Implementing video into your brand’s content marketing strategy is not a nice-to-have anymore, especially, if you want your brand to remain competitive, increase your share of voice and stay top-of-mind. Video is now one of the most valuable marketing tools your brand can have.
So, to that end, we have scoured Google to find the 50 most meaty and compelling statistics and explanations as to why you should continue or begin investing in video.
General Video Statistics Worth Noting
Video is the, relatively, new kid on the marketing block. It’s cool, easily digestible, engaging and creates a tonne more cut-through than standard written copy. The following statistics will support this and provide a more in-depth insight as to why video is being consumed at never before seen levels and why video advertising expenditure it’s on the rise.
- The value of a one-minute video is 1.8 million words (Video Brewery).
- The average user spends 16 minutes and 49 seconds watching online video ads every month (Video Brewery).
- 43% of people want to see more video content from marketers. (HubSpot).
- 55% of people watch videos online every day (MWP).
- 65% of video viewers watch more than ¾ of a video (Syndacast).
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video (MWP).
- 54% of senior executives share work-related videos with colleagues weekly (TubularInsights).
- Nearly two-thirds of consumers prefer video under 60 seconds (Animoto).
- 43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget (Buffer).
- 52% of marketing professionals worldwide name video as the type of content with the best ROI (Syndacast).
- Marketers who use video grow revenue 49% faster than non-video users (VidYard).
- 55% of people consume video content thoroughly (HubSpot).
- People spend on average 2.6x more time on pages with video than without (Wistia).
- 71% of Australian online marketers use visual assets in social media. (Social Media Examiner).
- In 2015, 90% of young adults use social media, compared with 12% in 2005. (Pew Research Center).
- 51.9% of marketing professionals worldwide name video as the type of content with the best ROI (Adobe).
- 2/3 of consumers prefer video under 60 seconds (Animoto).
- Marketers who use video grow revenue 49% faster than non-video users. (Aberdeen, 2015) (Source: https://www.hubspot.com/marketing-statistics)
Whichever social media channels your brand has chosen to engage with your audience, we can all agree that video is beginning to fill up our newsfeeds. This is because algorithms are optimised to show video content over text and images which consequently receives higher engagement rates from audiences, thus reaching more people.
According to HootSuite, Social video is dominating the 18 to 33-year-old demographic. As a result, it’s forcing brands to pay attention and capitalise the incredible ROI video provides. We’re in the age of video, so storytelling is no longer a nice-to-have, but an essential part of any marketing and communications strategy. Why? Video adds a personal element to your messages making them memorable, which in turn, increases engagement and ultimately, your ROI.
Here’s an example of a fun social media video we created of our recent drone race. Yep, we had a drone race in the office!
- Social video generates 1200% more shares than text and images combined (Responsive Bound Marketing).
- 52% of Snapchat users are under the age of 25. (HubSpot).
- 85% of Facebook video is watched without sound (Digiday).
- YouTube has over a billion users, almost one-third of all people on the internet (YouTube).
- 48% of marketers plan to add YouTube to their content strategy in the next year (HubSpot).
- 500 million people are watching videos on Facebook every day (TubularInsights).
- 45% of people watch more than an hour of Facebook or YouTube videos a week (WordStream).
- Snapchatters watch 10 billion videos a day (AdWeek).
- 82% of Twitter users watch video content on Twitter (Bloomberg).
- Among millennials, YouTube accounts for two-thirds of the premium online video watch across devices (ThinkWithGoogle).
- 8 out of 10, 18-to-49-year-olds watch YouTube in an average month (ThinkWithGoogle).
- More than 200 million broadcasts have been created on Periscope alone (Medium).
- 2/3 of users watch YouTube on a second screen while watching TV at home. (Google).
- 100 million hours of video are watched every day on Facebook. (TechCrunch).
Search Engine Optimisation
Videos can amplify your website’s search engine optimisation (SEO) strategies because it allows for your content to be found on two of the world’s largest search engines: Google and YouTube. So, how do you rank for video? Well, optimising your video’s metadata in YouTube allows Google to discover your content, even through YouTube, as it’s given the same amount of authority as written material. Things like your video’s tags, captions, transcripts, descriptions and title will be indexed by both search engines, which effectively doubles your search authority, boosting your overall ranking. Finally, videos can also reduce your website bounce rate, increase your Click Through Rates (CTR’s) and are easily shareable – enticing new eyeballs to visit your site
- 74% of 2017 online traffic is video content (KPCB).
