As web technology moves more toward mobile surfing, and digital assistants become more popular along with a rise in social media video advertising, we thought it would be a good time to review some video marketing trends. After a bit of research on recent video marketing trends we found the following statistics:
- Video ads have an average click-through rate of 1.84%. Not bad. This is up to three times the average for a standard PPC ad.’
- 65% of viewers watch more than 65% of a video. Again, another strong engagement factor.
- Using the word “video” in an email subject line can boost open rates by up to 19%, with CTR — Click Through Rates — boosted as much as 50%. This of course will depend on how well you have targeted your email recipients and how interesting they might find the subject(s) of your videos to be.
- Marketing surveys rank videos high for ROI, and also show that professional marketers are planning on using videos more in 2016 and 2017.
Great. It’s clearly time to get our video game on. What about ideas for video content? In a recent Content Marketing Institute article by Jodi Harris entitled, “23 Things to Consider When Creating Video Content” (with some good examples), some excellent ideas for content were presented:
- Host a video roundtable discussion to debate and discuss popular topics of interest from multiple points of view.
- Create a video case study that demonstrates your company’s expertise and/or the unique role your products play in an area of interest that your audience might share.
- Film your response to a sensitive public relations issue or controversial event to show the values your brand stands for.
- Simplify a complex process with a detailed explainer video that walks viewers through all the steps.
- Create a how-to video to demonstrate a hack for a more complicated solution.
You can read the rest of the article for more ideas. Harris also offers this sage advice:
“The video landscape is noisy and competitive: According to CMI’s 2016 Benchmarks, Budgets, and Trends research, 79% of B2B marketers and 82% of B2C marketers in North America are using some form of this tactic. Considering how crowded the playing field is, just because your business has the budget and production resources to create compelling, high-quality video content, doesn’t mean your efforts will automatically achieve the desired brand recognition and marketing results.”
Meanwhile, Hubspot also offered a recent article with ideas for 20 video content ideas broken by pre-recorded versus live examples. The article further broke down each section into beginner, intermediate and advanced. Here are a couple of take-aways:
Pre-Recorded – Intermediate: Create longer product demonstrations and whiteboard-style videos with recognisable members of the company.
Pre-recorded – Advanced: Shoot live presentations performed by company members and add in their slides in post-production.
Live Video – Advanced: Show a live demo with your sales reps and include an open Q&A.
It’s good advice, and I added the emphasis on including people from your company in the videos. I have long said that people like to do business with people they feel they know, and this is an excellent way to make that “emotional handshake”.
Here’s some more stats from the Content Marketing Institute with regard to video marketing:
We will be pleased to give you a quote for your next video marketing campaign.
Scott serves as CMO & Chief Optimizer on the Webdirexion LLC agency digital marketing team for both development and content marketing strategy, and is the author of the new book, “The Marketer’s Concise Guide to CRO” (Oct. 2015). He is a career marketing communications professional with niche industry specialties in healthcare, law firms, and hotel marketing and holds recent certifications in Google Analytics Mastery (Udemy), and RACE Digital Marketing (Smart Insights). He is currently working toward Professional Certified Marketer (PCM) in Digital Marketing through the American Marketing Association which also requires annual training and 3-year recertification.
Scott has also taught business, web programming and eCommerce courses at colleges in the Portland, Oregon area. He currently teaches WordPress Content Marketing Power, an online course through Udemy, and has spoken at several Content Marketing conferences. When he is not geeking out on a Mac, Nexus 7, or Google Chromebook, he enjoys Tai Chi, walking with his dog (Steggman), and camping trips. Scott says he survives on Coffee and Pizza.