If a Picture is Worth a Thousand Words, What is a Video Worth?

Video continues to be all the rage with advertisers, publishers and consumers jumping on the video bandwagon. It’s changing the game when it comes to engaging your target audiences at a deeper level, and is a must in most marketing arsenals. But, what does this mean for your video content strategy? Why should you be creating video? And what is video content and marketing worth to your business?

If this was five or ten years ago, you wouldn’t find much data to support for investing in online video. But it’s 2017, and the times they are a’changing! People watch videos for a variety of reasons. Most people (70%) are looking for educational content, such as DIY tips and tricks and tutorials. Many (67%) visit YouTube for reviews of products they are interested in potentially buying. And some (53%) turn to videos for inspiration or entertainment* Simply put, video remains one of the most effective ways to capture the attention and interest of consumers.

To understand the power of video, we collected 10 video marketing stats covering everything from ‘why video is effective at driving intent’ all the way to ‘what makes people love video’. There’s something for everyone, so let’s dive in!

  1. 43% of people want to see more video content from marketers in the future (HubSpot)

  2. 65% of video viewers watch more than ¾ of a video (Syndacast)

  3. 52% of marketers believe that video is effective for brand awareness (WowMakers).

  4. 4x as many customers would rather watch a video about a product than read about it (Animoto).

  5. 52% of marketing professionals worldwide name video as the type of content with the best ROI (Syndacast).

  6. Marketers who use video grow revenue 49% faster than non-video users (VidYard).

  7. 55% of people consume video content thoroughly (HubSpot).

  8. People spend on average 2.6x more time on pages with video than without (Wistia).

  9. 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video (MWP).

  10. Almost 50% of internet users look for videos related to a product or service before visiting a store (ThinkWithGoogle).

Here is the bottom line is: Engagement is important for driving up conversion rates, and video is a key medium towards engaging your target audiences. So try adding relevant video into your next campaign - it's a fantastic way to captivate your audience and persuade them to act. Adding video to your native content methods will also help you not only attract a wider and more diverse viewership, but also retain current customers and generate additional sales from them.

What are your thoughts on video?

*Source: ThinkwithGoogle - YouTube Insights

Maikayla Desjardins

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