on.
6. 96% of B2B organizations use video in some capacity in their marketing campaigns of which 73% report positive results to their ROI.
One of the biggest concerns businesses have when deciding whether or not video marketing is the right solution for them is what the ROI of it is and how it’s measured.
Rather than just using views as a metric to prove ROI, you can also integrate analytics from heat maps, average watch duration, and re-watch rate. Segmenting out what users are re-watching the videos can signify customer interest and allow you to target them for campaigns to continue working them down the sales funnel.
A variety of tools can also help you track the popularity of your videos and their performance and what sections of the video people are re-watching the most. From there, you can begin targeting them with content or emails that continue to resonate with them.
7. Every 60 Seconds, 72 hours of video are uploaded to YouTube.
That’s a lot of content.
With so much content, there are that many more videos you’re competing against to outrank. This means video optimization and tactics to generate traffic to your channel are more important than ever.
8. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Users tend to enjoy videos that aren’t selling a specific product or service. This is because our brains actually don’t like overt selling, they prefer videos that evoke more emotion and don’t show any obvious bias.
9. Video users see 27% higher click-through rates and 35% higher web conversion rates.
This does not mean that any old video will automatically increase your conversions. What you create needs to actually evoke emotions by either addressing a pain point while revealing an attainable solution. Your video marketing strategy cannot be salesy or self-centered.
10. More than 50% of videos are watched on mobile.
Mobile users have been shown to gravitate towards longer-form content more than likely due to how attached we are to our devices these days. As mentioned prior, you can’t assume mobile users won’t be watching your content. You need to present videos to them that are easily watchable and desirable for audiences on mobile devices.
11. The average user spends 88% more time on a website with videos.
We all know that users prefer to skim website content rather than read it in-depth, but if you invite them in with visual content that’s enticing, unique, creative, and a great first impression then they will take the time to give it a watch to see whether or not it meets their needs.
12. By the end of 2019, video will account for 80% of global internet traffic, and 85% in the US.
80% of global internet traffic. How could businesses not begin integrating video marketing into their marketing strategy in any way, shape, or form? If your company isn’t producing quality and professional videos by the end of 2019, then you’re already behind the curve, losing out on global internet traffic that very well may have your audience in it.
Lastly, whether it’s through conversions, traffic, or brand awareness, video content has the potential to positively impact small businesses also in a variety of ways. If you don’t know where to start, take a look at what the competition and other people are doing on Facebook Live, you’d be surprised at the video marketing strategies companies are using.
