Ten seconds. That’s just how much time you have to get the attention of your viewer in a video marketing clip. According to research, 20% of your viewers will click away from a video in 10 seconds or less. But don’t worry, the ones who stay to watch are a prime audience. In fact, according to a recent survey, ‘When asked to evaluate content types, marketers most commonly cited B2B videos as generating a “very high” quantity of leads (23%). Videos are apparently more than just indirect interest generators (and entertainers). They’re actually responsible for directly producing leads and driving conversions.’
If fact, a recent survey found that if you’re not using video for marketing, you might be missing out on a valuable way to get more leads. The annual B2B Demand Generation Benchmark report by marketing software research company Software Advice, surveyed 200 B2B marketing professionals to better understand which channels, offers, content types, and technologies drive demand generation results. And the survey says:
Video wins. Respondents were asked to rank the demand- and lead-generation effectiveness of various types of content, offers and calls-to-action. Video is being used by a whopping 92% of B2B marketers for demand generation programs. That’s above surveys (88%), white papers (88%), and case studies (87%).
But back to the ‘10 second rule’. There’s more good news: even though desktop viewers tend to watch videos for 2 minutes or less, mobile users seem to have a longer attention span. iPhone users tend to watch for about 2.4 minutes. Android users for 3. iPad users have the longest attention spans, sticking with a web video for an average of 5 minutes. So what’s the lesson learned here? Marketers use video and people prefer video. It’s that simple. Or is it?
Because now the 10 seconds comes into play. In order for your video to create demand, you need to have it watched. That’s where content and clarity—above all else—comes into play. A well crafted script. An engaging and entertaining premise. Clear purpose and call-to-action. And one video does not a marketing campaign make. Video is—and looks like it will remain—one of the most important tools in your marketing arsenal.
To help convince you, here are some additional stats:
Videos Increase People’s Understanding Of Your Product Or Service by 74%
YouTube Is The Number Two Search Engine In The World
A Third Of All Online Activity Is Spent Watching Video
Every Day 100 Million Internet Users Watch An Online Video
50% Of Users Watch Business Related Videos On YouTube Once A Week
75% Of Executives Watch Work-Related Videos On Business Websites At Least Once A Week
Click-Through Rates Increase 2-3 Times When Marketers Include A Video In An Email
Your Website Is 50 Times More Likely To Appear On The First Page Of A Search Engine Results Page If It Includes Video
[I want to repeat that one:] Your Website Is 50 Times More Likely To Appear On The First Page Of A Search Engine Results Page If It Includes Video
An Introductory Company Email That Includes A Video Receives An Increase Click-Through Rate By 96%
Remember, video is naturally engaging, and in an era of information overload, it is vital for businesses to offer content that is easy to digest, or risk their moving on. Video works. You may have heard it before, but it bears repeating, Forrester Research said “If a picture paints 1,000 words then one minute of video is worth 1.8 million.”
Let’s get moving—literally!Share: