Video Marketing


If it were 10 years in the future, would you be reading this article or would you be watching it? As online video continues its inimitable rise, it’s an interesting question to ponder. By 2017, video will account for 69% of all consumer internet traffic the rapid growth in videos means there is a constant stream of traffic, which means this is a great place to promote your products or information to a huge market.

Quite simply video marketing is incorporating videos into your marketing campaigns whether to promote your company, product or service. Customer testimonials along with live event videos are becoming more and more popular as companies try to leverage rich media content into their marketing efforts.

Marketers can get a lot of mileage with just one video by incorporating it into all your marketing channels – from email to search to landing pages. Moreover, studies show that video can increase your Google ranking, conversions, open rates, click through rates and more.

A study from Forrester Research states that a web page with video is 50x more likely to appear on the first page of Google.

Even more importantly, Google has started incorporating more video content within its organic search results allowing you to increase your exposure.

The good news is that an email subject line with “video” included results to 2-3x more opens than one without.

The bad news is that email clients cannot handle videos embedded directly into emails. However, savvy marketers “get around” this issue by using an image with a play button which ultimately leads to 5-6x more clicks.

One important thing to note is that you actually want to have a video on the landing page and not trick your users into clicking your emails.

Whether it’s a landing page used for email marketing, webinars or search marketing having a video will convert more users.

Zappos reports that product pages with video convert 6-30% better than ones without. Vidyard reports over 100% increase in conversions by using video.

If you are new to video marketing start with a video that talks about your company, product or service. Then start testing it throughout your marketing channels.


25 online video marketing statistics that you should know

  1. YouTube attracts 136 million unique viewers per month.
  2. YouTube users watch more than 3 hours of video per month.
  3. 300 hours of video are uploaded to YouTube every minute.
  4. 75% of online video viewers have interacted with an online video ad in the past month.
  5. 80% of online video ads are abandoned within the first half of the ad.
  6. 86% of colleges and universities have presences on YouTube
  7. 4 million Americans watch video on the internet.
  8. Roughly 74% of the online video market now supports HTML5.
  9. Animated explainer videos increase conversion rates by 20%.
  10. 36% of online consumers trust video ads.
  11. 87% of online marketers use video content.
  12. 76% of marketers plan to increase their use of YouTube and video marketing, making it the top area marketers will invest in for 2012.
  13. 49% of the top 20% of B2B marketers in generating leads through social media integrate online video with social media, compared to the industry average of 32%.
  14. Video ads make up 35% of total online ad spending, up from 27% in 2011.
  15. Digital video advertising spend will reach $5.4B by 2016.
  16. 49% of U.S. marketers plan to boost video ad spending in 2016, and 65% have larger mobile ad budgets.
  17. Comedy is the most popular form of online video content among all viewers (39%), followed by news (33%) and music (31%).
  18. Rich media ads with video generate 6 times as many post-ad site visits as standard banner ads.
  19. Online video advertisers prefer pre-roll ads by a 3:1 margin over the next most favored format.
  20. 30 second in-stream mobile video ads have an 88.3% completion rate.
  21. Combining video with full page ads boosts engagement by 22%.
  22. 4 out of 5 online users will click away if a video stalls while loading
  23. 22% of U.S. small businesses plan to post a video to YouTube in the next 12 months to promote their businesses.
  24. Enjoyment of video ads increases purchase intent by 97%, and brand association by 139%.
  25. Two-thirds of the world’s mobile data traffic will be video by 2016







Social Media Isn’t Social without Video

According to Facebook, posts that incorporate a photo or video actually do generate 120% more engagement than the average post. These myriad of sources all ultimately indicate the same thing: online video is and must continue to be an integral component of marketers’ ongoing strategic planning. Nothing builds rapport, gets traffic, and makes sales like a good video.

Videos stand out on social media, giving customers a quick overview of a product without overwhelming them with text. In less than thirty seconds, a customer can get the information he needs about a business through a short, visually-appealing video.

Thanks to developments in tech tools, it’s easier than ever to create a fun video at little to no cost. Businesses can use their own smartphone cameras or sign up for a service that creates animated explainer videos. But it’s still important to carefully craft a strategy for your video-marketing activities to maximize your reach.



Marketing A Video

Businesses who think of Video Marketing as “Marketing A Video” are generally trying to    build brand awareness for their company/products. This is done by giving viewers a taste of the brand or concept in a concise package that can travel anywhere and that is designed to be shared. Taken to its extreme a video will be so compelling that it will market itself and you have created the elusive viral video. For this reason, these types of videos are generally more about entertainment and less about explanation.


Once the video has been created, it is often pushed out to as many of the consumer video sharing sites as possible (YouTube, Vimeo,, facebook etc.). These videos are often accompanied by a social media campaign, reaching out to bloggers and posting on Twitter, to try and generate buzz (and views) for the company’s video. For companies in this camp, they can either manually manage the whole process of marketing their video, or they can use third party tools like TubeMogul. TubeMogul allows companies to push videos to several different video sharing sites simultaneously and track the views across all of those channels in a single dashboard.

Just as you time your tweets and Facebook posts to run consistently, your video marketing plan should have legs, as well. Instead of posting one video about a new product, think of your campaign in terms of a series. What type of story can you tell that will allow you to post it in multiple parts over the course of several weeks?

Once you’ve determined the content of your videos, set up a schedule. Space the videos out evenly, timing them to lead up to a big product launch or event. Continue to keep your brand fresh in customers’ minds long after that big launch, keep your customer engaged with you .

They will be waiting for the next video , like waiting on the next episode off there favourite TV programme.

Social media has revolutionized the way online users communicate with each other, with short, concise statements trumping longer forms of content. Micro-video apps shorten videos to less than ten seconds, making them ideal for sharing on sites like Twitter and Instagram. In this format, customers can quickly view a message as they scroll through their social media feeds. Brands can quickly send a message that will be seen by a larger audience, especially on Vine and Facebook, where they automatically play as a user scrolls past.


“With the emergence of smartphones, I phones ,video apps like Twitter’s Vine and now Instagram’s video sharing feature, we’re seeing even more movement toward real-time video sharing,” users are even more likely to create and share videos from their smartphones. As well as usuing there laptops or tablets.

When it comes to potential reach, video is peerless. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook. One in three Britons view at least one online video a week – that’s a weekly audience of more than 20 million people in the UK alone. Video can give you access to all this. Video done well can give you a slice of the pie , just think off getting a small percentage off the traffic that’s available, What other form of content can do the same?

Always consider the audience you are trying to reach and ensure the video is relevant to them. If it’s not the most appropriate means of getting your message across, you are probably wasting your time.


Do not neglect social media and be sure to promote across multiple channels. If you want to fully realise video’s potential, you must make it easy for users to find and share it. Don’t neglect mobile either.

Speak Soon Olle Tod