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By: Christine Austin on August 9th, 2016

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6 Intriguing Stats: Why You Should Implement Video Marketing


As the world of marketing has continued to evolve, agencies and businesses have been attempting to develop new ways to attract leads and promote their brand.

While competition has become much more fierce, businesses have begun developing new strategies to better engage with their users.

For many, video marketing has been a very profitable solution to help differentiate themselves.

Video has the ability to illustrate a brand’s story, personality, product, or even a mission faster than words alone. Rather than worrying about your users hitting three pages that help explain all that, users can sit down and capture all that data in a more memorable, quick format.

Users also have more fun engaging with videos. As it is, Snapchat has now overtaken Twitter with a user base of more than 150 million every day compared to the 136 million daily users of Twitter.

What's even more critical about video as a marketing tool is how easily it can be shared across social media, especially if it’s one that resonates with a wider audience outside your targeted one.

If you aren’t sure if video marketing is the best fit for your brand, try checking out these statistics to help convince yourself why video marketing is vital to your brand’s growth.

1. 70% of consumers say that they have shared a brand’s video. (Wyzowl) Tweet this stat!

According to MarketingCharts, the most important personal driver for users when sharing content (either self-created or external, in this case) is to connect with people, share knowledge, or make awareness of an issue. The top motivation for doing so is because the content was found to be humorous or entertaining. 

With this in mind, when creating a video promoting your brand that you want high share counts with, make sure it’s meant to attract users who are in the awareness stage of the buyer's journey, rather than consideration; as this content is likely to be “lighter”

Users will have a much more enjoyable time watching a video intended for those in the awareness phase and understanding its message, rather than one whose sole purpose is to convert users.

As the video is shared, those who find the message resonates with them are the ones who will continue to investigate your company more, and your website can do the rest to help convert them.

2. 72% of businesses say video has improved their conversion rate (Wyzowl) Tweet this stat!

Lack of video on your website could be a huge mistake in explaining to your users an aspect of your company that may help push them towards converting.

One example I love is Wistia’s video promoting their new video player, Vulcan. Rather than someone sitting and explaining exactly what their video does, they chose to illustrate the player’s importance in a more creative fashion that also illustrates why the product is necessary.

Once the video’s over, users are left not only understanding how videos video player as improved and outperforms older players, but with a little giggle too!

3. 52% of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo) Tweet this stat!

Video comes in handy to show certain interactive products full potential.  Users like proof that the product, not only works, but functions and looks the way they expect. They want to know that using it will be easy for them to navigate and understand and video helps achieve that better than a static image.

Products such as the Amazon Echo, whose vocal functionality is the interaction you have with it, benefit greatly from a video of it in use. This way users can get a sense for it in an everyday environment before deciding if it’s something that integrates into their own life.

4. 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video. (Forbes) Tweet this stat!

This statistic is incredibly important for those of us who do most of our business over the phone, especially if the one calling is a company decision maker.

In this situation, video can help be the deciding factor between purchasing or passing on a product.

The video doesn't even have to be something super dry and heavy. For example, try hosting a light webinar that explains what your product does, or, make a short video animation that advertises its benefits. Make sure you keep your mind open when storyboarding your idea!

5. 92% of mobile video consumers share videos with others. (Invodo) Tweet this stat!

At this point, you already know that mobile users have begun outperforming their desktop counterparts, and those numbers won’t be reversing anytime soon.

For these users, it’s imperative that the video is able to overcome any opticals that mobile may present. For example, when embedding your video, make your your video itself is responsive, otherwise, it may be impossible for mobile users to view.

If you choose to have a CTA at the end of the video, be wise to those viewing it on a smaller device. It may end up being more challenging for them to complete the action, for example, asking them to go to a URL with a non-responsive webpage. Mistakes like this can end up costing a portion if qualified lead conversions.

Due to the size of most mobile screens, make sure the video isn’t trying to focus on anything too small and difficult to see for those on smaller screens. You want users to be able to watch and understand it regardless of the device they view it on.

6. 96% of B2B organizations use video in some capacity in their marketing campaigns of which 73% report positive results to their ROI. (ReelSEO) Tweet this stat!

One of the biggest pushbacks businesses has when deciding whether or not video marketing is the right solution for them is what the ROI of it is and how it’s measured.

Rather than just using views as a metric to prove ROI, you can also integrate analytics from heatmaps, average watch duration, and re-watch rate. Segmenting out what users are rewatching the videos can signify customer interest and allow you target them for campaigns to continue working them down the sales funnel.

Wistia can help you track the popularity of your videos and their performance and what sections of the video people are rewatching the most. From there, you can see which users are watching it the most, and begin targeting them with content or emails that continue to resonate with them.

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About Christine Austin

As the front-end web designer/developer for IMPACT, Christine uses her knowledge to help create dynamic visual and interactive solutions. Her attention to detail, innovative skills, and passion for anything UX drives her to constantly learn and improve. In her off time, Christine enjoys doing anything involving yoga, watching cat videos on youtube, or dabbling in fine art.

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