Wondering if investing in video is right for you?
Video production has proved to be one of the most effective and valuable investments that companies have been exploring in recent years. Engaging video content can transform the way your prospective customers view, understand, and think about your business. Read below to learn about recent video marketing trends and the statistics that help support investing your marketing dollars in them.
With video, you can share your brand’s story, engage consumers, and ultimately convert customers and drive revenue.
However, you don’t have to just take our word for it. The proof is in the research. Below, we’ve outlined some of the most interesting video marketing statistics from some of the leading research studies completed over the past few years.
With these video marketing statistics in mind, you’ll be able to craft a compelling video strategy for your business this year.
Video Marketing Trends Statistics
Much like the digital landscape, video marketing is constantly changing. New devices and evolving consumer habits are transforming the way people engage and watch content.
This rapid transformation is spurred by a variety of market factors. Improved streaming infrastructure, faster devices, and new social media platforms are all contributing to making video consumption an integral part of everyday life.
Naturally, numerous video marketing trends begin to formulate over time. By understanding these trends that are taking place across industries, you can identify areas to capitalize on and stay ahead of the curve with your video marketing strategy. Let’s take a look at some of the ways video is transforming the ways businesses are marketed.
By 2024, 73% of video ad spending will be allocated for mobile.
CMO’s are betting that the majority of consumers are watching their content on their own mobile devices. As video becomes more native on mobile devices, this bet will continue to pay off. By allocating their media spend to mobile channels, businesses will capitalize on engaged consumers who are browsing on their phones. To increase the effectiveness of your next campaign, be sure to re-size your ads correctly for mobile playback and add subtitles since most consumers view them with their device muted. This will ensure that your next digital ad campaign is optimized in the best possible way.
Important Video Marketing Trend – More than 99% of marketers will continue using video in 2021, and 96% plan to increase or maintain their spending.
The investment in video isn’t just a fad; it’s a trend that is paying off for companies big and small. With such a vast majority of marketers (96%) planning to increase their spending, you can see that businesses are realizing a positive return on investment from their video efforts.
As video production increases across all industries, it will be important to understand how your video content stands out from others to ensure an engaging, high-quality asset. Consider how you can bring your unique value proposition alive through video in ways your competitors can’t.
84% of consumers said watching a brand’s video motivated them to make a purchase.
Companies are following changing consumer habits and discovering that videos are having an impact on consumers’ minds when they are making buying decisions. At the point of “consideration” in the consumer buying process, a video can be just the right tool to get your message across and help hesitant customers make up their minds.
For so long, businesses have struggled to find the missing “nudge” that propels consumers towards conversion. Now, many businesses are looking to video content to help persuade hesitant buyers and even drive more purchases than ever before.
Marketers are realizing a 50% lower cost-per-engagement for Twitter ads that include video content.
When it comes to your digital ad strategy, videos are a safe bet. By infusing video content into your ad creative, you’ll drive your cost-per-engagement down, while grabbing the attention of scrolling prospects.
You should always run multiple sets of creative in your ad flights. This could include a mix of images, GIFs, and videos. Lately, video ads are outperforming static creative, resulting in lower cost-per-engagements and more traffic to your site. Preparing multiple sets of varying video creative is a great way to ensure the success of your next digital ad campaign.
Video Viewing Statistics
It isn’t enough to simply match your video marketing strategy to popular trends. You need to understand how your audience’s viewing habits are changing. Your customers may only want to watch videos that are of a certain length or format. These types of insights will help you craft a strategy that delivers the type of media they are seeking.
As you dive into these video marketing trends and statistics, you’ll soon realize why so many companies are investing more into their video production efforts than ever before.
78% of people watch online videos every week, and 55% view online videos every day. In fact, 54% of consumers want to see more video content this year.
Videos have become integrated into nearly every aspect of consumers’ lives. With the introduction of YouTube and the increase in streaming services, video is not a natural part of everyday life.
Research shows that your prospective customers watch branded videos every week, and more than half of them engage with video content every day. It is important to note that while the habits are changing, consumers are craving more video content from brands. Businesses that invest in their video production will be the first ones to deliver to these audiences searching for more content. The demand is there, and you need to capitalize on it.
The average consumer watches over 100 minutes of video content per day.
Consumers aren’t just watching a single video and turning off their devices. Instead, they’re consuming more than 1.5 hours of content across all platforms and devices. This is a significant portion of the day that they spend browsing videos. As they actively look for new content, consider how you can make your brand stand out and leave an impression—even as they are just scrolling through their feeds.
