Video has become an essential part of content marketing for businesses in all industries over the last few years. These days, if you are not including video on your website and in your social media marketing, you are putting yourself at a competitive disadvantage. But why is this the case? Why is video marketing so effective compared to other types of content marketing?
Here we take a look at the facts and statistics behind the rise of video marketing, and why you need it if you want your business to be a success.
The popularity of online video has grown hugely in the last few years, with platforms like YouTube, Facebook and Instagram making video more accessible than ever before. As a result, 78 per cent of people now watch videos online at least once a week, with 55 per cent consuming them every day. That’s over half the population, so it’s a huge market to tap into.
The amount of video they’re watching isn’t small, either – over 500 million hours of video are viewed every day on YouTube alone. Remember, these figures include branded videos from businesses like yours. So if your business is not exploring this fertile market, it is probably losing out.
Video is more memorable than other types of content, as it does not just rely on words to tell a story – it also has the benefits of live action, animation, graphics and music, all of which help to engage audiences and make them remember the information. 55 per cent of people say they pay close attention when watching a video; this is higher than any other type of content.
Because of this, video helps them retain information more easily. After watching a video, people will have retained 95 per cent of the information. Had they read the same information in written text, they would have retained just 10 per cent.
This is probably because video is so much more entertaining and engaging than other types of content, so people prefer it. Four times as many people prefer to watch a video about a product than read about it, with 59 per cent of business decision-makers sharing this view. This makes video extremely effective for both B2B and B2C marketing, as it enables you to reach your target audiences, no matter who they are. Below is a B2B marketing video example.
Video is now used widely to help people make purchase decisions, as it enables them to see exactly how a product or service works, or watch video testimonials from previous customers, which are more believable and relatable than written reviews. 95 per cent of people have watched a video to find out more about a product or service, while 81 per cent have bought a product or service after watching a branded video about it.
This is why consumers are more receptive to websites which include video. Websites with video receive up to 157 per cent more organic traffic from search results, and including video on a landing page can increase conversions by over 80 per cent. Additionally, once people reach your website, they will spend on average 88 per cent longer there if your site includes video. This gives them longer to absorb your brand messaging, and makes them more likely to choose you when it comes to their next purchase decision.
The vast majority of businesses now include social media in their content marketing strategies, and including video can make your social marketing a whole lot more effective. This is not just because video helps people to retain information more easily – it also generates shares, which are hugely important when it comes to reaching new audiences.
Video content is shared 1,200 per cent more than other types of content on social media, so it enables vast amounts of new audiences to discover your brand.
These figures include videos from brands. 70 per cent of social media users have shared branded video content, with only three per cent saying they would never do so.
Video is hugely popular with people from all walks of life, so it is the best way to find and engage your target audience. And with 85 per cent of people saying they want to see more video content from brands, there has never been a better time to embrace video marketing and discover for yourself why it is so effective. Visit our home page here to see more on Rockmans Creative Media.