How Effective is Video Marketing? ROI, Stats and Rationale
There’s ample evidence that video marketing is a smart investment. For B2B and B2C companies, video content can be utilized on your website, social media, paid search, third-party publishers and other channels to drive awareness and conversions. Does the strategy stand up when you dive deeper into video marketing stats? Let’s get into the numbers.
Is Video Marketing Effective?
That’s a resounding yes from the statisticians. The numbers don’t lie, and video marketing ROI statistics provide a promising look into video’s future. How effective is video marketing? See for yourself:
- Incorporating video into your content leads to a longer time on-page. This is a great indicator of engagement, which means Google is more likely to rank your page higher in relevant search results.
- Users prefer video content. According to HubSpot’s Global Content Trend Report, 54% of consumers prefer to see video content over any other form of content from businesses.
- Marketers see the video results. HubSpot’s compilation of video marketing stats states that 55% of marketers state that video marketing has an average ROI, and 41% claim it has a high ROI.
- Need more proof of video’s value? Check out more compelling video ROI statistics!
Learn more about how Oneupweb leverages video assets to meet marketing goals.
Why Video Marketing Is So Powerful – Users Love It!
Video content plays a role across all your marketing channels. Platforms like Instagram and Twitter have restructured how content is shared and featured for one simple reason: It’s what the people want!
There’s Increasing Consumer Demand for Video Content
The video marketing fact: 54% of consumers want to see more video content from a brand or business they support. (Oberlo, 2020)
The takeaway and tip: Video content is not just for entertainment. It’s an essential tool for business growth. To keep up with this increase in video demand, our agency recommends creating videos for users in all parts of the marketing and sales funnel. For example, produce “how-to” and brand videos to capture users’ attention at the top of the funnel (awareness stage). Produce product explainers, testimonial videos and more to address lower parts of the funnel.
Video Is Captivating
The video engagement stats: The average viewer spends 88% more time on a website that has video than on one that does not. Plus, 72% of people prefer to use video to learn about a product or service. (Social Media Today, 2019)
The takeaway and tip: If you’re having trouble keeping consumers on an important web page, you can grab your viewers’ attention by adding a captivating, educational video. We especially recommend using motion graphics. You can also chop up your longer videos into bite-sized pieces and then use them to drive your social media audience to the web page.
Instagram Videos Are Taking Off
A few Instagram video marketing facts: A staggering one billion people are using this social media platform. Of consumers, 48% said that they have made a purchase due to a brand’s Instagram video. Instagram has doubled down on serving video content to users, making all video content Reels in late 2022 and featuring Reels in an effort to get more users to create videos.
The takeaway and tip: Using engaging video content for Instagram marketing could have a measurable impact on both brand awareness and sales. On top of your organic social media content, consider producing video display ads for Instagram – as well as other platforms like Pinterest and Facebook.
TikTok Won’t Stop
A few TikTok marketing facts: 58% of TikTok users discover new brands and products in the app. 44% of users say they have immediately purchased a product they discovered on TikTok!
TikTok has quickly emerged as the premiere short-form video-sharing platform. With more than 1.8 billion users worldwide, the app has outgrown lip-sync videos to serve entertaining and informative content to all audiences. The app’s demographics still skew young, with more than 63% of users under the age of 30. There are several new ad formats on TikTok, including in-feed ads, brand takeovers and branded effects. Paid and organic posts on TikTok are useful ways to influence consumer purchasing decisions and video is the key to success.
The takeaway and tip: Video play on multiple platforms. Having a library of videos and B-roll makes it easier to make consistent and engaging content on social media. Make sure your video marketing agency comes to the party with a comprehensive shot list that includes B-roll that can be used on social.
Webinars Support Quality Lead Gen
The video content marketing statistics: Webinars are the number-one preferred video format for lead generation. Demo videos and social videos follow closely behind. 73% of marketing and sales leaders name webinars as one of the best ways to generate quality leads. (Convince & Convert, 2020)
The takeaway and tip: If a global pandemic taught us anything, it’s that video helps connect people all over the world. People have taken their learning online too, which has supported increased interest in webinars. With your video content, focus on being helpful instead of pushing sales. But collect emails while you do that (e.g., through webinar signup forms), and build an inbound marketing strategy to nurture your leads.
Professional Videos Are Worth It
The video marketing facts: About 80% of businesses use video marketing, which continues to grow. (HubSpot, 2020)
The takeaway and tip: Video marketing is getting more competitive! There are multiple ways to make video marketing work for your business – including some DIY video apps – but professional video marketing puts your best foot forward. The right video partner should be able to handle motion graphics, 3-D animation, live-action, general brand videos and every other aspect of modern video production.
Related: What is YouTube SEO?
Is It Possible to See the ROI of Video Marketing?
Even dedicated marketers can have a hard time measuring their ROI. Video marketing is an especially tough asset to evaluate, but it’s still possible to analyze its ROI. We’ve worked with several tools and done our homework to help accurately measure video marketing return on investment and help you prioritize your budget.
Video ROI can be seen in terms of “soft” and measurable benefits. Let’s dig in!
How to Measure Video Marketing ROI
To measure the ROI of video marketing, you can use a multitude of helpful tools and services that track video engagement, retention and conversion rate. Here are our marketing agency’s top picks:
- For measuring video ROI through on-site actions, we’re big fans of using Google Analytics for traffic and engagement insights.
- Use Google Tag Manager to track video-related events occurring on your website, such as plays, pauses and percentage watched.
- For YouTube platform data, we love the easy interface and helpful information that VidIQ provides.
Whatever tools you use, make sure you start by determining what your goal is and what KPI to use. Ecommerce brands can often track user video plays to specific conversions, especially when video ties into your PPC efforts. B2B companies can assign value to leads or use conversion data to link new sales opportunities back to video marketing. We can help connect the dots with a Google Analytics audit.
Get the Most Out of Video
Ultimately, the ROI of your video marketing is up to you. Video is only as worthwhile as the time you spend experimenting with it, putting resources into it and pushing creative limits. Not sure where to begin? We’ve got you. Oneupweb has experienced video production experts to put your ideas in motion.