Long gone are the days of splicing film, but videos are still relatively expensive to make. It may often seem like an investment with little tangible rewards. Most companies don’t really know how to quantify the success of online video. An outbound video like a television commercial is relatively easy. An infomercial will result in calls while it airs. A Super Bowl ad will also see a spike in website hits and engagement on social media. Those results are easy to see.
But what about online video that sits on your website or on a video platform? When asked what metric they use to assess the success of their video, one company marketing person said the only metric they know of is the number of views on YouTube. So, more views equal success…?
That doesn’t make any sense since the video is supposed to increase engagement with your brand, not with the video itself.
So how do we know videos are successful?
Below is an informative infographic on the general usefulness of video (courtesy of Hyperfine Media). It doesn’t tell us how your video has helped your brand specifically, but it does tell us that videos are important in converting buyers from the top of the funnel to the bottom.
Key highlights:
Click-through rate leads to 200-300% when video is included in an email.
Buyers are 64% more likely to buy a product online after watching a video.
80% of viewers remember a video for 30 days.
Most popular form of online video content is comedy.
Videos increase brand association by 139% and purchase intent by 97%.
4 out of 5 users will click away if the video stalls while loading.
5% of viewers won’t watch a video past 1 minute. At 2 minutes, that number jumps to 60%.
Takeaways from this data:
If you’re in the business of selling something, make a video, and include it on your site and emails.
Keep your videos between 60-90 seconds total running time.
Make sure your video has a clear call to action so that viewers can act before they move onto something else, or forget about the video altogether. There are way too many distractions.
Comedy is a good way to get people’s attention.
Also, the infographic says, “Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.” I’m not sure who Dr. James McQuivey is and I’m not good at math, but sounds about right if a picture is worth a thousand words and there are 24+ frames per second.
