Marketing is constantly changing and evolving at lightning speed. Long gone are the days of billboard posters and text-heavy user manuals.
No matter how much you deny it, today’s digital marketers have to deal with ever-changing customers’ behaviour; impatient, fickle and spoiled for choice to stay ahead of the curve.
In this digital era, who has the time and energy to scroll through a whole batch of data and statistics to get to the juicy bits of information? Yup. Nobody.
As a savvy marketer yourself, that is why you need to adapt your marketing strategy to stay relevant to today’s customers’ behaviour so you can keep them engaged. In this situation, one of the most powerful marketing strategies you can rely on is video marketing.
Over the past few years, the numbers on video marketing statistics are continually rising, showing that video marketing is here to stay and shows yet no sign of slowing down. Let’s find out how video marketing can help you grow your business along with the relevant numbers from the latest statistics to convince you even more.
Why Video Marketing Matter for Your Business
Video marketing has now become one of the most powerful marketing strategies that businesses tap into. It is reasonable that more than 81 per cent of businesses have already integrated video marketing into their overall business strategy.
The allure of videos is pretty simple: in this digital world where internet users are bombarded with tons of content that are far away and impersonal, seeing a medium that can show them emotion and elicit emotional responses is meaningful.
That is not all, though. Videos can also break down complicated ideas or topics into smaller chunks so the audience can easily digest them, making it easier to retain the information much better like machine learning.
Therefore, more and more users are hooked on YouTube and other social media platforms just to see more videos, whether it is for entertainment or educational purposes. With this high demand for online videos, businesses need to add video content to their marketing mix to reach more audiences – and hopefully can get them to convert too.
Video Marketing Hottest Trends to Watch Out For
Now that you know the reasons why you need video marketing to help your business or startups grow, it is time to understand what the field looks like.
Understanding your market and its competition is important, so you can plan a winning strategy to outsmart your competitors. And to help you with that, below are some of the hottest trends in the video marketing industry.
1. YouTube is Home for Videos
Let me ask you this, where is the first place you go to find a video? Right. It is YouTube.
As the second-largest search engine worldwide, YouTube has also become a home for videos. From cat videos to your favourite cartoon episode, YouTube offers you endless options for online videos.
More than 1 billion hours of videos are watched daily on this platform, making it clear that it is such a potential channel to host your videos.
To make your videos stand out from the crowd, make sure you pay attention to SEO. Choose the right keyword for the title, include a description, add a transcript, and create an eye-catching thumbnail.
2. Mobile-Friendly Videos are Essential
Video consumption through mobile devices rises by 100 per cent every single year. What is more, 92 per cent of mobile users tend to share videos with each other daily. And as a business, this is an enormous opportunity for you to reach more audiences.
From those two massive numbers alone, one thing is clear: mobile-friendly videos are, hands down, a must in video marketing strategy.
To make a video mobile-friendly, you can start by including captions (CC), avoiding autoplay with sound on, and using large text or zoom-in on crucial messaging. The key is that you create a video that fits into a smaller screen without interrupting mobile users’ viewing experience.
Also, since mobile users are always on the go, it is always better to keep your video short and to the point.
3. Social Videos are All the Rage
Other than YouTube, social media platforms like Twitter, Instagram, Facebook, and LinkedIn are also potential channels to host marketing videos.
According to the stats, 72 per cent of video marketers use Twitter to host their videos. Unsurprisingly, 84 per cent of them claim success. On the other hand, 75 million users watch video content every day on the platform.
What about Instagram? This popular social media platform has 1 billion active monthly users, which presents massive potential for your videos to gain more exposure. Also, 75 per cent of users take action after they watch a brand video.
Meanwhile, if you are looking for an ideal place for your B2B marketing videos, LinkedIn can be an ideal channel you can rely on. Video campaigns on this platform have an 83 per cent success rate!
4. Internet Users Love Concise and Short Videos
Do you know that humans have shorter attention spans than goldfish? And it is getting more and more shrunk every year. Today, humans’ attention span is 8.25 seconds, lagging behind the humble goldfish that can focus on a task or object for 9 seconds.
Now that people have become flakier than ever before, it is essential that you need to create short, straightforward, and concise videos.
Videos are indeed a powerful medium to catch the audience’s attention and hold it. But, if you make it 10-minute long, you can only make them bored to death if not sleeping. After all, you create a marketing video, not a vlog.
So, what is the ideal length of marketing videos?
It is always better to make your videos not more than two minutes as the stats say that 60 per cent of viewers will stop watching a video after the two-minute mark.
The ideal length of a video is determined by the content, product type and target audience. The optimal length for a video that will be used on YouTube is different from a Facebook video. The ideal length for testimonial videos is between 60 and 119 seconds. Start-up videos should be made shorter.
90 seconds is considered to be the maximum length for it, but 60 seconds is also a common startup video length. If your marketing budget allows, you can hire a startup video production company to get a highly shareable video to reach a wide audience at a minimal cost.
5. Explainer Videos Are Replacing User Manuals
Speaking of short and concise videos, we can’t forget this one: explainer videos. This engaging type of video can educate your audience or potential customers about your brand in a matter of seconds, helping them to retain the message much better.
The beauty of well-crafted explainer videos is that it explains how the product works without overwhelming the viewers, especially when animations are involved.
The engaging visuals, combined with a polished voice-over and inviting background music, can help viewers focus on the content. And that is something static text on user manuals can’t afford.
6. Video Email Marketing Is Alive
Who says email marketing is dead? It is still alive and kicking. It is only evolving.
Roughly 293.6 billion emails were sent and received each day. It means your potential customers are more likely to receive tons of emails in their inboxes every day. In this case, simply sending them bulky text emails without showing any unique angles means that you don’t have a ghost of a chance of winning.
That is why you need to embed videos on your emails to stand out in your potential customers’ inboxes. Emails are open 7 per cent more with the word “video” on the subject line. With a simple embed and subject line, you can attract potential customers’ attention and build stronger relationships with them.
If you want an extra boost, create videos that are more personalized to your customers. It helps convince potential customers to continue watching it. This, in turn, can help you have better relationships with them, more open rates, and more views on videos.
Planning Your Video Marketing Strategy Today
You now have a solid grasp of what the video marketing field looked like in 2021 – and beyond. From all those sneak peek, what is left is to plan a winning video marketing strategy to stay ahead of the game.
We’ve listed some critical best practices that you should bear in mind while planning out your video marketing campaigns. Here you go:
1. Define Goals.
First, you need to set up a clear, measurable goal to keep your video marketing campaigns on track. Ask yourself, “what am I trying to accomplish with a campaign?”
2. Understand Target Audiences.
Make some efforts to understand your target audience. It helps you create videos that match their behaviours and preferences.
3. Choose the Right Video Types.
Since there are many video marketing types, you should pick the best one(s) that match your budget, goals, and needs.
4. Share It Like Crazy.
Creating a video is only half of the battle. You still need to promote and share it so that your target audience can see it. You should consider social media platforms, websites, or video marketing hosting sites like Vidyard, Wistia, Brightcove, etc.
Video Marketing Statistics For Marketers
Video marketing has now become most marketers’ weapon to achieve their marketing goals, from increasing brand awareness to boosting conversion rates.
While convenient and efficient for the audiences and potential consumers, video marketing provides you with a compelling, versatile, and extremely shareable medium to reach your audience.
It is not only your customers who are happy but so are you. So, if you haven’t yet jumped into the video marketing bandwagon, it is time to do it so you can reap all the benefits you deserve sooner.
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Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).