Not Convinced Video Marketing Works? Check Out These Stats…


 

Over the last few years the streaming of video content online has risen dramatically, and it’s predicted that this will continue to increase for years to come.

Video is a fantastic marketing channel through which to reach new or existing clients. Video marketing can help you differentiate from competitors, showcase your expertise in the property market and ultimately contribute to lead generation and new business.

For many, streaming video is much easier than reading text, particularly if they’re using a small-screen mobile device. What this means is that if you’re serious about marketing products and services you really can’t afford to pass on video.

Video is a very personal medium and can allow you to make the most of capitalising on your own brand and personality. Video content is also something that I don’t see many people in the Kiama and Illawarra region doing, or doing well.

Don’t believe me? Let these statistics do the talking!

1. The growth of online video content

Let’s start by looking at the phenomenal growth of uploaded content to YouTube and Facebook.

  • Over 1.9 Billion logged-in users visit YouTube each month and every day people watch over a billion hours of video and generate billions of views. A user’s average viewing session lasts 40 minutes (source: YouTube)

  • 500 billion videos are watched each day on YouTube (source: com)

  • 300 hours of new content is uploaded every minute (source: com)

  • YouTube has 1 billion users, and reaches more viewers than US cable TV networks (source: YouTube)

When it comes to Facebook, it’s a similar story:

  • 8 billion videos are served every day (source: com)

  • 45 billion users are active every day (source: Facebook Newsroom)

In fact, the growth is so high that by 2019 online video streaming is expected to account for 80% of all internet traffic! (source: Cisco.com)

 
 
 
 

A great example of how builders and construction companies can use video to showcase their work.

 
 
 

2. Video is the preferred medium for mobile content

One of the most significant changes we’ve experienced over recent years is the growth of mobile. As devices become cheaper and networks reach more and more people they’ve now become the dominant way we access the internet. This phenomenal growth has shaped Google’s guidelines for the way we now create, optimise, and serve online content.

  • 88% of Australians now own a smartphone (source: Deloitte)

  • 90% of Australian teens have access to a mobile phone (source: Roy Morgan) and spend on average 1200 hours a year online (source: SBS)

  • 88% of Australians are active internet users (source: Statista )

  • 79% of Australians access the internet multiple times daily via smartphone use (source: ARN )

  • We’re consuming everywhere, at any time. 35% of us check our phone within five minutes of waking up in the morning, with 70% using phones during mealtimes with family and friends. (source: Deloitte )

If you’re looking for global marketing opportunities, look no further than India, China, and many African nations. Internet cost is still often a prohibitive factor in these countries so users tend to access the internet primarily through mobile connections via smartphone.

The growth of mobile has played a significant role in changing our internet preferences. Navigation and reading of text-heavy pages is less efficient on small-screen mobile devices and that is reflected in our growing preference for video content as the following stats suggest:

  • YouTube mobile video consumption effectively doubles every year (source: Forbes)

  • 55% of people watch video content online every day (source: Forbes)

  • 53% of people say they want marketers to produce more video content (source: Hubspot)

Interestingly, because a lot of video media is streamed “on the go” for example while going to work on public transport, sound isn’t as important as the visual aspect; many viewers watch videos only. Facebook’s autoplay feature for videos that appear in users’ newsfeed contributes to this trend. Therefore, to get the best bang for your buck in terms of video marketing, videos should be able to be understood without sound or utilise closed captions or subtitles.


3. The effectiveness of video over other content forms

From a marketing point perspective how does video compare to text and image-based content?

  • 95% of consumers say they watched a product video to learn more and 81% of them were convinced to make a purchase (source: com)

  • 92% of mobile users say they share video content (source: Forbes)

  • 76% of businesses with product videos say their sales have increased, while the improved educational quality of the content reduced support enquiries by 47% (source: com)

  • 99% of businesses that have previously used video marketing intend to do so again this year, with 85% of them stating that video serves an important role in their marketing campaigns (source: com)

There’s also evidence that, if done well, video can work wonders for boosting SEO, particularly when you pay attention to details such as titles, descriptions, keywords and tags. Also, since YouTube is now recognised as the second-largest search engine – and is owned by Google – it can really pay to have a YouTube presence.

 
 

AWS (Architectural Window Systems) have a brilliant example on how video can be used effectively to show your work.

 
 
 

4. Doing video the right way

While we can all capture video on our smartphones and tablets, that’s likely not enough to make you stand out for the right reasons. You don’t want to look like an amateur, so a professional production is what you should aim for.

For best results:

  • Consider employing a specialist rather than doing it yourself

  • Target the content of your videos to your specific market – what are they interested in?

  • Write a script – don’t go totally off the cuff

  • Pay attention to details such as film quality, camera angle, lighting, background and sound

  • Have it properly edited

  • Keep it simple – three or four minutes is usually more than long enough

  • Open and close with a theme/banner that reinforces your branding and have a strong call to action

  • Video is personal, and personality can help differentiate your business. So be professional, but be yourself. That said, avoid gimmicks

  • Make the most of your video by giving it a strong title, description and keywords, then market and distribute it widely

  • Use video-distribution channels like YouTube and Vimeo, but don’t ignore the powerful effect of other social platforms like Facebook and Instagram

The message is clear

What is crystal clear, according to these statistics is that the trend of video is here to stay, if not increase, at least for the foreseeable future. In conclusion, video is the preferred medium for viewing content. Mobile internet usage is the dominant way consumers are accessing video content and both are set to make further gains this year and into 2019.

If you’re interested in increasing market penetration, brand awareness, and ultimately sales or conversions, you can’t afford to ignore the role video has to play. I suggest embracing video content and marketing as a tool to be used in conjunction with your overall marketing strategy.

So if you’re a real estate agent, builder, construction company or anyone in the home improvement market you simply can’t overlook video as an essential tool to market you and your business.

To find out more or to discuss your great video idea hit the button below and let’s have a chat.