If you don’t actively create video content and continuously refresh the creative, you’ll miss out on this captive audience that is spending so much of their day consuming multimedia content. Think about what your company has to say and how you can create a conversation with your customers through video.
Men spend 40% more time consuming online video content compared to women.
Before you begin producing more content, you need to understand who is watching it. Personalize your content for the end viewer. You should have a specific customer in mind when you are storyboarding, writing, shooting, and editing.
With each video you produce, you should always thoroughly understand who you are targeting. With a clear vision of who you want to watch the video, you’ll be able to craft a compelling piece of content that resonates with that audience.
57% of millennial consumers watch more video ads on social media than on television.
Leading companies capitalize on the captive audiences that are living on social media. Advertising on social media is more effective and easy-to-track than traditional media buys through networks.
With a video ad on social media, you can natively integrate your brand into the social conversation. A compelling piece of video content that is sized correctly and optimized for social can be widely shared by captive, engaged communities. Consider how you can ramp up your social video content to tap into this lucrative audience this year.
Video Content Statistics
Now that you know people are watching videos, it’s time to dive in and discover what exactly they are hoping to see. You can’t just create video content about your brand and hope that it resonates. Instead, you need to tap into the minds of your target consumers and craft a compelling story that intrigues and delights.
These statistics will help you decide what your content should be about and what type of video you need to create. Let’s take a look at exactly what consumers are seeking.
Think of the digital landscape as a desert and your potential customers are starving for your content. More than half of all consumers don’t think brands are producing enough videos to keep them satisfied. Pause and reflect. How many videos did your business produce this year?
The challenge for businesses is more than just finding the right content to produce. Businesses have to keep up with the demand for their content and continuously create engaging video content. By doing so, they will stay ahead of the curve and will continue to deliver amazing content that engages their target audiences.
The three most popular types of videos are webinars, demos, and social videos.
If you’re at a loss for the type of video you should create, consider what types of videos are popular in the market. This will enable you to craft the right strategy and approach from the very beginning of your conception phase and stay current with the video marketing trends.
There are so many different types of videos that companies can create. Webinars are effective assets to educate your prospective customers on trends, insights, and industry-leading research. You can invite current customers and clients to join your webinar to share their stories and learnings for added exposure.
Product demo videos are a useful tool in explaining your product’s use cases and highlighting the different features you’re offering. Unlike written copy on a website, a demo video can help consumers visualize how they would use your product in their daily lives.
Lastly, social videos are designed for sharing. These are often short, bite-sized videos that showcase your product, brand, or story in an engaging and informative way. Multiple social videos can be tied together in a series that tells a long story about your business.
Video has become the most commonly used form of content marketing, overtaking blogs and infographics.
Years ago, most marketers were focused on creating high-quality infographics filled with useful facts, statistics, and visualizations. These assets, along with other long-form pieces of content, would populate their blogs and be optimized for search engines.
With the introduction of cost-effective video production solutions paired with the rise in social media, businesses have turned their attention to video as the leading form of content marketing. This shift has occurred after many businesses started realizing the power of video and saw a positive return on investment for their efforts.
48% of consumers want videos to reflect topics and content they want to see.
There is no one-size-fits-all approach to video content. Every brand will need to tap into its audience to understand what its customers want to see. This can be as simple as sending out a survey to existing customers or analyzing existing video performance data.
By increasing your social listening efforts, you’ll be able to evolve and tweak your video marketing strategy to more closely align with your target consumers’ expectations and desires. As your content matches your customers’ preferences, you’ll drive more engagement.
Social Media Video Statistics
One of the most popular mediums for video distribution is social media. This is often the easiest way to get your video in front of a large captive audience. Brands often create multiple versions of the same content to ensure that the video content is correctly sized, formatted, and optimized for each social channel.
But how do you know which social channel is best for video? How are video marketers harnessing the built-in functionality of each platform to optimize for performance? These are critical questions that all companies should be asking. Let’s dive into the world of social media video statistics to find out.
12% of Facebook video posts are live streams, but live streams get double the engagement of pre-recorded video posts.
For Facebook video, it pays to do it live. Only 12% of marketers are taking advantage of Facebook Live, the platform's built-in live stream function. Since so few people are taking advantage of this function, going live can be a great way to stand out from your competition and cut through the clutter. As a bonus, your fans will get a Facebook notification when you go live, increasing awareness from your video. In addition, live streams on Facebook out-perform pre-recorded Facebook video posts, making them more unique and effective altogether.
