Nowadays, digital platforms are evolving and multiplying based on technological advances and user preferences. The choice of one digital platform over another is justified by predefined objectives and the indicators selected to ensure relevance and coherence between expectations and results. There are platforms that are more engagement-oriented, others more conversion-focused, some target impressions, etc. No decision is random!

However, statistically, some platforms prove to be more effective and profitable than others, at least under current circumstances. This is particularly true for the famous “Video” platform. It is undeniable that video has been the favorite platform among users in recent years. It continues to grow and achieve significant figures and satisfactory results. Regardless of its nature: animation, live streaming video, promotional video, best of video, TikTok video, teasers, shows, etc., it remains at the top of all platforms.

Some statistics about video

A study conducted by Wyzo detailed in its annual report titled “State of Video Marketing” covers various aspects related to video in digital marketing, including its usage, associated expenses, channels exploited, and opinions from video marketing specialists and consumers. The seventh edition of the survey concludes with the following findings:

  • Video remains a top choice for marketing specialists.
  • Its usage and overall expenses have slightly increased throughout 2020 and are expected to rise again over the next 12 months.
  • The pandemic had a mixed impact on the video marketing landscape. Budgets tightened while demand for video and viewing duration increased due to confinement and the cessation of several activities.
  • Marketers are more satisfied than ever with the return on investment offered by video, as it continues to have a strong impact on traffic, conversion, and reaching the desired audience.
  • Users continue to consume video as part of the bond with brands and are eager to see more video content in the coming year.

Regarding key figures, they accurately reflect the aforementioned conclusions, emphasizing the importance of video in brand digital strategies. Approximately 86% of businesses use video as a marketing tool, up from 85% in 2020.

For about 93% of marketers using video, it is a crucial element of their digital strategy. This marks a 1% increase from 2020.

It is noteworthy that almost 87% of marketers report achieving a positive return on investment with video. This percentage was not as high just a few years ago. This could be attributed to a better understanding of video usage and how to track and quantify its impact.

Moreover, a significant majority of marketers consider video an excellent investment for lead generation. Quantitatively, 84% of these professionals state that video has been effective in generating leads, a percentage that has increased by 1% from 2020.

Nearly eight out of ten marketers believe that video has a direct and positive impact on sales. 94% of marketers agree that videos have helped users better understand their product or service. And 43% have found that video has reduced the number of product support calls received by their company. To measure content success, most marketers – around 63% – consider video engagement as the primary measure, i.e., the reactions and comments generated. Views or plays come next (58%).

Although only 29% of professionals consider actual sales made as a measure of success, 78% state that video has improved their company’s results. Thus, video still has a positive impact on sales even though emphasis remains on other measures. Around 70% of professionals whose budgets are already allocated expect the budget for video production to be higher, against the remaining 30%.

From a consumer perspective, 68% of internet users report that the pandemic has affected the amount of video content they watched online. The overwhelming majority (96%) say the trend has been upward.

All signs suggest that usage and spending are set to continue their growth in 2021. Over 99% of professionals have stated they continued using video in 2021, with 96% planning to increase or maintain their spending — again, a slight increase from 95% last year. Additionally, among those not currently using video, 69% plan to start in 2021. Competition will thus become tougher and more intense.

Why adopt video in digital?

Video has proven to be a crucial element in establishing a strong and effective digital strategy. It offers numerous advantages that every brand should leverage to gain visibility, create positive buzz, and connect with their target audience.

  • Stand out from the competition

In an increasingly saturated digital world, standing out from the competition is a major concern for businesses and brands. However, it’s not always easy! Even with paid advertising, the large number of advertisers and the ever-changing nature of social media algorithms play a discouraging role in product, service, brand, or company visibility.

However, one rule applies regardless of the circumstances: engaging content will always be favored by platforms and their visitors. Thus, it generates more results and lower costs. And what could be more engaging than video? Its highly engaging and interactive nature attracts the attention of internet users and encourages them to stop scrolling to find out more. A good video keeps them engaged longer and prompts them to interact with, share, and recommend the content. Indeed, static images have proven less captivating, and using video on Facebook, for example, can capture a visitor’s attention five times longer.

  • Benefit from new features

YouTube has recently seen tremendous success in terms of advertising. While it has fewer users than other platforms like Facebook or Instagram, it delivers remarkable results. It’s no wonder it’s among the top choices for specialists. Its new advertising opportunities are worth examining and trying, especially for those interested in promoting the e-commerce aspect of their business.

Nowadays, it allows advertisers to run interactive ads. In a video ad, viewers can see a list of products and their respective prices. They can scroll through the list and, with a few clicks, purchase the items they want.

Another popular type of ad is the lead form ad. This type of video advertisement is engaging and persuasive. It grabs the attention of prospects right from the start. Simultaneously, it makes it easier for them to sign up for a free service or event, prompting them to take action.

  • Build trust and customer loyalty

In an ever-evolving business landscape, trust is a crucial asset for any brand. Leveraging video to build trust between the company and its audience would be smart.

For example, question and answer (Q&A) videos are an excellent way to address customer concerns. In doing so, the brand strengthens trust and builds stronger relationships with its audience.

Another significant advantage offered by video is humanizing the brand. Putting a face to a company or brand can make it more approachable, authentic, and trustworthy in the eyes of consumers. They will feel a deeper connection and be more likely to advocate for and recommend it to others.

Undoubtedly, animated videos are currently in vogue. Although they don’t use real characters, they have incredible power to convey crucial information about the brand, its products, and services to a wide audience.

  • Increasing Engagement

Engagement has become the Holy Grail for businesses and brands on the internet. A vast majority of discussions on social media performance focus on this indicator, reflecting follower satisfaction, targeting accuracy, content quality, etc.

On Instagram, video ads receive three times more engagement than sponsored photos. Even organic video posts perform better, receiving about 38% more engagement than static photos.

The same holds true for Facebook. Video ads have 20 to 30% higher conversion rates than photos, and their click-through rates are also about two to three times higher.

While video is highly engaging, not all videos perform well on social media. Content must be optimized to match the preferences of each audience and the platform used. For example, the ideal duration of a video on Facebook is two to five minutes, whereas Twitter and Instagram users prefer shorter videos of around 30 seconds.

On Facebook, users often watch videos without sound. By adding relevant captions, video engagement rates can increase from 0.18% to 0.39%.

  • Improving Search Engine Rankings

In addition to social media, video helps improve rankings on search engines, particularly Google. Well-performing video content becomes more visible in search results. Simply put, its views, positive comments, and other factors help gain online visibility.

Moreover, adding videos to a website encourages visitors to stay longer on the page. A website is 53 times more likely to appear as the first result in a Google search query if it includes a video.

Search engines like Google use various ranking factors to determine a webpage’s visibility online. Many advertisers believe that dwell time is one such factor. This metric refers to the time someone spends on a webpage before returning to the search results page. It indicates how engaging, useful, or entertaining the content is. If visitors spend a significant amount of time on the website, it suggests they consumed valuable content. Improving this indicator contributes to higher search engine rankings.

Video content can also make webpages appear more professional. For instance, adding videos to written content can help earn high-quality backlinks, further enhancing search engine rankings. Moreover, adding video content can convert more visitors, leading to increased gains.