Most businesses know that video is really important as a way of communicating with your target audience, but apart from that statement, it is hard to really quantify just how important video is in as part of your own marketing mix. Well here are ten statistics that are sure to make sure that video you have been meaning to get round to for ages makes its way back to the top of your to-do list!
Product Explainer Videos
Statistic One – 96% of people say they watch explainer videos to find out more about a product
It’s only natural for consumers to research their purchases before parting with their hard-earned cash, especially given the current economic climate. This means that customers will spend time learning as much as possible about a product before adding it to basket.
Statistic Two – 88% cited a product explainer video was a factor in their decision to purchase
If you have two comparable products, and you can see one of them from multiple angles, with a demonstration, interaction and possibly even a review – which one are you going to choose?
(Source: https://blog.hubspot.com/marketing/state-of-video-marketing-new-data)
Software videos
And it’s not just physical products that benefit from an explainer video
Statistic Three – 79% of people say they’ve been convinced to purchase an app or piece of software because of a video.
Digital products can feel a bit like a leap of faith for consumers, with lots of providers offering a free trial or a basic version that people can upgrade from if they like what they see. But if you can show off the functionality and experience your app or software offers, these potential customers are going to feel a lot more comfortable with what they are buying into.
(Source: https://www.wyzowl.com/video-marketing-statistics/)
Talent Acquisition and Recruitment
In a noisy recruitment marketplace, how can you make your business stand out from the rest to attract the best candidates? Investing in video marketing for hiring and retaining staff can really make a difference.
Having a dedicated video to showcase your organisation can give applicants a real sense of the culture, the physical environment and the investment in people you pride yourselves on.
Statistic Four – Job listings that included video got 12% more views than listings without video.
In the same way that you want to find candidates that stand out from the crowd, those same candidates also want a prospective employer that stands out from the crowd too, so it is no wonder that listings that have professional video content get greater levels of engagement.
Statistic Five – Employers who used recruitment marketing videos saw 34% increase in applications
(Source: https://hiring.careerbuilder.co.uk/e-book-best-practices-for-writing-a-better-job-posting)
Not only do videos work well in a specific recruitment context, but LinkedIn plays a big part in brand awareness and networking for businesses of all sizes.
Statistic Six – Video posts on LinkedIn are shared 20 times more than other content formats
Sharing videos on your LinkedIn feed is a great way of expanding your network and reaching people who you aren’t directly connected with. The added bonus from a talent acquisition perspective here is that you’re more likely to see a share or interaction from someone you know and that gives more credibility to the original post.
Statistic Seven – Increase engagement with your brand online
Video content is an excellent way to engage with your client base, and increase your reach and encourage brand loyalty. And the best news? This is content that people want to see.
Statistic Eight – 9 out of 10 people want to see more videos from brands and businesses
(Source: https://blog.hubspot.com/marketing/state-of-video-marketing-new-data)
Statistic Nine – 93% of brands got a new customer because of a video on social media
(Source: https://animoto.com/blog/news/social-video-trends-marketers-2020)
Those businesses harnessing the power of video seeing new customers – and once you’ve made the video it does the job for you – social media can be your sales team while you get on with running your business.
Statistic Ten – Emails including the word “video” are opened 7% more than those without
If you’re already sending out a newsletter or email campaigns are a staple in your marketing strategy, these are the perfect place to use video! Improving your open rate means more of your audience are hearing what you’re saying.
If you’re posting on Facebook and wondering why your engagement figures and follower count aren’t increasing, maybe it’s time to look at what content you are sharing.
Video posts have the highest organic engagement on Facebook
(Source: https://blog.hubspot.com/marketing/facebook-video-stats-infographic)
“Organic engagement” is the magic terms every marketeer loves to hear – this is because firstly – organic engagement is free compared with paid for ad campaigns, and secondly – it also means your content is engaging and genuinely interesting which is perfect for building credibility and shows that you’re not buying your audience.
Things to consider
Before you get carried away with ideas for lots of new video content, it’s worth bearing in mind a couple of things that could impede the success of video marketing.
Video length
Depending on the context, the duration of your video can really impact engagement. For promo video and social media posts where viewers are impatient or easily distracted, videos of up to 2 minutes attract the most engagement. After that golden window has past, there is a significant drop off in viewership. However – if you are posting an informative video with lots of detail, the purpose of your video is education and the people watching it will have more tolerance. For example, if people make it past 6 minutes there are hardly any drop offs in engagement.
Silent movies
Whilst the introduction of sound to the film industry began in the late 1920s, the way people consume video has changed significantly in the last century.
Because of the nature of mobile phones, viewers can be absolutely anywhere when consuming media on their portable devices and given that these are often public spaces, 92% of consumers watch videos with the sound off! (Source: https://invideo.io/blog/video-marketing-statistics/)
This means that if you are relying on the voiceover or someone talking to camera to deliver the most important aspects of your message, the vast majority of viewers could be missing the point.
One way around this is to build on-screen text into your video either through motion graphics, typography or captions – making it easy for everyone to follow the content of your video when silent viewing no matter where they are viewing and on what device. You can find out more about captions in this blog dedicated to the subject.
Summary
This is a lot of information to take in when contemplating video content for your business, but luckily for you we have a wealth of experience in knowing what kind of video works best in different contexts, and we’re more than happy to advise! Get in touch with us to take your video marketing to the next level, and increase ROI on your video production.
