How important is it to have a strong video marketing strategy these days? The numbers below speak for themselves…

But before we let those numbers do the talking, a quick note: there are a lot of video-related stats out there these days, lurking around the internet without any actual verification. Like one of the most popular of them all: “A Video is Worth 1.8 Million Words.” This oft-quoted figure is purely anecdotal; created by imagining what if that popular idiom—about a picture being worth a thousand words—were true, then multiplying that by the frames per second of video (and then multiplying that number by the 60 seconds in a minute). In other words: that stat is as reliable as determining that someone who’s twice as fashionable as someone “dressed to the 9′s” is somehow “dressed to the 18′s” (and then further multiplying that irrelevant number).

So, like we said above, there are a lot of video-related stats out there. Unfortunately, many of them are misleading, unsubstantiated or outdated. That said, there are also a lot of valuable and actionable numbers worthy of your attention. Below are the 22 you need to know…

POPULARITY (Video Marketing Stats):

  • 59% of senior executives prefer to watch video instead of reading text (via Forbes)
  • 96% of consumers say they find videos “helpful” when making purchase decisions online (via Animoto)
  • Where both text and video are available on the same web page, 69% of users would prefer to watch video to learn about a product or service (via Wyzowl)
  • Videos are shared 1200% more times than links and text combined (via Orion 21)
  • US Adults spend an average of 5 hours, 31 minutes watching video each day (via eMarketer)

SEO & E-MAIL MARKETING (Video Marketing Stats):

  • Video drives 157% increase in organic traffic from search engines (via Brightcove)
  • Having video on the landing page of your site makes it 53% more likely to show up on page 1 of Google (via Mist Media)
  • Search results with video thumbnails have a 41% higher CTR than plain text (via aimClear)
  • An introductory email that includes a video receives an increase click-through rate by 96% (via Implix)
  • Including video in introductory emails reduces subscriber opt-outs by 75% (via Eloqua)

RETENTION, CONVERSION & ROI (Video Marketing Stats):

  • The average user spends 105% more time on a website with video (via Brightcove)
  • Visitors who view videos stay on web sites an average of 2 minutes longer than those who do not. They are also 64% more likely to make a purchase (via ComScore)
  • Landing pages with video typically have a conversion rate greater than 80% (via EyeView Digital)
  • Companies using video require 37% fewer unique site visits to generate a marketing response (via Aberdeen)
  • 1 in 4 consumers actually lose interest in a company if it doesn’t have video (via Animoto)
  • 70% of marketing professionals believe that video converts better than any other medium (via MarketingProfs)
  • 93% of businesses who use video believe that it has increased user understanding of their product or service (via Wyzowl)

THE FUTURE & BEYOND (Video Marketing Stats):

  • 67% of businesses say they plan to spend more on video in 2016 (via Wyzowl)
  • 96% of B2B organizations are engaged in video content marketing (via The Web Video Marketing Council)
  • 82% of B2B marketers reported success with video marketing initiatives (via Vidyard)
  • 72% of advertisers will move funds out of TV in an effort to increase their spending on digital video advertising (via IAB)
  • US digital video ad spending will reach $28.08 billion in 2020; up from $9.90 billion in 2016 (via Cowen and Company)

Questions? Comments? Contact [email protected]