4 video marketing statistics that will change the game

More than ever before, consumers want content that not only informs them but also grabs and keeps their attention. They really want content they can interact with.

What’s the medium they’re looking for, you ask? Video.

Nearly half of consumers want videos, and 43% want interactivity — and that data is just the tip of the iceberg.

Still not sure video marketing is right for you? We’ll walk you through other surprising video marketing statistics that prove its importance. By the end, you’ll have everything you need to know to expand your efforts.

To start, just check out the way Google lays out their information.

Source: Google

Why video marketing is essential

As we said before, consumers crave interactive content — and while images and even GIFs can keep your audience engaged, consumers find videos much simpler to digest than written content (and even infographics). Here’s the data:

• More than 70% of people use video to learn how a product works 

• Two-thirds of people prefer to watch a short video instead of reading a text-based article, view an infographic, or download an e-book

4 reasons to pay attention to video marketing statistics

For some teams, including video into their strategy can be overwhelming. After all, videos are more technical in nature. But the video marketing statistics don't lie. They show just how important their addition can be.

1. Video marketing takes your email campaigns to new heights

As of 2019, the number of emails sent and received each day totaled approximately 293.6 billion. That said, marketing professionals are always looking for new ways to keep their subscribers interacting with their content. Including video marketing is a great way to do just that. 

Videos have the potential to help boost overall engagement rates. They:

• Increase open rates by 19%

• Boost click-through rates by 65%

• Decrease overall unsubscribes by 26%

• Increase open rate frequency by 7% (by including “video” in the subject line)

Of course, be thoughtful how you incorporate them in email. Avoid lengthy videos — because they’re data heavy, those emails might be difficult to send or load. And if the email is slow, subscribers are likely to move on to another piece of content that loads quicker.

Stick to small, bite-sized videos. They’re much easier to digest, both for email clients and for your subscribers. If you can pique the reader’s interest quickly, you might just earn a click to your website.

Robust Designs used this short video to whet their viewers’ appetites. Their technique drives the desire to watch the full video via the “Watch More” call-to-action (CTA) button.

Source: Really Good Emails

Another way to use video marketing is by including GIFs in your emails. GIFs accomplish the moving visual and won’t weigh down your email. And people love GIFs — GIPHY reported nearly 2 million hours of GIFS are viewed on their website daily.

Takeaway: Including videos in your email marketing is an excellent way to get your readers interacting with your content. When used correctly, your readers might even click through to your website.

2. Social media isn't the same without video marketing

Marketing teams have been prioritizing their social media marketing lately. And with this has come a rise in video marketing on social.

Consumers are happy with this — approximately 54% say they want more video from the companies they support. They even prefer video over text-based posts and even (get prepared for a shock) over images.

Social media platforms like Instagram and TikTok have put all their eggs in the video marketing basket for some time. And other platforms are taking notice: like Facebook, which you can see in the image below.

Source: Emma's Facebook

So, how well does video pair with social media? Check out these video marketing statistics: 

• YouTube is currently the number two website worldwide

• Videos on Facebook get more than 8 billion views per day

• TikTok had around 1 million views per day in its first year

• Facebook users are four times more likely to watch live streams than recordings 

• Videos are the most shared media on Twitter

• More than 60% say they use YouTube to solve an issue

• Social media posts with video have about 48% more views than standard posts 

Takeaway: Consumers prefer video on social media. As social continues to climb in significance as a marketing platform, video increases in importance as well.

3. Video marketing plays a key role in consumer decision making 

Consumers rely more and more on video to decide which brands to invest their energy in. Studies also show that videos play a crucial role in their purchasing decisions. 

Source: Marketing Charts

Believe it or not, more than 55% of shoppers use online video while in a brick-and-mortar store. Additionally, 90% of consumers have reported discovering new brands and products through YouTube. 

So, what types of video are people looking for? Some of the most frequently viewed include:

• Influencer videos

• Unboxing videos

• Video reviews

• How-to videos

Source: YouTube

This doesn't mean you need to turn to YouTube to share content. In fact, video marketing statistics show that consumers use all their favorite platforms to discover new products or brands:

• More than 60% become interested in a product after they see it on a Facebook story video

• Over half engage with a company after viewing a video on social media 

Source: Marketing Charts

Takeaway: Videos effectively expand brand awareness. And as we’re learning that more and more consumers head online to discover new products or brands, it's important to add video to your strategy to stay relevant to the modern consumer.

4. Video marketing can help you better reach mobile users

As of 2019, there were a total of 3.2 billion smartphone users worldwide. That number is projected to jump to 3.5 billion this year. Are you looking to better connect with your mobile users?

First and foremost, you should know that it can be difficult to read long bodies of text on a mobile device. Video content is much simpler — it's all right there for them. 

Other handy video marketing statistics with mobile users:

• Mobile devices encompass 90% of all views

• On Twitter, 90% of video views happen on mobile

• Over 90% of people who watch videos on a mobile device will share it

• Almost three-quarters of YouTube watch times come from mobile users 

Source: YouTube

Takeaway: Thanks to video marketing, keeping mobile users engaged is simple. If you do it right, everything your consumers are looking for can be available at the click of a button. 

Wrap up

When it comes to the importance of video marketing, statistics don't lie. Video is the way of the future — it’s really the way of the present — and if you need more convincing, here are four reasons you should incorporate video marketing today:

• Videos in email boost overall engagement rates

• Social media and video go well together

• Video plays a role in consumer decision making 

• Video can help you reach more mobile users

Curious how else to hit the ground running with your content? Study these inspiring email trends and start sending more effective emails today.