Video and marketing go together like milk and cookies, peanut butter and jelly, salt and pepper, Bonnie and Clyde… you get the picture. One is just better when it is paired with the other.
Unfortunately, video is often treated like an afterthought or considered unattainable by many companies drafting up their yearly marketing strategy. This is in spite of the fact that there are tons of articles out there stating how powerful of a tool it is.
So instead of trying to bog you down with more weighted prose espousing the virtues of video marketing, I’ve decided to take a different (and more direct) approach.
For those of you still on the fence about video marketing, I have some good news.
I’ve done the research for you and collected 15 compelling statistics that will prove once and for all that it’s time for you to rethink your intentional exclusion of video in your marketing strategy:
- According to a report published by Forrester, including video in an email leads to a whopping 200-300 percent increase in click-through rate.
- After watching a video, 64 percent of users are more likely to buy a product online, according to ComScore.
- 90 percent of users say that seeing a video about a product is helpful in the decision process.
- According to NIELSEN Wire, 36 percent of online consumers trust video ads.
- 92 percent of mobile video consumers share videos with others, according to Invodo.
- 46 percent of users take some sort of action after viewing a video ad, according to Online Publishers Association.
- Unbounce reports that including video on a landing page can increase conversion by 80 percent.
- According to Forbes, 59 percent of executives would rather watch video than read text.
- Enjoyment of video ads increase purchase intent by 97 percent and brand association by 139 percent according to Unruly.
- According to Implix, an introductory email that includes a video receives an increase click-through rate by 96 percent.
- Including a video on your homepage can increase conversion rates by 20 percent or more, according to Unbounce.
- According to Jun Group, videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and one minute.
- Social video generates more than 1,200 percent more shares than text and images.
- Businesses using video grow company revenue 49 percent faster year-over-year than organizations without video.
- Video drives a 157 percent increase of organic traffic from search engines.
Key Takeaways:
- Massive Impact on Engagement: Including videos in emails can boost click-through rates by 200-300%, proving video’s ability to grab attention and drive actions.
- Influence on Purchase Decisions: After watching a video, 64% of users are more likely to buy a product, and 90% say videos are helpful in decision-making.
- Boost in Conversion Rates: Landing pages with videos see an 80% increase in conversions, making video a must-have tool for lead generation.
- Social Video Virality: Social videos generate 1,200% more shares than text and images combined, highlighting their potential for creating viral content.
- Revenue Growth: Businesses that use video marketing grow their revenue 49% faster year-over-year compared to those that don’t.
Okay, So What Do These Stats Mean for You?
Including video in an email leads to a whopping 200 to 300 percent increase in click-through rate. Those are huge numbers, and it doesn’t stop there.
Does your sales team send out introductory emails?
According to Implix, an introductory email that includes a video receives an increase click-through rate by 96 percent. What are you doing still reading this? Go videotape each sales team member and add it to their emails!
Are you having trouble converting leads on your landing pages? Do you have a good headline, use bullet points, have a short form, but still aren’t seeing the results you want? Well, according to Unbounce, including video on a landing page can increase conversion by 80 percent. Those results are enough evidence to give it a try, don’t you think?
And last, but not least, my favorite video statistic on the list.
It is no secret that this generation loves social media. It is also no secret that every marketer out there wishes they had the secret sauce for viral material. Though I do not have that secret sauce, I do have this pretty awesome statistic – social video generates more than 1,200 percent more shares than text and images. With that being said, I can confidently say video is a good stepping stone to generating great, shareable material.
How to Incorporate Video into Your Marketing Strategy
Here is how to use video marketing for the ideal result:
Understand Your Audience
- Identify your target audience’s preferences and behaviors.
- Use surveys, analytics tools, and social media insights to determine the type of video content they engage with most.
Set Clear Objectives
- Define what you want to achieve: brand awareness, lead generation, customer education, or conversions.
- Align your video content with these goals.
Choose the Right Platforms
- YouTube: Great for long-form content like tutorials or interviews.
- Instagram and TikTok: Perfect for short, visually engaging clips.
- LinkedIn: Use for B2B-focused explainer videos or professional updates.
- Email: Embed videos to boost click-through rates and personalize outreach.
Create a Content Calendar
- Develop a plan for consistent video releases.
- Include a mix of evergreen content (e.g., tutorials) and timely posts (e.g., product launches).
Leverage Video SEO
- Optimize titles, descriptions, and tags with relevant keywords.
- Include closed captions and transcripts to make videos more accessible and search-friendly.
Analyze and Optimize
- Track key metrics such as views, engagement rates, click-through rates, and conversions.
- Use tools like Google Analytics, Wistia, or Vidyard to measure performance and refine your strategy.
Overcoming Common Video Marketing Challenges
When implementing a video strategy, there are some issues you could run into, including:
1. Budget Constraints
- Use affordable tools like Canva, InShot, or iMovie to create high-quality videos.
- Repurpose existing content into videos, such as turning blog posts into narrated slideshows.
2. Limited Time
- Plan ahead with a content calendar and batch-produce videos to save time.
- Use AI-driven editing tools like Pictory or Descript to automate editing tasks.
3. Content Quality
- Invest in a good microphone and lighting equipment to enhance production value.
- Prioritize storytelling and scriptwriting to keep viewers engaged.
4. Lack of Expertise
- Start with user-friendly platforms like Animoto or Biteable that require no prior editing knowledge.
- Partner with freelance videographers or agencies for complex projects.
5. Performance Tracking
- Use tools like Wistia, Vidyard, or HubSpot to measure engagement and conversion metrics.
- Regularly assess video ROI and iterate based on insights.
6. Platform-Specific Challenges
- Tailor your video length, style, and format to each platform.
- Example: Use vertical videos for TikTok and Instagram Reels but horizontal formats for YouTube.
7. Consistency
- Build a content calendar to maintain a steady flow of videos.
- Engage your audience with series-based content or recurring themes.
Conclusion
The statistics don’t lie: video marketing isn’t just effective – it’s essential.
From higher click-through rates in emails to increased conversions on landing pages, video proves its value at every stage of the customer journey. Additionally, its impact on social sharing and revenue growth makes it a cornerstone of modern marketing strategies.
As you plan your next campaign, make video a priority.
Whether through testimonials, explainer videos, or viral-ready social content, the potential rewards are undeniable. Start small, test different approaches, and watch as video transforms your marketing results.
What are you waiting for? Hit record and let your videos do the talking.
What were some statistics that really jumped out at you?
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