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“Nothing says ‘yawn’ more than an interminable text-based email or 50 slide attachment. Including a video within a brief email and delivering content in multimedia formats can help drive response rates, improve information retention, and make your company or offer more memorable.” ~ Andy Zimmerman
What did you do the last time you jumped on Facebook, Instagram or LinkedIn? You probably scrolled down the page, looked at some pictures, liked a few things and maybe, just maybe, paused at a video or two.
In fact, I’d be willing to bet that you spent more time watching the video than you did looking at any one picture. I’d also be willing to bet that you remember the videos more than the pictures and had a much better understanding of that person’s day/moment.
Attention and brand trust are two things that marketers always incorporate in their marketing plans – and video is an efficient way to that happen. Let’s take a look at some video marketing statistics that will make you rethink your marketing strategy.
Wyzowl recently released their 2019 Video Marketing Statistics Report, which incorporated feedback from over 600 marketing respondents. They discovered the following:
- 87% use video in their marketing strategy
- 83% of marketers claimed to have gotten a good ROI from video
- 94% of video marketers say video has helped increase user understanding of their product or service
- 84% of marketers say video has helped them increase traffic to their website
- 81% of marketers say video has helped them generate leads
- 80% of marketers say video has increased dwell time on their website
- 41% of marketers say that video has helped them reduce support calls
Why Should You Use Video Marketing?
Video Is the Preferred Medium
If you're still not incorporating video into your content marketing, you're missing out on a lot of engagement:
These video marketing statistics are about to prove that even if you have the best content in the world, you’ll find it difficult to capture the attention of your target audience, because they will probably be able to find the same information in a medium that they prefer in 2019: video.
In fact, 87% of people said that they would like to see more video from brands.
When asked to name one type of video content they’d like more of from businesses:
- 39% of people cited explainer videos
- 20% wanted to see more entertaining ‘viral’ style videos
- 12% would like to see product demo videos
- 10% said video blogs
- 9% said interactive videos
- 6% said they’d like to see more software tutorials
Video Boosts More Revenue
Video is one of the easiest ways to boost your revenue, gain more brand awareness, and grow your company. One of the reasons for this is the Rule of Seven: People need to see your brand seven times before they decide to take an action.
Note that you don’t need to make completely new content. Try using our content sprouting technique which involves creating multiple pieces of content (the “sprouts”) from one “seed” idea. For example, you can take your top blog post and turn it into an explainer video, like this one from Mint:
Video marketing revenue statistics:
- Marketers who use video grow revenue 49% faster than non-video users.
- Video marketing revenue is expected to keep growing by 14.6% each year
- 50% of Twitter’s revenue is from video ads
Video Drives More Traffic
As of 2019, there are:
- 1.6 billion websites in the world
- More than 500 million of those are blogs
- There are over 2 million blog posts published every day
So, as you can see, it’s a lot harder to cut through the content noise. Video, however, is a great solution to this.
Search engines prefer to see multimedia on a page, so video helps with SEO. In addition, social media platforms – and LinkedIn in particular – reward video content. Both search engines and social media know that videos have a high engagement rate (which is why they reward it), so that should be enough to convince you to use video in your digital marketing strategy.
Video traffic statistics:
- Websites with videos attract 2-3x as many visitors
- Landing pages with video are 53% more likely to rank on page one of the SERPs
- By the end of the year, 80% of all consumer Internet traffic will be video traffic
Where Should You Be Doing Video Marketing?
Choosing the right place to post your video is the first step to successfully promoting a video. Video can be used in lots of places, and proficient video marketing comes from an understanding of which channels work for your brand and target audience:
Look at where your competition is running their video marketing campaigns. Is it on LinkedIn? YouTube? If you see a common trend, do the research to find out why. That might be where you want to start using video.
The first and most obvious place to incorporate video is your website. The home page, landing pages and blog posts are all fair game for video enhancement, and can increase conversions, help with SEO and send stronger brand messaging.