Native videos uploaded to Facebook have 10 times higher reach than YouTube links posted directly to the platform as an individual post.
It isn’t enough to just produce engaging content. You need to understand how to publish it to maximize its reach and engagement. Hosting your video on a popular streaming service (like YouTube or Vimeo) and then simply sharing that link on Facebook is not the way to do it. This limits the reach of your video since Facebook’s algorithm favors native posts.
Instead, you should upload your video directly to Facebook, so it plays natively as users scroll through their newsfeed. The video will automatically start playing without requiring the user to click the link. As a result, your video views will skyrocket and users won’t have to leave the app to view your content.
1 in every 10 posts on Facebook contains a video.
Approximately 10% of all posts on Facebook include a video. Since the number is so small, you have a significant opportunity to stand out and engage consumers with this form of multimedia.
Imagine scrolling through your news feed and seeing nine image or link posts, only to have the video post catch your eye. Whether you produce video content that features live-action or just animations, any type of motion will draw in users and intrigue their senses in ways that static images fall short.
Video Marketing Effectiveness Statistics
It’s important to go beyond the trends and analytical data of the video market and truly grasp its effectiveness. Does video marketing actually work? Will it be a good investment for your business? Will you generate a positive return on investment? After all, it isn’t just about making an amazing video. Your content should drive engagement and sales for your business.
Let’s take a look at some of how marketers realize the true value of video marketing. Depending on what key performance indicators (KPIs) you’re tracking, the video will likely make a meaningful impact on your business’s bottom line.
91% of marketers are satisfied with the ROI of their video marketing efforts on social media.
Marketers are shifting their social strategy to account for more video content. The investment is paying off, and their fans are engaging with the content. With 9 out of 10 marketers impressed by their social media video performance, this should be a strong indicator that social video is a safe investment.
Not only will your videos reach a wide audience, but you can also use them to introduce new products to the market, explain existing use cases, or simply share your brand story. Whether you’re creating organic social video content or leveraging video in your paid ads, the nominal investment in the creative can drive a meaningful return for your business when done correctly.
94% of video marketers say video has helped increase user understanding of their product or service.
With the right video, you can explain your product or service more effectively. Sometimes it simply takes a visual for the consumer to understand it. An increased understanding of your product will lead to fewer hesitations during the buyer’s purchasing journey.
In addition, it will reduce the strain on your customer service team who likely had to answer numerous inquiries your company received before the introduction of new demo or product videos. You can easily send a carefully crafted how-to video to a confused prospect to relay your product’s benefits and use cases in just a few seconds.
73% of businesses now use some form of video analytics to track content effectiveness.
The magic of video marketing is that its effectiveness can be easy to track. There are plenty of different analytics software on the market to evaluate your videos’ performance and attribute sales to the content.
You can use the built-in insights page in the back-end of all the social media platforms to evaluate video performance. If you want to examine how your videos are performing on your website, you can opt for a paid service like Vidyard to gate your videos and show how long the viewer watches and if they convert. Once you see how video is impacting your business, you’ll be able to focus your efforts on what is working and ramp up your production.
87% of video marketers say video has increased traffic to their website.
Although sales are king, there are still plenty of other benefits that result from integrating video into your marketing strategy. One of these is increased traffic to your website. Interested prospects may see a brand video in an ad, email, or social media feed and click the link associated with it. This will land them on your website (or better yet: a targeted landing page) which could lead them to convert.
By using more video content in your digital, email, and social media campaigns, you’ll drive more traffic to your website. This traffic will be invaluable to collect leads and create useful retargeting audiences for future video marketing campaigns.
Conclusion
Investing in video production might be one of the best decisions you make. As you can see above, there are plenty of opportunities available to leverage video to capitalize on changing consumer habits and increase revenue for your business. Proven video marketing trends research can guide you as you formulate your strategic plan. With an effective video strategy, you can achieve your desired business objectives more quickly and efficiently.
Unsure where to start with your video production efforts? The process of developing videos doesn’t have to be overwhelming. Our entire team is ready to assist you in messaging development, storyboarding, filming, editing, and producing your next video.
Take your video production to the next level with Levitate Media. Contact us today to bring your brand story to life with high-quality, customer-focused videos.
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