Video has become a cornerstone of Internet media over the last decade or so. While many have leveraged this medium with great success, there is still a ton of room for growth. As the cost of video equipment has drastically reduced over the past few years, more and more companies, brands and individuals have leveraged video with great success. If you are still unsure if online video marketing makes sense for you, check out the video below of 20 powerful video marketing statistics.
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The Stats on Video Marketing:
- Nearly 50% of internet users look for videos related to a product or service before visiting a store. (Google)
- Including video on landing pages can increase conversion rates by 80%. (Unbounce)
- Shoppers who view demo videos are 1.81 times more likely to make a purchase than non-viewers. (VideoCaddy)
- 4 times as many consumers would rather watch a video about a product than read about it. (eMarketer)
- Searches related to “how to” on YouTube have grown 70% year on year. (Google)
- Companies that use videos in their marketing have 27% higher clickthrough rate and 34% higher conversion rates than those that don’t. (Buffer)
- 80% of consumers believe demonstration videos are helpful when making purchases. (Blue Corona)
- 80% of users can recall a video ad that they viewed in the last 30 days. (Single Grain)
- 65% of executives have navigated to a vendor’s site and 39% have called a vendor after watching a marketing video. (Forbes)
- Using the word “video” in an email subject line was found to increase open rates by 19% and clickthrough rates by 65%. (HubSpot)
- 52% of marketers say video is the type of content with the best ROI. (HubSpot)
- 70% of U.S. marketers plan to use social video ads in the next 12 months. (eMarketer)
- Video ads have an average clickthrough rate of 1.84%, the highest of all digital ad formats. (Business Insider)
- Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)
- Blog posts that incorporate video attract three times as many inbound links as blog posts without video. (Moz)
- 53% of smartphone users feel more favorable towards companies whose mobile sites or apps provide instructional video content. (Google)
- On average, people spend 2.6x more time on pages with video than without. (Insivia)
- Before reading any text, 60% of site visitors will watch a video if one is available. (Single Grain)
- 59% of executives say they would rather watch a video than read text. (Wordstream)
- On average, people spend 2.6x more time on pages with video than without. (Insivia)
Implement a Video Marketing Strategy
As the preference for video continues to increase, it’s helpful to ask the question, “How should my company use video strategically?” The answer to this question begins with your company’s buyer personas.
Does your audience mostly view your content on mobile? Do you have a lot of content with instructions? Is your persona an executive? The video statistics above would indicate that if you answer yes to these questions, you will improve your customer experience by incorporating video content into your digital marketing strategy.
Before you run out and buy a new wardrobe, take time to look at the type of videos your competitors are producing. Look through the marketing channels your customer base prefers and note whether short-form video content or user-generated content dominates the space.
Are you wondering how to stretch your marketing budget to include producing high-quality video content? While professional videos are ideal in some industries, many business-related videos are easily created with a casual feel. Videos that aren’t overproduced are often seen as more authentic.
Types of Video Content
Short-Form Video
Focus on YouTube Shorts, Instagram Stories, or product advertising with short-form video content. The great part about these snippets of information is that you can produce one thirty-second video and share it across multiple social media platforms. Just make sure the content is relevant. For example, a how-to video about makeup application isn’t one to share on LinkedIn.
Long-Form Video
Do you have a podcast? Are your products best understood when your audience sees how to use them? Long-form content may be the way to go. In 2023 Wistia’s video marketing report found that video content between 5 and 30 minutes in length remains the most popular year over year.
Another benefit of long-form content is that you can edit the video into shorter clips and create multiple pieces of content.
Explainer Video
Explainer videos are the most common type businesses use. As more consumers purchase products and services online, it makes sense to leverage every type of content marketing available to help a company stand out.
Web stories
Web stories are a newer marketing tool available. The platform allows written and video content. Web stories are another multi-use video option. When embedded on a web page, they may increase organic traffic. However, these videos are easily leveraged on social media as well.
Are you ready to focus on your video marketing efforts? At SMA Marketing, our team focuses on developing content marketing strategies that speak directly to your buyer persona. We’ll help you discover the best way to incorporate video into your strategy.
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