- Including video in a landing page can increase conversion by 80% (EyeView).
- 26% looked for more information about the subject of the video after viewing it (Video Brewery)
- 22% visited the website named in the video ad (Video Brewery).
- 15% visited the company represented in the video ad (Video Brewery).
- 12% purchased the specific product featured in the ad (Video Brewery).
- Video attracts two to three times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search engines. (Source: MarketingSherpa)
A Statista research report forecasted “For 2016, the number of smartphone users is forecast to reach 2.1 billion. The number of mobile phone users in the world is expected to pass the five billion mark by 2019.” That is a lot of smartphones!
Have you ever heard of a Mobile Social Coefficient?
A Mobile Social Coefficient is created by simply combining the following research statistics:
- one-third of the world’s population – 2.5 billion people – now access social media services via mobile devices
- 90% of the world’s internet users go online via a mobile device
- 90 percent of consumer’s mobile time is spent in apps
- Mobile-only social Networks like Snapchat are also snowballing in popularity, and this is driving increases in time spent on mobile devices.
What does this mean for your brand’s video content strategy? Essentially, this means that when planning and creating social video content, it should adopt a mobile first methodology, and be optimised for mobile viewing via apps.
- 92% of mobile video viewers share videos with others (Virtuetes).
- 48% of emails are opened on a smartphone so videos should be compatible (Movable Ink).
We all know that email is still one of the best marketing channels available. Seriously, when was the last time you changed your email address? So what happens when you integrate the performance of video into email? A lot! One way to use video in email is to use a video thumbnail image that’s linked to a landing page such as your website, Brightcove player or even your YouTube channel. The image on the right shows how we use a video thumbnail in our Product Update emails. In this example, the video link goes straight to our Brightcove player. Another way to include video in your emails is to use Animated Gifs. Although they’re technically not a video, they’re a series of frames (2-7) that make an image appear like it’s a short video or simply a moving image. Beware though, animated gifs in Outlook tend not to work, and the gif ends up displaying the first frame only. A quick workaround on this obstacle is to create an opening frame that also acts as a static image!
- Using the word ‘video’ in an email subject line boosts the open rates by 19% (Syndacast).
- People most commonly check their email while watching TV (70%), from bed (52%), on vacation (50%), while on the phone (43%), from the bathroom (42%), and even while driving (18%) (Adobe).
- 48% of emails are opened on a smartphone so videos should be compatible (Movable Ink).
Product videos are a fantastic way for brands to showcase features and benefits of products to their consumers, particularly when they are in the consideration stage of the buying process. Have a look at our video example below where we demonstrate how to keep your Osmo Gimbal, included in the Shootsta Mini Kit, stabilised in a variety of ways.
- Almost 50% of internet users look for videos related to a product or service before visiting a store (ThinkWithGoogle).
- 4 out of 5 consumers believe that demo videos are helpful (Animoto).
- Online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers (DMB Adobe).
- 4x as many customer would rather watch a video about a product than read about it (Animoto).
- According to Internet Retailer, 52% of consumers say that watching product videos makes them more confident in their online purchase decisions.
- The 25-34 age group watches the most online videos, and adult males spend 40% more time watching videos on the internet than females. (Sources: comScore and Nielsen)
It’s also worth noting that video can be used in all areas of your business from HR, Internal communications, marketing, finance, safety, compliance and so much more! The options are, really, only limited by your imagination. What if, you replaced some of your written communications with video; CEO updates, case studies, company policies or product updates, blog posts, newsletters, emails?
Looking for an example of how to use video in a case study, you’re in luck! I have provided a link to one we did with one of our (amazing) clients, HarperCollins Publishers Australia. To view the case study click on the image below (or here)
These compelling statistics, sourced from some of the worlds leading brands, should be enough evidence to support your brand’s pivot to video. It is also evident that Social video will be where your brand should be focusing your video efforts. Now that the last of the big 3 social giants, LinkedIn, has introduced native video to its list of growing features we will see even more video, both personal and branded make some big strides forward.
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