The Latest Video Marketing ROI Statistics


Web-based videos are increasingly becoming a vital element in inbound marketing strategies, and as the video marketing industry continues to grow, your company has the opportunity to jump on board and reap the benefits that other businesses are seeing.

Video marketing campaigns can significantly increase any company’s content marketing ROI for both B2B and B2C brand’s, no matter the size.

But don’t just take our word for it, here are the five latest video marketing ROI statistics.

1. According to a recently published infographic by VidYard, companies who utilize videos typically receive 41% more organic search traffic compared to their non-video toting counterparts. It is also shown that brands who use videos are able to grow their revenue 49% faster than non-video using businesses.

2. According to InVodo, the number of video views in 2015 were 42% higher than in the previous year, which might help explain why approximately 55% of online shoppers now use their mobile devices to purchase products. People who purchase products on mobile devices actively seek out clear-cut visual content simply due to the fact that it speeds up the decision-making process.

3. Another InVodo infographic showed how 2015’s Q4 was the first time in the Internet’s history that video views on mobile devices surpassed video views on desktops.

4. A report by Unbounce showed that placing videos on a landing page can increase conversion rates by 80%.

5. Placing videos inside emails can increase click through rates by a massive 200% – 300%, according to a report by Forrester.

The statistics on the ROI for video marketing are continuously expanding. Hopefully each of these stats show why and how videos can increase your inbound marketing ROI.

Content Marketing If you build it, they will come. 

Businesses everywhere are constantly marketing their products and services, often overloading consumers with information they already know or did not need in the first place. Due to the overflowing nature of this type of material, consumers tend to tune it out. The way for a business to get through to consumers who are tired of being inundated with things they do not want to know is content marketing.  And importantly, content marketing videos are NOT heavy on sales messages.   They’re about providing useful information, period.

Go beyond flashing products or services at your audience.   You have to figure out what it is about your product or service that caught their attention in the first place, then determine what it is these consumers do not understand or know about the product or service.    If you’re in Real Estate, for example, a good video title might be “The 5 things you must  do to prepare your house for sale”.   Viewers will find this video on your YouTube channel, which we’ll explore in depth in another blog.  Another way to put it—“If you build it they will come”, meaning that once a viewer has watched your video and received the wisdom it expounds, they will most likely turn to you or your company when it’s time to pay for a product of service.    The thought is, if they provided this great information in the video, they probably know what they’re doing.

So gather information that will better their use of your product or service and create a video to  keep their attention.     Content marketing is relevant to video because you can use this medium best to demonstrate features while simultaneously talking the audience through how these features work and in what ways they will assist consumers in their every day lives. Giving the audience the ability to see a product or service in use while pairing it with a trustworthy presenter will grab and hold consumers’ attention as long as you do not bombard them with knowledge they already have, or worse yet, sales pitches.    This in-depth style of marketing will build a group of consumers that will look to the company as the first source of the information they need.

Prudent use of Video for your “About Us” Web Page

Using video for your “About Us” web page will tell your clients exactly who you are and why they need you. We’ve all seen the About Us pages, the good, the bad and the … not quite useful, so what do you need to do to make sure your About Us page does exactly what it needs to: convince viewers to view more?

Using video can do a number of things for you:

  1. Allow a platform for your current clients to say what your business has done to help them increase their business.
  2. Allow you to be specific about what you do and how.
  3. Allow other people to say nice things about what you’ve done for them (sound like #1? That’s the other great thing that video will do for you, allow you to use other voices to repeat the same thing in a new way. It’s not repetitive if its fresh, comes from a slightly different angle, and keeps people watching).

Think of your video on the About Us page like it is an introduction from one client to another. Tell about yourself, but more importantly, tell what you will do for your clients by telling them what you have done for others.

Here are a few things to consider when you use video on your About Us page:

  • Be sure to include text and photos, as well. Not everyone who visits your site will be able to watch or even want to watch, a video.
  • Be brief. Yes, we told you to be repetitive, but keep the video under 1 minute (at most).
  • For those who do like to watch video, have links to videos on other pages to more deeply cover the ideas introduced in this video.

How to Get the Most Out of One Video

Hiring a production company to make a professional video for your company can do wonders for you as well as your business. You may have a great concept for reaching an audience with a video, but can’t quite put it into action. Production companies are skilled in doing that for you, and helping you along in the process.

Another good thing to be aware of, though, is not making too many videos. Multiple videos for different topics can be good, but sometimes you need to ensure that you’re not making two or three videos when you could be making one. Knowing how to get the most out of one video can not only save you money, but make sure that your idea is clear and concise to the people you are trying to reach with your video.

So, how can you get the most out of just a single video?

Write down everything you need to say, and what you don’t

Figuring out what you need to say is important. Not just in the context of getting the most out of one video, but creating an effective message in general. You don’t want to fill prospective clients’ brains with useless information.

After you’ve figured out what you think you need to say, figure out what you definitely don’t need to say.

Finally, go through what you initially thought you needed to say, and see if anything could be left out, and still leave your overall message intact.

