Video Stats and Why They Matter

2016 was an incredible year for video. It is an effective and exciting resource that: (1) helps brands become household names, (2) helps start-ups become recognized and grow, (3) allows companies to personally connect with their customers, (4) ensures great products fly off the shelf, and (5) reaches audiences like no other medium (just to mention a few of its benefits). The crazy thing is that video is still growing and doesn’t show any signs of slowing down.

Here are some remarkable video stats from 2016 that will help you understand the power of video, where it’s headed, and why every business needs to include it in their sales and marketing strategies. (I’ve included some category headings that help explain what the stats might mean to you.)

Video matters because engagement and conversions matter.

  • According to a report published by Forrester, including video in an email leads to a whopping 200-300% increase in click-through rate.


  • Unbounce reports that including video on a landing page can increase conversion by 80%.

  • According to Rhythm and Insights, combining video with full page ads boost engagement by 22%.

  • 90% of user say that seeing a video about a product is helpful in the decision process.

  • According to Implix, an introductory email that includes a video receives an increase click-through rate by 96%.

  • Including a video on your homepage can increase conversion rates by 20% or more, according to ReelSEO.

Video matters because viewers like them, remember them, share them and buy because of them.

  • According to Online Publishers Association, 80% of users recall a video ad they viewed in the past 30 days.

  • 92% of mobile video consumers share videos with others, according to Invodo.

  • After watching a video, 64% of users are more likely to buy a product online, according to ComScore

  • Enjoyment of video ads increase purchase intent by 97% and brand association by 139% according to Unruly.

Video matters to executives because, well, they are people too. (It also matters to B2B.)

  • According to Forbes, 59% of executives would rather watch video than read text.

  • 65% of executives visit the marketer’s website and 39% call a vendor after watching a video.

  • 96% of B2B organizations use video in some capacity in their marketing campaigns of which 73% report positive results to their ROI, according to a survey conducted by ReelSEO.

Great video matters because it’s more effective and it’s a representation of your brand.

  • Videos rated at least 4 out of 5 stars had more than twice the average buy rate of videos rated 3 stars or less. – Invodo.

  • 62% of consumers are more likely to have a negative perception of a brand with a low-quality video experience. – Brightcove

  • Bad video and slow video doesn’t matter because people don’t watch it.

    • According to VINDICO, 80% of online video ads are abandoned within the first half of the ad.

  • 4 out of 5 users will click away if the video stalls while loading according to Google.


The bottom line: video matters because video works – especially great video. The evidence shows that old people, really young people, even millennials love video. Shoppers love it! Executives love it! Marketers love it! Big business, small business and start-ups love video. Fat kids. Skinny kids. Even kids with chicken pox love it (see, you remember that video). Video works on big screens, online, on mobile, in virtual reality and augmented reality.

This is why a majority of marketing professionals “name video as THE TYPE OF CONTENT with the BEST ROI” (Syndacast). Video, according to Hubspot is “…a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.”.
In short, according to Hubspot and Wistia blog, “[Videos are] fun to watch, useful to product demonstrations, and present a story for customers and prospects that words just can’t express.”

Now go make great video (or let us help you).

sources: InsiviaHubspot, and Invodo

Casey Williams