Video Marketing’s ROI
Videos aren’t just popular. They’re effective. According to a recent Wordstream report, 51% of all marketers found video content to be their most profitable media type.
The following figures explain why:
- 64% of consumers make a purchase after watching branded social videos (Tubularinsights).
- Aberdeen Group reports that video marketers get 66% more qualified leads.
- Wyzowl’s video marketing report for 2018 shows that 81% of businesses now use video marketing.
- According to Animoto’s Social Video Forecast, 76.5% of brands using video marketing see results from it.
- 4 in 5 users can recall seeing a video ad they’ve seen in the past 30 days (Forbes.com).
Key Point: Marketers who use videos get 66% more qualified leads – videos is a more effective media than the e-mail.
59% of senior executives and 72% of consumers prefer videos over text if both are available on the same page. Videos are also the most popular form of Facebook content, with an engagement rate of 13.9% (Locowise).
In addition to being highly engaging, videos help marketers connect with users more often, and for longer, than text and images:
Key Point: Videos are as important in B2B as they are in B2C.
Social media videos are both engaging and popular. Facebook gets over 8 billion daily video views, YouTube – 5 billion. Across all platforms, videos get 12x more shares than text and image content combined. But these surface statistics don’t tell us everything:
- A Digiday report reveals that 85% of users watch Facebook videos with the sound off.
- According to Facebook’s own statistics, 47% of a Facebook video ad’s value is spent in the first 3 second.
- WyzOwl’s Video Marketing Statistics for 2018 show that 87% of video marketers use YouTube; significantly more than Facebook.
- According to Sumo’s Noah Kagan, inbound visitors from YouTube stay on-site longer than any other category of users (by a whole 141%).
Facebook may numbers on its side – but YouTube is still the more effective platform. Meanwhile, in the micro-video space:
- Business Insider reports that Instagram Stories now has 400 million users, making it twice as big Snapchat.
- Brands and influencers are ditching Snapchat (CampaignLive), perhaps as a result of dwindling viewership .
- Instagram adds new features like Instagram Music.
All of this means that Snapchat is likely to continue falling to Twitter’s rising success.
Meanwhile, one brand that continues to do well with videos is Twitter. With 330 million monthly users 82% of whom watch videos, Twitter will continue to be an effective secondary platform for video marketers (Statista, WordStream).
Key Point: 85% of Facebook’s videos are watched without sound, suggesting the platform is actually far behind YouTube in terms of engaged views.
Video engagement is best on Twitter, followed by YouTube, then Facebook.
In 2019, mobile devices will become an increasingly important part of video marketing strategy:
- According to YouTube’s own statistics, over 50% of all video plays on the platform come from smartphones and tablets.
- According to AdelieStudios’ statistics for 2018, over 50% of all videos on the Internet as a whole also come from smartphones and tablets.
- 90% of Twitter’s video views are mobile, as are the vast majority of Instagram and Snapchat’s (Twitter).
- Mobile video consumers are among the most engaged and active, with 92% sharing content (Renderfx).
Perhaps most importantly, 2019 is the year that medium and low-end mobile devices are set to get screens that support HD playback (Powtoon). Combined with the penetration of mobile networks in Asia and Africa, mobile users will be more important than ever.
Key Point: 92% of mobile users share content — optimise video for mobile instead of desktop.
Live Video Streaming
Outside mobile devices, live video streaming is the biggest current trend in video marketing:
- 1 in 5 Facebook videos are now Live, and users watch them up to 3x longer (Go-Globe).
- Twitch.tv – a video streaming platform for gamers – reports having 140 million active monthly users (Twitch).
- Earlier this year, a Twitch stream featuring pop artist Drake and celebrity gamer Ninja saw 628,000 concurrent viewers (The Verge).
- Netflix now has over 118 million global users (Recode).
- OptinMonster reports that over 1 in 2 marketers are using live videos in 2018, with most planning to continue next year.
Key Point: If sales and marketing strategy aligns, explore live video streaming.
Future of Video
In 2016, Nicola Mendelsohn – Facebook’s VP of European, Middle Eastern and African operations – said she expected the platform to be all video by 2021.
Later that year, Cisco projected that videos would drive 82% of all consumer Internet traffic by the end of 2020.
With 2019 is a stone’s throw away, it’s safe to say that these predictions look poised to come true in the near future:
- Cisco report shows that videos drive over 73% of all B2C Internet traffic.
- Statista reports that most consumers watches online videos.
- Tubular Insights predict that in 2019, users will upload over a million minutes of video content every second.
- In 9 countries, over 50% of users already watch online videos every day (Statista).
- The 2 biggest social platforms in the world – YouTube and Facebook – are both video-oriented (Statista).
Key figure: Videos drive over 73% of all B2C traffic, making them the single most dominant media type on the web.
Video marketing is here to stay.
Whether you’re using videos already or would like to add them to your marketing mix, this is a good time.
If you’re not using videos yet – don’t fret. Some businesses and entrepreneurs don’t need to worry about videos. This includes:
- Small brands with no content marketing foundation, i.e. no blog, no website, etc.
- Brands that can drive user-generated content, getting fans and consumers to create videos for them.
If you are reaching out to your audience, video is (and will continue to be) the most effective medium.
Wordstream: Video Marketing Statistics for 2018 https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics
Aberdeen Group’s Growth of Video Marketing report
Wyzowl’s State of Video Marketing for 2018
YouTube Creator Academy
HubSpot’s Video Marketing Report
HubSpot’s State of Video Marketing in 2018
LocoWise Facebook Analysis
Digital Information World’s Video Marketing Infographic
Facebook’s “Value of Video for Brands”
Digiday: 85% of Facebook Videos Watched Without Sound
Business Insider UK: Instagram Now Has 400 Million Users http://uk.businessinsider.com/instagram-stories-400-million-daily-active-users-snapchat-2018-6
Campaign Live: Social Influencers are Leaving Snapchat for Instagram https://www.campaignlive.co.uk/article/social-influencers-ditching-snapchat-instagram/1462846
Quartz: Facebook is Predicting the End of the Written Word
Statista: Percentage of Online Users Watching Video Content (2018) https://www.statista.com/statistics/272835/share-of-internet-users-who-watch-online-videos/
Cisco Visual Networking Index: Forecast and Methodology, 2016–2021 https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.html
Statista: Percentage of Internet Users Watching Videos Daily https://www.statista.com/statistics/319688/daily-online-video-usage/
GO-Globe: State of Live Streaming Infographic https://www.go-globe.com/blog/live-streaming-statistics/
Statista: Number of Monthly Active Twitter Users https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/
YouTube for Press
AdelieStudios: Top 17 Marketing Statistics for 2018 https://www.slideshare.net/AdelieStudios/the-top-17-video-marketing-statistics-for-2017
Twitter.com: Twitter Users Love to Watch, Discover, Engage with Videos https://blog.twitter.com/marketing/en_us/a/2015/new-research-twitter-users-love-to-watch-discover-and-engage-with-video.html
Powtoon: Video Forecast Infographic
Tubular Insights: Views of Sponsored Video Content Up 258% From 2016 https://tubularinsights.com/sponsored-content-q2-2017-report/