Why Video Over Other Types of Content?

| August 26, 2017

Why Video Over Other Types of Content?You have heard it all before. It seems every year or so, someone tells you that “fill in the blank” marketing is the future of business success on the web. Marketing tactics come and go, and so do their efficiency levels. One approach to building your business that doesn’t appear to be trending down anytime soon is video. Take a look at the following staggering video marketing statistics.

In just the past 30 days, more video content has been uploaded to the Internet than television has seen in the past 30 years.

  • 80% of consumers feel a demonstration or how-to video is helpful when they are looking to make a purchase.
  • 43% of those polled said they are anxious to see more video content from marketers in the future.
  • By the year 2019, video will account for at least 80% of worldwide Internet traffic, and 85% in the United States.
  • YouTube has more than 1 billion users, nearly 1/3 of all human beings on the Internet.
  • 100 million hours of Facebook video is viewed every single day.
  • Snapchat users watch 10 billion videos a day.

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  • Over 500 million hours of video is viewed every day on YouTube.
  • 1.2 hours of video is uploaded to YouTube every single second, 72 hours every minute.
  • It is estimated that in the year 2017, video will make up at least 74% of all web traffic.
  • Video in your email can lead to a 300% increase in click through rates.
  • 92% of mobile video viewers share videos with others.
  • According to Forrester Research, content is an incredible 50 times more likely to make it to the first page of Google search results if there is video included.

(The above statistics come from the Content Marketing Institute, Cisco, Buffer, Google, HubSpot, DMB Adobe, YouTube, EyeView, Insivia and other sources for video marketing research and statistics.)

There is no doubt video marketing is not just a wave of the future for business owners, but it is effective here and now. As opposed to just text and/or images, video “speaks” to your audience in a very powerful way. People can see who you are, what you have to say, how your product works, and they are engaged better for video than through a simple blog post or picture.

Static imagery is not how human beings perceive the world most of the time. As you are walking through your life, your first survival mechanism is to visually and audibly take in your surroundings. The “real world” moves and makes sounds. It is not static and stagnant, like the text on a blog post. That is not to say that text-based marketing methods are not successful.

It simply displays exactly how powerful video can be as a marketing tool for your business.

People Trust Marketing Videos

The old saying that “seeing is believing” applies to video marketing. When people see something taking place in a video, it is more believable. If they make a search for a particular topic, they may receive hundreds of thousands or even millions of search results.

What catches their eye immediately in those search results?

When they see a video icon, the eyes light immediately on that search result. With so many text-based results, it is difficult to know which one to trust. However, anyone can tell a good video from a bad one, good audio from poor, and a quality video marketing message. People also understand anyone can write a blog post, but marketers that take time to use video to get their message across are instantly seen as capable and believable because of the extra work video creation takes.

Your Video Content Is Immensely Shareable

Since the first cave-dwelling businessperson was trying to sell goods and services, word-of-mouth advertising has been crucial to success. Even the businesses with the largest marketing budgets can become obsolete if negative information and experiences are shared by their prospects. The above mobile share statistic regarding video shows how powerful word-of-mouth advertising is with this marketing medium.

To repeat, 92% of mobile video viewers share videos with others. Think about the last time you shared a video. Then think about the last time you shared a blog post or article. An engaging, quality video is infinitely more shareable than an engaging, quality text-based marketing medium.

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Video Is Memorable

A quality video with good content and audio and possibly even music can move your audience like no static image or text-based message. There is a scientific reason for this. Your brain can process video an incredible 60,000 times faster than text. This is why the most popular and most shared videos (under 60 seconds in length) will always outperform any message that uses just text.

No doubt this is because 2 out of 3 people are visual learners (Social Science Research Network). Add the statistic mentioned earlier that it is 50 times easier to rank on the first page of Google with a piece of content that includes video, and you really don’t need any more argument for developing a video marketing focus for your business.

Huge, Important Note: YouTube claims an incredible 78.8% of all multimedia website traffic (2017). If you combine how many people watch videos on Netflix, Hulu, Vimeo, Bing videos, Daily Motion, Apple iPods and iTunes and all other multimedia sites which host video sharing, you don’t even have 1/3 of the video traffic YouTube enjoys. Since Google owns more than 75% of all Internet search traffic and Google owns YouTube, you definitely need to beef up your video marketing efforts.

This doesn’t mean you can’t grow a great business and make a lot of money going elsewhere with your videos.

It just means that if you want the biggest bang for your buck, the greatest return for your hard work and the ability to reach the most people, your videos need to be on YouTube. Because of this, a lot of the focus of this video marketing report will be on how to keep YouTube and Google happy, so they send you lots of free traffic. Don’t worry, the tips listed here will work no matter where you post your videos, just be sure to have a presence on YouTube.

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