The Drum’s guest columnist Al Falaschi delivers some staggering stats about online corporate video this month in his interesting article. I’ve summed it up but it can be read in full here. His insights include:

  • 100 million internet users watch an online video every day thanks to improved access and advances in delivery options.
  • 50 percent of users watch business-related videos on YouTube once a week.
  • 75 percent of users visit a marketer’s website after viewing a video.
  • Website visitors are 64 percent more likely to buy a product online after watching a video.

He puts the success of video down to four factors:

Explanation
90% of users say that seeing a video about a product is helpful in the decision making process.

Video is the most simple and effective way to explain and show what a product does. ROI is improved since it engages multiple senses, which has been shown to increase brand and message recall. In addition video enables users to see products in action, bringing them to life and allowing audiences to visualise how they will interact with the product/service.

Emotion
80% of Internet users remember the video ads they watch.

Video was created to tell visceral and immersive stories. Stories trigger emotions that cause users to connect with what they’re viewing and a desire to act.

Truth
70% of marketing professionals say video converts better than any other medium.

Today’s media savvy consumer is reluctant to believe things that they have not seen with their own eyes. Video is the closest way for a consumer to experience your product or service before parting with hard earned cash. The greater the trust, the more likely the user is to complete a purchase so you can use video to break down barriers and connect with potential customers.

Time

Consumers want information – difficult in today’s fast-moving, always-on world where attention is stretched thin. Video makes rapid delivery possible though, and with even two minute films seeming long these days, social media such as Vine and Facebook allows you to deliver video in short sharp bursts, which can be more cost effective and quick to produce.