Video Marketing Statistics 2016

Survey: The State of Video Marketing 2016

These statistics were gathered by surveying 230 unique respondents, consisting of both marketing professionals and online consumers. Respondents were categorised as marketers or consumers according to their answer to a preliminary question, to ensure they were only prompted to answer relevant questions. Part 1 of the Survey - i.e. the sections above labelled ‘Usage & Spending,’ ‘Results & ROI,’ ‘Distribution & Promotion,’ ‘Businesses Not Using Video,’ and ‘Looking Ahead,’ - was only shown to respondents who told us their business uses video as a marketing tool. Part 2 of the Survey was shown to all respondents.

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Part 1: Video & Marketers

In the first part of our survey, we wanted to find out more about how businesses are using video.

Citation Policy: Please feel free to use these statistics in any commercial or non-commercial capacity. If you use the statistics we require a reference back to Wyzowl.

Usage & Spending

61% of businesses told us they currently use video as a marketing tool.
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Of these, 66% were NOT using video just 12 months ago.
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91% of businesses say they plan to increase or maintain their spending on video in 2016.
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67% of businesses say they plan to spend more on video in 2016.
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Analysis:

Video usage is accelerating at a phenomenal rate, but a number of businesses (39%) – for whatever reason – are yet to add it to their marketing strategy. Spending is also on a dramatic upward curve, and businesses looking to cut their video budget are in a very small minority (8%).

Video Marketing Statistics 2016
Results & ROI

88% of businesses say that video is an important part of their marketing strategy.
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76% of businesses who use video believe that it provides a good ROI.
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93% of businesses who use video believe that it has increased user understanding of their product or service.
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72% of businesses who use video believe that it has improved the conversion rate of their website.
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36% of businesses who use video believe that they've received less support queries as a result.
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62% of businesses who use video believe that video has increased the amount of organic traffic they receive.
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64% of businesses who use video believe that it has directly led to increased sales.
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Analysis:

Video continues to perform well against a range of key metrics. Its versatility as a marketing tool is evident from the range of benefits enjoyed by businesses who invest in its use.

Video Marketing Statistics 2016
Distribution & Promotion

45% of businesses who use video say they have an explainer video on their home page. Of these businesses, 83% say their home page explainer video is effective.
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47% of businesses who use video use it in their email campaigns. Of these, 80% believe it to be an effective tactic.
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87% of businesses who use video say they use it on social media. Of these businesses, 78% say they believe it to be an effective tactic.
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53% of businesses who use video say they struggle to promote the video content they produce.
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Analysis:

Again, the versatility of video is clear from these results, with marketers enjoying success across a variety of different channels. Home page explainer videos are surprisingly under-utilised. And, with over half of businesses still admitting that they struggle to promote their video content, the true potential of video marketing is perhaps still to be unlocked.

Video Marketing Statistics 2016
Businesses Not Using Video

We asked people the primary reason they don’t use video, here’s what they said:

42% of businesses who don't currently use video, say they plan to in the future.

15% say they don't use video because it's too expensive.

12% say it's because they're unclear on the ROI of video.

12% say they simply don't feel video is needed.

10% say they lack the time to create and promote video content.

And 9% say they're unable to convince the decision maker in their business that video is a worthwhile investment.

Analysis:

A clear majority of these businesses have plans to use video in the future. The other potential obstacles are all represented in loosely equal measure, suggesting that rather than one major objection, businesses are competing with a mix of them all.

Video Marketing Statistics 2016
Looking Ahead

85% of businesses say that it's likely they'll begin or continue using video in the future.
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Analysis:

In the next year, we expect to see video become even more widely adopted.

Video Marketing Statistics 2016

Part 2: Video & Consumers

In the second part of our survey, we wanted to explore how consumers actually interact with branded video content.

Citation Policy: Please feel free to use these statistics in any commercial or non-commercial capacity. If you use the statistics we require a reference back to Wyzowl.

Learning

Where both text and video are available on the same web page, 69% of users would prefer to watch video to learn about a product or service.
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A staggering 98% of users say they've watched an explainer video to learn more about a product or service.
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Analysis:

Video remains a potent learning tool and is incredibly popular among consumers. The increasing ubiquity of video content has clearly played a key part in changing consumer expectations and an overwhelming majority are now consuming video content as part of the buyer journey.

Video Marketing Statistics 2016
Conversion

74% of users who watched an explainer video to learn more about a product or service subsequently bought it.
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77% of consumers say they've been convinced to buy a product or service by watching a video.
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Analysis:

The results show that video is clearly a persuasive conversion tool, which plays a key role in educating customers and pushing them over the line into becoming leads or customers.

Video Marketing Statistics 2016
Sharing

70% of users say they have shared a brand's video with a friend, or on their social media channels.
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76% of users say they would share a branded video with their friends if it was entertaining.
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69% of users say they would share a branded video if it contained information that might be of interest to their friends.
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65% of users say they'd share a video if it was informative.
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55% of users say they'd share a video if it was inspirational.
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31% of users say they would share a branded video with their friends purely because they like the brand.
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Only 3% of consumers say they would never share a branded video under any circumstances. In other words, make a great video and 97% of consumers would happily share it with their friends and social networks.
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Analysis:

Clearly, an overwhelming majority of consumers are happy to share branded video content – but it needs to be amazing.

Video Marketing Statistics 2016
App Videos

33% of users say they've watched a video in the iOS App Store or Google Play Store before downloading – and over half of them say it helped them to decide whether to download or buy.
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Analysis:

We were surprised at how few consumers had actually watched video content before downloading an app – but, with many apps still opting for screenshots instead of video content, this could be a reflection on industry trends rather than consumer preference. Clearly, where video is used by consumers, it can play a key role in helping drive purchasing decisions.

Video Marketing Statistics 2016
Video As A Support Tool

When having difficulty with an app or product, 68% 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.
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Analysis:

It's commonly accepted that most consumers prefer to solve their own problems rather than relying on support teams, and video is a great tool to facilitate this. Providing short, simple screen capture videos that demonstrate how to use a particular section of your app or website is a great way to let your customers help themselves without having to contact you. It also saves you valuable time and resource!

Video Marketing Statistics 2016
Video Quality

61% of users say they have been put off buying a product after watching a bad explainer video.
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The majority of users (37%) said they were put off by the fact that the video didn't explain the product or service clearly enough.

25% said the video's low quality was discouraging.

21% found that the video was too long.

12% said the video was poorly designed.

and 5% cited bad animation as the reason they were put off.

Analysis:

Not all videos are created equal. As a direct reflection of your brand, it's important to create a video that's up to scratch – or you could risk alienating more than 60% of your potential customers.

Video Marketing Statistics 2016

Want To See How We Can Help You?

Whether you’re just starting to look at video marketing, looking for some help and advice or know what you want, we can help. Our team of experts are happy to chat with no obligation to buy. We can give you tips on direction, style, length, script, graphics, animation, voiceover, music and promotion. We’ve been there and done it more than most - so let us help you.

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