Lights, Camera, YouTube: 10 Standout Video Metrics for 2016

Business.com / Marketing Solutions / Last Modified: February 22, 2017

Did you know 62% of businesses who use video believe that video has increased the amount of organic traffic they receive?

We're three months into the New Year already. Can you believe it?

A new year always brings new challenges, particularly for marketers.

We all want to keep up with the hottest trends, making sure engagement and conversion rates stay high, and spend stays low.

Video marketing is continuing to rise, becoming more and more of a sure bet for marketers.

But hearsay is not enough to base your entire strategy on. You need facts. You need figures. Well, you're in luck.

Related Article: Press Play: The Evolution of Video Marketing

Take a look at these 10 standout video metrics for 2016:

Increased Organic Traffic

Sixty-two percent of businesses who use video believe that it has increased the amount of organic traffic they receive.

This is great news for businesses, because the more organic traffic you receive, the more search engines will love you.

And the more search engines love you, the higher your positioning will be on their search results pages, preferably you'll be on that golden first page.

Video is a great way to increase your SEO, especially if you post on YouTube because of their affiliation with Google.

Google has recognized the rise in video marketing and so now you will often see video results pop up on the first page:

google search results page for how to allocate your marketing budget

Increased Sales

Sixty-four percent of businesses who use video believe that it sas directly led to increased sales.

Different videos can help you increase sales in a number of different ways.

For example, a video demo can help app developers increase their number of downloads.

And an explainer video can help businesses attract a wider audience.

Video can also be used directly as a sales tool by your sales team. Videos are a great way to educate customers and instill more trust and confidence in your products, a key selling point, particularly for online E-commerce businesses.

Provides Good ROI

Seventy-six percent of businesses who use video believe that it provides a good ROI.

Some online marketing tactics are difficult to measure. For example, you know when someone downloaded your ebook, but you don't know how many pages they read, if any.

With video, however, you can see exactly how a viewer engaged.

All good video hosting sites (Wistia, YouTube etc.) have data that can show you metrics such as number of views, seconds watched, and even if a call-to-action has been clicked.

Explainer Video is Highly Effective

Forty-five percent of businesses who use video say they have an explainer video on their home page.

Of these businesses, 83 percent say their home page explainer video is effective.

How do you feel when you click on a website and are hit with a wall of text?

Disinterested? Bored? Me too.

Related Article: What the Numbers Say: Is Video Marketing Really Effective?

But when a website has a video, it's much more welcoming. We all have busy lifestyles, and as such, we'd much rather watch a one minute explainer video than read a page of text that will take us to the same conclusion.

Home page explainer videos are effective because they engage the viewer.

Text just presents the viewer with information that they're probably only going to skim anyway. If a picture is worth a 1,000 words, think of how much you can say with a video.

Increased Purchase Power

Seventy-seven percent of consumers say they've been convinced to buy a product or service by watching a video.

Videos are great for increasing conversion rates because with online shopping a video is the closest you can get to seeing the product with your own eyes before purchasing.

Video is also a good tool for teaching customers about services before they use them. This could be in the form of a tutorial or an overview of the benefits to encourage viewers to purchase.

Increased Shares on Social Media 

Seventy percent of users say they have shared a brand's video with a friend, or on their social media channels.

This stat may be surprising to some, but it just goes to show if your brand video is interesting, thought-provoking, relatable (or all three) then users will want to share your video with their friends, and that kind of exposure is priceless.

Social media is where most people spend their time online, so having a big presence on one or several social media channels will majorly boost your brand awareness.

Increased App Downloads

Thirty-three percent of users say they've watched a video in the iOS App Store or Google Play Store before downloading, and more than half of them say it helped them decide whether to download or buy.

This number may seem relatively low, but app videos are quite a new feature to both the iOS App Store and Google Play.

An app video is a great way to further encourage users to download and use your app over a competitors by highlighting the features and USP of your app.

Problem Solver

When having difficulty with an app or product, 68 percent of users would prefer to watch a video that explains how to solve the problem, as opposed to calling the business and speaking to a support team member.

Just as videos can be used to encourage people to download your app or buy your product, they can also help customers to use them correctly.

You know what it's like calling a company's support team: you have to find their number, wait in a queue, get passed from person to person, all to solve one small problem. Wouldn't it be easier to just watch a short video?

Yes, and 68 percent of users agree.

A Bad Video Hurts Conversion Rates

Sixty-one percent of users say they've been put off buying a product after watching a bad explainer video.

Just as an amazing explainer video can bring you viral success and rapidly increase your conversion rate, a bad explainer video can make potential customers run away from you.

Making an explainer video is not only an investment of money, but also time. To create the perfect explainer video for your company, make sure you research every avenue thoroughly.

What Are You Waiting For?

Thirty-nine percent of businesses have yet to add video to their marketing strategy.

If you're in this 39 percent then what are you still doing here? Run. Go. Get yourself a video fast.

Seriously though, if the other nine video statistics in this article point to one clear conclusion, it's that video works.

And it works well. If you want an awesome, affordable, animated explainer video for your company, get in touch with Wyzowl.

Related Article: Making The Video: Tools and Tips for Killer Execution

Final Thoughts

Video is such a powerful marketing medium for businesses large and small because consumers love to watch them.

After all, they're quick, entertaining, and when we see and hear information we are more likely to retain it.

All of the standout video metrics included in this article are from The State of Video Marketing 2016

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