If you don’t use video marketing as part of your master plan, it’s time to start. Video is quickly becoming the primary way consumers receive online content. The hard cold facts prove that video skyrockets sales. It connects emotionally with viewers … and that leads to better relationships with loyal fans who buy again and again.
1 – Viewers of All Ages Are Accessing More and More Content on Streaming Video
Cisco’s 2016 Visual Networking Index predicts video streaming will make up 82% of all global consumer internet traffic by 2020. [1] And back in 2012, International Consumer Electronics Show conference keynote speaker Robert Kyncl predicted video will be even bigger. The VP and global head of content for YouTube forecasted that online video will make up 90% of online traffic in only a few years. [2]
More users are watching on their smartphones. 2016 stats showed 51% of all video was viewed on mobile. Much of that came from millennials – with a whopping 75% of viewers age 18–29 watching on smartphones. [3]
Mobile video streaming will continue to skyrocket as the youngest generation grows up. The YouTube Kids app on Google Play now targets the youngest consumers. New toddler programs abound while older programs like Sesame Street are bringing young viewers from the Boob Tube to the YouTube. Toy unboxing videos and branded toy-themed cartoons are leaping ahead of pop stars in popularity.
The biggest new media stars are kids on YouTube.Ryan ToysReview shot ahead to 2nd place for the most views over the 2016 holidays. The lovable 5-year-old boy overtook the offensive teen-targeted twenty-something gamer PewDiePie, the WWE, and Taylor Swift over the 2016 Christmas holidays. He’s now making millions of dollars with raw home videos that show him unboxing and playing with toys.
2 – Videos lead to more click throughs and sales
Unbounce reports that videos on landing pages can increase conversion by 80% or more. [4]
Animoto reports that shoppers who view videos are 181% more likely to purchase than non-viewers. [5]
According to statistics from Wyzowl’s The State of Video Marketing 2017:
- 83% of businesses believe video gives them a good ROI
- 79% of consumers told them they would rather watch a video than read to learn about a product.
- 74% of people who watched a video to learn more about a product or service bought it
- And 84% of consumers have been convinced to buy a product after watching a brand’s video [6]
When Zappos added video to their product marketing, their sales rose by 30%. [7]
3 – Video Reaches Consumers and Executives
- Emarketer reports that video was one of the top 3 effective social media marketing tactics for both B2B and B2C businesses in 2013 [8]
- 53% of smartphone users have more favorable feelings toward companies whose mobile sites or apps provide instructional video content. (Google, 2015) [9]
- Nielsen Wire says 36% of online consumers trust videos [9]
- The odds of users paying attention to YouTube is double that of them paying attention while watching TV [10]
- Four times as many consumers prefer watching videos about products to reading about them [11]
- According to Forbes, even 59% of execs prefer watching a video to reading text. A full 75% of Senior executives report watching work-related videos on business websites at least once per week and 52% say they watch work-related videos weekly on YouTube [12]
How will you use video in your marketing in 2017?
Sources:
[1] http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.html
[2] http://www.forbes.com/sites/tomiogeron/2012/01/12/ces-live-youtubes-robert-kyncl/#46a863031153
[3] http://go.ooyala.com/rs/447-EQK-225/images/Ooyala-Global-Video-Index-Q2-2016.pdf
[4] http://unbounce.com/landing-page-articles/the-benefits-of-using-video-on-landing-pages/
[5] https://www.hubspot.com/marketing-statistics?_ga=1.116109966.981131530.1472579404)
[6] http://info.wyzowl.com/hubfs/Content_Downloads/Wyzowl-Video-Survey-2017.pdf?utm_campaign=State+of+Video+Marketing+2016&utm_source=hs_automation&utm_medium=email&utm_content=40112825&_hsenc=p2ANqtz–j6TEn4upw1vnxUkZffdam2sSOk6O3PdebR6qeD5pVoqi0SSGgEd53A_QB9zNT4tnz-UBQucfz_3mbDINlQRxfNHB2ww&_hsmi=40112825
[7] http://www.convinceandconvert.com/content-marketing/year-of-video-marketing/
[8] https://www.emarketer.com/Article/Which-Social-Media-Marketing-Tactics-Work-Best/1009756
[9] https://www.hubspot.com/marketing-statistics?_ga=1.116109966.981131530.1472579404
[10] The Top Trends and Insights for Video Marketing in 2017 http://tubularinsights.com/video-marketing-in-2017/#ixzz4X7poOTTn
[11] https://animoto.com/blog/business/video-marketing-cheat-sheet-infographic/
[12] http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf
