What does research say about video and content marketing?
The numbers are in, and video is definitely here to stay. In a recent survey of over 600 marketing professionals, Axonn Research found that the vast majority – 78% of brands – will increase the frequency and volume of their video content in the future. If you’re not using visual content in some capacity, you’ll likely be left behind.
In case you hadn’t noticed, video has mass appeal. With over 1 billion unique visitors and 6 billion streaming hours of content each month, it’s the world’s second largest search engine. YouTube handles a higher volume of search queries than Yahoo, Bing, Yandex, or any other competitors to Google.
Besides, the stats on video as a marketing tool are pretty sound. Blog posts that contain an original or curated video attract 3 times more links than video-less content, according to research by Moz. Video content is inherently sharable, and experts estimate that links to 700 YouTube videos are published to Twitter every minute.
There’s definitely an art and a science to optimizing your brand’s video content to be found by the right audience on YouTube, especially if you’re trying to reach a global audience by optimizing your content for subtitles. To learn more about the topic, we recommend our article 10 Ways to Improve the SEO of Your Video Content on YouTube.
Without further ado, we present the freshest and most remarkable stats on video content marketing:
1. 78% of organizations plan to use more video content.
2. 71% of consumers feel positively about brands that publish videos.
3. 60% of content marketers plan to incorporate video onto their websites.
4. 85% of consumers are more likely to buy after viewing product videos.
5. Almost one in five people watch work-related video content daily.
6. 20% of respondents watch career-specific content a few times a month.
7. 10.8% of people watch work-related video content at least once a month.
8. 75% of consumers share video content with their friends and coworkers.
9. Videos containing useful information or funny content are the most likely to be shared.
10. Over 66% of consumers share video content because it’s funny or useful.
11. 44.8% of people share videos with colleagues.
12. 16.9% of consumers share video content with clients.
13. More 67.3% of companies use video in their content marketing strategies.
14. Over 11.8% of companies create video content in-house using smartphones or cameras.
15. 84.6% of brands who create video content choose YouTube for distribution.
16. 69% of brands promote video content by supporting it with blog posts or video scripts.
17. Only 2% of brands will use less video content for marketing in the future.
Videos aren’t a novelty anymore. They’re a way for connected consumers to obtain professional information, make purchase decisions, and simply be entertained. Visual content can bring complex or technical concepts to life in a way that’s much harder to achieve with plain text. Brands who are hoping to reach a broader audience through the power of social sharing are increasingly turning to videos and YouTube as high-ROI tools to meet their goals.
All credit for these brilliant stats goes to our friends at Axonn Research, one of the world’s leading research firms dedicated to studying the science of content marketing. This report was provided to IMA for review, and copies of Video in Content Marketing can be obtained through their website.
Did any of these stats shock or surprise you? Which are your favorites?