Online video and motion graphics content is a powerful force in marketing, driving engagement and purchase intent better than other methods alone. In fact, in a recent survey they found 49 percent of people watch more than five videos per day. They also found that respondents express that the video ads are more relevant than on other platforms. According to Forbes The State of Online Video for 2020, 73% of adults in the U.S. use YouTube — (from Pew Research). For reference, that’s more than Facebook video and Instagram. Video is no longer a “new” marketing tactic, and it should have a place in your marketing strategy right now.
Online video is an effective tool in website design, in-person sales, social media, and advertising. Here are some amazing statistics that illustrate important features you should consider when creating video:
Enjoyment
Consumers are more likely to share and remember enjoyable videos. Enjoyment of video ads increases purchase intent by 97% and brand association by 139%. Humor is the leading attribute to gain video shares, but online video does not always have to be funny. Thought-provoking, unique, and highly informative videos also perform well. “Good causes” are also sharable.
Length
There is no set rule for video length but make sure to capture attention within the first 10 seconds. Research has shown that although the common feeling is that consumers’ attention spans are getting shorter, it isn’t the case when it comes to video advertising. In Q3 of 2019, 66% of video adverts were 30 seconds long, increased from Q3 2018’s 55%, showing that longer videos are effective. The second most popular length was 15 seconds.
Audio
Many websites and social media networks require user-initiated sound for auto-play videos. This means that your video content may need to communicate the message with no sound at all. Creative teams have had to break from old television habits like the delayed reveal and tell stories immediately and visually. Per Mark D’Arcy, chief creative officer of Facebook’s Creative Shop, “If you have LeBron in your ad, don’t wait until 34 seconds to show him.”
Placement
The success of video marketing relies on where you put it. The tone or look and feel of a brand video may be slightly different on the company website vs. social media. Understand the video placement, the viewers, and how that specific audience will perceive it. As with all marketing, content relevance and audience targeting remain a cornerstone for effectiveness.
