Brands who use video enjoy 41% more web traffic from search engines than ones that don’t. 41%: that’s the difference between a 5’7” tall, average person, and a 7’10” giant… taller than any player in the NBA history. In light of the tough competition over users’ attention, video content is a powerful tool you shouldn’t overlook. So when deciding to create a website or choosing a marketing strategy, it’s vital you’ll capitalize on this kind of content and choose the most advanced video player.
But we know that our height comparison analogy isn’t enough to convert you to video content. This is why we gathered the most eye-opening, jaw-dropping, ear-popping statistics about video marketing.
8 video marketing stats you can't ignore
01. After watching a product video, consumers are up to 85% more likely to buy it
"If a picture is worth a thousand words, then a video is worth a million.” Using your website for showcasing your products and services in a flattering way is an obvious move for 99.9% of business owners. However, while images are important, they’re not the only tool in your arsenal. Adding a product video allows site visitors to consume more information than when they’re reading a text. Moreover, it generates trust and helps potential customers to understand and evaluate your product or service. Once they’ll get a better feel of what you’re offering and they’ll know that you’re not hiding anything behind a flattering photo or impressive photoshop skills, the chances of them placing an order will go through the roof.
For example, alongside a bunch of high-resolution photos, the online fashion store Asos usually includes a video presenting each item, providing viewers a better shopping experience. With revenues higher than 2 billion dollars, you can arguably say that this feature is working for them. And if you’re worried that Asos’ stats aren’t relevant for your product, keep in mind that 52% of shoppers admit watching product videos makes them feel more confident to place an order.
02. Calls-to-action get 380% more clicks when placed in videos
Now, we want to tell you about a new amazing feature of Wix Video that will take your current video marketing numbers to the next level: Action Cards. This one-of-a-kind tool allows you to add clickable links on top of your videos. Even better: you can decide exactly when and where they will pop up. The Cards can link to your online shop, a subscription button or your social media channels – which makes it extremely valuable for directing traffic where you want while backing your marketing efforts. This game-changer is fully customizable, intuitive to use, and completely free. And that’s not all. Action Cards are still functional when other people embed your videos, making them a new source of traffic to your site, product pages, social channel or any other place on the web.
03. Video content can contribute to 157% increase in organic traffic for your landing pages
If you want to grow without increasing expenditure on video promotion, adding videos to your landing pages is a great way to bring more people while keeping your traffic organic as a stand in a farmers’ market. Google examines the amount of time people spend on a website. The longer they stay, the more likely that the content is relevant to them. As people are spending more than twice the time on pages with videos, it’s not surprising that those that include them are about 53 more likely to rank on Google’s first page. On top of that, inviting motion clips to your party delivers a 41% higher click-through rate when compared to text-filled pages.
04. ‘How-to’ searches are increasing 70% year-over-year on YouTube
Users and instructional videos are like the two ends of a lap seatbelt: they click. More than two-thirds of millennials say that they can find a YouTube clip of anything they want to learn. Your website shouldn’t offer a different experience. Adding didactic clips explaining how to use your products or services makes it easier for users to understand what your company is doing as well as useful information. They answer specific issues related to your business alongside general questions that might bring you more traffic. Additionally, tutorial videos make the learning process more personal and friendly and can reduce the number of people asking help from you/your support team.
05. 80% would rather watch a live video than read a blog
Yeah, yeah, we know. Everyone loves videos and prefer watching content over reading it. However, live broadcasts are a bit different from pre-recorded visual content. They are a great platform for exposing new products, broadcasting events and conferences and holding contests. While some brands are able to draw viewers to watch live videos on their website, most small businesses are more likely to utilize social media networks – Facebook, Twitter, YouTube, etc.
In some cases, broadcasting live content is granted a generous boost in reach by the algorithm of the social network which hosts it, while in other cases it’s just sheer interest and curiosity that draws people to the video. Alongside the opportunity to reach new audiences, live videos tend to excite users and make them feel more involved, informed and connected. But don’t count on the attractiveness of the medium alone. Create content that people would want to watch – interactive contests, mysterious or unique visuals or a notion that something big is about to take place in front of the camera.
06. 87% prefer to watch videos online if it means more behind-the-scenes content
Everybody loves a good behind-the-scenes (BTS) footage. It’s a superb way to expose lighter and less familiar sides of your business while adding a more personal touch to its image. This kind of content is also easier to create since the rough look and low budget vibe are an essential part of the genre. Unlike the common perception, behind the scenes content can be so much more than the post-credits movie bloopers we all know.
Businesses can upload clips presenting the people behind the brand and give viewers a glimpse of the work that is done in order to provide the final product. Besides that, sharing photos, videos or stories can highlight the growth and success of your company. Moving to a new office? Bought a game-changing ice cream machine? Share the excitement with your audience. On top of that, you can use the BTS platform to show you have a sense of humor by creating funny videos to connect with potential customers and make them laugh. There are many other usages for behind the scenes videos, but the bottom line is that all of them involve a relaxed approach and a more intimate and personal feel.
07. Combined, user-generated videos and professional content increases brand engagement by an average of 28%
If you’re looking to reach new audiences, position yourself as a leading brand, create strong connections with social media influencers or increase brand awareness, user-generated content is the multivitamin you need. Whether users create video reviews or demonstrate how to use your products and whether you create videos showcasing what users can do with your product or share testimonials, featuring user-generated video content in your marketing strategy can give you a significant boost.
On one hand, you can encourage customers to create and share video testimonials and reviews. Use them to learn where you should change and improve your products and services and position yourself as a trustworthy brand that attends to its customers’ needs. People always prefer a review by an unbiased source. While the levels of trust in content created by brand revolves around 25%, millennials trust user-generated content about twice as much.
On the more social side, you can use videos which put the spotlight on the users or showcase customers doing something extraordinary with your product. For example, here at Wix, we publish videos presenting our talented users and the amazing things they create. By doing so, you can display the strong relationship you have with your audience, inspire people to be creative and experimental with your product and produce original content with viral qualities.
08. Between 20% and 40% of those who attend a webinar become qualified leads
Webinars are web seminars. Without the snoring of a tired classmate or an occasional paper plane cruising above your head, these online seminars allow brands to reach a wider audience in exchange for providing valuable content that people want. For example, if you run a car dealership, a webinar about preparing your car for winter could help you reach new customers. Remember that in order for a webinar to be a successful one that actually converts leads efficiently, it must offer an added value, and not just be a long sales pitch.
When thinking of a subject, try to experiment with trending issues relevant for your brand or recurring support related topics that will allow you to offer an extensive review of the matter. All along, gracefully demonstrate some of the strengths and pros of your products. Note that webinars are most effective when performed live, allowing users to ask questions during, or at the end of the seminar. The crowd can be physically present or communicate through live chat.
In general, video marketing is a proven method to increase website traffic, improve search engine rankings and play an overall role in a user's experience. As more site visitors and consumers continue to prefer video content across various platforms, businesses must keep up and intergate video marketing strategies to stay competitive and effectively reach their target audience.