Utilize text and nonverbal concepts in video

You can get more than just what is said in the video across by utilizing text and nonverbal concepts in videos (such as logos, pictures, etc.). Don’t overdo the text, though, because it is still a video. Videos aren’t intended to make your prospective consumers read an essay.

Leave contact information and a call for action!

Contact information is a must! To make your video effective, be sure to leave a method for your customers to get in touch with you after the video has finished. You may even want to urge them to contact you, or sign up for your service. Essentially, you want to leave some sort of call to action to make your video effective.

What is “Content Marketing” and How Does it Relate to Video?

The impact of ever-changing technology on the way people interact with the world is undeniable. Tech-savvy Internet users and lovers of on-demand television don’t want to be harassed by commercials and, thus, frequently ignore advertising on websites. Most initial visits to your website come as a result of a search,  when consumers are seeking information, not waiting to be sold on an idea.  What they see and how they find you is what content marketing is all about; It is not selling, but engaging with consumers in new creative ways like blogs, podcasts, event hosting and videos–all with the aim of informing people rather than blaring out “Buy us, use us”.

With content marketing, what a company sells or provides isn’t half as important as who that company is. Consumers are drawn to companies willing to share much more than simply their products or services, but rather companies that consistently providing them with interesting, well-produced and perhaps entertaining content.  By doing so, companies present themselves as a thought leader in a specific vertical, and the useful, non-salesy information they provide lead to people finding them in a variety of ways, most importantly web searches and referrals from friends.

So, how does this relate to video? Well, put it this way: YouTube receives more than a billion viewers a month. That’s a lot of people watching (and sharing) videos! As a content marketing strategy, videos are perfect: a company can inform about a product or service  in a visually appealing, memorable and easily digested way to even people with the shortest of attention spans. Well produced video provides a great opportunity to showcase not only a company’s creativity, but everything it has to offer in one dynamic package.  Again, successful videos are not at all sales oriented—you are merely providing good information.

Using video isn’t just for huge corporations, but is something any size business (and any level of creative talent) can take advantage of. There are some experienced production companies out there, that are ready, willing and able to help make highly effective videos that can give your company that necessary edge in today’s market.

Video Testimonials—worth their weight in gold!

There is a great variety of ways to reach an audience these days. How can you decide which route to take with communicating an idea to people with the options of print, radio, television and online platforms? Even when the medium has been chosen, the options are still vast considering how many ways there are to deliver the message. One of the best ways to get your  message out is with video testimonials from your customers. In fact, I think they are worth their weight in gold!

All visitors to your website are looking for the product or service you offer.   You can have an actor tell them how great you are, you can have text versions of customer testimonials, or you can have real people speak in their own words about you.   Of course the last is by far the most credible and convincing—you can see and hear their sincerity about what they’re saying.

Whenever I’m shooting testimonials for a business or individual, the first thing I ask the client is, “What are the subtle reasons why potential customers wouldn’t buy your product or service.   They say things like “it’ll be too expensive”, that “they’ll be forgotten once the sale is made”, “that the product wasn’t as advertised”—and a host of other barriers to the sale.   But if you have real customers giving real testimony about how these barriers were not a problem for them, then you have very convincingly overcome those barriers.   Visitors can see and hear people saying things like “….their price was just right…’ or “their customer service is the best I’ve ever experienced” or “they went above and beyond….”     They are worth their weight in gold because the viewers have subconsciously seen every one one of their objections, known or unknown, addressed by a regular person—just like them.

Why Web Video Works For You (Part 2)

If you’re anything like the majority of internet users, you thrive on videos. Whether it’s important news, politics, ads, or even the latest adorable cat, statistics show that most people would rather watch than read or look at. It’s no secret: web videos have taken over the internet, and it’s time you learned why web video worksfor you.

According to Video Brewery, 100 million internet users per day watch online video. That’s an impressive number, but the numbers don’t stop there. When it comes to online shopping, video is one of the most effective sales tools; 90% of online shoppers would find videos helpful in determining which items to buy, and those same shoppers are 64% more likely to buy a product after watching a video.

Video is the most productive method of connecting with everyday customers, there’s no denying that. But it’s also the best way to connect with big-wig business executives. In 2015, 75% of senior executives watched work-related videos weekly, and 59% concurred that if text and videos were both available, they would prefer the videos.

Even emails are becoming more and more video-centric, as simply using the word “video” in an email’s subject line boosts open rates by 19%.

It’s clear that, out of all the mediums floating around the internet, video is the way to go. And the best part about it? It’s not difficult to get started. Even a novice can create brilliant video content with the help of a production studio like Greenworks, where we take your video idea from concept to completion.

What is Greenscreen and Why is it SO Cool

Greenscreen is a word that we’ve likely all heard by now, and a word that some of the younger generation may have even grown up hearing. A lot of people get the concept of greenscreen, but not many understand why it works. So, what is greenscreen and why is it cool?

What is it?

The technology behind Greenscreen is known more widely as Chroma key. Chroma key is the process of layering pictures and video on top of each other. It is most often used to remove the background of the reality and replace it with something virtual. This is done by standing in front of a  — you guessed it — green screen. Systems that use chroma key can differentiate between human skin and eye color and the color green better than most other colors, which is why green is the most used color for these types of video applications.

