Companies need many things to thrive: visionary leadership, an attractive offer, exceptional service and much more. But in today’s fast-paced marketing landscape, what your brand really needs is a story. Stories have a better marketing impact because they evoke emotions. And to convey these stories, there is nothing better than video marketing. Besides being a rich visual medium, there are many benefits to integrating video marketing into your digital strategy. The proof with these key figures…
The use of video in the last two years
The latest video marketing statistics show that 86% of marketers use video as a marketing tool (Wyzowl, 2021).
In 2020, 96% of consumers increased their online video consumption and 9 in 10 viewers said they wanted to see more brand and company videos. In fact, starting in 2022, a person is expected to spend 100 minutes per average day watching videos online.
According to a March 2021 survey, 98% of businesses believe video will play an important role in marketing over the next few years. 81% of them plan to include video content in their marketing strategy.
The preference for video content is not just limited to entertainment purposes. Video extends to brands. Studies show that 54% of consumers want to see more video content from a brand or company they support (HubSpot, 2018).
Animoto’s social video forecast also suggests that 91% of marketers are satisfied with the ROI of social media video marketing. In addition, 93% of them obtained a new customer thanks to a video on social networks.
Also, 92% of marketers continue to consider video an “important part” of their marketing strategy.
The impact of the pandemic on video marketing
The Covid-19 pandemic has changed everything from the way people search for information, communicate and even shop. The impact of the pandemic on the video marketing budget, in particular, appears to be diminishing. 50% of companies expect the health crisis to affect their budget in 2022.
While 64% say their video marketing strategy for 2021 and 2022 has been impacted by the pandemic, three-quarters said it made creating videos more likely.
A perfect lead generation channel
According to another report, 83% of video marketers say video helps them generate leads. For 87% of them, the video increased traffic to their website.
Additionally, 93% say video has helped them increase brand awareness.
Businesses get 66% more qualified leads per year from video (Optinmonster, 2019). And while they got +54% brand awareness, 93% said they landed a new customer through a social media video.
Social media and video
Websites and social media platforms were the top two preferred channels for posting videos, the main one being YouTube. Also, nearly 9 in 10 marketers (89%) say they plan to do video marketing on YouTube.
It is followed by the king of social networks, Facebook, where 7 out of 10 marketers plan to do video marketing on the platform.
According to Google, YouTube reaches more 18-49 year olds in an average week than all cable TV networks combined.
Regarding the time of use, users watch an average of 16 hours of online video per week. And 84% of them say they were convinced to buy a product or service by watching a brand’s video.
An important part of the shopping experience
By analyzing the KPIs of videos, they not only keep users more engaged, but also play a pretty big role in their decision-making process.
While more than 55% of consumers use online video while shopping in a store according to Google, 66% of them would rather watch a video than read about a product.
Still, it’s important to have the right tone, as 75% of them decided not to buy a product because the video voiceover annoyed them according to a 2017 survey. An informal, chatty tone is more impactful for 83% of consumers.
Each year, the video therefore continues to improve. An irreplaceable part of any business’s marketing strategy, this type of content is almost impossible to ignore. Are you now convinced? You know what you have to do!