7 Actionable Video Marketing Stats to Improve Your Strategy

By Victor Blasco, CEO of the video production company Yum Yum Videos.

Video content is undoubtedly one of the best methods for marketers and business owners to optimize their strategy and achieve their company’s marketing goals, and there’s actually a lot of hard data out there backing this up.

But these numbers and benchmarks alone are far from enough when we are talking implementation. If you want to get real, practical benefits from this data in ways that improve your ROI, you also need to get familiar with what these numbers represent, and how you can make use of them.

Lucky for you, this article is all about how to improve your video marketing and get profitable results.

In this piece, we’re going to walk you through seven relevant stats that experienced video marketing professionals are currently paying attention to from a practical standpoint, delve a bit into what they represent, and give you some tips and ideas on how to implement them into your video marketing efforts.

Let’s get started!

Video Markedly Improves Retention Rates

Let’s begin with some of the fundamental aspects of video content: did you know that viewers are more likely to retain 95% of a message when watching a video, but only 10% when the information is delivered in text form?

The science behind this feat is actually quite straightforward, human brains are actually geared to process visuals much faster than texts, an invention that came a lot later down the road. Images in motion are naturally more engaging for the viewer, so they are able to catch their attention quickly and deliver information with higher chances of being stored and recalled.

By targeting this particular human characteristic, a video gives you the opportunity to make your brand and your product or service much more recognizable and memorable than any other type of content would be able to achieve.

Improved recall and brand recognition can in turn help you achieve several marketing goals, such as nurturing brand awareness, converting leads, fostering a relationship with your customers, and much more. After all, if a picture is worth a thousand words, what is a minute of video worth, then?

Mobile-Friendly Is the Way to Go

We have studies reporting that mobile video consumption continues rising by 100% each year – which will sound entirely believable to most, in spite of the mind-boggling numbers involved.

What might come as new information to some is that this steady rise in mobile video consumption has led to Google modifying its algorithm to prioritize mobile-friendly websites in their SERPs.

Thus, providing potential customers with a positive mobile video experience has become a basic requirement and a key aspect of SEO. Here are some good elements to start optimizing for improving your video marketing efforts:

• Make sure you have a responsive design that adjusts to adapt to the screen size. This way, your video won’t be awkwardly cropped, and your audience won’t have to struggle to watch your content.
• If your video includes text, make it large and use easy-to-read fonts that contrast with your content and are legible on screens of any size.
• Make your videos as audio-independent as possible! Mobile users often watch videos without sound, so visuals should communicate as much of your message as possible (and you should include captions whenever possible, but more on that later!

The Power of the Explainer Formula

This is another significant way to improve your video marketing efforts. Animated explainer videos help you make the complex simple with a format that marries on-point storytelling with meaningful visual communication that lets you describe your product or service in a way that resonates with your audience, focusing on their pain points and posing your offer as the best solution.

It’s a style of video that has been making the rounds as a marketing tool for a few years now, to the point where an astounding 94% of people confirm having watched explainer videos to learn more about a product, with 84% of them making a purchase immediately after.

With those numbers, it’s pretty much a no-brainer that explainers are a must in most video marketing strategies when it comes to the awareness and consideration stages of a sales funnel. Explainers are particularly effective when you want to generate leads, reduce bounce rates, increase conversions, and grow brand awareness.

Use Video Content to Reinvigorate Your Website and E-commerce Platform

We all know that the main goal of a landing page is to convert visitors into customers. Having a beautifully designed website often leads to decent enough performance. However, we also have data detailing how just including a video on your landing pages can increase conversions by 80%!

With the right type of video, you can walk a prospect through using your product or service. You can also explain the main features and key aspects of your products or services faster and more effectively than you would be able to with text and image descriptions. Moreover, the increased appeal of the medium leads to a more engaged audience. Eventually, this leads to increased dwell times. In addition, it can establish a positive loop that ends up in better search engine rankings.

To put it simply, people moving through the buyer’s journey like to see products in action, and including video on your landing pages and website allows you to provide them with the next best consumer experience to having a hands-on interaction with your offerings.

Use Video to Give Your Social Media Presence a Significant Bump

Posting video content on your website is definitely a good idea. And doing it regularly on your social media is an even better one. When asked about the type of content they prefer to engage with on social channels, 50% of consumers chose videos.

The reason behind this number is actually rather simple. For the most part, people go to social media looking for entertainment. They like to discover new things – be it a product, a brand, or simply a trend.

Videos present the opportunity to deliver all these things packed nicely in a single piece of content.

Are you still unsure whether including video in your social media campaign is a good idea? You should know that this type of content usually performs better than other formats, with most social media algorithms. It keeps users on the platform for longer.

It’s a win-win proposition, don’t you think? You give your audience exactly what they want. And the social media channel you post your video on rewards you by giving your content a boost in terms of exposure and reach.

Captions Can Make a Huge Difference

By now, we’ve pretty much established the power and appeal video content brings to the table in terms of marketing. But what about improving your already existing and new video content’s performance?

Studies show that 80% of viewers are more likely to watch a video until the end when captions are available. It would be a waste to disregard them, don’t you think?

When we are talking about video marketing, anything that improves watch time is a strategy worth implementing. If your audience doesn’t watch your videos all the way through to the end, your full message might go unheard. As a result, the effectiveness of your content drops dramatically.

As we mentioned previously, audiences often watch videos on mobile phones and in public. Therefore they have their sound turned off. On top of that, most social media platforms autoplay videos with muted sound as well. Thus, having captions available is necessary. Captions will make understanding what’s going on in the video and get your message across more effectively.

YouTube is a Discoverability Goldmine

Despite what you might think, YouTube is essentially a search engine for video content. Most importantly, YouTube is the second most visited site in the world. This means there are billions of viewers there waiting to come across your content.

Through YouTube, you can put your brand in front of a massive user base. This way, you’re sure to find your target audience among them. Also, you can get new prospects you might’ve not considered before!

There’s no doubt, that certain types of videos tend to do better than others. Such videos can be tutorials, which are the most popular videos on YouTube. But the best part is, you can upload any kind of video you like. You can upload ads, explainers, product videos, and even webinars.

Wrapping Up

While stats about improving video marketing might be boring for most people, they’re an invaluable source of information for those who know how to read the trends and act on them.

Hopefully, the numbers we’ve covered here today – as well as their implication and possible implementations – help give you an edge as you continue to take advantage of this popular medium.

So, take what you learn and start tweaking your new video strategy around it. The results will be more than worth it!

Contributor:

Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video production company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.

 

Smart Hustle Resources:

How To Use Video Marketing In Your Business

Enhance Your Video Marketing Strategy

Why Use Video Marketing to Promote Your Business

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