If there was one takeaway from Brian Halligan and Dharmesh Shah’s epic keynote at INBOUND 2016, it was this: video is essential.
Those who don’t currently offer video marketing in their portfolio of services need to get on it. Now.
More than one marketer, upon exiting that presentation, reacted like they’d just realized the power was out at a facility filled with hungry dinosaurs.
It’s a fair reaction! While I have the pleasure of knowing some brilliant video marketers, there’s little point in denying that most marketers boast backgrounds in data, sales, writing, and social media, not the creation of compelling visual content.
The message from HubSpot (and many others) is that it’s time to add that skill to your toolbox, or add someone gifted in the art of video to your team.
As we’ll get to in a minute, that doesn’t mean you need to have a studio, expensive equipment, or a grizzled video marketer from a company with a name like PiXcel.
You do need to understand why video is so insanely valuable, and be willing to embark on this new journey.
Why is Video Important to Marketing?
Why is video so big right now? Here are ten reasons, because we like nice, round numbers:
Linked videos in emails can (and often do) increase click-throughs by 200-300% (HubSpot)
80% of users can remember the details of a video advertisement they watched in the last month (Small Biz Trends)
90% of online shoppers say they find video helpful as they’re selecting a product or service (Video Brewery)
73% of companies using video marketing report improved ROI (HubSpot)
65% of executives said they visited a marketer’s (or marketing company’s) website to learn more after viewing a video (Small Biz Trends)
92% of mobile users reported sharing a video with friends, family, or co-workers in the last month (HubSpot)
Video shares on social media are engaged with at a 1,200% higher rate than text or images alone (Brightcove)
45.4% of Internet users (that’s a lot of people!) will see a video online in a given month (Video Brewery)
68% of marketers surveyed said they believe interactive video will become more important, so there’s your competition (Brightcove)
87% of respondents for one survey said they use online video to market their businesses (we think there’s likely some fibbing, there), but more importantly, 78% said they think it’s effective (Wyzowl)