It can sometimes be hard to grasp the tangible value of video marketing. We’ve all heard the benefits of video marketing; it’s ‘engaging’ and ‘sharable’… but what about the statistics?
Andrew Follett, Founder and CEO of Chicago-based ‘Video Brewery’ has pieced together eighteen big video marketing statistics – but we’ve focused on the benefits for you and your business.
Here are seven percentages that highlight the real impact of using video for your business.
The percentage of internet users who remember watching a video advert online in the last 30 days. Sceptics out there will be relieved to know that the ‘skip’ button isn’t as widely used as you might think; 46% of that figure took action after viewing the advert.
According to the Online Publishers Association, the actions include:
- 26% – looked for more info about the subject of the video
- 22% – visited the website named in the advert
- 15% – visited the company represented
- 12% – purchased the specific product featured
The increase in chance that a website visitor will buy a product on your online retail site after watching a video. This demonstrates that it’s not always about grabbing attention with video, but instead, about being helpful and providing more information to close the sale.
That being said, engagement certainly plays its part. Visitors will spend on average two minutes longer browsing than those who aren’t offered video. An average of two minutes quickly adds up when you apply it to all of your website traffic.
Naturally, we like to focus on e-commerce, but online video marketing isn’t just for retailers and wholesalers. An Australian real estate group reported that their listings with video content receive a massive 403% more enquiries than those without. Quadruple the number of leads than their video-less counterparts!
So if you think video isn’t for you because you’re not selling traditional products, maybe it’s time to start thinking a bit more creatively?
The majority of senior executives would rather watch a video than read text, according to Forbes Insight.
This is where the ‘stand out with video’ argument comes in. People who see walls of text throughout the day are happy to have it broken up with something different. Appeal to that need, and stand out to get in front of the decision-makers.
Again, it doesn’t stop there. 65% of those who view a marketing video click through to the provider’s website, 50% will continue to look for further information themselves and 45% say that they contacted a company after seeing an online video advert.
50% of those who viewed an online marketing video went on to make a purchase.
We know the benefits of video marketing aren’t restricted to e-commerce, but it’s not even limited to websites.
In 2010, an Implix email marketing survey discovered that the inclusion of video in an email increased click-through rate by 96%. Almost double the number of contacts were moving onto the website link provided, just because of the inclusion of video.
Impressed with 96%? We were too, but the last stat is superseded here. A survey by the Forrester marketing group demonstrated that the click-through rate on emails with an ‘explainer video’ shoots up by 200%. A simple how-to guide or training video can triple the number of people going from your email to your website.
Another video-email hybrid, this time courtesy of automated email marketing provider, Eloqua.
Not only does video help increase your click-through rate, but the team at Eloqua noted that including video in an introductory email reduced the number of subscriber opt-outs by 75%.
Even if people aren’t going from your email to your website, they’ll be 75% more likely to stick around for your next attempt. This is vital in making sure your mailing list isn’t withering away over time.
It can be easy to be swept along with the hype, but there’s a reason video is so prevalent – it delivers results.
Being engaging and sharable is fundamentally about increasing your sales and leads. If you want further proof that video drives results, get in touch with our dedicated video production team and we’ll demonstrate why you need video marketing to stand out from your competitors.