The popularity of video content continues to grow, and it’s more important than ever for marketers to develop an engaging video marketing strategy to capitalize on the power of the ever-growing video content phenomenon.
In their recent report, Video Statistics: The Marketer’s Summary 2014, Invodo highlights a multitude of video marketing trends around the growth of video for mobile and social, as well as the impact that video continues to have on search engine results as well as on more traditional marketing methods like email marketing.
Here’s a look at ten video statistics from Invodo’s report that I found most compelling, my thoughts on why these data points are important to marketers, and some resources to help develop a top notch video marketing strategy for your brand.
1.) 74% of all internet traffic in 2017 will be video
With video projected to account for nearly three quarters of all internet traffic in just a few short years, it’s crucial for marketers to flesh out their video content strategies early on. This means identifying the types of video content that are essential to a diverse strategy, then building the right creative team to execute on those plans.
2.) 52% of marketing professionals worldwide name video as the type of content with the best ROI
Marketers are placing extra weight on the importance of video in determining the ROI of their content marketing efforts and rightfully so. With the help of video analytics, marketers can learn not only that their content was viewed, but how much of their content was viewed, in what order, from what geographic location and much more. They can then use this insight to gauge the success of their content, and improve on their strategy going forward.
3.) 65% of video viewers watch more than ¾ of a video
With retention rates for video content far outpacing those of text-based content, it’s clear that video is the preferred communication style for viewers. Marketers can embrace this trend by not only developing new video content for their audiences, but also by transforming existing text-based content into rich and engaging video content assets. Turn a data-laden report into a video infographic, create attention grabbing video invitations to promote events, and with the help of a simple voiceover, convert customer case studies into authentic, video testimonials.
4.) In an eye-mapping study of Search Engine Results Pages (SERPs), video results commanded more attention than other listings
When search engines return results, webpages that contain video appear more prominently since they contain an eye-catching thumbnail image of the video which ultimately encourages more clicks. Google in particular places an emphasis on content that engages, educates and incentivizes users to stay on a website – all things that video does well, and can be used as a vehicle to help your webpages rank higher in search. For more tips and strategic advice around video SEO, check out our eBook.
5.) 93% of marketers use video for online marketing, sales or communications
Not only is video content preferred by viewers, but it’s also already popular among marketers with an overwhelming majority already using video content for a number of functions. Of the many benefits of video content, one of the greatest is the ability to efficiently repurpose and combine segments of existing video, to create an entirely new communication to reach new audiences faster. This way marketers can create once, yet produce multiple video content assets that can be embedded on their website, shared in personalized email campaigns, and used to communicate with their sales team, existing customers and more.
6.) Video in email can boost open rates by 20% and increase click-through rates 2-3X
As inboxes are continuously flooded with email marketing messages, it’s more important than ever for marketers to find ways to stand out from the pile. Video is the perfect medium to do just that. Replace those busy, text-heavy emails with a simple introduction accompanied by a video to communicate the rest of the message. Video in the body of an email can catch the attention of a casual inbox pursuer, and increase the likelihood that they will engage with the content in the email. Not only are retention rates higher for video compared to text content, video gives marketers greater insight into exactly how much of their content was viewed – something that’s difficult (if not impossible) to glean from traditional email communications.
7.) Using the word “video in email subject lines boosts open rates 19%, click-through rates by 65%, and reduces unsubscribes by 26%
Video has become such a powerful communication medium that just using the word video in an email subject line can have a positive impact on the success of a campaign. With an increasing number of communications demanding viewers’ time and attention on any given day, video’s reputation as an efficient way to communicate important information succinctly inspires more viewers to prioritize emails that contain video over those that do not.
8.) B2B and B2C marketers worldwide name video as a top 3 most effective social media marketing tactic
Video has fast become the preferred content type for sharing information via social media. Whether it’s short form video and creative pieces for the more visual social channels, or video featuring professional content to enhance a brand or an individual’s presence on LinkedIn, video content is king when it comes to social media.
9.) 33% of tablet owners watch one hour of video per day on their device
As mobile devices become the primary computing devices for more and more people, it makes sense that they also serve as a key means of viewing video content. In fact, mobile video engagement is predicted as one of the top social video trends that will continue to grow in 2014.
10.) 72.1 million smartphone users watched video on their devices at least monthly in 2013, and this is projected to rise to 86.8 million in 2014
In addition to video’s popularity among tablet owners, smartphone users also rely heavily on video as a preferred communication method and also as a tool to inform their purchasing decisions. In fact, 69% of smartphone users surveyed said videos are perfect for smartphone viewing as they offer a quick overview of a product.
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