When you are making marketing decisions, it’s always helpful to have up-to-date data to help you make those decisions. Every year, Animoto releases a colorful infographic about video marketing insights based on an annual survey they perform.These highlights from the results of “The State of Social Video 2017: Marketing in a Video First World ” come from this past June and can give you a sense of how best to approach your video marketing strategy in 2018, because video is only going to keep getting more important in marketing. To get their insights, Animoto surveyed 1,000 consumers and also 500 marketers who work at companies that had created at least two videos in the prior year.
The Highlights
On the consumer side:
Carl Glover/Flickr
Where are they watching videos?
84% watch videos on their mobile device
When are they watching videos?
33% during lunch hour
43% during the afternoon
56% during the evening
38% before bed
16% in the middle of the night
Where do consumers engage with branded videos on a daily basis?
49% – Facebook
32% – YouTube
24% – Instagram
22% – Snapchat
22% – Twitter
How much do branded videos influence purchasing decisions?
64% of consumers say watching a branded social video influenced a purchasing decision within the prior month
When it comes to liking and sharing, people are most inclined to like and share:
85% of video on Facebook is watched with the sound off, according to Digiday and 39% of consumers are more likely to finish watching a video with subtitles
65% of marketers use text over images either most of the time or always
51% of marketers use closed captioning either most of the time or always
Get started on your very own Whiteboard Animation Video.
Simon Kirby/FlickrSo, it’s clear that you should be pumping out quickly made videos with assets that you already have (think photos and graphics), but you should also be considering more of an investment in video content. According to the Animoto survey, of the marketers they asked:
63% invested in Facebook video
51% invested in YouTube video
25% invested in Twitter video
25% invested in Instagram video
Most were planning to spend more on video in the coming year:
63% were planning on investing more in Facebook video
62% were planning on investing more in YouTube video
52% were planning on investing more in Twitter video
50% were planning on investing more in Instagram video
This, of course, brings us to animated video. Unfortunately, Animoto’s infographic didn’t get into any specifics about animation in marketing videos. Although animated videos obviously cost more than simply turning on your phone and recording something you can easily share (or tossing some photos together to make a quick slideshow video), we’ve long heard from our clients that animation videos have an excellent return on investment. If you are planning on having a steady output of videos for marketing purposes, an animated explainer video or series of videos makes a superb “anchor video” that the rest of your video marketing strategy can build from. You can put your animated explainer video on your homepage or on a landing page and then use the rest of your quick and easy videos to point people to that page. Finding the video strategy that works best for you will take time, effort, trial and error, but with the right assets and the right data, you can figure it out and start reaping the rewards in this video-first online world. Let WizMotions help you develop an anchor piece for your video marketing strategy. Click here to get started on planning and pricing your very own whiteboard animation video.
By now, you’re probably well aware that video is where it’s at when it comes to the internet. It’s almost mandatory nowadays that brands use video to get people’s attention. Whether you’re selling real designer handbags or real estate, you really need to be using video.
Companies that employ video grow their revenue 49% quicker than companies that don’t use video.
It’s clear that video usage is a fast track to revenue growth. But, it’s not enough to just make a video and have it sit on your site. You must pair it with a comprehensive marketing plan to make sure people watch it.
55% of people who are shopping for a specific product perform research on their mobile device.
The significance with this stat is that people are using their mobile devices to do shopping research and using that visual content rather than text to make more informed shopping decisions before purchasing a product. Particularly on mobile devices, video trumps text because it’s easier to watch something than to read on a cell phone.
4 out of 5 shoppers say a video that demonstrates how a product or service works is important to their decision making process about buying that product or service.
Again, this goes back to the reading thing. Even if people are looking at your product or service on a laptop or tablet, they might prefer video to text. If your product or service is even a little bit complex, having a video is crucial. Video also allows you to put the proper emphasis on the words you want and highlight the important features.
If you’re trying to tap into that lucrative millennial market (and who isn’t), this is an interesting statistic. More than any other generation before them, millennials want to connect with the brands they love. They may not want to wear a logo, but they do want to stay in touch with brands they identify with.
Just how lucrative is the millennial generation? According to Kit Yarrow’s book Gen BuY, millennials will spend more than $200 billion per year starting in 2017 and will spend $10 trillion throughout their collective lifetimes. That’s a market you can’t afford not to tap into.
50% of advertisers are shifting advertising budgets from TV to digital video
The traditional big game TV commercial might become a thing of the past within the next century, as more and more brands are shifting advertising budgets from TV to digital video. That makes complete sense in this on-demand world. As people consume less of their entertainment on traditional television channels and more on non-traditional, on-demand channels, it’s going to be increasingly difficult to reach them via traditional TV commercials.
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True, much of that video is probably not advertising, but the point is that people are using the platform to watch video, which makes it another tool you can use in your marketing strategy.
No surprise here. People love to share and aside from maybe a particularly witty meme, video is the most popular thing to share with someone else online. Short videos that make you laugh are particularly share-worthy.
"The video looks great, thank you!"
