Video Production Company Insights: Video Marketing
In 2017, ASOS took an unconventional approach to fashion marketing with a live-streamed event that broke away from the typical glossy, high-budget productions. Instead, the brand opted for a behind-the-scenes look that allowed viewers to interact with the event in real time. The result was a direct conversation between the brand and its audience, creating a sense of involvement that appealed to ASOS’s younger, social media-savvy demographic. This unfiltered approach generated significant buzz around the brand’s new collection and drove online sales and engagement, proving that raw, authentic content can be just as effective, if not more, than polished advertisements. This example highlights the effectiveness of video marketing when executed thoughtfully. In this article, we will explore 10 video marketing statistics you may not know and explain how working with a video production company can help businesses create content that effectively supports their marketing strategies.
1. 84% of Consumers Say Watching a Video Influenced Their Decision to Purchase
Video marketing is one of the most persuasive forms of content. According to research, 84% of consumers have been convinced to buy a product or service after watching a brand’s video. This makes video an important asset for any marketing strategy. Relying on a video production company with marketing expertise optimises your video by aligning the message with your audience’s interests, adjusting the content to suit different platforms, and incorporating clear calls to action that prompt immediate responses. Their knowledge of consumer behaviour and platform-specific strategies can make your video more effective in driving action.
Example: Amazon knows this well. The company uses product videos extensively across its website. Research shows that 40% of Amazon customers say they are more likely to purchase a product after watching a video of it. In 2021, Amazon even introduced live shopping events, further highlighting the power of video in converting interest into sales.
2. Social Media Videos Get 1200% More Shares Than Text and Images Combined
Social media is a powerful platform for video marketing. Studies show that videos on social media generate 1200% more shares than images and text combined. Videos are much more likely to go viral, helping brands increase their reach organically.
Example: Coca-Cola’s campaigns on Instagram and Facebook often go viral, thanks to the engaging nature of their videos. From behind-the-scenes footage to creative advertisements, Coca-Cola’s social media strategy revolves around the shareability of their video content.
3. YouTube Is the Preferred Platform for Video Marketing
YouTube remains the most popular platform for video consumption, with over 2 billion monthly active users watching more than 1 billion hours of video each day. In fact, 90% of people use YouTube to watch videos related to products and services before making a purchase. A video production company helps businesses make the most of YouTube’s vast reach by creating videos that follow platform-specific best practices, such as optimised titles, descriptions, and thumbnails. They also incorporate strategic calls to action and ensure content is developed for YouTube’s algorithm.
Example: Brands like Nike have used YouTube to build brand loyalty by creating emotional, story-driven video content. One notable example is their “Dream Crazy” campaign, which featured powerful stories of athletes like Colin Kaepernick and Serena Williams. Through these emotional narratives, Nike connected with viewers while reinforcing its brand values, encouraging viewers to make a purchase.
4. Long-Form Videos See Higher Conversion Rates
While short-form videos are often shared more widely, long-form content—typically videos over five minutes—tends to yield higher conversion rates. These videos allow businesses to explain their product or service in greater detail, which can help build trust with the viewer.
Example: Shopify uses long-form videos to provide in-depth tutorials and case studies, demonstrating how businesses can use their platform to scale. Their videos dive deep into product features, customer success stories, and detailed guides, establishing them as a go-to resource for entrepreneurs. This comprehensive content encourages higher conversion rates, as potential customers feel more informed and confident in their purchase decisions
5. 95% of Consumers Remember Information Better When They Watch a Video
Video marketing is not just engaging—it is also effective for retention. Studies show that 95% of consumers retain information better when they watch a video compared to reading text. This means video content can be a more effective way to communicate important information.
Example: Explainer videos, like those used by Airbnb, provide customers with clear, visual explanations of how to use their platform. These videos are easier to understand and remember, which increases customer satisfaction.
6. Live Streaming Is Expected to Grow by 13.5% Annually Until 2027
Live streaming is a growing trend in video marketing, with an expected annual growth rate of 13.5% until 2027. This type of content allows businesses to interact with their audience in real time, which can increase engagement and trust. To make live streaming successful, a video production company manages the technical aspects, focusing on video and audio quality to ensure an uninterrupted viewing experience. They also assist in planning the flow of the event, making sure the content is engaging and well-organised.
Example: Brands like Gucci and H&M create limited-time events where viewers are given insider access to product launches or behind-the-scenes content, often with a call-to-action to purchase items while the stream is ongoing. This live, “once-in-a-lifetime” aspect prompts viewers to act quickly before the opportunity ends. The combination of exclusivity and timing taps into the fear of missing out (FOMO), encouraging immediate interaction and purchases.
7. Interactive Videos Increase Engagement by 36%
Interactive video content, such as polls or clickable elements, is becoming more popular. Interactive videos have been shown to increase engagement and completion rates by 36% compared to standard videos.
Example: IKEA has used interactive videos to show how their furniture can be used in various home environments. Viewers can interact with the content to customise their furniture or design a virtual room, enhancing the overall user experience.
8. Video in Emails Leads to 19% Higher Open Rates
Email marketing combined with video content is an incredibly powerful tool. Including video in emails can increase open rates by 19%, helping businesses capture the attention of their audience faster.
Example: Online retailers like Amazon use videos in email campaigns to showcase products in action, offering a more engaging and persuasive reason for subscribers to click through and make a purchase.
9. Video Content Accounts for 82% of Website Traffic
As of late 2024, video now accounts for 82% of all internet traffic, highlighting the significant role video content plays in driving website traffic and engaging visitors. A video production company contributes to the optimisation of video content for better web traffic by applying industry best practices to video production and format. Their technical skills, such as proper video compression, resolution, and integration with SEO strategies, help maximise the video’s reach and performance on platforms like YouTube and social media.
Example: Companies like Salesforce and Dropbox are already integrating video content into their website design, whether through product demos, customer testimonials, or explainer videos, all of which help drive user engagement.
10. Video Content Increases Landing Page Conversions by 80%
Adding video content to landing pages can increase conversions by up to 80%. This is because videos offer a dynamic and engaging way to communicate your value proposition and encourage action.
Example: Unbounce, a popular landing page builder, found that adding video to their landing pages led to an immediate increase in conversions. They advise all businesses to incorporate video to highlight their product features, benefits, and customer success stories.
Conclusion
Video marketing is no longer optional. Taco Bell showed us how to get creative and make an impact by launching a TikTok challenge in 2019 that went viral. Their campaign did not just talk to the audience; it invited them into the story. By blending their product with something fun, interactive, and shareable, they created a movement—not just a marketing moment.
This is the type of insight a video production company can offer. They know how to match your brand with the right format, style, and platform to create something that fits and sticks. It is about more than just making a video—it is about knowing how to integrate it into your audience’s world in a way that feels organic.
Want to learn more about the potential of video marketing? Contact Sound Idea Digital and we can guide you through the process.
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |