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Video gets the best engagement rates no matter where you use it: social, email, webpages, advertisements. Wherever you put it, conversions increase.
For instance, the click-through rate of a video ad is 18 times that of an HTML banner. And despite not yet being fully supported in all email programs, personalized videos in email marketing have been shown to increase conversions by up to 500%.
127 facts sounds overwhelming, but this infographic is so well organized, you won’t even notice! Many thanks to Website Builder for the great info! Keep reading for my key takeaways and to see the full graphic.
When did it start?
Vimeo debuted in 2004, a year earlier than YouTube—I didn’t know that! (Nor did I realize YouTube has been around a solid 12 years now…) Facebook Video, Netflix, and Hulu all joined the fun in 2007.
By 2009, YouTube views had reached a billion per day—not bad for a still-growing technology. Those views have skyrocketed since, with video becoming easier and easier to create and distribute.
Facebook Live launched just last year in 2016 and quickly changed everything we marketers thought we knew about social media marketing. The amount of time users now spend watching live video is three times that of traditional.
How much video are we talking about?
Forty-eight hours of video are uploaded every minute to YouTube. You read that correctly. Two days’ worth of video per minute. Netflix members streamed 42.5 billion hours of video in 2015. This number doesn’t include my parents, incidentally, since they still get their subscription via DVDs in the mail.
By 2017, video content will represent 74% of all internet traffic and Facebook predicts that 90% of its content will be video-based by 2018.
Does video really improve engagement that much?
Yes. Using video in your social media marketing increases sharing by 10 times. Posts on Twitter containing video rather than a photo are retweeted six times more. The number of videos posted to Instagram almost doubled in 2015.
One issue all Facebook business pages are struggling with right now is decreased organic reach to their followers. Due to changes in the algorithm, not everything you post on your page is going to show up in a follower’s feed. Video posts are a great way to counteract that because they see the highest engagement rates, about 14%.
How is most video consumed? Mobile or desktop?
The growth of mobile is about as staggering as that of video. Views on YouTube are predominantly mobile, splitting 70/30. That comes to an average audience of 15.7 million people on mobile, compared to just 4.9 million on desktop.
Overall video consumption in the U.S. is also skewed towards mobile, though not as dramatically: 27% mobile to 10% desktop.
Okay, but how does it help my bottom line?
A third of retailers reported a 91% increase in their conversions by using video. Research has shown that four times as many consumers would prefer to watch a video about a product than to read about it. A perfect example is Crazy Egg, which increased conversions by 64% and revenue by $21,000 a month—by creating an explainer video.
What does all this mean for small business owners?
The research has repeatedly proved the effectiveness of video in all facets of marketing—and it’s not just marketers who think so. An Animoto survey of both marketers and small business owners who have used video marketing said it had a direct impact on their business.
Not only that, but they appear to be putting their money where their mouth is. Video ad spending between 2015–17 in the U.S. increased 67%, and it’s expected to increase another 111% by 2020.
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.