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29 Survey Findings Every Marketer Should Know

29 Survey Findings Every Marketer Should Know

February 9, 2024

When it comes to video, everyone has an opinion, but surveys are a fantastic way to get a real indication of how people will act.

Line goes up

No matter who originally said it – we’re not going to get into a debate over it – we can all agree that knowledge is power. But insight is how you wield that power. This is why it’s important to monitor the success of your video content. That way, you’re able to get a better read on both your audience and their intentions.

Vidyard surveyed several companies and found that 83% reported using some form of video analytics. Which is a 10% increase from the preceding year. And went on to explain that 67% of marketers and 76% of sales professionals noted how important video view data was in order to qualify leads, as well as engaging prospects and influencing deals.

You’ve got mail

For those keeping up with the news, there have been some very interesting rumblings regarding the UK’s stance on GDPR. We’re not gonna wade into the political discussion here but it’s something our industry needs to keep an eye on. One aspect that will be heavily affected by this is email marketing. But no matter what transpires internationally or as governments come and go, email is a powerful tool that can be overlooked.

Amazingly, even the word ‘video’ in an email subject header increases the open rates by 19%. What’s more, it also boosts click through rates by 65% and reduces unsubscriptions by 26%. And if you have an explainer video in there it can boost these rates by 20%!

So it should come as no surprise that 22% of small businesses in the United States are planning to add video content to emails this year. And who knows where that will rise to next year? And while these stats come from Siteefy, they’re not alone. Renderforest also found that 44% of people surveyed watch a video included in an email, including videos in emails increases the clickthrough rate by up to 300%, and 25% of businesses currently use video in their email marketing.

Short and sweet

Speaking of Renderforest… At the minute, 80% of the biggest brands use short-form stories on social media. And it’s easy to see why. Getting your message across in a concise and engaging way is the best way to grab attention. But when you click through that initial story or ad and make your way to that brand’s site, you still want that same engaging content. Which is why 58% of businesses have a video on their homepage and users will spend 88% more time on websites that have video. And by including video on your landing page, businesses have found you can increase conversion by 80%.

Social media, social media as far as the eye can see

When deploying video on socials, there’s a healthy debate about where to best focus your efforts. Thankfully, Wyzowl have done studies to ascertain exactly that. Having surveyed video marketers, they found that:

88% plan to include YouTube in their 2022 video marketing strategy
68% plan to include LinkedIn in their 2022 video marketing strategy
68% plan to include Instagram video in their 2022 video marketing strategy
65% plan to include Facebook in their 2022 video marketing strategy
33% plan to include TikTok in their 2022 video marketing strategy
17% plan to include interactive video in their 2022 video marketing strategy

Of course, each platform presents its own risks (as we outlined in a separate blog about reaching audiences with social media) but seeing where brands are aiming their attention can be very revealing.

What type of video?

But regardless of where they end up, video is clearly at the forefront of marketing efforts. 99% of brands that presently make video part of their marketing say they will continue in the coming years. While 66% say they will increase their market spend to better utilise video this year. Which, given 88% of people want to see more video from brands (an increase of 3%from 2021), feels like a no brainer. [Wyzowl survey]

What type of video is right for you? Well, it depends, but as 96% of people watch explainer videos to learn more about a product or service, an explainer is a good start on the road to success. And with Forrester researcher Dr James McQuivey finding that 60 seconds of video equates to 1.8 million words, imagine how much you could say about who you are and what you stand for with a brand story video? And, maybe most importantly, if you want one stat to take away.. 62%of consumers are more likely to have a negative perception of a brand that published a poor quality video. So when searching for the right fit for your video campaign, choose wisely.