How much time did you spend watching videos this week? Personally, I researched the latest iphone, watched a few TED Talks, enjoyed some music performances, and opened some clips on social media. I viewed them on my laptop and my phone, just like billions of my fellow humans all over the world. It all adds up to video being the hottest content asset a company can have–and this article has the statistics to prove it.
Among the benefits I’ve covered here are video’s impact on brand awareness, organic search results, purchases and revenue, social media shares and clicks, and more. After you check out the information below, you’ll be sure to think more about how your company can use video content to its maximum advantage.
Consumers like watching video content, and they want more of it. Studies suggest that many users skip over other content in favor of finding a video to click on–almost as if text content, even with images, were invisible. Many go right to Youtube, rather than Google a topic. The vast increase in video uploads and the innovative ways in which companies are leveraging video lead to one conclusion: companies need video content to level the playing field and gain visibility.
- 54% of consumers want to see more video content from a brand or business they support. (Hubspot)
- 85% of all US internet users watched online video content on any device, with 62% consuming online video via mobile. (Statista 2018)
- Internet video traffic made up 69% of all global consumer internet traffic in 2017. (Wordstream)
Add video content and watch search rankings, click-through rates, and organic traffic go up, up, up. You can leverage video for seach even if you don’t have your own branded content. For example, here’s a video from Ahrefs about YouTube SEO/Video Marketing (watch the video). I can just provide a hyperlink (like I just did), or I can easily embed it by clicking Share, then Embed, and getting the Embed Code–and simply pasting it into my content, like I did below. True, this doesn’t go to my own website, but it will still increase my results and provide a good user experience.
Here are some persuasive statistics on how video affects SEO.
- Video search results have a 41% higher click-through rate than plain text results. (aimClear)
- Videos are 53x more likely than traditional web pages to receive organic first-page rankings. (Forrester)
- Video results in a 157% increase in organic traffic from search engines. (BrightEdge)
If you want your sales force to be happy (and successful), give them leads who are interested in your product and are strong potential customers. Video is a powerful leads generation tool with a high conversion rate. In addition to getting more leads, video can result in more highly qualified leads going into the pipeline.
- Video marketers get 66% more qualified leads per year. (Optinmonster 2019)
- Video on landing pages can increase conversion by 80% or more. (EyeView Digital)
- Emails with a video increase CTR (click-through rate) by 63%. (Social Media Today)
Video is the name of the game in 2020 and beyond. Marketing professionals are increasingly putting more of their resources into video content assets. A great majority of them feel they’re hitting the mark along many of their success metrics. Overall, they feel that video gets them positive ROI, so the trend continues to grow.
- 87% of video marketers say video has increased traffic to their website. (Optinmonster)
- 80% of video marketers say video has directly helped increase sales (Optinmonster 2020)
- 82% of B2B marketers report success with video marketing initiatives. (Vidyard)
There are many ways to build your brand, from advertising to social media to events to content marketing campaigns. And speaking of content assets, add video campaigns to your content to-do list if you haven’t already. Branded videos are proven to influence shoppers, increase brand awareness, build consumer trust, and increase credibility–all facets of brand-building.
- 80% of every 10 users have purchased software/apps after having watched the brand’s video. (Wyzowl)
- Video marketers achieve a 54% increase in brand awareness. (Optinmonster)
- 58% of consumers trust a brand with videos more than a brand without. (Animoto)
No matter what social media channels your customers use, video will strengthen your social media strategy. Video posts on LinkedIn, Twitter, Facebook, and other channels give you an important boost over just posting text and images when it comes to views, shares, likes, and other metrics.
- Videos on social media generate 12x more shares than text and images combined. (Tubular Insights)
- LinkedIn users are 20x more likely to share a video than any other type of post on that platform. (Social Media Today)
- Tweets with videos see 10x more engagement than those without. (Social Media Today)
This part’s easy–Just look at the numbers below. I’m really not sure I need to say any more, except that video drives sales and revenue.
- Marketers who use video grow revenue 49% faster than non-video users. (Wordstream)
- Profits from video marketing campaigns earn 10x more than photo ads. (99firms)
- Video marketing revenue is expected to keep growing by 14.6% each year. (99firms)
This section of purchasing clearly ties directly into the revenue section above. Higher revenues attributed to video marketing are the result of studies showing the influence of videos on purchasing behaviors. They can draw in potential customers, keep them on your web page longer, be persuasive about why they should buy from you, and give your sales force powerful tools. Video content gives potential customers information they need and a positive experience, helping your bottom line.
- 93%of marketers say they’ve landed a new customer thanks to a video on social media. (Optinmonster)
- 64%of consumers make a purchase after watching branded social videos. (Social Media Today)
- Online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers. (Adobe)
A Video is Worth More Than Text and Images Alone.
Producing videos takes time and money, but they’re undoubtedly a valuable addition to your content library. Even if you can’t make your own branded content, there are billions of YouTube videos that can support whatever topic you choose to write about. If you need help developing content, including a video script or content to support a video, I invite you to contact Amy Westebbe at Westebbe Marketing. (617) 699-4462 or firstname.lastname@example.org.
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