What do you think makes a compelling promo video?
When we go in to create something, we come at it with internal biases.
The things that we believe will influence performance.
Making judgments based on our pre-existing feelings has been shown time and time again to lead to failures in one's analysis.
It was found in this study that using a decision support system improves our ability to perform beyond our biases.
So, what this shows is that using a decision-making structure improves our decision-making ability.
This is relevant because the content your business produces will always be an emotional and subjective thing.
However, we need to move beyond the subjectivity and get down to the hard science behind what makes a promotional video perform best.
This article will go into the science of your promo video optimization.
Have an engaging thumbnail
Ensure that your Metadata is on point
When uploading your video to YouTube, video, or waste ensure that your description, tags, and title are optimized for indexing, meaning that they will pop up in search. Google is the authority when it comes to optimizing your promo video for SEO, as it is the largest search engine (and owning the second largest search engine, YouTube).
See this article by Google on optimizing your content. They recommend using a short template for all your video descriptions to keep consistency across your content and make indexing easier.
81% of businesses use video as a marketing tool (the number reported in 2017 survey)
This statistic is compelling as it shows that video is becoming an essential tool in any businesses content tool belt. It's no longer a new thing but is fast becoming necessary as a benchmark to be able to compete on the same level as everyone else in the market.
65% of those who don’t currently use video, plans to start in 2019
This is a related statistic, now that most businesses are using video, the ones that aren't are planning to, and it's becoming a part of most marketing budgets more and more.
As reported buyers prefer to watch video content, online streaming services and beyond. According to a survey on a typical day, respondents specifically watch the video around 1.5 hours. Meanwhile, 15% reported watching more than 3 hours of video on an average day.
We already consume most of our entertainment through video content, so it's natural that we would consume marketing via that same medium. It makes no sense that we expect our audience to consume our content via text when the percentage of people reading drops every year, and the percentage viewing globally only rises.
95% of people have watched an explainer video to learn more about a brand in 2017
When you land on a website do you watch the 1-minute video or read the entire landing page? For most people, the answer is watching the video before or instead of reading the page of text.
81% of consumers were convinced to buy a product or service by attending a brand’s video
Video allows us to communicate aurally and visually without asking for much energy from the viewer. This means that we can express our marketing messages more effectively with promotional videos than promotional copy writing on its own. The richer the media, the more effectively it engages someone on an emotional level. So that's why we are more convinced by video than text alone.
85% of people say they’d like to see more video from brands in 2019
This statistic is simple; we don't have time or attention to give to the billions of marketing messages out there that may be vaguely relevant to us. We only have a few minutes maybe for the things that we are interested in. Because we are not already motivated enough to buy, we aren't motivated enough to read through pages of content. Though at the information gathering stage we may be motivated enough to consume 60 seconds of content promoting a brand if it's exciting and entertaining.
97% of marketers confirm that video has helped increase user understanding of their product or service
Marketers have now caught on to the fact that video is highly effective in communicating their core message, now we are all aware of its effectiveness, and we are using it more and more, so if we want to compete on the same level as everyone else, we need to be implementing promotional videos in our content.
76% marketers are of the view that it enabled them to increase sales.
Most marketers believe that it's increased their ability to drives sales for their business which is just opinion, but it shows that they are likely to continue using it.
80% say the video has raised dwell time on their website
Increasing the time that a viewer stays on your website is essential not just from the standpoint that it means the information on that website is useful, it also means that in the eyes of google your website is more valuable, which means it is more likely to rank higher helping SEO.
76% say it helped them improve traffic
Video has a positive effect on click-through rates in most cases so this, in turn, means a higher number go through to the website.
51% of marketing professionals worldwide consider video marketing to earn the best ROI
Out of all the content mediums video seems to have the most significant effect on results because of its ability to enrich the promotional message of companies.
Reports state that currently 38% of marketers share video content on LinkedIn and now 55% of business owners said that they would continue or start to share videos in this professional social network very recently in 2019.
Again, not only do we see the effectiveness of video play out, we see this lead to more and more video being produced and distributed, meaning that video is becoming the benchmark for all content.
According to stats presented by Responsive Bound Marketing, Social video generates 1200% more shares than text and images.
Engagement is the key word here; video is more engaging, so we want to share that with our friends vs. text and images (Unless it's a game of thrones meme, then an image is fine).
