YouTube. Ustream. Vimeo. Vine.
Marketers are now recognizing the value of finding new and interesting ways to reach consumers through video marketing.
Imagine that you are having a conversation with a good friend.
You’re spilling your heart out; going on about the best slice of pizza that you have ever had at this new place downtown.
A week later, you invite that same friend to this pizza spot, only for them to say, “I’ve never heard of it.”
You’re probably thinking, “Was he even listening to me?”
This is a challenge that marketers face on a day-to-day basis.
You can spend weeks creating amazing content but how much of your content is actually being consumed?
Is your target audience actually listening to your message?
Realistically speaking, humans have short attention spans.
According to a recent study from Microsoft, the average human attention span has dropped down to eight seconds.
 How do we, as marketers, stand out?
Text is great.Images are cool. Videos are even better!
Video marketing is such a simple way to get more engagement on your social media campaigns.
Still don’t believe in the power of video?
Check out these 25 amazing video marketing statistics:
SPEAKING OF SHORT ATTENTION SPANS
Customer attention is the ultimate commodity.
It is something that we have to earn.
It’s not enough anymore to just create messages and put them out on different platforms.
Messages are meant to be heard, seen, and read.
This is why it is important to create relevant content that actually appeals to your target audience.
Focus on the benefits and features of your products and create a message that translates effectively to your consumer.
- Consumers give up on an online video if it doesn’t load in two seconds. (University of Massachusetts Amherst and Akamai Technologies)
- 80% of online video ads are abandoned within the first half of the ad. (VINDICO)
- Videos that are 15 seconds or shorter are shared 37% more often than those that last between 30 seconds and 1 minute. (Jun Group)
Buyer behavior is a very integral part of the decision-making process.
How do consumers think? Why do they think the way that they do?
While we may not be able to answer these questions without doing a little research, it is important to understand that the average consumer does not want to feel like they are being sold to.
So, how do we move towards a more progressive human-to-human experience?
Use a video to speak to your customer, directly.
Yes, this will grab their attention but you will ultimately be establishing a relationship of trust.
- 52% of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
- According to the Online Publishers Association, 80% of Internet users recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took some action after viewing the ad.
- 64% of consumers are more likely to buy a product after watching a video about it. (ComScore)
- The average internet user spends 88% more time on a website with video than without.
- According to NIELSEN Wire, 36% of online consumers trust video ads.
Marketers create conversations.
We are always looking for insight on how to better communicate with consumers.
With that being said, it’s only natural for marketers to love video!
There is nothing more satisfying than hearing, “OMG.
You have to see this!” That is instant gratification of a job well-done.
Give yourself a pat on the back.
You have successfully captured your audience’s attention.
- 52% of marketing professionals worldwide name video as the type of content with best ROI.
- More than 70% of marketers say that video produces conversions better than any other type of content.
- 93% of marketers use video for online marketing, sales or communication. (Brain Shark)
- 76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. (Social Media Examiner)
LinkedIn messaging. Cold-calls.
How does a marketer go about reaching out to the CMO of a multi-million dollar company?
Traditionally, the process is long and drawn out.
You call a phone number and you end up talking to the front desk manager, the assistant, the assistant of the assistant, the VP of Coffee-Getting and so on. What makes you stand out?
Sure, you could send gifts (that’s not weird at all).
You could even do it the old-fashioned way and invite the CMO to lunch but who’s to say that he or she would even give you a response?
Video marketing puts a marketer in a unique position: a new and faster channel that leaves much more room for opportunity.
- 65% of executives have visited a vendor’s site after watching a video. (Forbes)
- 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. (Forbes Insight)
BLOGS & E-MAIL
First of all, every business (including yours) should be blogging and including e-mail marketing into their content strategy.
We always hear that “content is king”. However, we forget that in actually, QUALITY content is king. All of that other stuff is just the court’s jester.
Blogging and e-mailing is like chocolate and marshmallows.
They are great on their own but together, they create s’mores! What’s that you say?
“Where are the crunchy graham crackers?” Video.
Video is the graham cracker in this melty equation.
Incorporating video into your blogging and e-mail marketing efforts ensures that your message is being understood.
After all, that is indeed the ultimate goal.
