Video is crushing text and display mediums. The long talked about the dominance of video is no longer a prediction. It is right now, and the company that fails to realize that is missing out on an opportunity and alienating themselves from an audience that expects to see pictures move.
Social media is where videos momentum really came from. YouTube is the second largest search engine in the world, but it’s also Facebook’s pre-roll algorithm changes and all the major social media platforms competing to dominate live video that has brought video to where it is today.
While I could make broad statements and baseless claims all day, Future of Marketing wants to create articles that will actually help marketers and companies. Here are 10 stats that you need to know about video marketing. If you are trying to gauge and evaluate your campaign or convince your boss to let you start one, these stats will give you a data-based insight into video marketing.
1. Facebook videos posts have increased by 94% annually in U.S.
You have probably noticed this trend yourself. If you think back to the picture and post drove Facebook of 2009, it’s a different place to the video dominated social media platform of today.
People are watching and uploading more videos than ever, and it isn’t brands leading the trend but everyday people like you and me.
Adage’s Tim Peterson went on to comment that Facebook has become YouTube’s biggest rival. You might want to think twice about running that video campaign on YouTube. Facebook has also made recent changes to its algorithm that prioritizes video content and live videos are watched for three times longer on average.
2. When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
Marketing is people science, and this person fact is at the core of why video is so effective. We are visual learners. Text isn’t how we see the world, and our online experience gets closer to the real-world experience as the technology catches up with it.
From a top of the funnel perspective being remembered is how you get prospects to return. Sure, you might really make an impression, and they could bookmark your page, but that is adding steps to your funnel, so is expecting people to make the same search, click on the same link, or rediscovery you organically.
3. 4X as many consumers would prefer to watch a video about a product than to read about it.
A study by Animoto about the effectiveness of video was ironically made into an infographic (he says writing a print article). It arrived at an interesting conclusion that builds the case for video content in the beginning and end of the funnel.
Customers would rather watch videos about a product than reading about it. Current user-generated content trends tell us that customers are creating unboxing videos and reviewing the products they buy. Brands are also making video content intended to get the lead over the line and into the shopping cart.
Volvo Trucks make exceptional bottom of the funnel videos
They haven’t invested millions in them but have opted to make simple walkaround videos. They are similar to what a customer might make in one of the unboxing videos I mentioned earlier, but the company has invested in quality cameras, and they can obviously push their sales agenda.
4. Video posts have 135% greater organic reach than photo posts.
This isn’t just for Facebook’s doted on live videos, on average a video post will reach more than twice the audience organically. A recent trend I have noticed but can’t find any statistics to back up is that still quotes, photos, and infographics are being uploaded as short videos. They auto play when you scroll past them, and the amount of time that it takes to read will often complete the video which is valued by Facebook’s current algorithm. A bit of a tangent, but it’s evidence of the almost unfair advantage that Facebook has given video content.
The research was conducted by Social Bakers in 2015. If the annual 95% growth that I discussed in the very first statistic continued video is well and truly dominating on social media.
5. Using the word “video” in an email subject line boosts open rates by 19% and click-through rates by 65%.
This HubSpot research is an invaluable look into how people react to and engage with video content. A survey of over 1000 internet user in 2015 maps the growth of social media and the shifting platforms and mediums that are working for brands and people are using organically.
HubSpot research found that an audience doesn’t even need to see a video. The promise of a video in the subject line of an email is enough to get an additional 19% of people to open the email and an extra 65% of people who open the email to click through.
Email marketing isn’t dead, but it certainly doesn’t see the click through and open rates of old. Any techniques you can employ to boost engagement should be welcomed eagerly, and something as simple as including video in a subject line is a no-brainer.
6. More than 60% of marketers and small business owners said they planned to increase investment in video marketing in 2017.
A survey by Animoto found that 84% of professional marketers have produced outsourced video content in the past 12 months. When you read stats like this it seems like video’s conquest is complete and the other content mediums are in a route to the hills. But it seems there is no satisfying the insatiable content-hungry audiences. 60% of marketers and small business owners plan to spend more on video marketing in 2017.
The original infographic is available here https://animoto.com/blog/business/2016-social-video-forecast-infographic/
Of the 1000 marketers, and the 1012 small business owners surveyed, 1 in 4 believed that they were behind in their video marketing efforts. In an effort to catch up just under half of them were committed to further promoting their Facebook video content. And good news for video creators, publishers, and video savvy brands. The survey found that marketers and SMBs were all but unanimous that video marketing was more important as a skill than email, design, or written marketing.
7. 85 percent of Facebook video is watched without sound.
An interesting statistic with wide-reaching repercussions. The majority of Facebook videos are watched without sound. Until quite recently, unless you clicked on a Facebook video it would play in silence. Facebook brought sound by default to their news feeds in February. This started a trend of captioning videos but what is interesting is that sound returned but the captions stayed.
Facebook claims that adding captions to your video can boost view time by 12%. The social platform also obtained that 76% of video ads need sound to be understood. So, as you can see, there is a strong case for captioning your videos. I recommend that you conduct your own research. If people listening without sound this might point to an underlying issue of them not actually caring what your content is saying.
Instapage found that only 30% of videos watched with the sound off was viewed for more than 10 seconds, which definitely substantiates the lack of interest theory.
8. YouTube has over 1 Billion users, almost one-third of people on the internet.
Straight from the horse’s mouth, YouTube is an absolutely massive platform. 300 hours of video are uploaded to YouTube every minute. This can mean one of two things. Massive competition or massive opportunity. The law of shitty clickthroughs tells us that first, it works and then it doesn’t. As a platform is flooded with voices, yours is drowned out.
Why so negative? I just don’t want you to invest in gigantic YouTube expecting the millions to stop and care. The right content, published frequently, over a long-time frame, and I wager you will get there, but if I was to start a video marketing campaign right now, Snapchat, Instagram, or even LinkedIn, would be my first choice.
9. During the third quarter of this year, 52 percent of all video views came from mobile devices.
Ooyala’s Global Video Index report released in late 2016 told marketers what most of us already knew from our own analytics and lives. More video was being watched on mobile than on the desktop. Since 2013, mobile video has grown 233%. This growth is greater than the adoption of phones over this time.
Setting up video for the mobile device has never been more important than it is now and there are so many new formats to consider. 360 video, live videos, and VR headsets are just a few of the mediums that mobile has amplified or brought to the table. We need to consider how our videos look on the screen, do we want vertical or horizontal. It wasn’t that long-ago YouTube wouldn’t upload horizontal video, but it has proven its more than worthy for filming certain types of content.
10. Social video generates 1200% more shares than text and images combined.
Video is the shareable medium. A study by Brightcove found that it was an incredible 1200% more shareable than text and images combined. This study was only for branded content which explains why our favorite memes didn’t pull it back for text and video, but just wow!
Shares are the best way to increase the organic reach of a post and social media algorithms now place such emphasis on trending and shareable content that it’s one of the few metrics we really need to care about.