When we speak to customers, often entrepreneurs from SMEs, we are often asked about the measurability of the success of video. Questions we are often asked are, for example, "To what extent does a video lead to more customers?" and "Do you have any figures that show that video is successful?"
We thought it would be a good idea to dedicate an article to this question – by investigating respected marketing companies from home and abroad and of course our own experience.
Before we dive into the numbers, we need to point out that people are busier these days and everything online is fleeting.
Nobody takes the time to read endless lengths of text before making a decision about a product or service. The risk of this is that your potential customers drop out before they even understand what your company stands for and what problem your service or product can solve. A shame of course...
A good first impression, which inspires and creates confidence, is therefore extra important.
An animated video is ideal for this purpose. It briefly explains what you or your company stands for and which problem you are able to solve for your customers. In addition, our brain processes images many times faster than text, which means that your product, service or company is more likely to linger in the thoughts of potential customers.
Statistics of animated video’s
Let us immerse ourselves in a few figures and see why an animated video is a good addition to your marketing strategy. (See parentheses for the source).
Viewers remember up to 95% of a message if it is transmitted by video compared to only 10% if it is transmitted by text only. (Insivia)
4 out of 5 consumers find video useful. (Marketingfacts)
72% of consumers prefer to find out more about a product or service by watching a video. (HubSpot)
22% visits a website after watching a video. (Marketingfacts)
Social media posts with video are viewed 48% more. (HubSpot)
62% of consumers indicate that they are more interested in a product after seeing a Facebook Story. (Marketing Land)
Your turnover can grow by as much as 49% by using video. (Marketingfacts)
52% of marketers state that video is the best content return-wise. (Marketingfacts)
Your e-mail gets up to 300% more opens and clicks when a video has been added. (HubSpot)
Not bad, right?!
The experiences of our customers
Video marketing can prove very useful for your company. Our customers often speak of a much greater reach on social media, compared to using only images and text, with an increase in visitors to their website and a demonstrably longer stay on the website with video than without.
The duration of website visits is also an important ranking factor for Google to show your website higher in the search results. An animated video on your landing page indirectly ensures a higher rank in the search results!
Responses from our customers' customers
Regardless, the best reactions come from our customers' customers. This is where the video ultimately has its impact.
We hear from many of our customers that they appear much more professional because of their animated explanation video. One of the greatest feedback we ever received from a customer is as follows:
“The people I was meeting with were already in the conference room - a new client with a large delegation. So exciting. While I was making coffee, I showed them our animated video that briefly explains our services and the platform. 2 minutes later, I served the coffee and sat down. At the end of the video, I looked around and saw happy faces everywhere. The video was incredibly well received and my meeting was a success before it even started!”
An explanation/instruction video puts your customer first by making your product/service/platform or app understandable and tangible. Consider for yourself what you want from a supplier: a PDF or e-mails with snippets of text as an explanation (which you probably won’t read anyway) or a clear video that is only a few minutes long..?