- Blog posts incorporating video attract three times as many inbound links as blog posts without video. (Source: SEOmoz)
- Your website is 50 times more likely to appear on the first page of a search engine results page if it includes video. (Digital Sherpa)
- Video in email can boost open rates by 20% and increase click-through rates 2X. (Brain Shark)
- Using the word “video” in email subject lines boosts open rates 19%, click-through rates by 65%, and reduces unsubscribes by 26%. (Brain Shark)
HOLY CAT VIDEOS!
Grumpy cats, Miley Cyrus, and amazing wedding proposals.
Video platforms truly bring out the best of the internet (debatable).
There are many easy ways to use Instagram, YouTube, Vine, Vimeo and other video-sharing platforms for business.
It’s just a matter of harnessing the power of each, in your own way. The message you put on Vine will most likely differ from the one that you put on YouTube.
Be sure to do your research and really get a good understanding of which platform will work well for your business.
- 300 hours of video are uploaded to YouTube every minute. (YouTube)
- Five tweets per second contain a Vine link. (7th Chamber)
- Instagram videos are creating two-times more engagement than Instagram photos. (Simply Measured)
- In 2013, Vimeo users streamed 4.9 billion videos.
NEW YEAR, NEW YOU. NEW YEAR, YOUTUBE.
What is the future of video marketing? How will the role of the marketer change?
How will content change?
How will media change?
As marketers learn and grow in their industry, the greatest obstacle that they have to face is: adaptation.
Video marketing could wipeout television and print completely.
This is why it is important to study digital trends and most importantly, always be prepared.
- In 2016, online video traffic will be 55% of all consumer Internet traffic. (Cisco)
- In 2017, 74% of all internet traffic will be video.
- It is predicted it will take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2018. (Cisco Visual Networking Index: Forecast and Methodology, 2013–2018)
Still don’t believe in the power of video marketing?
Here are 25 extra stats to consider:
- Videos increase people’s understanding of tour product or service by 74%. (Youtube)
- Youtube is the number two search engine in the world. (Social Media Today)
- A third of all online activity is spent watching video. (Youtube)
- The average internet user is exposed to an average of 32.2 videos in a month. (comScore)
- Every day 100 million internet users watch an online video. (Marketing Sherpa)
- 50% of users watch business related videos on youtube once a week. (Forbes)
- 75% of users visit the marketer’s website after viewing a video. (Video Brewery)
- 75% of executives watch work-related videos on business websites at least once a week. (Forbes)
- An average user spends 16 minutes 49 seconds watching online video ads every
- 80% of internet users remember the video ads they watch online. (Online Publishers Association)
- 26% of internet users look for more information after viewing a video ad. (Online Publishers Association)
- 22% of internet users visit the website named in a video ad they viewed. (Online Publishers Association)
- After visiting a video ad, 12% of viewers purchase the specific product featured in the ad. (Online Publishers Association)
- Website visitors are 64% more likely to buy a product on an online retail site after watching a video. (comScore)
- Real estate listings with videos receive 403% more inquiries than those without videos. (Silver Mountain Realestate Group)
- Click-through rates increase 2-3 times when marketers include a video in an email. (Youtube)
- Subscriber to lead conversation rates increase 51% when video is included in email marketing campaign (Video Brewery)
- 80% of your online visitors will watch a video, while only 20% will actually read content. (Video Brewery)
- Your website is 50 times more likely to appear on the first page of a search engine results page if it includes video 20 percent will actually read content in its entirety. (Quick Sprout)
- More video content is uploaded in 30 days than all three major u.s t.v. networks combined have created in 30 years. (Youtube)
- 90% of user say that seeing a video about a product is helpful in the decision process. (comScore)
- 45.5% of internet users view at least one video online over the course of a month. (Youtube)
- 45% of viewers will stop watching a video after 1 minute & 60% by 2 minutes. (Insivia)
- 72 hours of video are uploaded to youtube every minute. (PC Mag)
- An introductory company email that includes a video receives an increase click-through rate by 96%. (Implix)
If you’re not incorporating video marketing into your overall marketing plan, you are missing out an opportunity to not only differentiate yourself from your competitors but also, to draw your consumer in in a way that they have not been before.
Digital marketing channels will continue to expand.
It is up to you to move in the right direction.
Feel encouraged to take a video-centric approach to marketing.
I dare you to.