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36 Stats that Highlight the Power of Branded Video Content

Posted by Andrea Keating on January 21, 2018

Even today, some businesses aren’t sold on the idea of branded video content. Unsurprisingly, their skepticism probably won’t be assuaged by a corporate video production company extolling the virtues of this type of marketing tool.

So perhaps these cynics might be persuaded by a simple recitation of facts and data about the power that video has in the digital marketing space—as well as video’s effect on a company’s bottom line. Here are three dozen statistics that might turn video doubters into believers.

The Power of Video

1. • Online video is consumed thoroughly by 55% of people—more than any other type of content. And 37% of viewers will watch a typical video all the way to the end. (source)
2. • When people watch a video, they tend to retain 95% of its message. That compares to just 10% of the message retained by reading text. (source)
3. • Eighty-five percent of the American internet audience watches online videos. In fact, about a third of all internet activity worldwide is spent viewing video content. (source)
4. • Video on social media receives 1200% more shares than images and text on social media combined. (source)
5. • Forty-five percent of people watch at least an hour of video content on Facebook or YouTube each week. (source)

Facebook Video

6. • Facebook is the most impactful social media channel for video. In fact, it has at least 8.4 times the impact of any other social channel in cyberspace. (source)
7. • Every day, people watch over 100 million hours of videos on Facebook. That amount of time is spread out over eight billion different videos. (source)
8. • Eighty-five percent of all Facebook videos are viewed with no audio. (source)
9. • The average video on Facebook garners 135% more organic reach than the typical photo on Facebook. (source)
10. • Among viewers who watch the first three seconds of a Facebook video, 65% of them will watch the video’s first ten seconds—and 45% of them will watch it for at least 30 seconds. (source)

Live Video Events

11. • Viewers on Facebook spend more than three times as long watching live video content than they do videos which are no longer live. (source)
12. • People who watch live video on Facebook comment ten times more often than Facebook users watching conventional videos. (source)
13. • Brand favorability increases by an average of 63% when a company produces a live video event. Not surprisingly, 50% of marketers say they plan to make use of live videos. (source)
14. • Every day, users of Twitter’s Periscope watch more than 110 years of live video. They’ve also created over 200 million broadcasts to date. (source)

Video on Twitter

15. • Between December 2014 and December 2015, the number of video views on Twitter expanded 220 times. (source)
16. • Today, 82% of people on Twitter watch video content on the social network. (source)
17. • Nine out of every ten viewed Twitter videos are by people using a mobile device. Across all platforms, more than half the video content is viewed on mobile devices. (source)
18. • A video on Twitter is six times as likely to be retweeted than an image—and three times more likely to be retweeted than a GIF. (source)

YouTube Videos

19. • More than half a billion hours of videos are viewed on YouTube every day. (source) And every minute, another 72 hours of video content is uploaded to the YouTube platform. (source)
20. • YouTube boasts about a billion users—or about 1/3 of the people who use the entire internet. (source)
21. • During prime-time hours, YouTube reaches more adults on mobile platforms than any cable network reaches on television. (source)
22. • Among YouTube subscribers aged 18-34, half of them say they would “drop what they’re doing” to see a new video provided by their favorite content creator. (source)

Video for Brand Marketing

23. • In 2016, three out of every five marketers incorporated video content into their social media marketing. That’s good—because 43% of people say they want to see more marketer-produced videos in the future. (source)
24. • Seventy-three percent of marketers plan to increase their use of video in the near future. And 83% of them say they would produce more video content if they weren’t constrained by time, budget, or resources. (source)
25. • Fifty-one percent of marketing professionals point to video as their content type of choice for achieving the highest return on investment. (source)
26. • Seventy-three percent of B2B marketers report that video has a positive impact on their ROI. (source)
27. • Companies whose marketing strategies include video boost their year-over-year revenue 49% faster than companies who shy away from video. (source)

Using Video Successfully

28. • Videos under two minutes in length tend to have the highest levels of engagement. In general, video tends to attract two to three times as many monthly visitors to a particular webpage as a standard one does. (source)
29. • Despite the ubiquitousness of mobile, about 86% of all business-related video content is viewed on a desktop browser. (source)
30. • The most popular time period during the week for watching business videos is on Wednesday between 10 am and 2 pm Eastern time. (source)
31. • When a company incorporates video in its online marketing, it typically sees a click-through rate that is 27% higher and a web conversion rate that is 34% higher than a company that doesn’t use video. (source)
32. • When a landing page contains a video, its conversion rate is more than 80% higher than a similar landing page with no video. Also, that page with a video is 53% more likely to appear on the first page of search engine rankings. (source)
33. • On average, including a video with the first message of an email marketing campaign boosts click-thru rates by about 96%. (source)
34. • When it comes deciding between reading about a product or watching a video about it, four times as many consumers will choose the video option. (source) Also, adding video to a full-page online ad typically boosts engagement by about 22%. (source)
35. • Regarding millennials, 80% of them consider video content when making a purchasing decision, and 70% of them are likely to view a company video while doing online shopping. (source)
36. • By 2020, about 80% of all internet traffic will be comprised of video content. (source)

Like anything else, the benefits of branded video content are maximized when a company hires a professional to produce the videos. And given the massive growth of online video in today’s marketing campaigns, companies who choose to ignore its power in the future do so at their own peril.

Ready to dive into the world of branded video content? Get a quote from us today.