Video marketing statistics
Not convinced video marketing is the way of the future? Here are a few statistics to help you understand exactly how popular video marketing has become in recent years, according to news shared by a number of sources:
- For 2019, 93% of users consider video creation a priority.
- 73% of B2B marketers say video positively impacts their ROI. (Tubular Insights)
- Including a video on your landing page can boost your conversion rate by up to 80% reports Unbounce.
- 64% of consumers will make a purchase after watching branded videos on social platforms according to Tubular Insights.
- YouTube is the second most popular website after Google according to Alexa.
- By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017 says Cisco.
- 87% of online marketers are currently using video content in their digital marketing strategies.
- 75% of all video plays are on mobile devices as per eMarketer.
- Video campaigns on LinkedIn have 50% view rates. (LinkedIn)
- 65% of executives have gone to the marketer’s site and 39% have called them on the phone after watching a marketing video. (Forbes)
- Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.
I think I made my point.
Boost your website’s SEO
65% of business decision-makers visit a marketer’s website after viewing a branded video. It’s clear that quality and relevant video marketing content can significantly grow your site’s SEO. It will direct many people to your homepage. Additionally, video can enhance your conversion rates: HubSpot reports that 39% of business decision-makers contact a vendor after viewing a branded video.
By adding video to your landing pages, website and content offer, it’s easy to improve your company’s SEO value and improve your click-through rates across the board.
Video marketing can reinforce your brand’s communication
When you use online video in your digital marketing strategy, you have the perfect opportunity to enhance your brand’s message and drive your company persona home. Simple features like design and branding, to more advanced features like voice and content, can splurge your numbers. Video marketing is the ideal tool to strengthen your brand identity. It will help make sure that your customers know who you are.
According to HubSpot, 80% of customers remember a video they’ve watched in the last month. One of the biggest strengths of video marketing is that it’s highly visual and auditory, which means it’s easier for many users to remember than text-based content. When customers remember your video marketing content, they also remember your brand, which translates to more sales and leads for you. What’s more, customers typically like to share videos they enjoy, which can expand your online reach.
To make your videos as memorable as possible, ensure that you are keeping them in line with your brand approach. Keep colours, fonts, logos and voice the same in your video marketing as they are in your blogs and articles. While videos do things text content doesn’t, users should still be able to recognise the style and format of your brand’s videos online.
Small business or startups can use video marketing to increase ROI
Digital distribution has opened up more ways for your startup to use video to spread the word about your business. Deyan Shkodrov, CEO of StreamingVideoProvider, talked about some of the ways small businesses can leverage video.
“Broadcasting live events is a fantastic way to not just spread awareness, but also increase your bottom line,” he explains. “For example, we worked with a company that needed to broadcast local sporting events—some of which would be available for free, some that would be available through a pay-per-view model. Strategic broadcasting ensured higher-than-expected audiences for their paid events. When live streams add value to the customer experience, they can boost your revenue in several ways.”
Many businesses may also benefit from providing educational video content. “You’re an industry expert, so you should leverage that knowledge,” Shkodrov explains.
“Whether you’re teaching customers how to use your product or providing some life hacks when you add value and showcase your knowledge, your audience will keep coming back for more. With the right setup, you could even further monetize your videos by creating low-priced educational courses.”
As these examples reveal, video marketing doesn’t just have to be a way to increase sales or customer signups indirectly. It can generate revenue in its own right.
Strategies to try out
Make sure your video budget makes sense
Many marketers make the mistake of thinking that putting a ton of money into a video project will automatically make it a huge success. On the other hand, not spending enough on a far-reaching campaign could hurt your brand’s image by not letting the messaging come across in a low-quality way.
When it comes to making the video content, keep your campaign intentions in mind and make sure you are spending your budget well. For instance, if you are looking to win over more customers, you might not need to spend too much money on video production.
Instead, consider producing short videos for social channels like Snapchat, Twitter, and Instagram, or repurpose user-generated content. If you have a larger budget and want to keep your brand top of mind, consider telling a captivating story by going live.
Stay on your brand message, and capture your audience with videos
Just as Joe Pulizzi suggests you should start your content marketing strategy in general, you will want a video marketing mission statement. A simple, one-liner that sums up:
- Define the type of your content: Educational videos? Entertaining? Practical? A mix? Your brand’s tone and audience’s needs should determine your approach here.
- Define your target audience: outline your target demographic with as much detail as you can. What is the value add of your content? What does it help your audience do?
According to a study by McKinsey and Company, companies with consistent branding are 20% more successful than those without. For instance, if your videos are on YouTube or a social media channel, they should link to your site or a landing page, with clear, on-brand creative and messaging that’s unified across each channel. If the video users see in your email communications is different from one they see on Facebook, it’s not a consistent reflection of your brand and could hurt rather than help.
Understand your audience and set campaign goals
All successful marketing campaigns must start with research – who are you targeting? What type of content tends to resonate with them, and what channels are they most likely to be on? There’s little point in making great video content and paying to have it play on websites your audience doesn’t visit.
And most importantly, what goals are you trying to reach with a particular video marketing campaign? Are you trying to drive awareness, sales, traffic, or all of the above? Making sure you are using the right tone of voice and message to reach your customers holds the key. It’s important to spend time gathering consumer insights before launching your video. These are the insights that will inform the type of videos you produce and how much money you will spend on making them.
Retain your content
Whether reusing webinar content, creating how-to videos, or behind the scenes interviews with your management team, you need to know where your videos will live on your website.
You will notice I didn’t say “on YouTube”.
While YouTube is an amazing (and incredibly important) distribution channel, it’s not a strategy. At the end of the day, YouTube has an interest in keeping people on their site, whereas you can only prompt conversion on your own site. That’s why you not only need links back to your website within your SEO-optimized YouTube descriptions, but you will also want to create a destination on your site where prospects can go through a content journey and become increasingly immersed in your brand and message with lots of videos, imitating the addictive YouTube experience.
Major brands behaving like media companies tend to have entire pages of their websites devoted to video. Take a look at The Lego Group for instance (they’ve got an entire “videos” section on their site, organised by story and character). Or, for a B2B example, see SAP and their resource hubs which contain their professional and humanising brand videos.
Correct video format
The rise of vertical video presents both opportunities and hurdles when it comes to brand storytelling. The vertical format inherently requires a closer cropped, more polished take. With society used to the traditional widescreen format, it can be challenging to share the same depth in terms of the context of a short story. However, the vertical orientation offers immediacy, an intimate view and interactivity as the consumer hold their touchscreen smartphone in the upright position.
Also published on Medium.