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Crunching the video marketing numbers
August 13, 2019
Video is becoming an important part of the senior B2B buyer’s journey.
In fact: 76% of executives watch business videos at least once per week
So start resonating with time-poor execs using our stat-based answers to all your video marketing questions.
1. How should I use them?
68% of customers said their favourite way to learn about a new product is a short video.
Videos make great explainers.
They can also clinch a deal.
75% of late-stage prospects who receive a personalised video make a purchase.
2. How should I structure them?
Match your structure to the video length
If you want to make sure that you get your message across to 75% of your viewers, here’s how long you have to get the important details across :
Length of video (seconds)Window to reach 75% of viewers60First 54 seconds120First 48 seconds240First 120 seconds600First 180 seconds1200First 240 seconds>1200First 10% of video3. How do I optimise videos for different social channels?
The optimal length depends on the channel:
LinkedIn – 15 seconds (MAX 30 minutes)
Twitter – 45 seconds (MAX 2 minutes and 20 seconds)
Facebook – 60 seconds (MAX 240 minutes)
Instagram – 30 seconds (MAX 1 minute)
BONUS TIP – Use captions in case the video is watched on mute – like 85% of Facebook videos are.
4. How often should I post videos?
It depends on your industry – but probably more often than you think.
High tech and professional services brands publish the most videos a year (425 and 381 respectively), while the public sector publishes least frequently – but still 143 videos a year.
And smaller companies don’t necessarily publish less often.
Businesses with 31-200 employees publish an average of 510 videos a year. That’s almost twice as much as companies with 601-5000 employees.
And even businesses with <30 employees are averaging 174 – almost one every other day.
5. Where should I put videos?
Videos can give your email marketing a huge boost
Only 55% of markets put videos in their emails, but including a video can boost email CTR by 200-300%. Even including the word video in the subject line can increase open rates by 7%
They also give website visitors that extra push to get in touch.
Keeping a video at the top of your website can increase conversion by up to 80%
6. When should I post videos?
Aim for midweek mornings.
B2B buyers are most likely to view videos in the morning – peaking around 9-11am on Thursdays.
7. How do I measure their effectiveness?
Different objectives need different metrics.
For example, click-through rates aren’t always applicable if you’re trying to raise brand awareness, so here are some more meaningful metrics courtesy of the IAB:
How many people are watching to the end? And when are they dropping off?
How are people reacting with the video? Likes, comments, shares?
Incrementality – This is a bit more complicated. But it basically means testing video with an online audience, and comparing it to a control group – so you can actually figure out how many viewers are going through to your website because of the video.
Mastering video marketing can be a learning curve – but it’s well worth the effort. If you want some help making the most of video to engage your audiences, drop us a line.
[Header photo: Chris Lawton on Unsplash]