This is one of the most
comprehensive and compelling recent surveys analysing the use of and
effectiveness of company films/video. *The survey results have been compiled by
gathering information from both Marketers and Consumers.
Part 1: Responses from Marketers
Usage and Spending
of businesses told us they currently use video as a marketing tool. Of these,
66% were NOT using video just 12 months
91% of businesses say they plan to
increase or maintain their spending on video in 2016
67% of businesses say they plan to spend more on video
Video usage is accelerating at a phenomenal
rate, but 39% of businesses, for whatever reason,
are yet to add it to their marketing strategy. Spending is also on a dramatic
upward curve. Only very small minority of 8% are
looking to reduce their video budget.
Results and ROI
businesses say that video is an important part of their marketing
76% of businesses who use video
believe that it provides a good ROI.
businesses who use video believe that it has increased user understanding of
their product or service.
72% of businesses
who use video believe that it has improved the conversion rate of their
36% of businesses who use video as a
support tool believe that they've received fewer support queries as a result.
62% of businesses who use video believe that
it has increased the amount of organic traffic they receive.
64% of businesses who use video believe that it has
directly led to increased sales.
Video continues to
perform exceptionally well against a range of key metrics. Its versatility as a
marketing tool is evident from the range of benefits enjoyed by businesses who
invest in its use.
45% of businesses who use
video say they have a video on their home page. Of these, 83% say their home page video is effective.
47% of businesses who use video use it in their email
campaigns. Of these, 80% believe it to be an
87% of businesses who use
video say they use it on social media. Of these,
78% say they believe it to be an effective tactic.
53% of businesses who use video say they don't promote
The versatility of video is clear from
these results, with marketers enjoying success across a variety of different
channels. Home page videos are surprisingly under-utilised. With over half of
businesses still admitting that they struggle to promote their video content,
the true potential of video marketing is perhaps still to be unlocked.
Businesses Not Using Video
When asked the primary reason they don't use video:
42% of businesses say they plan to in the
15% of businesses say they don't use
video because they think it's too expensive.
12% of businesses say it's because they're unclear on
the ROI of video.
12% of businesses say they
don't think video is needed.
10% of businesses
say they lack the time or don't know how to create and promote video
9% of businesses say they're unable to
convince the decision maker in their business that video is a worthwhile
A clear majority of these businesses have
plans to use video in the future. The other potential obstacles are all
represented in loosely equal measure, suggesting that rather than one major
objection, businesses are competing with a mix of them all.
85% of businesses say that it's likely they'll begin or
continue using video in the future.
In the next year,
we expect to see video become even more widely adopted.
Part 2: Responses from Consumers
both text and video are available on the same web page, 69% of users would prefer to watch video to learn about
a product or service.
98% of users say they've
watched a video to learn more about a product or service.
Video remains a potent learning tool and is incredibly
popular among consumers. The increasing ubiquity of video content has clearly
played a key part in changing consumer expectations and an overwhelming
majority are now consuming video content as part of the buyer
74% of users who watched a video to learn more about a
product or service subsequently bought it.
of consumers say they've been convinced to buy a product or service by watching
The results show that video is clearly a
persuasive conversion tool, which plays a key role in educating customers and
pushing them over the line into becoming leads or customers.
users say they have shared a brand's video with a friend, or on their social
76% of users say they would
share a branded video with their friends if it was entertaining.
of users say they would share a branded video if it contained
information that might be of interest to their friends.
65% of users say they'd share a video if it was
55% of users say they'd share a
video if it was inspirational.
31% of users say
they would share a branded video with their friends purely because they like
Only 3% of consumers say they would
never share a branded video under any circumstances. In other words,
97% of consumers would happily share a well-made
video with their friends and social networks.
overwhelming majority of consumers are happy to share branded video content -
but it needs to be amazing and should be made professionally.
of users say they've watched a video in the iOS App Store or Google Play Store
before downloading. Over half of them say it helped them to decide whether to
download or buy.
Surprisingly few consumers had
actually watched video content before downloading an app - but, with many apps
still opting for screenshots instead of video content, this could be a
reflection on industry trends rather than consumer preference. Clearly, where
video is used by consumers, it can play a key role in helping drive purchasing
Video As A Support
68% of users would prefer to watch
a video that explains how to solve a problem with an app or product, as opposed
to calling the business and speaking to a support team member.
It's commonly accepted that most consumers prefer to
solve their own problems rather than relying on support teams. Video is a great
tool to facilitate this. It also saves the business valuable time and
61% of users say they have been
put off buying a product after watching a badly produced video.
37% said they were put off by the fact that
the video didn't explain the product or service clearly enough.
25% said the video's low quality was
21% found that the video was too
12% said the video was poorly
5% cited bad
Not all videos are created equal. As a direct
reflection of your brand, it's important to create a video that's up to scratch
- or you could risk alienating more than 60% of
your potential customers.
Take the next part of the survey
The most important question you should now ask
If your business is in the 39%
that still isn't using video, how much better could it be if it were in the
If you would like to explore how
best to use video in your business, why not
give CorpFilms [UK] a
"It's what we're known for. It's what we do well"
all data and copyright permission to reproduce kindly provided by Wyzowl.
Statistic gathering methodology available upon request