Google reports 2/3 of users watch YouTube on a second screen while watching TV at home.
This is an insane statistic showing that we are so all over the place that we watch two things at once.
A content published in Bloomberg says 82% of Twitter users watchers are video content consumers.
Twitter was all about short text messages before, but video is becoming a big part of it just like everywhere.
Based on a market survey as of June 2017 tubular insights says, views on branded video content have increased 258% on Facebook and 99% on YouTube.
More and more people are viewing the content that brands produce.
Video marketing statistics for 2019 also show that – 90% of all content shared by users on social media was video.
Video is now the standard; 90% of the world's internet users go online via a mobile device, so I recommended that you ensure the content you share is mobile friendly.
90% of the world’s internet users go online via a mobile device
Ensure that the content you share is mobile friendly.
Virtutes reports 92% of mobile video viewers share videos with others
Well this is an obvious stat, people share stuff.
One-third of the world's population (about 2.5 billion people) access social media services via mobile devices.
People use social media, on phones, and view video… 2.5 billion of them.
48% of emails are opened on a smartphone so videos should be compatible says Movable Link.
When you include video in your email marketing, it is essential to ensure it is mobile optimized.
Eye View reports, including video on a landing page, can increase conversion by 80%.
This is insane, just by switching the medium that your message is delivered in you can enhance conversions by 80%.
According to Video Brewery, 12% of consumers purchased the specific product featured in the video ad.
This stat shows that video content works.
22% visited the website named in the video ad says Video Brewery.
Viewers will pay attention to the calls to action in your video so ensure that it’s accurate.
KPCB reports that 74% of 2017 online traffic is video content
I’m not sure about this statistic as it may be that this statistic primarily comes from adult content.
Another reliable source ‘Marketing Sherpa ‘points out that video ‘attracts two to three times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search engines.’
Video has positive impacts on a range of metrics and will continue to do so.
12% of visitors will watch video on product pages. Consumers are more likely to continue browsing the site for more content.
This just goes to show that the video content that you do produce still needs to be good.
Think with Google surveys show that almost 50% of internet users look for videos related to a product or service before visiting a store.
This is key when it comes to retail because we have the information at our figure tips buying decisions are usually influenced by our googling instead of packaging.
According to a report publishing by DMB Adobe online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers.
This could just be because the ones who view the video are already more interested.
Ani-moto states 4x as many customers would rather watch a video about a product than reading about it.
This is an obvious one, it comes down to our impulse to minimize time and energy.
Internet Retailer projects 52% of consumers say that watching product videos makes them more confident in their online purchase decisions.
We trust the messaging in our videos
In 2017 it’s found that Internet video traffic made up 69% of all global consumer Internet traffic.
Is this adult in nature though…?
Research proves that viewers retain 95% of a message when they watch it in a video compared to 10% who spend their time directly on texts.
Because video engages our attention on multiple levels we then retain the message it contains.
This is a powerful statistic as it shows the power of video to increase message retention which is always the goal of promo content in general but especially promo videos.
It is estimated that by 2019 internet video traffic will account for 80% of all consumer Internet traffic.
Right now the majority of content produced is video so if you’re falling behind the crowd you’re not even in the game.
An average user spends about 88% more of his time on a website that has video incorporated in it.
We are able to devote more time to watching a video vs. scrolling and reading text because it plays to the fact that humans put a lot of focus on minimizing time and effort.
Live videos will be the latest trend. Look at the statistics.
a) It’s seen that people spend 3x longer watching live video.
b) Live videos have exponentially high engagement rate.
a) According to forecast, active VR users will reach 171 million worldwide in 2019
According to some stats live video performs best, which is why we advocate implementing both live and animated video in to your content strategy. If you are missing one, you’re missing out on results and leaving more money on the table.
This article riffed on the latest video marketing statistics that show how powerful video is as a tool in any businesses' operations online.
Especially when it comes to promoting your company.
A promo video will have real effects on a range of key performance indicators.
So ensure it plays some role in your business's content, if you don't have video, it's almost pointless trying to compete online with those that do check this out.
- Explainer Video Top Reasons They Drive Results Online
- Video Marketing Guide – The Ultimate Guide to Your Video Strategy
- Marketing Strategy – Top 5 Ways to Implement Video Content