The stats are out for the new year and it’s absolutely no surprise that the stronghold that Video has in Online Marketing in the past 2 years has continues to strengthen. Let’s take a look at five of the most compelling results of most recent research studies and learn how to apply them to your Marketing plan for a powerful start to 2019.
Whether you sell a service or a product, and whether you are a B2B or B2C company, your customers are looking for you online before they decide to purchase. It’s not enough to have a fancy website, or an impressive number of social media followers. YOU MUST HAVE AN ONLINE VIDEO PRESENCE. Look at all the major online retailers, and check out your competitors too. There’s a reason they use an abundance of video, everything from Product Intros to FAQs to Brand Culture Videos, these all work together to encourage a much higher rate of customer conversion.
2. The number of businesses using video on landing pages jumped from 49% last year to 60% this year.
Why? Because video is show to increase conversions by up to 80%! If that’s not convincing enough, this isn’t the only reason why creating video for your website is an excellent move. Video also takes precedence in Google Search results, meaning that you’ll rank higher and attract more visitors to your site. In addition, as much as using video positively impacts visitors to your site, the opposite is also true. As video on your homepage is now expected - if you don’t feature at least one video, this might deter would-be-customers from further exploring your site and considering your brand.
3. 89% of views of business-related videos take place on desktop browsers, with only 11% on mobile devices. Mobile views of B2B content actually decreased by 3% as compared to last year’s data!
This stat is surprising as in general mobile video viewership across the entire web is steadily increasing. We can learn from this statistic however. If you are producing Branded Video Content in the style of Explainer Videos or videos that use on screen graphics, then be sure to anticipate viewership on larger devices and screens. Self-produced content (that funny in-office video of the office dog raiding the fridge) will more likely be viewed on mobile screens. Why doesn't any of this matter? Well larger screens usually equate to a higher tolerance for longer content (we’re talking up to 5 mins, 75% of all videos published in the last year are less than 2 minutes long), and the opposite is true for content likely to be viewed on a phone (the shorter the better - no more than 30 seconds!). Of course we hope that it goes without saying that regardless of the type of video ALL of your online content should be mobile-friendly.
4. 85% of Facebook videos are watched without sound. (Source: Digiiday)
This stat is very important. Comparing this to previous years shows an upward trend - basically more and more people will watch your Facebook Videos (and we can make a fair assumption that this might also extend to other social platforms) with the sound turned off. Should you make silent videos? Absolutely not, but you should be making video content that does not rely on a voiceover or soundtrack. Instead design your content to tell your story visually first and foremost. And when you do upload your video, take advantage of Facebook’s auto-caption feature. Reading captions pulls the viewer's attention to your video, and it also helps to tag your video with relevant search terms making it more discoverable.
5. While larger companies do produce more videos on average, there is no direct correlation between company size and number of videos published.
Yes, it seems in this instance, size doesn't matter. Did your company use Video Marketing make less than $10M in revenue last year? Then you are not only holding rank with the big names in your industry - but you might even be outperforming them! What does this mean for smaller companies - that you as David are able to create video content within your budget that competes (and can often beat) your Goliath! Quality and original and dynamic ideas are possible with smaller budgets, this is one area where original thinking and innovation can still trump the big boys big check books.
Want to work with a company that champions the smaller and midsize companies, producing bold, attention-grabbing content on time and one budget? We also win awards, get results and most important of all - we love what we do. Send us an email (email@example.com) or check out our website for more info: www.frontruennerfilmsllc.com . We’d love to chat about your business goals for 2019 and how we can create video to help you achieve them.