It’s hard to believe, but 2019 is here and that means your marketing strategy calendar should be in full effect! That’s twice as true for your video marketing strategy, since production timelines and content calendars need to be locked down months in advance. You can’t afford to wait.
More importantly – video is your biggest opportunity in 2019.
From interactive video to augmented reality, the video landscape is changing drastically, and users are engaging with visual content more than ever. That means the opportunity to attract qualified leads and convert more users through video marketing is the greatest it’s ever been.
Don’t get behind — before you know it, 2019 will be gone, and your competitors will be stealing your customers with compelling video content you were too late to create yourself.
Stay on top of things with this list of statistics from some of the most prominent media and video marketing resources around!
Video’s Role in Attracting New Customers
Businesses know video is growing.
- 93% of businesses reported gaining a new customer as a direct result of a video posted on social media. (Animoto)
- Digital video marketing is a $135 billion industry in the U.S. alone. (Forbes)
- 73% of marketers created at least two videos a month for social media marketing in 2018. (Animoto)
If you make a video, they will come.
- Of businesses using video marketing, 76% reported an increase in traffic due to video. (Wyzowl)
- Companies using video in their content marketing mix show a 66% higher average website conversion rate (4.8% vs. 2.9%). (Aberdeen Group).
- Almost 5 billion videos are watched on Youtube every single day. (MerchDope)
Video helps attract more customers.
- Businesses and marketers who used video ended up growing revenue 49% faster than non-video users in 2017. (Vidyard)
- Enjoyment of video advertising increases purchase intent by 97% and brand association by 139%. (Kissmetrics)
Video ads stick with the viewer.
- Because of its visual nature, 80% of users can recall a video ad they’ve seen in the past 30 days. (Forbes)
- 30-second ads have a 30% higher view-through rate (VTR) than 15-second ads. (Think with Google)
- Video ads from brands on social media are the number #1 way consumers have found out about brands, even beating out recommendations from friends and family. (Animoto)
How Video Can Help Better Engage Viewers
The people prefer video.
- When video and text are both available on the same page, 72% of consumers prefer video to learn about a product or service. (Wyzowl)
- Additionally, 59% of senior executives favor video over text. (Digital Information World)
- Organic Facebook engagement is highest on posts with videos (13.9%), with photos coming in second (13.7%). (Locowise)
Video encourages visitors to stay longer.
- Of those with videos on-site, 80% of marketers say video has increased dwell time. (Hubspot)
- 65% of senior executives navigate over to a site after viewing a related YouTube video. (Single Grain)
Socialize in the right places.
- Instagram saw the largest growth in driving purchases over any other social media platform, increasing from 31% in 2017 to 48% in 2018. (Animoto)
- Consumers engage with branded videos the most on Facebook (49%), followed by YouTube (32%), then Instagram (24%). (Tubular Insights)
- LinkedIn is the second most-favored channel for sharing business-related content after email. (Neil Patel)
- Videos in email have been shown to increase click-through rates (CTR) by over 96% on the first introductory email. (Single Grain)
- Emails with the word “video” in the subject line are opened 7% more often. (Single Grain)
Explainer videos do help explain.
- 95% of people have watched an explainer video to learn more about a product or service. (Wyzowl)
- Viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text. (Wirebuzz)
Nurture Prospective Leads Better with Video
Understanding, and the bottom line.
- 97% of video marketers reported that video increased user understanding of a product or service, and 76% reported video helped them increase sales. (Wyzowl)
- Explainers, product demos, and how-to videos are the most common videos produced. (VidYard)
Video is important to decision making.
- 90% of users report that product videos are helpful in the decision process of the buyer’s journey. (Strategic-IC)
- 46% of users act after viewing a video ad. (WordStream)
- When users enjoy video ads, their purchase intent is increased by 97%. (Strategic-IC)
Video compels to buy.
- 84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video. (Neil Patel)
- Including a video on your landing page can increase conversions by more than 80%. (WordStream)
Nurture with video in email.
