Video is becoming an increasingly popular tool for marketers as more and more users prefer to engage with this type of media when making purchasing decisions. It’s therefore important to know the statistics surrounding the topic so that you have all the information you need in order to use it effectively.
Although your video’s audience should ultimately be representative of your ideal buyer persona, it’s good to get to grips with the general statistics that show who’s really watching the video.
1) Adults: 3 in 4 reported they watched YouTube videos on their mobile at home
2) Millennials: 70% are watching videos to learn how to do something or learn about something they were interested in.
4) B2B: 86% of people are more likely to watch video relevant to their job, and 75% are more likely to watch video that references their specific industry.
5) Men are the bigger audience, spending 40% more time than women watching videos.
We now take a look at the statistics showing what sort of formats are popular and the considerations you should make when choosing whether your video has sound, if it should be horizontal or vertical and what the optimal length is.
8) When it comes to the layout, statistics show that 70% default to horizontal viewing when watching videos on their phones and 75% prefer to watch videos this way. Also, when a video isn’t optimised for either horizontal or vertical viewing the satisfaction and experience of 82% users were affected.
9) When it comes to the length of your video, it will ultimately depend on the type you are creating. With an explainer video you should aim for around the 1 minute mark – 50% of consumers believe this is the correct time frame, and 68% of people prefer to learn about a new product or service through shorter videos.
You know your audience and format, but now you need to consider what the content should be. Here are some statistics showing the type of video people are expecting and choosing to watch from brands.
10) 65% of people are using video to view ‘fix-it type’ of information.
11) 85% of people are using YouTube videos to learn something.
12) 7 in 10 people turn to video when they need a problem solved.
13) The above three points are further supported by the fact that 39% of users are looking for brands to produce explainer type videos. 12% would like demo videos to give the type of content they are looking for.
26) 65% of executives who have watched a video go on to visit the brand’s website and 39% call them.
With all these positive indicators surrounding video, it’s not hard to see why this medium should have a vital place within your marketing strategy. Just keep in mind who your video is for and its core purpose. To help you do this we have a great video planning template you can download.