Video marketing has become a central focal point for many business owners and digital marketers. It allows for deeper and more meaningful messages when compared to traditional marketing tactics. However, you might be surprised to learn some of the following facts about video marketing and where it’s headed.
#1) Videos Increase Visitor Duration on Websites By 88%
If you want visitors to stay on your website for longer, you should consider using video. According to Forbes, the average Internet user spends 88% more time on websites with video than websites without video. When there’s video on a web page, many users will stay and watch it, increasing the average visitor duration for that page. And when visitors stay for longer periods of time, you’ll reap the benefits of increased conversions and potentially higher search rankings.
#2) 55% of Consumers Watch Videos Thoroughly
Some business owners are reluctant to use video marketing, believing that users won’t watch their videos all the way through. A report by the digital marketing site HubSpot, however, indicates that 55% of consumers watch videos thoroughly. In other words, more than half of consumers watch videos to the end as opposed to watching them partially. So, even if your marketing message is placed at the end of your video, your audience will still see it.
#3) More Than Half of U.S. Adults Watch YouTube on TV
YouTube has expanded beyond the confines of traditional computers and mobile devices. It’s now being watched on TV. According to Think With Google, more than half of all adults in the United States watch YouTube videos on their TV.
Of course, there are several ways to watch YouTube on TV, including the use a smart TV, video console app, Amazon Fire Stick, Google Chrome and even screen casting. And with the growing trend of “cord cutting,” it’s safe to assume that even more people will be watching YouTube videos on TV.
#4) Smartphones are the #1 Video-Viewing Device Among Millennials
A separate Think With Google report found that smartphones are the preferred video-viewing device among millennials. The search engine giant found that 98% of 18- to 34-year-olds watch videos on their smartphone in a typical day. That’s a higher usage rate than any other device.
What does this mean for business owners? It means that you should focus on creating mobile-friendly videos, especially if your target audience is the coveted millennial demographic. Failure to create mobile-friendly marketing videos is a serious mistake that will hurt your ability to reach new prospects and generate more sales.
#5) Native Twitter Videos Receive 250% More Comments
According to Twitter’s own statistics, native videos on the social platform — those uploaded directly to Twitter as opposed to being linked — receive 250% more comments than tweets without video. Additionally, Twitter found that native videos generate 280% more retweets and 190% more favorites, attesting to the popularity of video among Twitter users.
#6) 8 Billion Videos Are Watched on Facebook Every Day
Twitter isn’t the only social media network on which users watch videos. Facebook is another popular social channel for video viewing. One study found that 8 billion videos are watched on Facebook every day, which translates into roughly 100 million hours.
#6) Video Advertising Doubles From 2015 to 2017
You don’t have to rely strictly on free methods to promote your marketing videos. There are also paid methods of promotion — and they’ve become increasingly popular in the past few years. According to an Interactive Advertising Bureau (IAB) report cited by AdWeek, annual expenditure for video ads has increased from $2.4 million in 2015 to a projected $4.4 million in 2017. IAB calculated this statistic by surveing more than 350 marketing professionals.
Google offers paid video advertising on YouTube as well as other video partner sites through its AdWords platform. Facebook also offers video advertising, which you can find through Facebook Ads. Even Twitter and Snapchat now offers video advertising.
#7) Consumers Prefer Watching Product Videos
There’s no better way to promote a product than by creating an explainer video for that product. These videos show exactly how a product works, which usually helps consumers in their purchasing decisions. In fact, studies show that 4x as many consumers prefer watching videos about products rather than reading about them.
#8) Consumers Recall Watching Videos
Do you remember videos you’ve previously watched online? If so, you aren’t alone. It’s estimated that 80% of consumers remember watching videos they’ve seen in the past 30 days. This is just one more reason to make video marketing a part of your business’ marketing and brand-building strategy.
#9) 56% of All Videos Are Less Than 2 Minutes
You don’t have to create excessively long videos to achieve your marketing goals. According to Social Media Today, more than half (56%) of all online videos are less than 2 minutes long. This doesn’t necessarily mean that you should limit your videos to 2 minutes. It only means that users are willing to watch short videos. Choose a length that’s appropriate for the content of your video and the needs of your audience.