- Emails with video content lead to an increase in click-through rate (CTR) of 200-300%. (Forbes)
- Including video thumbnails instead of images in your email can increase clicks by over 21%. (Wistia)
- Using video in sales conversations has seen an increase from 25% to 37% in 2018. (IMPACTBND)
Use Video to Delight Your Customers and Keep Them Coming Back
Sponsored video is no longer taboo.
- Sponsored video content views on Facebook has jumped 258% since 2016, and shows no sign of stopping through 2019. (Tubular Insights)
- Like rates for non-sponsored posts and sponsored posts are nearly identical. (AdWeek)
Give the people what they want.
- Video is the number one type of content consumers want to see from brands on social media. (Animoto).
- 67% of users watch more video on social networks than they did a year ago. (Tubular Insights)
- 56% of consumers believe that a company should have video content on its website. (Forbes)
Delightful videos will get shared.
- After watching a branded video they enjoyed, 83% of consumers would consider sharing it with their friends. (Wyzowl)
- Videos are shared 1200% more times than links and text combined. (Virtuets)
Video supports customer support.
- 47% of businesses report relying on video content to reduce support queries. (Hubspot)
- “How-to” searches on YouTube are growing 70% year over year. (Search Engine Island)
Best Practices for Creating Your Own Video
Longer videos reap diminishing returns.
- After one minute, only 5% of viewers stop watching videos, but 60% will stop watching after two minutes. (VideoGuru)
- Average retention rate for videos over 30 minutes is only 10%. (VidYard)
- 95% of consumers believe a video should be less than 2 minutes long. (Wyzowl)
Videos focused on consumer value do better.
- The top three most effective branded video types this year were how-to videos, videos about sales and promos, and top 5 lists (Animoto).
- 62% of consumers watch product review videos before making a purchase. (Mediakix)
Make sure your explainer video is clear (and short).
- 83% of businesses say their homepage explainer video is effective. (Wyzowl)
- Explainer videos less than 15 seconds long are shared 37% more often. (IdeaMachineStudio)
Mobile is on the move.
- By 2019, video will account for about 78% of the world’s mobile data traffic. (Entrepreneur)
- Mobile phone viewers are poised to reach 175 million by 2019, with 18 to 24 year-olds already watching 36 minutes of video on their smartphones per week as of February 2018. (Statista)
- The average mobile-viewing session on YouTube lasts more than 40 minutes. (Kissmetrics)
- Mobile viewers now watch over 40 minutes of video on their phones every day. (Quartz)
Final Thoughts: Video Marketing Trends Heading into 2020
Instagram is the platform to beat.
- Users on Instagram create over 400 million Stories a day, up from 300 million in October 2017. (Statista)
- Millions of brands are using Instagram Stories, and one third of the most viewed stories are created by brands (Instagram).
- 65% of impressions from ads on the Instagram platform came from videos. (Social Report).
- Instagram videos have seen an 80% increase year over year, with the number of videos created each day quadrupling between 2017 and 2018. (Instagram)
- 75% of Instagram users have taken an action after viewing a brand’s post, including clicking to a landing page or product checkout. (Hootsuite).
- 72% of Instagram users have actually bought a product they’ve seen on the platform. (Business Insider).
One platform to skip? (Hint: Snapchat)
- Only 11% of businesses surveyed have used Snapchat for video marketing, but even worse, only 9% reported an intent to use it in 2019. (Hubspot)
- Additionally, only 27% of those who’ve used Snapchat have reported it as being effective. (Hubspot)
- Less than 400 brands bought ads on Snapchat Discover channels between November 2017 and January 2018. (Marketing Land) Facebook, in turn, has over 5 million active advertisers each month. (Reuters)
Live for live video.
- Viewers will watch a live video approximately three times longer than a pre-recorded one. (Social Media Today)
- 59% of people prefer watching live videos online over live TV. (MarTech)
- 20% of all Facebook videos are broadcast live. (Buzzsumo)
The latest hot trend? Interactive video.
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