Video Marketing : The Future Of Social Media
In the last 10 years, the digital landscape has changed significantly. People are phasing out desktop and laptop computers to search the web and interact. Instead, they are picking up their mobile phones and tablets. What’s more, digital technology is cheaper today than it’s ever been before; there are virtually no boundaries on how, when and where people can interact with content.
Video marketing is one of the best platforms for value, relevance and flexibility consumers need, all while catering to the on-the-go lifestyle.
Video Marketing Volume Statistics
- 82% of Twitter users watch video content on Twitter
- YouTube has over a billion users, which counts upto one-third of total internet users.
- 45% of people watch more than an hour of Facebook or YouTube videos a week.
- People watch more than 500 million hours of videos on youtube each day.
- More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.
- 87% of online marketers use video content.
- Every minute, 72 Hours of video are uploaded to YouTube.
- One-third of online activity is spent watching video.
- 85% of the US internet audience watches videos online.
- Men spend 40% more time watching videos on the internet than women.
Mobile Video Marketing Statistics
- Over half of video content is viewed on mobile.
- 92 percent of mobile video viewers share videos.
- 90% of Twitter videos are viewed on a mobile device.
- 10 million videos are watched on Snapchat per day.
Video Marketing Engagement Statistics
- 51% of marketing professionals name video as the type of content with the best ROI.
- Marketers who use video grow revenue 49% faster than non-video users.
- 59% of executives agree that users choose video over text.
- Social video generates 1200% more shares than text and images combined.
- Video drives a 157% increase in organic traffic from search engine results.
- Videos up to 2 minutes long get the most engagement.
- 85% of Facebook videos are watched without sound.
- Video on a landing page can increase conversions by almost 80%.
- Native videos on Facebook have 10 times higher reach compared to YouTube links.
- The average conversion rate for websites using video is 4.8%, compared to 2.9% for those that don’t use video.
- Having a video on a landing page makes it 53% more likely to show up on page 1 of the SERP.
- 46% of users act after viewing an ad.
- An initial email with a video receives an increase click-through rate by 96%.
- 14% of marketers used live videos in their social media marketing in 2016.
- 44% of SMB owners and marketers plan to put money behind video content on Facebook in 2017.
- Video attracts two to three times as many monthly visitors.
- Blog posts incorporating video attract 3x as many inbound links as blog posts without video.
- Combining video with full-page ads boosts engagement by 22 percent.
Fun Video Marketing Facts
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
- Internet video traffic will be 69% of all global consumer Internet traffic in 2017.
- By 2019, internet video traffic will account for 80% of all consumer Internet traffic.
- The average user spends 88% more time on a website with video.
Not convinced video marketing is the way of the future? Here are a few statistics to help you understand exactly how popular video marketing has become in recent years, according to news shared by HubSpot:
- Video is projected to claim more than 80% of all web traffic by 2019.
- Adding a video to marketing emails can boost click-through rates by 200-300%.
- Embedding videos in landing pages can increase conversion rates by 80%.
- 90% of customers report that product videos help them make purchasing decisions.
- According to YouTube, mobile video consumption grows by 100% every year.
- 64% of customers are more likely to buy a product online after watching a video about it.
- 87% of online marketers are currently using video content in their digital marketing strategies.
- A third of all the time people spend online is dedicated to watching videos.
- Video ads now account for more than 35% of all ad spending online.
- 59% of company decision makers would rather watch a video than read an article or blog post.
- Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.
Determine what your video content will accomplish and your target audience:
A successful video marketing needs a mission statement. A simple, one-liner that sums up:
- What type of content you’ll make: Educational videos? Entertaining? Practical? A mix? Your brand’s tone and audience’s needs should determine your approach here.
- Choose your target audience: outline your target demographic with as much detail as you can.
- What your audience should take away from your videos: What’s the value add of your content in particular? What does it help your audience do?
Center it Around the Story, Not The Sale
There is a heap of sales clutter actively on the Internet that is repelling your customers. Your video should be centered around the story and not the sale.
Make the most of the emotive power of video by appealing to your consumers’ needs and hidden desires. You can always place a strategic and relevant call to action alongside a tracked URL at the end of your video (just make sure it fits into your overall story).
Make it the Best 10 Seconds Ever
Spark your audience’s curiosity by asking questions and using teasers to hook their attention right away. Your video should immediately convey its value and answer that “why should I watch it?” question that will be on your audience’s mind.
One fifth of your viewers will click away from a video within 10 seconds or less. Short and to the point video is what the video experts are recommending. Get right to the grit of the tale and manage expectations from the outset (within the first 5 to 10 seconds).
Dharmesh Shah, Founder, and CTO of HubSpot says it best: “The worst thing to do is make a completely boring video. Videos that are pure marketing puff pieces don’t spread.”
Think your B2B audience can’t handle humor? Dharmesh makes an excellent point: the HubSpot audience is primarily B2B (but that won’t hold them back from being entertaining). Don’t feel restricted by what’s gone before you in your industry and don’t try to emulate your competitor’s stiff tone and yawn some script. Stand out and take a chance on being funny.
Optimize for Search – Tag it Up
There are plenty of strategies you can use to ensure your videos get found easier in search engines. The first thing you should do to derive the maximum SEO value from your video (before you upload your video to any sharing sites) is to host it on your own domain. It’s also important to enable embedding on your video as this will help you increase the likelihood of receiving inbound marketing links. Oh and don’t forget to avail of video sitemaps.
When it comes to video for SEO, descriptions are everything. Why? Well, descriptions allow Google’s search spiders to make sense of your video and understand what the content entails. So make sure your videos are tagged with relevant keywords and fully explained with fleshed out descriptions and unique titles. Keep this rule in mind: if it has a box, it has a purpose – Google needs you to fill it out to help you rank.
Educate & Prove Yourself
One of the most powerful methods you can use video marketing for is to educate your audience. And the great thing is that education comes in many forms. For instance, you can teach your customers how to use your product or service and provide useful tips on how to make the most of it. Or you can create a webinar to showcase your industry knowledge, position your brand as a thought leader, add value to your consumers’ lives and collect leads in the process.
Video can also provide social proof for your product or service. According to WebDam, customer testimonials have the highest effectiveness rating for content marketing at 89%. Video success stories should focus on the story of your customer and the success he/she achieved from using your product/service.
Measurement is the Crown Jewel
When it comes to measurement, don’t fall into the trap of making it all about the views. The right video technologies track much more relevant insights such as who is watching the video, how long they are remaining engaged, what portions are re-watched, exactly when conversions are happening, and other engagement inflection points that impact your top-line.
Online video is vastly becoming one of the most important and inventive parts of the modern marketing mix. It can seem daunting to dive into, but this report offers a good place to start for understanding how much more comprehensive video can be a weapon in your arsenal when you approach it with a balance of strategy, integration, and measurement. And of course, it highlights the importance of thinking about your video strategy as an integral part of your conversion and customer acquisition strategy, because views don’t count—customers do.