Video Marketing Facts Every Solopreneur Should Know
Before you embark on video marketing, there are a few facts to be aware of. Or maybe you need some cold hard data to convince you video isn’t a fad.
Got you covered! I’m The InfoHound, so you KNOW I’ve done my research on this. I love finding data to back up an assumption or challenge a common idea. I love seeing stats that can show ‘yeah, this is the track I need to be on!’ and back up a gut feeling. If you need to convince yourself that video is key to getting ahead in today’s marketing world – I’ve got research that should bust any worries. And I LOVE sharing that research with you.
I’m The InfoHound, so you KNOW I’ve done my research on this. I love finding data to back up an assumption or challenge a common idea. I love seeing stats that can show ‘yeah, this is the track I need to be on!’ and back up a gut feeling. If you need to convince yourself that video is key to getting ahead in today’s marketing world – I’ve got research that should bust any worries. And I LOVE sharing that research with you.
I’ve got some video stats and facts that may blow your mind. After reading this you’ll see that video is a super-powerful way to market your brand. Yes, even your solopreneur, one-woman show, your independent info pro self, your small b2b service business – YOU NEED to be using video.
Stats That Prove Video is HOT and a Must-Have Marketing Tool
We Watch a TON of Videos –
Yes, we are all watching online videos. Videos on our laptops, our tablets, our phones (video could be 75% of ALL mobile traffic very soon), and streamed to our TVs. We watch at home, at work, and certainly on the go. Cisco says online video now (2016) accounts for 64% of all consumer web traffic. YouTube says their mobile video consumption is rising 100% every year; and we watch more on mobile now – average viewing session = more than 40 minutes. Over 100 Million Americans watch an online video at least once per day; 78% of people watch videos online every week. Don’t you want some of those videos watched to be yours?!
Shorter Videos Get More Views –
Keeping your video to two minutes or less is important because they are more likely to be watched all the way to the end. Wisita.com did a study on this and tested videos that are 30 to 90 seconds long and monitored the stickiness of each. They found that keeping your videos under two minutes was better for viewership. Attention spans on mobile are short, 65% of mobile views are under 1 minute.
Decision Makers Like Video –
According to Forbes.com, 39% of executives report contacting vendors after watching videos about the products they’re interested in. Did you know that 64% of consumers purchase after seeing branded video content?! 4 times as many consumers would rather watch a video than read text about a product or service, and 59% of business decision makers also prefer video vs. text. This is really telling because that means you want to make more videos for the decision makers in your niche.
Landing Pages –
If you include a video on a landing page, that page will convert at a much higher rate than one without a video. According to research reported on by Unbounce.com, the conversion increases by 80 percent. Landing pages with videos are 50% more likely to show higher in search results.
A Picture Is Worth …. A LOT –
You’ve heard the saying that a picture is worth 1000 words. Dr. James McQuivey of Forrester Research states that a minute-long video is worth 1.8 million words. If that’s true, then you need to add video to your marketing mix now.
Plus, while having good audio can make or break a video – 85% of Facebook video viewers watch with sound turned OFF. Can your video’s pictures tell the whole story?
Small Business Sad Facts –
Many businesses and brands aren’t even using video to market to their consumers. In a benchmark study across industries, some are way behind in using video. Sure, high-tech companies use lots of videos; but professional services, not so much. 50% of surveyed professional services biz has less than 50 videos total; 25% have fewer than 10. Communications, education, and public services niches are also NOT yet video creators and users.
This means that the field is wide open for you to get into the door. You could be gaining more attention for your work simply by creating a few simple, attractive, engaging videos. It wouldn’t take much to be ahead of your peers! But you need to jump in soon, because video is starting to take off and small business owners are realizing its power.
Did you know 44% of small business owners put some money behind Facebook video content so far in 2017?! Start using video to promote your business through all the different types of network. Businesses using video KNOW it works – those using video have 41% more web traffic from search than non-users of video [Adelie Studios report via HubSpot].
More Key Video Tips You Should Know
Don’t Be Like a Talk Show –
You know how you’ll get teasers all through a show about the main story line, which ends up coming up at the very last five minutes of the show. They do this so that you watch the whole show. Don’t do that! People who watch videos online don’t like that, and will click away. Think more like a reporter, don’t bury the lede. Hook attention right away, give key points early. If you put the important info right up front they’ll be hooked and more likely to watch it to the end.
Keep All Your Videos Relevant –
The best way to accomplish this is to really get to know who your audience is and make all your videos for that audience. If you are in the editing process, cut out things that get off topic, ramble or make no sense to the title or your audience. Like in the first stat, keep it short. It’s better to make a series of short, related videos than a longer one that loses its focus (and your viewers’ already short attention). One focus, one main point, one video.
Don’t Act Like a Robot –
You are a human being and if it’s your voice and your face on the videos, be yourself. You’re not a robot. You are going to make mistakes, pronounce things strangely, or you’re going to make a face you don’t like. Don’t sweat it. It’s all good because people want you to be human.
Use Native Video –
Facebook shows preference and love for videos created on, or uploaded directly to, Facebook itself (versus sharing a YouTube or Vimeo link). So make sure this is part of your posting strategy.
Need a deeper look at all things video stats? Check out this benchmark video marketing report from Vidyard. Also, video tool Animoto (a fave of mine – I’ve had an account for years. I highly recommend it) does research on social video. Get reports for here (2015), here (2016) and here (2017).
Convinced to Add Video to Your Solopreneur Marketing Plans?
Video marketing is a great way to get the word out about your business. If you want to start video marketing, a good place to begin is YouTube. You can repurpose some of the content that you already have to test out on YouTube, but be sure not to stay with only YouTube. Videos can be shared on multiple platforms for the best results.
Now you know why video is so hot. You know that you need to add video to your marketing plans so you don’t get left behind. And now, you just need to get started.
Want some ideas on easy videos you can start creating right now so your solopreneur biz starts benefiting from the white-hot heat of video? Got some video ideas for you.
Tips, tricks, and tools for optimizing your YouTube presence without spending too much precious time are coming up!