January 15, 2021 /
Video marketing has always been considered a critical aspect of both traditional and digital marketing. Videos can be used to communicate company mission statements, explain new products and services, create tutorials, and much more. Overall, they are a great way to connect with customers in a versatile and engaging way.
But is video marketing actually worth it? Is the video production process worth the time, money, and effort? Before investing in any marketing initiatives, it’s important to understand what returns you can expect to achieve. To help you explore the value of video marketing, check out these video marketing statistics for 2020.
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Is video marketing worth it? The shorter answer is: Yes, it is. But if you need some more convincing before you invest in a video production project, here are eight statistics that demonstrate the value of video marketing.
Demand for videos from brands and businesses is high and quickly growing. According to HubSpot, 57% of consumers from ages 18 to 24 prefer to see video content from businesses they support over other types of content. 56% of consumers from ages 25 to 34 feel the same. In fact, the only age group to not share this preference is consumers that are 55 or older—but still, 47% of these consumers tend to favor video content.
When it comes to digital marketing, the first challenge is getting your target audience to view your content in the first place. The second challenge is effectively communicating your message through this content. This is where video marketing shines.
Per Invisia, consumers tend to retain 95% of a brand’s message when they receive it through a video compared to 10% when delivered through text.
Generating shares is key to a successful social media marketing campaign. Videos are much more likely to be shared than other types of social content. Compared to text and image content, social videos generate 12 times as many shares! If you’re struggling to create share-worthy content on your social media channels, video marketing may be the solution.
ROI is king when it comes to measuring the success of your marketing efforts. This metric is one of the best indicators of your ability to acquire leads, increase traffic, and generate conversions.
In their 2020 report on video marketing statistics, Wyzowl found that 89% of video marketers say video gives them a good return on investment, and 87% say that video marketing has increased their website traffic.
If everyone else is doing it, it might be a good idea to consider utilizing video marketing as part of your overall digital strategy. According to the same Wyzowl report, 85% of businesses use video marketing compared to 87% in 2019, 81% in 2018, 63% in 2017, and 61% in 2016. This tells us that companies are increasingly realizing the value of video marketing and choosing to integrate it into their marketing campaigns.
Increasing web traffic and acquiring leads is an incredibly important step in the sales funnel. Once there, your website needs to be able to convert those leads into paying customers. According to Campaign Monitor, including a video on your landing page can boost conversion rates by as much as 80%.
Video marketing is widely known to be an effective way to facilitate communications between businesses and consumers, but what about B2B video marketing? Is video marketing still worth it for B2B businesses?
The stats say yes. The Content Marketing Institute found that 71% of B2B marketers use video marketing, making it more widely used than case studies, infographics, webinars, white papers, and eBooks.
Search engine optimization is a vital aspect of digital marketing. Successful SEO campaigns help increase brand awareness, web traffic, lead generation, and sales conversions. As such, it’s important for marketers to do everything they can to improve their search engine rankings.
Invisia found that websites that include a video are 53 times more likely to reach the front page of Google.
As you can see from these video marketing statistics, the answer to the question, ‘Is video marketing worth it?’ appears to be a resounding yes. But to take advantage of this powerful medium, you need to create high-quality video content that clearly conveys your message and appeals to your target audience.
The best way to accomplish this is by working with a professional video production company. From pre-production to filming and editing, a professional production company can oversee the production process from end-to-end, helping you to create a high-quality, high-converting video campaign.
Search the Creative Humans directory to find and hire expert talent for your video production project.
Creative Humans makes it easy to find and hire top video production studios and freelancers. Create a Free Account to get started.
Brian Toombs: Roku Brand Studio & "The Lesbian Bar Project"
The rise of streaming has presented a pivotal moment in time for the entertainment industry. Roku has long been offering free television to Roku users, but now Roku is changing the streaming game by launching their very own brand studio. The Roku Brand Studio is reinventing brand partnerships by creating quality entertainment that speaks directly to the Roku audience in a much more powerful way than the typical 30 second ad. The Roku Brand Studio is made up of some of the industry's top talent, including Brian Toombs as the Head of Content. After 9 years overseeing digital content at Funny or Die, Brian now leads the production crew, creatives, and project managers at Roku Brand Studio as they create impactful new Roku original content. Brian gave us an inside look at “The Lesbian Bar Project”, one of Roku Brand Studios newest projects in partnership with Jäegermeister.
In the 1980's there were over 200 Lesbian bars in the US. Today, there are less than 25 remaining.
Filmmakers Erica Rose and Elina Street established "The Lesbian Bar Project" with a goal of celebrating and preserving these remaining bars which provide safe spaces for LGBTQ+ communities across the country. With the help of Jäegermeister's “Save The Night” program, Erica and Elina created a PSA and short film which landed on the desk of Brian Toombs.
Brian immediately recognized the importance of the message and saw it as the perfect storytelling vehicle. Roku Brand Studio hit the ground running to expand “The Lesbian Bar Project” into an episodic series, raising awareness and telling the impactful stories of Lesbian bars across America. After being released in October of 2022, “The Lesbian Bar Project” has already been accepted into Brand Storytelling (a Sundance Film Festival Event) and the Roku Brand Studio itself is racking up accolades, including being named “Best Brand Studio” by Digiday Video and TV Awards.