Why you should incorporate video marketing on your website for SEO purposes:
- Websites with video content are 50x more likely to drive traffic from organic search
- Blogs with videos can increase organic search results by up to 157%
- A website is 53x more likely to reach the front page of Google SERPs if it includes video
- And having a video thumbnail in the search results can double your search traffic
- Videos attract 300% more traffic and help to nurture leads
If you’re looking to give your website an extra SEO boost (or simply stay relevant in the search results), you need to add video to your content. Google likes to see a variety of media as this also caters to users who prefer audio and visual content over text: 20% of people will read the text on a page, but 80% of people will watch a video.
Adding video to your website impacts a variety of different SEO ranking signals, including time on page and increasing branded queries. Make sure that your videos are not slowing down your load time after you post them, though, or you will negate the advantages of having video.
Video marketing statistics to help shape your CRO strategy:
- Using video on landing pages will increase conversions by 86%
- 70% of marketers found that video increases their conversion rates better than any other format
- Replacing images with videos can increase your conversion rates by up to 12.62%
- 50% of online users search for product videos before they make a purchase
Videos are one of the easiest ways to lift conversion rates. Similar to webinars, they allow you to create a more personal connections with your prospects. rather than simply posting a static picture. You can also create a much more convincing CTA when there's a human behind it encouraging you to download/visit/buy something.
Facebook ads are getting more and more expensive. Social media is becoming more and more saturated. One of the best responses to cutting through this fierce competition is leveraging video. Take a look at these stats on using video in your social media campaigns.
Video generates 1,200% more shares on social media than text and image combined.
Social media is one of the best way to drive brand awareness, because even if only one of your fans shares your content, you may be exposed to a whole new target audience. And video proves to be the most effective way to encourage sharing.
Video campaigns on LinkedIn have 50% view rates.
LinkedIn is particularly rewarding for video campaigns that are posted directly onto the platform (not re-shared). For audience engagement, LinkedIn is the best (82%) social media platform, as it generates longer watch times. One brand using LinkedIn got a view rate of over 33% and as a result, their cost per view decreased to $0.06.
75 million people visit Facebook’s video platform every day.
Facebook’s video platform has an impressive amount of power: 84% of video marketers use Facebook for video campaigns, and out of that number, 85% say it’s successful for them.
By choosing to not leverage video on Facebook, you are walking away from a huge opportunity. Sure, they might not all be your target market, but it's important to test rather than ignore it because half a billion people watch video on Facebook every day.
82% of Twitter users prefer to watch video than read text.
This video statistic shows that video is the medium that your customers prefer. You might have the best product/service/content in the world, but if you cannot communicate it to your customers using their preferred communication method, you can be sure that your competition will.
Keep in mind that there are more than 300 million active monthly users on Twitter, and half of Twitter’s revenue is from video ads, so you do the math.
If you aren't using YouTube yet, we'd like to welcome you to 2019. Perhaps one of these video marketing stats will convince you to rethink your denial about leveraging the biggest video platform on the Internet. YouTube is fast becoming as saturated just as Google already is, so get started now:
More videos are uploaded to YouTube in one month than the 3 major U.S. networks created in 60 years.
YouTube has changed the way that media is distributed, putting you back in control. You no longer have to pay thousands or millions of dollars to have a media channel. In fact, you don’t have to pay a cent and it's even more effective.
YouTube has over a billion users, almost one-third of the Internet.
The sheer volume of users that YouTube has and the low barrier to entry makes it a no brainer. Surprisingly, over 80% of YouTube traffic actually comes from outside the U.S., pointing to a huge global viewership that many businesses haven’t even begun to tap into.
YouTube is the second largest search engine.
This is one of the most powerful stats so far. The only search engine larger than YouTube is Google (of course). SEO for YouTube is not nearly as difficult as Google’s organic search, so this is the perfect time to get on board. It is also getting an increasing amount of B2B traffic.
90% of people say they discover new brands or products on YouTube.
Are you looking to build a stronger brand presence? Thinking of launching a PPC campaign to drive more brand awareness? It's no secret that building a brand is going to be more crucial than ever before. So consider creating a video on YouTube to help introduce your brand to your as-yet-untapped audience.
