The Power of Online Video

Here’s a thought for you: experts believe that by the year 2017, 74% of internet traffic will revolve around online video. Why is this important? It’s important because online video is changing the game of marketing, it is shaping our everyday lives as consumers and as people, it is making information easily accessible to a broader range of audience, and many more reasons.

Check out these statistics:

  • Video is shared 1200% more times than links and text combined

  • Click-through rates increase 2-3 times when marketers include a video in an email

  • 75% Of users visit the marketer’s website after viewing a video

  • 80% of your online visitors will watch a video, while only 20% will actually read content in its entirety
    (See more at: http://www.socialtoaster.com/blog-entry/power-video-social-media#sthash.DTi1Aw2K.dpuf)

With the popularity of online video businesses are able to launch more efficient marketing campaigns, non-profits are able to reach a bigger audience with their messages, news sources are given a new outlet, entertainment industries are establishing an online platform for advertising, consumers are able to review products before purchasing them, DIY enthusiasts are able to watch tutorials easily, the list goes on and on.

One benefit of online video is to increase the SEO (search engine optimization) of a page. A study in 2009 confirmed that video additions to websites are 53x more likely to improve the SEO of a page and send their Google search rankings upwards. This was 6 years ago… Imagine how much that number has increased! Platforms like Facebook, Twitter, Instagram, Vine (and many more) have all adapted video capabilities to accommodate the popularity of video. No longer is the only option to copy and paste external links found on the web. Now users are able to capture, edit, and upload their own video all within the application they are using. This helps to reduce third-party services, just as embedding your own videos into your page do. You don’t want sites like YouTube getting better SEO results based on your content do you?

A second benefit of online video is to reduce the bounce rate of your site. One comScore study of retail sites shows that “visitors who view video stay two minutes longer and are 64% more likely to purchase than other site visitors.” Many studies have shown that the average window a user decides to further read through your site or hit the back button is about 8 seconds. Therefore, offering your viewers that extra incentive to stay on your site might be the difference between closing a sale and getting skipped over.

A third benefit is to expand your REACH. Features like “sharing” are available on platforms such as Twitter and Facebook which allows viewers to post videos to their own social networks just by a click of a button. This feature helps expand the reach of a video exponentially as it gets viewed 10x more when shared. Imagine you are a local non-profit agency seeking to grab the attention of 20-somethings in your area. All you need is 1 person to find your content interesting, share it to their page, and instantly you’ve reached their network of friends – likely other 20-somethings with the same interest. The act of sharing has really changed the marketing game. Think about viral video – these videos started somewhere small and were viewed over and over again until their reach hit upwards of a million hits.

It doesn’t go without saying that video is a powerful thing. Whether you’re a filmmaker, a business owner, or just an average user of the Internet, video is changing your life.