Roku is actively developing a number of exciting new franchises that are all focused on streaming. From quarterly specials like “Roku Rundown”, to the weekly series “Roku Recommends” co-hosted by Maria Menounos and Andrew Hawkins, Roku is ahead of the curve by creating content about content.
| You can catch “The Lesbian Bar Project” and more Roku original content streaming free on Roku. |
A Candid Conversation with Paul Nicholson: Showtime Success Story and What's Next
It was the early 90's when 19 year old Paul Nicholson was pursuing a degree in music. He was an exceptional saxophone player who quickly realized he didn’t quite have the musical passion to become a starving artist. He decided to learn audio engineering, establishing his own studio and also began DJ’ing nights and weekends. However, Paul found himself most inspired and invigorated, not from the music itself, but from the art of crafting CD and album covers. He had no formal graphic design training or experience, but he did have a determination to learn.
A Chance Encounter with Destiny
A chance sighting of a simple ad reading “Mac Artist Wanted, $5/hr” would change the trajectory of Paul’s career. Paul wasted no time to head down to the local penny newspaper office where he met the hiring manager, who immediately asked for his portfolio. “What’s a portfolio?” Paul asked - she shrugged Paul off and sent him on his way. Unfazed by the rejection Paul went home, pulled out a Rolling Stone magazine and began measuring ads to figure out how to replicate them on his computer.
Persistence Pays Off
He soon marched right back into that office and said “I have a portfolio now.” Still unimpressed by his attempt, Paul was denied the job a second time. “Look, I’m going to call you,” Paul said to her, “Even if you don’t want to pay me I just want to watch what you guys do.” So he called. He called every single day for 2 weeks at 10am on the dot. And then, on the 14th call, Paul’s “Goodmorning! Do you need any help today?” was finally met with a “Yes.”
Paul spent the next 14 hours that day cutting pictures out with exacto-knives, but observing and watching the mac artists work. At 2am that night, Paul decided to shoot his last shot for the job, “Listen, just let me come in for 2 weeks. If you like me after the two weeks then hire me and pay me the $5 an hour, if you don’t I’ll walk away and I won’t ask for another thing”.
Not only did Paul get hired after the two weeks, but it was only 4 months later when he was promoted...to be the boss.
Embracing Technological Revolution
The newspaper was only the first step on the ladder Paul would keep climbing to the top. It wasn’t long before he was recruited to an Advertising Agency, Franklin Spier, as a Mac artist. “This was at a point when print ads were still being hand drawn in some cases and ran through a wax a machine,” Paul explained that he watched as the traditional print artists began being replaced one by one with new Mac artists.
“I learned a huge life lesson at a young age, don’t allow yourself to become a dinosaur, always keep up with the trends and latest technology. The people in this business that thought technology was a fad - they refused to embrace it. And then they all lost their jobs. I saw this happen and it made an impact on me.”
Paul was coming into the agency business on the precipice of a technology shift that would revolutionize the way everything was done in the creative industry. Paul had the foresight to become extremely tech savvy and highly proficient in leveraging technology for graphic design and production. It was when a gentleman by the name of Len Fogge, took over Franklin Spier that Paul still describes as “the best thing that ever happened”. Len saw the importance of Paul’s forward thinking work ethic and not only quickly promoted Paul within the agency - he soon brought Paul along with him to the new, relatively unheard of television network, Showtime.
Building Showtime's Creative Empire
Paul spent the next few years building Showtime’s in-house Marketing Production and Technology teams from the ground up, adding oversight of all video and digital production along the way. Over the past 25 years Paul generated more than $100 Million in savings for the company by spearheading and leading initiatives to build internal production capabilities and facilities with the targeted goal of dramatically reducing or eliminating spend with external resources.
A New Chapter
Now Paul, like so many Creative professionals and executives, is starting over. And while for some it may seem daunting - Paul has never lost his fire to keep learning, growing and following his passions. “At Showtime I was managing a large team spanning responsibilities that included Campaign Management, Marketing Operations, Post-Production, Print Production, Key Art Finishing and physical production shoots, plus all of the technology used to do this work, including the company’s MAM and DAM systems, project management systems, custom software development and facilities management. While all of that certainly kept me and my team busy, it was also very rewarding and exciting. I’m not one to sit still and there is still so much I want to do. I’m looking forward to bringing all my years of experience to a new place."
“If I’ve learned anything over these years, it's to always lean into your passion first - the job, the money, the titles - those will inevitably follow.”
Breaking Boundaries: Dayo Harewood's Journey to SVP, Creative at Paramount Brand Studio
As Senior Vice President, Creative of Paramount Brand Studio, Dayo Harewood has spent his career embracing an unconventional path and forging his own way. From music videos to broadcast commercials and promos, he has created award-winning branded content for the world's biggest celebrities, brands, and athletes.
Dayo's journey in the entertainment industry began in the world of music videos, where he directed and produced over 150 award-winning music videos, commercials, and live concerts with top-tier artists, including LeBron James, Drake, Pharrell, John Legend, DJ Khaled, and Diddy, just to name a few. This experience allowed him to test the waters, hone his craft, and discover his unique creative perspective.
