With Liquid’s Q4 Lunch and Learn right around the corner, I thought it best to take a little time to whet your appetite. These 11 compelling statistics highlight the importance of video content existing heavily within your marketing strategy.
It’s important to note these statistics represent what video can accomplish as a medium (or a tactic/part of a tactic). Like executing any tactic, a well thought out strategy, great content, and great creative are paramount to success. If you keep those fundamentals in mind, and commit to creating and distributing more video content and video advertising, you’ll see increased success in 2017.
1. YouTube reports mobile video consumption rises 100% every year
This little nugget highlights an incredibly important trend. Video consumption on mobile, and mobile device usage in general, is only something that will continue to increase. Making sure videos are optimized for mobile experiences is paramount. Otherwise, you simply won’t be capitalizing on where video content is consumed.
2. According to Online Publishers Association, 80% of users recall a video ad they viewed in the past 30 days.
In an increasingly noisy and often fragmented digital media landscape, utilizing mediums like video that naturally create recall (good creative sure helps too) goes a long way in creating conversions after a moment of immediacy has passed. At the very least, video proves very effective at getting users to do more research. Either situation is a win for your company.
3. After watching a video, 64% of users are more likely to buy a product online, according to ComScore.
Video creates increased purchase intent in a large percentage of online users. If you combine that with the aforementioned recall well-executed video causes, what you have is users who are more likely to buy for a longer period of time.
4. 96% of B2B organizations use video in some capacity in their marketing campaigns, with 73% reporting positive results for their ROI, according to a survey conducted by ReelSEO.
B2B organizations typically have a different purchase funnel for their customers/potential customers than B2C companies, but the effectiveness of video is no different. With longer purchase cycles and different buying habits, creating great content in a medium shown to have the most effectiveness among decision makers is a great way to acquire customers and keep them loyal.
5. According to Forbes, 59% of executives would rather watch video than read text.
With the majority of decision makers preferring video as the consumption method to learn about your company, products, services, etc., why wouldn’t quality video content be a part of your marketing strategy? Video has proven it is often a fundamentally more effective medium for distributing informational content. So if you’re trying to reach a decision making executive, it needs to be part of the plan.
6. Enjoyment of video ads increases purchase intent by 97% and brand association by 139%, according to Unruly.
This statistic tells two stories. Positive reaction to any advertising is always a priority. However, where video differentiates itself from other forms of advertising is the extreme boost provided to the chance of purchase. Additionally, video does an incredible job of entrenching a brand within a user, thus creating key associations between products and companies. This is an essential step in taking a relationship with a customer from being transactional to loyal.
7. According to Implix, an introductory email that includes a video receives a click-through rate increase of 96%.
Email marketing remains the truest representation of 1 to 1 marketing. What better way to capitalize on a personal distribution channel than to provide a user with content in the medium offering the most immersion possible? Introductory emails occurring after someone opts in to receive content or information from you also happen to be one of the most important interactions you can have with a potential customer. Use video to take advantage of this channel as well as the timing within the customer/brand relationship.
8. Mist Media reports that the average internet user spends 88% more time on a site with video.
As the place where your owned content lives, your website is one of the best places to tell your brand’s story and show (show, not tell, being a key distinction here) why your products and services are unique. As a storytelling mechanism, video is basically unmatched and also offers the best methods to educate visitors to your site. Making sure your website video is visible and memorable is a surefire way to start planting the seeds of recall and loyalty.
9. Animated explainer videos increase conversion rates by 20% according to Unbounce.
Animation has proven to be a great way to educate and provide overviews of products or services in an entertaining and easily digestible manner. Landing pages are often meant to serve as destinations that help facilitate a conversion in a quick, user friendly manner. What better way to capitalize on the high intent of a landing page visitor than an easily accessible, but highly informational piece of video?
10. 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video according to Forbes.
Video can have a significant place in every part of the marketing funnel, and the beginning is no exception. As an “ice breaker,” many types of video content create high interest and kick-start the lead nurturing process. By creating a visit to your website or a phone call, you now have a warm lead ready for more personal attention from your sales team or engagement with the additional content on your website.
11. 90% of users say that seeing a video about a product is helpful in the decision making process.
There may not be a better statistic to sum everything up than the above slice of data. Simply put, while serving as a wholly entertaining and engaging medium for content consumption, video helps to provide clarity in a sea of confusion. How many content mediums and ad channels can claim to be helpful to 90% of users in their decision making process? Only one.
I hope this appetizer was the perfect primer for our Lunch and Learn on November 16th. We will expand on the data above and discuss how to create different types of video, the technology behind video, video distribution tactics, and even the psychology behind what makes video so effective. Register to get fed, and learn why video is an absolute must for your 2017 strategic planning.
About Jason Mastroianni
Jason Mastroianni is the Head of Strategy at Liquid Interactive. Jason oversees or executes cross-functional work and often serves as a lead strategist for core Liquid clients where he ensures the integrated sets of decisions made every day are properly aligned to vision, planning, execution, and iteration.