One Channel to Reach Them All: The Unstoppable March of Video Content

If you found out there was a single marketing channel that could reach consumers in almost any demographic group, on practically any device, would you assume there was some sort of dark power at work?

Perhaps you’re expecting someone to chant menacingly in the background of your next marketing strategy meeting:

“One channel to rule them all, one channel to find them.

One channel to bring them all, and in the YouTube bind them.”

I’m not saying that won’t happen (you might have super nerdy marketers on your team like we do), but dark or not, marketers who ignore the rising power of video may find themselves left barren of customers.

Is There Anybody Who Doesn’t Like Videos?

Adelie Studios reports that four times as many consumers would rather watch a video about a product than read about it. And that’s just for starters.

Video is not just a B2C advantage; companies trying to reach decision makers in the C-suite would do well to pull out their video equipment too. Hubspot reported that 59% of executives say they’d prefer watching a video to reading text.

When it comes to the generation du jour, millennials, 74% find video helpful when comparison shopping. Sixty percent prefer consuming video content to reading a newsletter.

Here are just a few other mind blowing stats about how much people love videos:

  • 80 percent of users recall a video ad they viewed in the past 30 days.
  • 92 percent of mobile video consumers share videos with others.
  • Social video generates 1200 percent more shares than text and images combined.
  • Companies using video enjoy 41 percent more web traffic from search than non-users.
  • Video drives a whopping 157 percent increase in organic traffic from search engines.

The Internet of Videos

Forget the Internet of Things, we’re soon going to be living in the internet of videos. According to Cisco’s Visual Networking Index, global consumer internet video traffic will account for 80 percent of all consumer Internet traffic by 2019.

And if that seems like a far-distant future (it’s not), consider how video views compare to Google searches today:

  • In Q3 of 2015, Mark Zuckerberg announced that Facebook was generating 8 billion video views daily.
  • Snapchat, while it had 15 times fewer users, was hitting near that number at 7+ billion views.
  • Google searches, on the other hand, run about 3.5 billion per day.

Clearly, whatever your feelings about the future of video may be, the present of video marketing demands our attention in a big way.

Moving Videos Beyond Brand Awareness

For those marketers keen to embrace the power of The Eye video, it’s important to realize that “increasing brand awareness” isn’t video’s only power. It can be a major driver of leads, purchases, and customer retention too.

Video for Lead Generation

If you’re hoping to drive more leads into your sales team, adding a well-produced and relevant video to your landing pages is a fantastic way to bump up your lead flow.

SmallBizTrends reports that including a video on a landing page can increase conversion rates by 80 percent.

Videos = More Social Sharing

The same article pointed out that social engagement also skyrockets when video is used well.

Nearly everyone who consumes mobile video — 92 percent — share videos with others, and social video generates 1,200 percent more shares than text and images combined.

How Video Produces More Purchases

Finally, just in case there’s any lingering misconception that it’s only younger demographics salivating over high production value and taking action after watching video, it’s a go-to medium for executives and consumers of all kinds.

In fact, 65 percent of executives visit the marketer’s website, and 39 percent call a vendor, after viewing a video. When it comes to internalizing information rapidly, video almost can’t be beat.

In the B2C space, the enjoyment of video ads increases purchase intent by 97 percent.

(Note the use of the word “enjoyment.” Producing annoying, poor quality video isn’t going to get you the results you’re after.)

Keep Customers Longer By Showing them Video

If people prefer consuming video content, why not show it to them after they’ve made a purchase too?

They will be more satisfied with their preferred medium, and feel a stronger connection to your company if you use real people in your videos.

A Word of Caution: Mordor is Going to Be Crowded

The numbers calling marketers to embrace video are undeniably compelling, but that means more and more of us will be succumbing to their siren song. In fact, Hubspot’s recent State of Inbound found that 48% of marketers plan to expand into YouTube, and 39% are looking at Facebook videos in the next 12 months.

The One Ring might have only enslaved the nine Ring Wraiths, but video is pulling millions of marketers into its army.

That means if you want your individual work to stand out, you’ll need to apply the hard-learned content marketing lessons of the past few years to your video marketing: Make awesome videos that are about your customers more than your brand.

Easy to say, hard to achieve, but a core requirement for work that doesn’t get drowned by the noise of millions of feet marching to video’s drum beat.

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Andrea Fryrear
About the Author:

Andrea Fryrear

Andrea loves to dissect marketing buzzwords and fads looking for the pearls of wisdom at their cores. Her favorite topic is agile marketing, which she believes holds the key to a more fulfilling (and less stressful) marketing career for individuals and a more powerful marketing department for business. When not scrutinizing the latest agile methodologies, Andrea can be found on the volleyball court, at the park with her two delightful kids, or baking “calorie-free” cookies. Connect with her on Twitter @AndreaFryrear, or on LinkedIn.

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