Category Archives: Video

3 Ways Video Will Help Grow Your Business

Today’s Throwback Thursday post returns from October 2014.

this way

My wife tells  me all the time that I talk too much about some things.  If she knew how much I talk about using video for online marketing she would tell me to shut up already!  But video is such a great way to market and I believe so strongly that you can profit from this that I believe it would be a disservice to you to shut up now. did a study of posts with and without video.  On average, for posts with only text, readers stayed on the page for 4:34 minutes.  For posts with images and text, the average increased to 4:48, not a really big jump.  This is where it gets interesting: posts with only video averaged 6:00 minutes of engagement.  That’s huge!

Broken down a different way, posts with videos averaged 5:29 minutes of engagement versus 4:46 minutes for posts without video.  Again, that’s huge.  Video also outpaces text and text with images for social sharing, Facebook likes, Tweets, and Google+ 1s.  Are you convinced yet that video needs to be a part of your marketing strategy?

Video is expected to capture 69% of consumer traffic this year (2017), and businesses large and small are using video effectively for promotion, training, and as a means to communicate free and paid content.  On-demand video is growing exponentially and you can tap into this growing trend to deliver content for your own sales and profits.  You can do so on your web pages or blog, youtube, Vimeo, and in email marketing.

Why is Video So Effective?

One of the reasons that video marketing is so powerful has to do with a key dynamic of video. With reading, many skim and scan, but you can’t do that with video.  With reading, we set our own pace and read what we want to read.  Video is much different.

Watching video is a passive experience for which the audience has little control.  The video sets the pace and delivers an experience that combines images, graphics, and text with audio for a more emotional experience than text alone.  Plus, because of the variety and amount of different stimuli in a video presentation, this medium can deliver much more content than reading alone.

Because of this, the emotional engagement of the viewer is much stronger than the engagement of a reader.  With video you can create an emotional bond with your prospects and customers that is much stronger than by using mere words (and I truly believe in the power of words!).

It’s been said that if a picture is worth 1,000 words, then a video is worth a 1,000 words, 25 times a second.

Combine videos with social media for marketing and you’ve created a very powerful synergy. With nearly 250 million users, Twitter is a fabulous place to publicize your videos.  Many videos can be played directly from Twitter or Facebook which makes for seamless marketing. If you have business-related content, LinkedIn is a solid platform for reaching business professionals.

3 Ways to Use Video to Grow Your Business

First, video will help you with your branding.  When you are creating your own videos, people will connect with you in a much stronger way.  We talk about writing your own copy so that your voice comes out, but how about combining your copy with your actual voice?  That’s powerful!  The real you will come out in videos in ways that aren’t possible with text alone.

That is important for your business success because it helps people know, like, and trust you on a much deeper level.  When that happens your business can explode with sales and growth.  Isn’t that what you’re after?  If not, internet marketing can be an expensive hobby.

Second, search engines love video!  You’ll benefit as Google often includes an image from a video in search results.  Search results with images get higher click-through rates which means higher viewership for your videos.

Did you know that youtube is the second largest search engine behind Google?  Have you ever thought of youtube as a search engine?  When you put your video content on youtube you are opening another channel for people to find you and youtube as a search engine will help people find you.  This will help your brand awareness and help you grow your business.

Third, for some of the same reasons that video helps your branding, it also helps your sales conversions.  Increased engagement and trust leads to higher sales and that’s exactly what video can deliver.

If you’re not yet using video, why not?  Do you see how not doing so is limiting your sales and profits?  If you do, it’s time to take action to propel your business into the 21st century!


17 Big Video Marketing Statistics and What They Mean for Your Business

Our Throwback Thursday post returns from November 2014.  Video marketing may be the most potent tool in your marketing arsenal.  This post is updated with up to date links and information, like this from The Guardian: “Nielsen claims 64% of marketers expect video to dominate their strategies in the near future. It’s not difficult to see why.”


1.8 Million Words

That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research.

Do you have the time and energy to write 1.8 million words? That’s the equivalent of 3,600 typical web pages. If you write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of one minute of video.

When you look at it that way, online video marketing is the single most practical use for your marketing time and energy. Not convinced yet? Here are 15 more big video marketing numbers that should make you sit up and take notice.

What’s The Market for Online Video?


According to comScore, which measures online engagement and use, that’s the percentage of Internet users who view at least one video online over the course of a month. The average user is exposed to an average of 32.2 videos in a month, increasing the chances that your marketing message will be seen. But what does that work out to in real numbers?

By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Video-on-demand traffic alone will have almost trebled.

