By the Numbers: Web Video is The Content King

Posted by DC Marketing Pro on July 1, 2014 at 9:19 AM

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A web video on YouTube, or your website, needs to be part of your integrated marketing plan, not just a stylish branding element. A short, high-quality video, or better yet, a series of short videos, can actually lead clients to your site via search engines (enhanced SEO) and lead to sales. Web videos help convert viewers into customers, and they influence viewer attitudes (advocacy). Web videos are fast becoming a critical element of a successful marketing mix, and the numbers confirm it.

Here are the numbers to prove the importance of video to in an integrated marketing plan:

75% of executives polled said that they watch work-related videos on business websites at least once a week. 65% of those who view a video click through to visit the vendor website, and 50% of those who viewed an online marketing video went on to make a purchase for their business.  Forbes Magazine and Brainshark

Web videos offer companies the potential to reach a widespread consumer base — at a fraction of the cost of TV advertising. Online video ad views reached nearly 11 billion in October, said comScore But while TV ads can be expensive, almost any small business can use Web videos to market its products or services.

64%.  That’s how much more likely website visitors are to buy a product from an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos. ComScore.

Video attracts two to three times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search engines. (MarketingSherpa)  Having video on the landing page of your site makes it 53% more likely to show up on page 1 of Google. Forrester Research

96%.  In 2010, an Implix email marketing survey  found that including a video in an introductory email increased the click-through rate by 96%. That’s nearly twice as many people clicking through to your website when you include a video in your marketing emails. 

96%.  The percent of online shoppers who watch online video.  Comscore, 2010  Shoppers who view video are 174% more likely to purchase than viewers who did not.  MarketProfs

93%. Represents the percent of marketers using video for online marketing, sales or communicationsBrainshark

Why is video so valueable?  Drew Smith who is the Director of Online Marketing with Attivio says, “sometimes it's easier for people to digest a complex concept by watching a two-to-three-minute video versus trying to read an eight-page whitepaper.”  With the a greater emphasis on using video, Attivio found that:

  • There were 200% to 300% more monthly unique visitors 
  • 100% longer average time-on-site per visitor (another one to two minutes) 
  • 3-minute average time spent on pages with videos 
  • 1-minute 30-second average time spent on pages without videos

And over the last 18 months compared to the 18 months prior, the site saw:

  • 157% increase in search engine traffic 
  • 100% increase in unique visitors 
  • 63% increase in page views

A recent poll by Brainshark found that 93% of marketers had used video for online marketing, sales or communications purposes at some point during 2013, up from 81% in 2012.  52% of marketing professionals worldwide name video as the type of content that produces the best ROI.

Victor Van Rees is a nationally renowned producer and now Vice President of Federal Marketing and Sales for EFX Media, a leading video production firm in Arlington, Virginia.  Contact him at  Here is an example of our work:  Orbital corporate marketing video

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Tags: Federal Marketing, Integrated Marketing



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