In a world of virtual assistants, smart TVs and drone delivery systems, it’s safe to say that we have short attention spans and limited time as consumers in 2024.
As incessantly busy people, we like to consume information in the best way we know how – visually. So, it’s no wonder that video marketing has seen a huge surge in numbers, and continues to be our favourite way to view online content this year and beyond.
Video marketing is the perfect opportunity to connect with your audience and, as such, it remains one of the biggest ways to gain traction and peak interest in online audiences.
This year, we celebrated the 10th year of our State of Video Marketing survey! As ever, it was eye-opening. Think you know everything there is to know about the world of video marketing? The landscape is forever changing, and as such, we’ve hand-picked a few of our favourite stats from the survey, that you simply can’t afford to ignore in 2024…
Video is popular, sure – but what do our stats show? That it’s increasingly popular, year on year, and shows no signs of slowing down.
This year actually marks an all-time high since we first started tracking this data in 2016.
All the more reason for businesses to take time to invest in carefully curated, high quality video content. It’s the perfect supplement to your overall marketing strategy!
Essentially, video marketing provides great ROI. Still not convinced? Think about it this way – once you’ve nailed your perfect marketing video, you can use it time and time again, use it as a call-to-action, and use it across multiple social platforms and websites to showcase everything your brand truly has to offer – the possibilities are endless!
The good news is that this kind of content can be repurposed and used in multiple different ways. This can effectively have such an impact that you get a huge ROI from one single video, and you’re only paying for it once and once only!
Knowing your ideal audience’s preferred (and most used) online platform is vital to gaining traction for your business – where your potential customers are spending time online is obviously crucial in order for you to gain exposure.
It’s safe to say that Facebook has experienced some turbulent times in the past, but our survey found that it’s still the most popular video marketing channel after YouTube.
The people have spoken – give them what they want!
This stat is hugely eye-opening for businesses and brands, as it proves that people are prepared to actively engage with your content, providing you’re putting out the right kind that is. Customers want to be addressed, entertained and inspired.
This further demonstrates what a powerful and persuasive tool video is. When you’re marketing software or an app, a video can act as a little ‘try before you buy‘.
A software video can demonstrate your product’s features and benefits, helping users understand and maximising its potential.
It can entice viewers to find out more and learn how to use your product without the commitment required to sign up for a demo (that many users may not have the time for).
Why should you care about dwell time?
Well, it’s an important ranking factor for search engines – including Google. Google’s primary goal is to serve up the most relevant and engaging content for a user’s search term, so if it starts to notice visitors staying on your website for long periods of time after a particular search, it assumes that you’ve answered that user’s query really well.
Similarly, video content can lower your bounce rate, which is also a big ranking consideration. If your bounce rate is particularly high, Google is less likely to reward you with higher rankings, as it assumes your visitors aren’t being served what they were looking for.
Ultimately, with regards to marketing, videos are one of the most powerful tools you can use to share your brand story, or message, with the world.
The bottom line is that video is now ubiquitous with business marketing plans. Video content is being used across every platform and channel, daily, so as a business if you’re not putting out consistent, quality video content then you’re falling behind.
Interested to find out more on why video is changing the game when it comes to modern marketing? Check out our State of Video Marketing 2024 survey to see the comprehensive stats in full, and gain insight into what the video marketing landscape is set to look like this year.
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