Insights

Video is a marketing unicorn – and this is why

When looking into marketing efforts video marketing is not exactly the new kid on the block. But the use and investment in video content is still rising. Therefore, making video has never been more important as part of your Marketing Strategy

Category Video marketing
Date 31. January 2023
Looking at a camera behind the scenes illustrating video marketing.

The compelling statistics behind video marketing

Though video is not exactly the new kid on the block, the investment in video content still keeps rising. In this article, we will give you all the statistics and arguments for this.

In 2021 people watched an average of 16 hours of online video per week. And this does not even include online TV such as Netflix, HBO, etc. A study from Forbes shows that the average internet user spends 88% more time on a website with videos. By the way, the same study shows that more content is uploaded in 30 days than the major US television networks have created in 30 years. This was back in 2018 so just imagine what that would look like in 2022.

According to an annual report from Wyzowl from December 2021, 86% of the asked marketers said that video has helped them generate leads. And 81% that video has helped directly increase sales.

These are some compelling numbers when looking at the measurement of video effects, not only on traffic or engagement but also genuine impact on the company’s bottom line.

Why is this? Let us dive deeper into the arguments for using video.

It is all about the brain

One very important reason for videos working so well is that they create trust. Communicating through video will connect with your audience and therefore build relationships. And the branded stories you tell on film are attaching emotions to what is being watched on the screen because of the way our brain is built. Presentation by actual human beings in your videos shows that there are people behind the brand and activates an emotional connection. People do not buy from companies, they buy from people.

Videos are very useful for learning about products and explaining more complex messages by using visuals. Visuals are longer lasting because they are stored in our long-term memory bank.

But visuals are also processed 60,000 times faster than text and therefore you can pack much more content in a video without overloading your audience’s brain. Video is an expressway to the brain. In fact 90 percent of all information that comes to the brain is visual.

Wow – we will leave that hanging.

Video is always on

Since more content is consumed on mobile phones, companies can reach their audience at any time, day or night. In fact, 75% of all videos are played on mobile devices. Videos also engage on all platforms from Social Media channels such as YouTube, Linkedin, Instagram, TikTok and Facebook, to your own website and webinar platforms.

So with video, your company can reach your audience and be present on many channels with relevant, engaging content.

So let us sum up. This is why video acts a marketing unicorn:

  • People spend more time on websites with video content
  • Video can personify your brand and make it more personal
  • Video connects with your audience – and creates trust
  • It sticks because it is stored in our long-term memory bank
  • You can pack much more information in videos because it is processed much faster than text
  • Video is often consumed on mobile devices and is therefore always available
  • Video helps generate leads and increases sales

All of the above make video a powerful tool. And this is also what we observe for our customers, using video as part of their digital communication. 

Lights, camera, action!

The most frequent video content is explainers, e.g. product explainers. 96% of those asked in the research from Wyzowl have actually watched an explainer video to learn more about a product or service. The combination of visuals, sound, speak and storyline are an efficient way of absorbing complex content. The brain and everything.

This also makes a video a great tool for presenting the essence of one’s business and brand. This is a great way of providing authentic communication at an eye level with your audience.

We see a lot of video testimonials because they create trust and establish authenticity. This could be from your customers’ point of view, with the purpose of validating the company, products or services. But also employer video testimonials as part of an employer branding effort. Testimonials establish Social Proof and we are all influenced by the opinion of others.

For instance, take a look at how Bravida uses video for recruitment purposes below.

What are companies waiting for, then?

So the numbers and arguments speak for themselves. But why do all companies not invest heavily in video content?

Well, some companies:

  • do not know where to start with creating video
  • think it is too expensive
  • are not sure how to measure the effect of it
  • have just not started yet

There are many decisions to make while starting out on Video Marketing. This is also why many companies lingers. But luckily there are not many right or wrong answers: You can try something out, gather experience and make adjustments for the next time.

An easy way of starting out is to get our help with shooting ProFilm as part of your new communication material. This contains of professional film, Social Media film and/or video testimonials (Snap video). A powerful combination to reach and engage your audience.

You can check out the types of videos that we help customers with right here

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