Aside from the time tested strategy of search engine optimization, the most effective way for a small business to boost brand awareness and to drive traffic is through the use of video. However, there remains far too many small business owners who have yet to embrace video. Why is that? What is keeping them from deploying one of the best weapons in their marketing arsenal? In some recently published research data, Wyzowl decided to find out. The following is taken directly from that published data:
- 18% of video marketers said they used video for the first time in 2021. (down from 24% in 2020.)
- 46% said it had become easier to convince others in the business on the value of video content.
- 27% said it was because video had become more affordable.
- 22% said they had become clearer on the ROI of video and this had given them confidence to invest.
- Companies create a broad range of different videos. 42% mostly use live action video, 33% primarily use animated videos and 15% mainly use screen recorded videos.
- The most commonly created types of video are explainer videos, but video is used incredibly widely, for an ever-increasing number of goals.
- 62% of people say video marketing success is determined by the engagement their videos get – including shares, likes and comments.
- 60% of people say leads/clicks are the main determining factor of video marketing success. 44% of people say brand awareness and PR are their criteria for video marketing success.
- 41% of people say customer engagement and retention are their primary measuring sticks for video marketing success.
- 87% of marketers say video has helped them increase traffic.
- 82% of marketers say video has helped them increase dwell time.
- 94% of marketers say video has helped them increase understanding of product or service.
- 86% of marketers say video has helped them generate leads.
- 81% of marketers say video has helped them directly increase sales.
- 93% of marketers say video has helped them increased brand awareness.
- 87% of marketers say video has helped them general good ROI.
- 96% of people have watched an explainer video to learn more about a product or service.
- 88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
- When asked how they’d most like to learn about a product or service, 73% said they’d prefer to watch a short video. This compares to 11% who’d rather read a text-based article, website or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, 3% who’d rather attend a webinar or pitch, and 3% who’d like a sales call or demo.
- People are twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles and product pages.
-Written by Kevin Sawyer
