Is video marketing really that powerful?

Published 
February 28, 2022
W

ell the short answer to the question is.... yes. Video marketing really is that powerful. And that's it. Thanks for reading! lol

No seriously it is that powerful and here just some of the reasons and data to back that claim up:

Before we dive into the stats, let’s take a quick look at some of the types of videos you can create to market your business. One of the most common is the explainer video, which is a short video explaining your products or services. You’ll often see explainer videos on the home page of a website, or on a product or landing page.

Other types of video content marketing include:

  • Video ads and promos
  • Video interviews
  • Tutorial videos
  • Product demos and reviews
  • Video testimonials
  • Recordings of live streams
  • Vlogs (video blogs)
  • Social spots

Now, let’s get to the data on video marketing. And before I dive in, I fully appreciate that video and the creation of video really puts a lot of people off doing it. But you really need to move post this and think about your audience’s needs. They don't need a top end production; they just need the right content and if using your phone to create that content is your only way...then that's completely fine!

The ROI of video marketing

Is video marketing really worth it? Research shows us that it is. I mean it really is, a 2020 Wyzowl report found:

  • 89% of video marketers say video gives them a good ROI.
  • 83% of video marketers say video helps them with lead generation.
  • 87% of video marketers say video has increased traffic to their website.
  • 80% of video marketers say video has directly helped increase sales.
  • 95% of video marketers plan to increase or maintain video spend in 2020.

Who’s using video marketing

Another interesting fact is how widespread video marketing is. These video marketing statistics suggest a lot of people are using it.  Wyzowl says 85% of businesses use video as a marketing tool. And most of them are just using low-tech means but delivery a great experience for their audience. You really don't need big money kit to get some great video content out there.

The Content Marketing Institute’s findings are similar. Both its B2B and B2C research for 2020 show that:

  • 71% of B2B marketers use video marketing.
  • 66% of B2C marketers use video marketing.

So basically it's massive! lol

People and online video

So, how do consumers (people) respond to video marketing? The online video stats show that they love it. Research shows that people watch an average of 16 hours of online video per week. And 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

Video’s also an important part of the shopping experience:

  • More than 55% of shoppers use online video while actually shopping in a store, says Google.
  • Wyzowl says that 66% of consumers prefer watching a video to reading about a product.
  • And Hubspot says that 54% of consumers want to see more video content this year.

However, it’s important to get the tone right. In 2017, Wyzowl reported that 75% of consumers decided not to buy a product because the video voiceover annoyed them. An informal and chatty tone is preferred by 83% of consumers. Length matters, too, in video marketing. According to Social Media Examiner, 80% of marketers are creating videos that are 3 minutes or less.

Vidyard’s research shows that the average retention rate for videos across the board is 52%, but the amount of time people will spend watching your videos depends on how long they are. About 68% of people will watch a business video all the way through if it’s under 1 minute. Over 20 minutes? You’re going to reach only 25% of people.

If you’re running video ads, a word of caution. According to research by Verizon and Publicis, 92% of consumers view videos with the sound off. The solution? Use captions. This same report found that 50% of consumers rely on captions because they keep the sound off.

I think the most important take away from all these numbers is that people respond well to video. I think it has something to do with the human element. People will buy from people, and they buy into the why rather than the what. We will follow a Facebook page and an Instagram account based on how valuable we find them...we may even buy from them too. Giving your audience content hat is easy to access and easy to understand is key to gaining their followship...and video is key in helping bring that about.

"Stop selling, start helping". - Zig Ziglar (what a great name).

Mobile video

People love watching video on their mobile devices:

  • According to YouTube, more than 70% of all YouTube video consumption is via mobile devices.
  • Broadbandsearch says users spend 40 minutes a day, on average, watching YouTube on mobile devices.
  • Wyzowl says 90% of consumers watch videos on their mobile devices.
  • And 93% of Twitter video views happen on mobile.

Social video marketing

It does seem like video content is already established itself a huge part of every social media site. Facebook reports that they get more than 8 billion video views daily and newcomer TikTok got an average of 1 million video views per day in its first year.

Video content gets attention; that’s for sure:

  • Twitter says video on Twitter is 6x as likely to be retweeted as photos.
  • YouTube users upload more than 500 hours of new video a minute.
  • Meanwhile, 1 billion hours of YouTube videos are watched daily.

While Facebook is one of the main places where small businesses and professional marketers share video content, it’s not the only important social video network. According to Animoto, 90% of brands post video to YouTube at least once per week and 83% share video on their Instagram feed (80% share to Instagram Stories).

But with more than 2 billion users, YouTube packs a powerful punch. I've seen and continue to see just how effective YouTube can be for brands. Give the people what they want! People want informative, useful, easily findable videos that help with pretty much everything, from cooking to installing software, troubleshooting DIY and the latest croquet techniques!

I guess the coolest thing about the rise of video is that the technology and ease of access to this tech has been so significant over the last few years. And to marry this shift in tech, the desire for video content, improved video platforms and internet speeds have all played their part. Video really is where it’s at...and I've been saying that for years haha.

So what does all this lovely data actually mean for you and your business?

Good question!

Honestly, video is how I get into this visual marketing thing. It's my bread and butter and it makes sense for me to big it up. BUT the numbers don't lie. As much as I love visual cohesion, which comes from much more than just nice video content...I know how effective video is in the marketing space. Done right (even cheaply) it will make for a better user experience, increase brand awareness and most importantly, add real value to your audience. It's a no-brainer.

Finally, and in closing...you do not need to have any serious video productive skills to really utilise video marketing content to help grow your brand and business. Just think about what your audience needs. What gaps exists in your user journey or funnel. And if you don't have either of those, just think about what can be USEFUL to people. Shoot it on your phone, make sure the lighting ok (just not dark) and offer some structure, say hello, open with something useful. Be friendly, happy, approachable, engaging. Then smile and say bye! There really is nothing else to it.

If you are ever looking for video content advice, just drop me a message and I will always be happy to help 🎬🍿

And remember, create with purpose you crazy cats! 😸✌🏻

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