You don’t need to look far to find stats about the rise of video marketing. But there is one that sticks out – One third of online activity is dedicated to watching videos. Americans spend a daily average of 6 hours online. That means we spend 2 hours everyday watching online videos. So for businesses looking to build a digital marketing strategy, it’s clear that video is the way to go. But it’s worth knowing where and how to distribute these videos.
Social Media Videos
Social media videos hold an interested and ever-consuming audience. Roughly 45% of internet-users watch over an hour of Facebook or YouTube videos per week. This, plus the fact that the average Facebook video is 1 minute and 30 seconds, proves that the audience is there and ready. Businesses have a real opportunity here to create brand awareness quickly and drive new traffic to their websites.
But it’s worth noting that while the audience is there, they’re attention won’t be for long. As of 2015, the average American consumer’s attention span is literally shorter than a goldfish’s (9 seconds). When it comes to social media videos, it’s advised to keep them short and to the point.
Homepage Videos
If social media videos build brand awareness and drive traffic to your website, homepage videos close the deal. Studies show that including a video on your homepage can increase conversion by 80%. This proves that the best way to sell your brand or product is by showing, not telling.
In terms of length, the rule of thumb is “the shorter the better”. But there are more exceptions with homepage videos.Typically, a lot more should be conveyed in a homepage video. While a social media video should get people excited about your business, the homepage video should get people to trust your business. That’s why a homepage video with testimonials, interviews, and/or tutorials should last between 90 seconds and 3 minutes.Video must be central to any business with a successful online presence. Whether it’s to create brand awareness, or secure conversions directly on your website, it’s clear that video is digital marketing’s best friend.
By Stephen Kipp
Creative Director
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