When video is run properly, it can influence the behavior of individuals and communicate your message in a matter of seconds. But beyond that, what exactly should marketers care about when it comes to video? How should video be run across all channels and properly measured? And how can video help shape an entire digital strategy?

While data is one aspect of video that can shape a digital strategy, we’ll cover other important statistics in this post that answer some of the most pressing questions marketers have in regards to video.

At TwentyThree, we’re firm believers that every single company in the world needs to be run video across the marketing funnel/buyer’s journey and be data-driven when it comes to video marketing. Through different channels and metrics like engagement, conversions, and attribution, marketers can go beyond views to see the full picture of not only video, but their entire digital marketing strategy.

“We're able to get a huge amount of insight and [video analytics] and it helps us to shape our digital strategy,” said Michelle Williams, Digital Marketing and Design Manager at Bird & Bird. “There's a lot of [video data] that we have access to that we couldn't really see very easily before. It's helped us to change the format of our videos and we use that to determine which topics we talk about, which are the key spokespeople who perform well, what channels are driving traffic.”

Data and video marketing tactics are important and paint a picture of what messaging and content is producing the highest amount of ROI for time and investment. In an effort to push marketers around the world to take data seriously, we wanted to provide some of the best statistics that marketers can take inspiration from to improve their video and overall marketing.

Should I Be Investing in Video?

• 87% of marketers use video as a part of their marketing and content marketing strategies. Source: TwentyThree
• By 2022, video will account for 82% of all internet traffic. Source: Cisco
• 55% of people thoroughly consume video content. Source: HubSpot 

How can these statistics shape a digital marketing strategy?

By simply acknowledging that video is here to stay, you can get past the perceived hurdles of producing and running online video. It can be a simple product video, personal sales outreach video, or customer webinar that starts to move the needle for marketers that know the impact video can have on their campaigns and strategies.

How Do Videos Impact Individuals Behavior?

• 59% of executives say that they would choose video over text to learn about a subject if both are available. Source:Wordstream

• A video on an eCommerce product page can increase the order value by up to 50%. Source: IMPACT

• 79% of people say a brand’s video has convinced them to buy a piece of software or app. Source: Wyzowl

How can these statistics shape a digital marketing strategy?

By testing out video on the different channels, it can identify not only where video works, but what types of content engage your audience). If video hasn’t been a large part of a marketers strategy, it’s time to test it out on all social channels, demo request pages/trial & checkout pages, and across an entire website. This gives marketers the data they need to run video properly across the entire marketing funnel or buyer journey.

What Video Metrics Shape a Digital Strategy?  

• Only 38% of marketers measure video engagement and watch time. Source: TwentyThree
• The average Facebook video view receives 6 seconds of engagement, compared to 4 minutes and 59 seconds of average play time on a brands website. Source: TwentyThree State of Online Video Report
• Only 18% of marketers use video to collect leads from their audience. Source: TwentyThree

How can these statistics shape a digital marketing strategy?

Through engagement and conversion video data, marketers can lead score and attribute video across their tech stack. These metrics tell a larger story of how long an audience is actually watching a video and where they go afterward. It also helps marketers to know how consumers behave on each channel, allowing them to optimize their videos to quickly engage on social and create longer-form content on their website.

How do Webinars play into a video marketing/digital strategy?

• 45% of marketers run 11+ webinars a year, with 19% running 50+ webinars in a single year. Source: TwentyThree
• 59% of marketers host their on-demand webinars on either YouTube, Vimeo, or Dropbox/Google Drive, eliminating valuable engagement and conversion data. Source: TwentyThree
• 68% of marketers either measure webinars manually or are currently not measuring the success of webinars. Source: TwentyThree

How can these statistics shape a digital marketing strategy?

Webinars have always been video and need to be treated as such. With most marketers running at least one webinar a month, it’s important to track not only live webinar metrics but also the on-demand impact through engagement (watch time) and the leads that are captured from them. By seeing which content performs best, it can shape future topics and events for an organization.

Find out how TwentyThree’s video marketing platform provides the tools to run video across the marketing funnel by signing up for a free trial here.