15 Data-Backed Reasons Why Video Marketing Is Crucial

Video Marketing

Are you considering adding video to your marketing mix? If so, does the cost, the return on spend or the time intensity of video production provide cause for concern? Even with these worries in the back of your mind, the reasons to jump on top of the video marketing band-wagon far exceed the negatives. To help support this notion here are 15 data-backed reasons why video marketing should be integrated into your digital marketing.

1. 1 Minute Of Video Is Equivalent To 1.8 Million Written Words

According to Dr. James McQuivey of Forrester Research, a minute long video has the equivalent value of 1.8 million words. Which would be approximately 3,600 typical web pages that could take well over 100 days of writing. Video is one of the types of content that generates the most engagement on social media – 150% of the engagement of a normal text-only post – and while it’s harder and more expensive to produce than text posts, it’s not harder or more expensive than 1.8 million words!

2. 59% Of Senior Execs Would Rather Watch Video Over Reading

According to Forbes Insight, 59% of senior executives would rather watch videos than read text articles. About 65% of those who view a video click through to visit the vendor’s website; while 50% look for more information and 45% report that they contacted a vendor after seeing an online video advert. About 50% of those who viewed an online marketing video went on to make a purchase from that company for their business.

3. 96% Increase In Click Through Rates For Video Emails

According to a 2010 Implix marketing survey, introductory emails that feature videos have a 96% increase in click-through rates compared to emails without video.

4. Video Email Click Through Rates Increase By 200%

In 2010, the Forrester Marketing Group surveyed businesses and found a marked effect for video. When marketers included a marketing or explanatory video in an email, click-through rates increased by between 200% and 300%.

5. 403% More Leads On Property Listings With Videos

Enquiries jumped by a staggering 403% on an Australian property agency website on property listings with video walkthroughs compared with those without walkthroughs. In other words, property listings with videos generate four times more leads than those without video.

6. 55.4% Of Internet Users View At Least One Video Advert Each Month

According to comScore, 54.4% of internet users view at least one video advert over the course of a month. The average internet user is exposed to an average of 133 videos in a month, which increases the chances of your marketing message being seen.

7. 80% Of People Have Viewed A Video Advert In The Last 30 Days

According to Online Publishers Association, 80% of internet users recall watching a video advert on a website they visited in the past 30 days. Of that 80%, 46% took some action after viewing the advert. Their actions included:

  • 26% looked for more information about the subject of the video
  • 22% visited the website named in the video advert
  • 15% visited the company represented in the video advert
  • 12% purchased the specific product featured in the advert.

8. 100 Million People Watch Videos Online Each Day

At least 100 million internet users tune in online to videos each day. Yes, some of that is watching cats, but a lot of it is people using the web as a reference resource; going onto YouTube, or Google, and asking ‘How Do X?’ And a lot of them are in the market for a product or a service.

9. 75% Of Business Executives Watch A B2B Video Once A Week

Forbes insights also revealed that 75% of executives watch work-related videos on business websites at least once a week. The results break down to 50% watching business-related videos on YouTube, and 65% who said they visited the marketer’s website after viewing a video.

10. 16 Minutes On Average Spent Watching Online Video

According to comScore, an average internet user spends 16 minutes 49 seconds watching online video adverts each month. Not using video marketing means missing out on a great opportunity to bring your company, brand, product or service to the attention of an audience actively looking for it, like the executives in Forbes’ survey. Video marketing may be the one place where people will come to you to hear your elevator pitch – isn’t that worth chasing?

11. 16% Of YouTube Video Sharing Occurs On Tuesdays

According to research by Sysomos, 16% of YouTube videos are embedded, linked or shared on Tuesdays between 11:00 am and 1:00 pm.

12. 90% Of Online Shoppers Find Video Useful For Making Purchase Decisions

According to this report by InternetRetailer, 90% of shoppers on an online retail site said they found video helpful for making their purchase decision. Retailers who provide video that showcase their products report a sharp split between the sales figures of products that are and are not supported by video.

13. Conversion Rates Jump By 64% On Ecommerce Product Pages With Videos

Website visitors are 64% more likely to buy a product on an online retail site after watching a video. Additionally, visitors who view video stay on the site an average of 2 minutes longer than those who don’t according to comScore. That’s a major ‘stickiness’ boost!

14. Marketers Have 10 Seconds To Grab Viewers’ Attention

According to research by Visible Measures, 20% of viewers will click away from a video in just 10 seconds or less. You’ll lose about 30% of your viewers in about 30 seconds, 45% by 1 minute and almost 60% have quit by the 2-minute mark. Those numbers aren’t proportional to the video – they’re absolutes. The first few seconds are critical. Mobile viewers seem to have longer attention spans, though, typically watching for between 2.4 minutes and 5 minutes, depending on device (Apple customers have both the longest attention span, at 2.4 minutes average for iPhone users, and the longest at 5 minutes for the iPad).

15. 75% Fewer Unsubscribes

According to Eloqua, an automated email marketing provider, marketing emails that contain or feature a video generate 75% fewer unsubscribes as compared to marketing emails without videos.

Bonus: Video Duration – 15 Seconds Is The ‘Sweet Point’

Videos that are 15 seconds or shorter are shared 37% more often than those of between 30 seconds and 1 minute, according to a 2011 research by Jun Group. If you make your video longer, the figures go down – 15-second videos are shared only 18% more than videos over a minute long, suggesting a ‘trough’ at around the 1-minute mark.

Effective video marketing has to grab viewers, and keep them; it has to be engaging from the start. Video analytics enables you to know who viewed your videos, how long for and where they click away. That information lets you target your video marketing efforts better.

If you haven’t already begun implementing a video marketing strategy, now’s the time to start. Remember those engagement and lead conversion figures – 403% should be enough to get anybody animated!

Kevin Dooley

Kevin Dooley is the Marketing Manager of wireless communications specialists Westbase Technology, a leading European and online distributor of specialist communication products for use in machine-to-machine (M2M) networks, device networking, wireless broadband and digital signage.

  • Thanks so much for including some of our Sysomos research in here for your readers!

    Cheers,
    Sheldon, community manager for Marketwired