April 25, 2023

Video: Beyond Just Television Commercials

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Things used to be easier in advertising. You did video for commercials you would put on the local news or cable stations. Bam, good, done. But nowadays, high-speed internet is the norm, and video can be used for much more. And we have the numbers to back up why you should go in that direction. It’s also important to note that it is much easier to get good videos than in the past. Even your cell phone will take a very good video without any extra bells and whistles.

In 2020 the number of people watching digital video in the US reached 244.4 million, almost three-quarters of the US population. This growth was driven mainly by the oldest and youngest age groups. 97.8% of internet users between 18 and 24 consider themselves digital video viewers. With that kind of engagement, you can’t ignore video as part of your digital marketing strategy.

Your Website

Video banners have become more in vogue over the last couple of years. Heck, our own tdg homepage has a splash video of our work. Video is inherently more engaging than static photos because you can tell a story that will connect with your audience in just a few seconds. This keeps people engaged longer on your page, which is also good for your Google rankings.

The Numbers

  • People stay on websites with video 60% longer than with just text and photos
  • Latest statistics show that 86% of marketing uses video because marketers trust it to help grow their business. 86% of them say that videos have increased traffic to their website.
  • A survey by Wyzowl showed that nearly nine out of ten users have purchased a software or app after watching the brand’s video.

Social Media

Social media is all about engaging with your audience; video is an excellent way of doing that. As people scroll through their social media feeds, they may only glance at your post. Video dramatically increases the chance they will actually look at it.

Talking to people in their preferred formats is vital. And video is a big one. The more a person engages with your post, the greater the chance they will buy, inquire, contact, etc. It also builds brand awareness and trust, which all brands should want more of. It all adds up to show that you should utilize video on all your social media platforms.

The Numbers

  • Findings show that video assets drive an 11% higher conversion rate than static.
  • According to OptinMonster, video marketers see 66% more qualified leads annually and 54% increased brand awareness than non-video.
  • In 2023, 92% of marketers said video gives them good ROI. Five years ago, that number was only 78%, an increase of 14%.
  • In 2019, users spent an average of six hours and 48 minutes each week watching online videos – a 59% increase from 2016. And all signs point to this continuing to increase year over year.

Brand Awareness

Brand awareness is just as important these days as traditional advertising. A study from Wyzowl in 2023 showed that as many as 91% of consumers want to see more online video content from brands. Even though the demand is high, knowing what works best for each platform you use is essential. There is so much content out there that longer-form video is not the best way to catch people’s attention. Short-form videos are seen as the most engaging. Currently, short-form is different on different platforms. Experts say Instagram feed videos should run for 26 seconds. On Facebook, videos between two and five minutes produce higher engagement.

The Numbers

  • 66% of consumers say they pay the most attention to short-form videos 2.5 times more than long-form ones.

In Conclusion

All of this should show you that adding video to your repertoire is important. It’s also important that it is done well, and if you can’t do it yourself, you can always reach out to experts like us here at tdg. Simply using a video can help your marketing in many ways — but utilizing a great video is worth more. As more and more people realize the benefits of video with their marketing, the more you have to work to make yours stand out. You want to tell a story, you want the footage to be crisp and clean, you want good audio that people can understand, and you need it to be snappy so people will be engaged but not bored. Using video in your marketing in more ways than just commercials isn’t a fad; it’s here to stay, and I, for one, am all for it.


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