62.9% of businesses use YouTube as a channel to post video content.
The ever-increasing popularity of YouTube has attracted quite a lot of attention from businesses around the world. Check out your competitors; there is a very good chance that they have their own YouTube channel.
You can easily create a channel on this video platform, and once you have 10 videos uploaded to it, group them into keyword-rich playlists. This is a great way to get more search traffic on YouTube.
The top 10 YouTube stars earned a total of $180.5M in 2018, up 42% from the previous year.
YouTube does more than just drive brand awareness; it drives your bottom line. There are numerous ways you can generate revenue directly from your videos, such as becoming a YouTube partner and earning from ads or using affiliate links on the platform.
3.3 billion people worldwide have smartphones, spend at least 5 hours per day on their phones, and are making their purchase decisions online more and more every day. Creating mobile-friendly videos is crucial for brands that want to stay ahead of the game.
These video marketing stats are perhaps more powerful than all the other ones put together, because without mobile, it doesn’t matter how well optimized you are for any of the other channels.
There is an 88% YoY growth in video watch time on mobile devices.
Mobile viewers are much more patient and willing to sit down and watch your content, so make sure that you optimize your videos for mobile, both from an SEO and user experience standpoint.
79% of smartphone users made a purchase using their mobile device in 2018.
Not only are mobile users becoming more inclined to buy a product via their smartphone, but 80% of people say that product videos give them more confidence when purchasing a product. This adds up to mobile-friendly videos being ultra important for brands today.
70% of watch time on YouTube happens on mobile.
If you already have a YouTube channel, make sure that it is optimized for mobile. If you have a website or products that you are selling along with your channel, make sure that those pages are mobile friendly, too.
More than 50% of videos are watched on mobile.
Mobile video consumption is rising 100% year after year. Not only that, but 92% of mobile video consumers share videos with others. In case you haven't been paying attention so far: create interesting videos and make them mobile friendly!
Mobile shoppers are 3x more likely to watch a video than laptop or desktop users.
This one is particularly important for e-commerce stores. Major brands are turning to video to better demonstrate their products, but how many people are watching their videos and then converting? As mentioned above, a good product demo will skyrocket your conversions.
Email still delivers the highest ROI for marketers – even higher than social, paid search and affiliate marketing: For every $1 spent, email generates $32 in ROI. It’s the only channel that a marketer can have complete control over the audience and it still has surprisingly good conversion rates…when done correctly.
One of the ways that email marketing can be done correctly is simply by leveraging video. Including an engaging video can close that sale you need, drive more clicks and create a stronger relationship between brand and customer.
If the first email in a sequence has a video, CTR increases by 96%.
Having a video in the email can significantly lift your click-through rate because people who watch your video get a much more personalized interaction with your brand than if they just read your words on a page. Seeing a human face or watching a glorious product video can significantly help elevate your brand.
Using the word ‘video’ in an email subject line boosts the open rates by 19%.
Regardless of how great a CTR you have, it won’t do anything for you if your open rate is abysmal. Try using the word “video” in the subject line of your email and add a touch of personalization by using the recipient's name.
The percentage of businesses using video in their emails rose from 36% to 46%.
Take a look around. Are your competitors using video in their email marketing strategy? If you don’t know, consider getting on their email list and checking it out. If some of them are, you know that this should be a priority for you as well. If none of them are, you know that video is your opportunity to rise above the rest.
Tuesday, between 10am-1pm EST is the best time to send out video emails.
For B2B marketers, the middle of the week – Tuesday between 7am-11am PST – is the most popular time as it gets the highest number of video views. Having said this, I encourage you to test this for yourself, as this will vary somewhat for different industries and audiences.
The Future of Video Marketing
Video marketing is projected to continue growing because, quite simply, it works. Video production is also getting easier to do with all the inexpensive and user-friendly technologies that are available. What used to cost thousands of dollars to produce can now be done with a cell phone. In addition, you can take one video and go omni-channel by creating podcast episodes, blog posts and more from just one video.