Hi, I’m Zoe Winther, I’m the founder of Pickford Media.
Today we’re talking about how important is video really to a marketing strategy.
Now, I’m going to be quoting a few different studies and research papers so I’ll leave
the links to everything down below, so you know I’m not just pulling this stuff out
of thin air because I believe in video, but it’s actually true stuff.
So, 1 hour, 55 minutes.
55 minutes, that’s the daily average time that users spend watching digital video, as
opposed to 1 hour and 44 minutes on social networks.
According to this eMarketer report, time watching digital video outdid every other platform
listed, that’s including Facebook, Pandora and Spotify and other digital radio platforms.
We can really only expect this figure to rise as we continue 2016 and go into 2017.
Another figure for you: 14 - 25.
Now that’s the age of trailing millennials who are watching more video on their digital
devices than on traditional TV screens.
Now as this generation of trailing millennials grows up, they’re going to be expecting
the best quality content to be available on digital platforms so they can watch it on
their personal devices.
So the advertising that accompanies that content, it really needs to be innovate enough to catch
and then to hold their fleeting attention.
80%.
Now that’s the number of online users who recall seeing a video ad on a website they’ve
visited in the past 30 days.
Of that 80%, 46%, so almost half, took some kind of action following watching the ad,
whether that’s visiting the company’s website, or buying something from them.
Another percentage for you: 64%.
Now that’s how much more likely a consumer is to purchase a product from a website having
seen a video either for that product or that company.
75%, now that’s how much including a video in a welcome email to subscribers can reduce
subscriber opt-outs.
Maintaining that contact really is a vital part of establishing that relationship with
prospects.
10 seconds!
That’s how much time you have to grab a viewer’s attention in a marketing video.
According to research, 20% of viewers click away before ten seconds is even up.
1.5 billion.
That’s the number of online video users.
55%.
Now that’s the percentage of consumer traffic globally that will be video traffic in 2017.
52%.
Now that’s the number of consumers that say watching online product videos makes them
a lot more confident in their online purchasing decisions.
4 billion.
Now that is the number of hours that YouTube’s 1 billion viewers spend watching video in
one month.
That is insane!
So hopefully you’re convinced that you need video, that video is totally vital to your
marketing strategy, but if not I have two more things to consider and the first one
is
Information overload.
27 million pieces of content are published every single day.
Our average attention span has dropped from 12 to only 8 seconds.
We check our phone 150 times a day and our email 30 times an hour.
The amount of information in the world doubles every 18 months.
So really, that is what makes visual content so, so important a media for brands and for
businesses.
So that’s the first thing, breaking through that information noise.
The second thing is
helping millennials make purchases.
Now, generation Y is primed to spend $200 billion annually starting in 2017, and video
marketing plays a starring role in influencing them what to, what to buy.
YouTube reaches more millennials than any single US cable network.
The average time mobile YouTube users spend on YouTube is 40 minutes, and in that time
they’re watching anything from cat videos to tutorials to branded content.
A study has found that 76% of millennials follow brands on YouTube, and a whopping 84%
on Facebook.
So there it is, breaking through that information noise and helping millennials to make purchases
online.
Why is this important?
Because 80% of millennials use videos to help them know which products to purchase.
So there it is, breaking through that information noise and helping millennials to make purchasing
decisions online.
If those aren’t two incredibly compelling reasons along with all those stats I shared
earlier, I don’t know what is.
So hopefully you’re going to introduce some budget, maybe a bigger budget, or any budget
at all for video content going forward and adding video into your marketing strategies.
It’s super important, we absolutely love it at Pickford.
We love video content, we love making it, we love sharing it, we love watching it.
We love storytelling.
So I’d love it if you got in contact with us, but if not hopefully you learnt something
today and I’d love if you could subscribe, like our videos, all that good stuff, and
next week we’ll be sharing some more tips for you.