There’s no denying that video marketing is a powerful tool that grabs and holds customer attention. From demos to testimonials to company culture, video makes a connection with the viewer. But don’t take our word for it, check out some of these compelling video statistics that illustrate why video makes a difference.
Formula for Success
Dr. James McQuivey quantified the worth of a video. He declared it to be the equivalent of 1.8 million words. While that may seem arbitrary, there’s actually science backing up his statement. Here’s the train of thought and resulting formula McQuivey used:
- A picture is worth a thousand words
- One second of video is 30 frames
- 30 frames = 30,000 words
- 30,000 x one minute (length of a short video) = 1.8 million words
We prefer to justify this video statistic in a way that’s more easily relatable: Is it faster to describe a dog or show a picture of a dog? “Brown” to you may be “tan” to someone else. Did you mention the dog’s spots? What about its size? The length of its ears? What kind of tail does it have? All this can be conveyed in a picture and understood quickly. Describing the dog takes much longer and different readers will have different mental images. The same idea applies to your product. Not only will a video get everyone on the same page, but it’s also more engaging. Did you know that mobile video usage has increased by nearly 10 million daily viewing minutes in the last two years? Plus, video goes one step further than a still photo. You can show the product in action. Video can use footage, audio, and visuals to deliver all kinds of information in a way that’s easy to understand and engaging.
Shorter is Better
One study showed that the optimal length for a business video is 60-90 seconds. Another study showed that nearly two-thirds of consumers prefer to watch video running less than a minute. We could keep citing video statistics, but the point is that people like short videos.
Humans are a busy, impatient bunch with short attention spans. Indulge them with a short video. Sixty seconds may sound like it’s not enough time to tell everyone about your super awesome product or service, but it’s plenty of time to capture a viewer’s interest. Include a CTA so the viewer can find their way to conversion.
Making a short video takes some planning. Think about the most important aspects of your product and concentrate on those. Find a way to relate to the audience—how are you solving a customer’s problem? Show your product being used and include some text that highlights important features. All this can easily be achieved in less than a minute.
Silence is Golden
If you’re anything like the rest of us, you have your social media feeds set to mute. Thanks for being so considerate! Because you don’t want to disturb your office mates, fellow commuters, and people in line at the grocery store, you’re watching video without sound. In fact, 85% of Facebook video is watched that way.
Make the most of your video by mute-proofing it. This means using the kinds of visuals that will convey your message even without sound. Use subtitles and captions to spell out what’s going on. Or try graphics and text to emphasize words and concepts. Use the most illustrative footage and practice the adage of ‘show don’t tell’. Take advantage of your audience’s viewing habits by giving them a video worth watching under any circumstances.
Video Statistics Show Perfect Landing
Including video on your landing page can increase conversion by eighty percent. If you’re looking to boost your website traffic and make conversions, video is a great choice. Quick survey: when you get to a landing page and there’s a video of the product you just searched, what do you do? You watch it! We like to be passive and watching a video is easier than reading the text below the video. I’m not saying the text isn’t valid, but a video is like a steak and the paragraph below the video is like the vegetables. Both have value, but your eyes go to the steak first.
Video is going to keep people on your page longer, meaning a better chance at conversion. With a strong video that effectively promotes your product, the visitor can be persuaded to either purchase right away or further explore. Don’t forget to include the all-important CTA!
Researching a Purchase
Almost half of internet users look for videos related to a product or service before visiting a store. Video statistics show that researching a product before making a purchase is common practice. What are your options when it comes to price and performance? Where can you find the product? What are other people saying about you and your competitors?
When a potential customer is looking for the kind of product you sell, you want them to find your company. Video increases SEO, which means they’re more likely to find you. Once they find you, give them the video they want to see. Tell them what’s special about your product or service, the benefits of using your company, and any other selling points that will lead to conversion. Then tell them how to take that next step with a (see CTA mention above).
Numbers Don’t Lie
They say the proof is in the pudding. If these video statistics don’t convince you to use video, reread the blog. Click on some of the links are find further support for making video part of your marketing plan. Then give us a call at Key West Video and we’ll work with you to effectively reach your customers.
