Raise your hand – how many of you watched at least one video today? Compelling aren’t they? We’d rather watch than read and even a picture doesn’t do it for us anymore. Beyond that our comprehension and recall of video content is much greater than the written word. Here are more rather compelling statistics that will make you wonder why you haven’t incorporating video into your marketing sooner.
1.8 Million Words
According to Dr. James McQuivey of Forrester Research, that’s the value of one minute of video. The combination of the spoken word and body language provides your audience with 1.8 million words of information. One minute of video is also equivalent to 3,600 typical web pages. If you write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of one minute of video.
That’s how many videos are viewed on a daily basis. Sure, it’s those cat videos but it’s also videos that offer advice, instruction, and highlight services and products that your prospects are watching. If your competition is using video you are missing the boat.
200 - 300%
The increase in click-through rates when a marketing or explainer video is included in an email, according to a survey conducted by The Forrester Marketing group.
The percentage of online shoppers who say they find video helpful in making shopping and buying decisions. Retailers who provide online video showcasing their products report that the products with video sell considerably more than products with no video.
According to the Online Publishers Association, that’s the percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days. That’s excellent comprehension. But wait there’s more… of that 80%, 46% took some action after viewing the ad.
- 26% looked for more information about the subject of the video
- 22% visited the website named in the ad
- 15% visited the company represented in the video ad
- 12% purchased the specific product featured in the ad
75%Executives who told Forbes that they watch work-related videos on business websites at least once a week. 50% watch business-related videos on YouTube. 65% visit the marketer’s website after viewing a video.
64%Website visitors who are more likely to buy a product on an online retail site after watching a video. Visitors who view videos stay on the website an average of 2 minutes longer than those who don’t according to comScore.
59%The percentage of senior executives who’d rather watch a video than read text, according to Forbes Insight.
- 65% of those who view a video click through to visit the vendor’s website
- 50% look for more information
- 50% of those who viewed an online marketing video went on to make a purchase for their business
- 45% report that they contacted a vendor after seeing an online video ad
10 secondsThat’s how long you have to grab the attention of viewers in a video marketing clip. 20% of your viewers will click away from a video in 10 seconds or fewer, according to research by Visible Measures. No matter the length of the video:
- 1/3 of viewers will click away by 30 seconds
- 45% of them by 1 minute
- 60% by 2 minutes
5 minutesIt’s all in the device though. While desktop viewers stay with a video for 2 minutes or less, mobile users have a longer attention span.
- iPhone users watch for about 2.4 minutes
- Android users for about 3 minutes
- iPad users for an average of 5 minutes
Video marketing increases engagement, leads, and sales. If you’re not using video in your marketing you are losing prospects to those in your industry that are. But video is not just about gaining prospects it’s about gaining insight. Videos will help you to learn more about your ideal client, what they really want, and how to better engage with them. Always end with a call to action and encourage viewers to submit comments at the conclusion of your video. And of course, study the data to keep improving.
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