Why Businesses Need to Put More Focus on Video


It’s almost unimaginable that in the not-so-distant past, certain brands either wrote off video marketing completely (because $$$?), or dubbed it “optional” (because $$$). Fast-forward to now, a time when no brand can afford to refute these tell-tale numbers. Because facts. 

Video: By The Numbers

In 2019, 85% of internet users watched an avg. 6+ hours of video weekly

54% of consumers want to see more video content from a brand/business they support

The average website visitor spends 88% more time on a site with video

Video marketers get 66% more qualified leads per year

88% of video marketers are satisfied with the ROI from their video marketing on social media

And still, we’re just scratching the surface of insights. Other stats give us a glimpse of the future too, a future that’s also video. Citco reported that by 2022, 82% of global internet traffic will come from video streaming and downloads. Throw in 5G’s speed capabilities, and we have a pretty clear visual of how even more mobile screen-immersed our world is about to look. Not only does it seem there’s no limit to video’s penetration, the same applies to its audience.

B2B marketers are just as hungry for video content. They’re doing their own research online, making decisions about companies before speaking with a sales person or representative. In fact, 92% of B2B marketers mention videos as their most used content for demand generation programs. Product videos, “explainer” videos, instructional videos, how-to videos, testimonial videos, etc. Use them all to your advantage, while keeping these three major “Why’s” to invest in video marketing top of mind.

Why Video Is Important To Your Business

1.) It expands your reach.

Advances in technology and the growth of video-friendly social platforms become an effective tactic for reaching new audiences. As we know, practically everyone who watches videos shares videos, and more than half of that is from a mobile device. Social channels are the new news channels. The algorithms that determine what you (and your customers) see in social feeds are now optimized to promote video content vs image or text, which explains why views on branded video content have increased 258% on Facebook and 99% on YouTube. Even more telling, a video on Facebook receives 135% more organic (free) reach than a photo.

2.) It engages your audience.

Video is the closest media we have to reality, “the next best thing to being there.” Just consider your own consumer experience. If you’re buying/selling a house, or curious to see how a dress drapes on the body, you’ll choose video to experience the product. Why? Because it’s engaging and accurate. Aware of the demand, Facebook has made video content a priority, and revealed a few key facts: video receives 1,200% more shares than text or photos; 92% of mobile video viewers share videos with others; and videos that are two minutes or less get the most engagement. And you can use video to achieve the same spike in engagement for your brand.

3.) It boosts your ROI.

The benefits of video to your bottom line are unquestioned. Companies that use video increase revenue 49% faster year-over-year than those who do not. 76.5% of professional marketers and SMB owners are seeing results with video marketing. Because of its effectiveness, marketers have been quick to adopt video as a key deliverable. In fact, 51% of marketing professionals list video as the type of communication that delivers the best ROI.

Conclusion: Give the People What They Want

It helps to remember that customers, not brands, are in control of the message today. If you want to build awareness and increase sales, you have to embrace the demand or get left behind. The most savvy and successful companies today not only know their customers’ profiles by heart, they know (and can even predict down the line), how they want to consume information.

Learn More About How Video Can Help Your Business

In addition to answering your questions about video or digital marketing, we’d love to hear your story. We realize that success begins and ends with the strength of your brand—and the specific goals and objectives you have for both the short and long term. Let’s see how we can help. Contact Warren Griffith at warren@fuelingbrands.com or call 864-627-1676.

To find out how we can help, get in touch!