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25 stats marketers should know about video

June 6, 2013

Though most people on the commercial side of business will understand that video, made well and with a good distribution strategy, could do wonders for a brand’s profile, most of the rest of the board will not. Evidence is required. Here is that evidence…

Online Video general

– YouTube accounts for over 28% of all Google searches (Comscore)

– 140 videos are viewed for every person on the planet (YouTube)

– Branded video content reaches nearly half (46%) of all UK internet users. More than half those people (54%) go on to click through to the brand’s website, and a different 54 percent will visit the brand’s YouTube channel, if they have one. (EConsultancy)

– Video search results have a 41% better click through rate than its text counterpart

– Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016. (Cisco)

- Morgan Stanley predicts that YouTube will generate $20bn by 2020, from $7.1bn in 2013

Video shopping

– Retail videos on a webpage can increase conversion by 30% (EConsultancy)

– 90% of online shoppers found video helpful in making purchase decisions (Video Brewery)

– 64% of viewers are more likely to make a purchase in an online store after viewing a video (Comscore)

– 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions (Invodo)

– 4 in 10 shoppers visited a store online or in person as a direct result of watching a video (ReelSEO)

Business Video

– Video promotion is over 6 times more effective than print and online (Atlas)

– Video content can increase the chances of front page Google ranking by 53 times (Cisco)

– Forbes revealed that that 75% of executives questioned watch business related videos every week

– Of those, 65% visit the marketer’s website after viewing a video

– Forbes again – 50% of those who viewed a marketing video went on to make a purchase for their business

Social video

– 76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. (Social Media Examiner)

– 92 percent of mobile video viewers share videos with others (Invodo)

– People are most likely to engage with branded content on social media that contains pictures (44%) and videos (37%) (Performics)

– Videos are shared 1,200% more times than links and text combined (Simply Measured)

– ‘Video’ in the subject line of emails increase click through rate by 7-13% (Experian)

Media Industry

– According to the IAB, UK video advertising grew by 46% in 2012 at around half of all cinema ad spend

– In 2012 4.6 billion people chose to watch video ads. That’s chose to watch not just an impression (Ad Age)

– Of those exposed to video advertising – average brand favourability was 58% (+55% uplift vs. non- exposed control sample) (Unruly Media)

– Viewers spend 100% more time on pages with videos on them (MarketingSherpa)

– According to the Online Publishers Association, 80% of internet users recall watching a video ad on a website they visited in the past 30 days. Of that 80%:-46% took some action after viewing the ad26% looked for more information about the subject of the video22% visited the website named in the ad15% visited the company represented in the video ad12% purchased the specific product featured in the ad