We’ve been generating a lot of video content recently. It has been a steady stream of brand marketing commercials, launch videos, behind the scenes promos, video case studies, etc., etc. And whether those videos featured beautifully shot footage and were professionally cut and edited or they were put together in iMovie, the results tend to be the same… impressive to say the least.
Being the narcissists that we are, we were certain this engagement was due strictly us producing thrilling cinematic experiences as if we were the next Marty Scorcese or Steve Spielberg. But it turns out, that while our video content is quite stunning, the content itself may be irrelevant. It’s the video part of the equation that is doing a great deal of the heavy lifting. Here are a few eye-opening facts about using video in today’s social/mobile/web universe.
If you create it, they will watch.
- 78% of people watch videos at least once a week and 55% watch every day.
Share and share alike.
- More than 500 years’ worth of YouTube videos are watched daily on Facebook.
- More than 700 YouTube videos are shared on Twitter every minute.
Everybody’s doing it.
- 81 percent of senior marketing executives now use online video content in their marketing programs, up from 70 percent in 2011. (MarketingProfs)
For infinity… and beyond!
- Your video will live online and in search results for a VERY long time and most often will require an admin action to be removed.
- The initial media purchase or accompanying campaign will be the bulk of the up front cost, but unlike TV ads, video content stays online indefinitely, gaining valuable impressions and reducing your overall per-unit spending.
- Online video now accounts for 50 percent of all mobile. (Bytemobile Mobile Analytics Report)
- 30-second mobile video ads have an 88.3 percent completion rate. (Rhythm Insights)
Buy buy baby.
- 34 percent of apparel shoppers are more likely to purchase after viewing an online video ad, versus 16 percent after watching an ad on TV. (ReelSEO)
Power to purchase.
- Shoppers who viewed video were 174% more likely to purchase than viewers who did not. (Retail Touchpoints)
These facts make a rock solid case for using more video in your brand marketing. It’s obvious that video content is more engaging and ultimately tells a story faster and more powerfully than static content. Whether that content is powerful, emotive storytelling or a hardy chuckle, you can bet that your audience will be paying attention, which hopefully translates to them paying for your product.