video marketing statistics 2017

Video Marketing Statistics 2017

Survey: The State of Video Marketing 2017

These statistics were gathered by surveying 311 unique respondents in December 2016. The respondents consisted 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.

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video marketing statistics 2017

Usage, Spend, and ROI

Businesses using video

63% of businesses are using video as a marketing tool.

Out of those...

82% of businesses feel video is an important part of their marketing strategy.
99% of businesses will continue to use video throughout 2017.
82% of businesses will be spending more on video in 2017.
83% of businesses believe that video gives them a good ROI.

Businesses not using video

Out of the 37% of businesses that aren't using video:
66% won't be using video in 2017, with 48% citing they don't feel it's needed.
74% of respondents said that they have been convinced to buy a product or service after watching a brand's video.

video marketing statistics 2017

Video Effectiveness

79% of consumers would rather watch a video to learn about a product, than read text on a page.
84% of consumers have been convinced to make a purchase after watching a brand's video.
91% of consumers have watched an explainer video to learn about a product or service.

How effective is an explainer video?

62% of businesses have an explainer video.
56% of businesses use their explainer video on their homepage.

Of those businesses...

62% of businesses said that the video on their homepage was an effective marketing tool.
97% of businesses said that their explainer video has helped increase user understanding of their product or service.
81% of businesses said that their explainer video has helped them increase sales.
Over half (53%) of businesses said that video has helped them reduce the number of support calls that they receive.
76% of businesses said that video has helped them increase traffic to their website.

video marketing statistics 2017

Length and Voiceover

Voiceover Preferences

53% of consumers believe that a MALE voiceover would be the most effective for a product aimed at a male audience.
69% of consumers believe that a FEMALE voiceover would be the most effective for a product aimed at a female audience.
83% of consumers feel that an INFORMAL voice (chatty, laid back, conversational, communicates like friends and family) would be more relatable and persuasive than a formal voice.
75% of consumers have been discouraged from buying a product because a voiceover in an ad annoyed or alienated them.

Video Length

50% of consumers believe that 1 minute is the ideal length for an explainer video.
33% opted for between 1 – 2 minutes.
17% said less than 1 minute.

video marketing statistics 2017

Video and mobile

90% of consumers watch videos on their mobile.
60% of consumers prefer to watch videos on their desktop.

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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