Video content wins

Just in case you needed any convincing on the power of video in marketing, there’s no shortage of stats and ‘facts’ out there to prove that video’s time has come. In a big way. You can question how they got the results but even if you take them with a pinch of salt, the numbers show a definite and unmistakable trend.

Here are just a few mind boggling stats we’ve come across recently (and their sources, just in case you thought we were making it up):

  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Wirebuzz)
  • 59% of executives say they would rather watch a video than read text. (Wordstream)
  • 4 times as many consumers would rather watch a video about a product, than read about it. (eMarketer)
  • 52% of marketers say video is the type of content with the best ROI. (HubSpot)
  • One minute of video is worth 1.8 million words. (Forrester Research)
  • Companies that use videos in their marketing have 27% higher clickthrough rate and 34% higher conversion rates than those that don’t. (Buffer)
  • Social video generates 1200% more shares than text and image content combined. (Wordstream)
  • Facebook videos receive 135% more organic reach on average than a Facebook photo. (Socialbakers)
  • 60% of marketers used videos in their social media marketing in 2016. (Social Media Examiner)
  • 55% of people pay close attention when consuming videos — more than all other types of content. (HubSpot)

So, the stats clearly show video’s incredible power when it comes to marketing and communications. But why? Some might say it’s the scourge of our modern times – we’re too distracted and lazy to read anymore. But video’s real power lies in its ability to engage and delight while informing. And the opportunity to entertain while doing all of that. It seems that video’s content goes to a different part of the brain than just reading or hearing something. A part of the brain that engages more with what it is receiving and therefore recalls more. There’s also the fact that video can more easily invoke emotions. And we all know that when emotions are at play, our brains remember a lot better and engage a lot more.

There has never been a better time to invest in good video content than now. Not only because your target marketing is probably crying out for it, but because very soon video will be the basic entry to the game, if it is not so already.

But video for video’s sake is not going to cut it. Viewers are ruthless and have no qualms at all about clicking ‘next’ within seconds of your video starting if they feel it is not worth their time. The first drop off peak in video stats happens within the first 5 seconds. That is not a lot of time to pique someone’s interest. But if your video is well considered, intrigues and has the right content for the right target market at the right phase of their purchasing cycle, you’ll be rewarded with 1, 2 or even 3 minutes of their undivided time. And in this day and age that is powerful stuff.