Why is it so cool?

Well, greenscreen technology is really unique because it lets you appear to be pretty much anywhere.    You can edit a video so that it looks like you’re on the top of an icy mountain when in reality you’re in a temperature controlled studio.  One can also appear to be a floating torso by wearing green pants that match the color of the greenscreen background.  The possibilities are almost endless!

It’s possible to layer just about any background onto the greenscreen  and use it for many different functions. In its most simple application, many people use a shot of themselves or an actor in front of a gradient solid color background with their logo displayed beside them.   There are many examples on our website, so take a look around.

Perhaps what’s most cool about it is that it’s so practical and can save a lot on production costs.  Say you have 6 clients around Colorado that you’d like to get video testimonials from.   You could hire a crew, and travel to all of their locations to capture their video—-or you could bring them to the green screen studio and shoot them all in one hour.   You can imagine the cost of a crew traveling all over the state.   Most importantly, greenscreen can make almost any idea in your head a reality. Your options are practically limitless due to this incredible technology.

Why Web Video Works for You (Part 1)

You want people to find and use your website, right? You want customers to come to your site and stay and purchase, right? Take a look at these five reasons why web video works not only at driving traffic to your site, but to help you gain and retain customers.

  1. Google: Video encourages your prospective customers to linger or “dwell” time, which is one of the factors used in Google’s algorithm to determine how your site is ranked. Andrew Brown at Bluehost explains how this works, saying a “great way to capture — and hold — visitors’ attention is to provide a short, compelling video.”
  2. Buyers: Quality content in a video is likely to help you turn website visitors into customers.Forrester Research says that viewers are 64% more likely “to buy a product on an online retail site after watching a video.”
  3. Demonstrate: “Show, don’t tell,” is an old adage for writers of content. What better way to show than to use video on your site that demonstrates how your product works? Video is the best way to show your potential clients that your product is easy to use or to provide ideas for different ways it can be used.
  4. Diversity: People retain information in different ways. While many people using your website will be able to take information in through the text you provide, there are people who are visual or auditory learners who will be drawn in more quickly with a video that engages their learning styles.
  5. Testimony: There is no question that personal testimony helps drive business. Think of the word of mouth and the early days of television. Using video on your website of a customer speaking directly to their experience with your business is the next best thing to neighbors talking over the backyard fence.

The concept of video scares me–how do I get started doing a video production

You’ve heard how using video in your marketing efforts powerfully builds engagement, increases SEO, and helps drive conversions. You have a lot to say, but you don’t know where to start or what to do. Bottom line, you end up saying, video scares me! and you’re not even sure why. So another month, another year passes as your competitors incorporate video in their websites and marketing campaigns and you’re still doing what you’ve always done.

You’re in really good company! Although over 90% of businesses use video as their single most effective form of marketing, many continue to have an almost phobic relationship with that record button. Whether you dislike how you look or how you sound, or fear you’ll freeze and forget what to say under the eye of a camera, you can be certain that many other have felt exactly the same and found ways to get past it.

Because, let’s admit it, video isn’t going away any time soon. According to Cisco, by the end of 2016, video will make up more than 2/3 of all internet traffic. Unless you find a way to incorporate video into your marketing efforts you run the risk of being left in the dust of those who do.

Here are a few things that just might help you overcome your video fears.

You are your own worst critic, but your audience will respond to your message anyway. We humans are a funny bunch – we self-criticize endlessly, while assuming others don’t feel the same way about themselves. Think of the videos you’ve watched on competitor’s sites, or even on YouTube. Unless you’re watching a professional actor (a tiny portion of business video creators), you’re watching someone else who is just sure their hair is too messy or their voice sounds funny. They struggle with too many and’s and um’s, and worry that the camera adds back the pounds they worked to take off.

Give yourself permission to be imperfect.  This is a little psych-speak, but it’s powerfully true that your mindset can work for or against you. Repeat how afraid you are of video enough times, and your brain will believe you. Conversely, when you give yourself permission to make a video even with your um’s, and’s, and imperfect voice, your brain will begin believing that too. Stanford’s BJ Fogg talks about the Psychology of fear and how it’s the #1 issue that holds businesses back from using video marketing. Understanding a bit more about human nature and how your fear of video is based on an unreasonable expectation of perfection can go a long way toward helping you work past it.

Rely on the experts. When you’re ready to move forward with creating a video for your company, but you have no idea how to get started, call a well respected video production company and ask them how they go about creating a video for clients without any video experience. You don’t need to be a movie star to get started – in fact, this is where a great video coach or studio can be invaluable. You’ll be able to focus on what you want to say, while letting someone else worry about the ‘how’ who is able to walk you through the steps required. Most reputable production companies will give you a free consultation to brainstorm ideas and let you know how they can help.

Since the number of digital video consumers stands at nearly 200 million and continues to rise, it is essential for your business’s success for you to get past your fear of video. Remember that you are your own worst critic (but your audience will respond to your message anyway), and that it’s okay to be imperfect (and it’s actually preferable).