100 Million

That’s the number of Internet users who watch online video each day. Granted, a lot of those are watching the latest viral video with a goofy cat or a cute kid, but an awful lot of them are looking for advice on how to do something or how to make something work better. And a whole of them are looking to buy a service or product.


The percentage of online shoppers at a major retailer’s website who said they find video helpful in making shopping and buying decisions. Retailers who provide online video to show off their products report that the products with video sell a lot more than products with no video.


That’s the percent of executives who told Forbes that they watch work-related videos on business websites at least once a week. The results breakdown:

  • 50% watch business-related videos on YouTube
  • 65% visit the marketer’s website after viewing a video

16 minutes and 49 seconds

According to comScore, that’s how much time the average user spends watching online video ads every month.

Takeaway: If you’re not using video marketing, you’re missing out on a huge market opportunity. It’s not just the number of people who are watching videos that’s important – it’s the reasons why they watch it. When you post an online marketing video to a business website, you’ve got a great chance of engaging with a busy executive who is specifically looking for your services but might not have reached out to schedule a meeting for a presentation. Your marketing video is a great way to get your elevator pitch out into the ether and let it reel in leads.

What’s the Payoff for Online Marketing Video?

8 Big Video Marketing Results Numbers


According to the Online Publishers Association, that’s the percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took some action after viewing the ad. In fact:

  • 26% looked for more information about the subject of the video
  • 22% visited the website named in the ad
  • 15% visited the company represented in the video ad
  • 12% purchased the specific product featured in the ad


That’s how much more likely website visitors are to buy a product on an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, comScore says.

Online Video Marketing Is Not Just for Retailers


An Australian real estate group reports that real estate listings with videos receive 403% more inquiries than those without videos. In other words, real estate ads with videos generate quadruple the leads of those without videos.


According to Forbes Insight, that’s the percentage of senior executives who’d rather watch a video than read text. About 65% of those who view a video click through to visit the vendor website, 50% look for more information and 45% report that they contacted a vendor after seeing an online video ad. About 50% of those who viewed an online marketing video went on to make a purchase for their business.

And It’s Not Just Online


In 2010, an Implix email marketing survey found that including a video in an introductory email increased the click-through rate by 96%. That’s nearly twice as many people clicking through to your website when you include a video in your marketing emails.


The Forrester Marketing group surveyed businesses in 2010 and found that video did even better. When marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%.


Do your email subscribers drop like flies? Eloqua, an automated email marketing provider, noted that including video in an introductory email reduced the number of subscriber opt-outs by 75%. Maintaining that contact is a vital part of establishing a relationship with prospects.


One online marketer reported a 51% increase in subscriber-to-lead conversion rates when video was included in an email marketing campaign.

Takeaway: Video marketing increases sales and leads. If you’re not using video marketing, you’re losing customers to those who do. Businesses that incorporate video marketing into their overall marketing strategy see higher engagement rates, higher click-through rates and higher conversion rate. Why would you leave all that value sitting on the table?

How to Make Video Marketing More Effective

4 Big Numbers About User Engagement with Video Content

10 seconds

That’s how long you have to grab the attention of viewers in a video marketing clip. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or fewer.

And it doesn’t get a lot better than that. You’ll lose about 1/3 of your viewers by 30 seconds, 45% of them by 1 minute and almost 60% by 2 minutes. And those numbers remain the same no matter how long the video is.

5 minutes

There’s good news, though. While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span. iPhone users tend to watch for about 2.4 minutes. Android users give a video three minutes to engage them and Symbian users stick around for just over 4 minutes. iPad users have the longest attention spans of all, sticking with a web video for an average of 5 minutes.


That’s the percentage of YouTube videos that are embedded, linked or shared on Tuesdays between 11 a.m. and 1 p.m., according to Sysomos.

15 seconds

According to research conducted by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your video longer, that stat goes down. Those shorties are only shared 18% more often than videos of longer than 1 minute.

Takeaway: Effective video marketing has to be engaging right from the start, but how do you know where your video is going off the rails? That’s where video analytics comes in. Detailed video analytics will tell you who’s watching your video, how long they stay engaged and exactly where they click away. Armed with that information, you can sharpen your message and target it more precisely. If you haven’t started your own video marketing campaign, isn’t it time you jumped in with both feet? There’s nothing to lose and about 403% more profit just waiting for you.

Andrew Follett is the Founder and CEO at Video Brewery. He lives in Chicago with his wife Hannah and enjoys travel, hockey, sailing, and maintaining his 300 acre ant farm (okay, not really). You can follow him on Twitter and Google+.



Cash In On This Mega-Trend Today: Video Marketing

This was first posted in August, 2015, but it is just as relevant today as it was then as the post below this one shows. Today’s Throwback Thursday post is about video marketing.

Brian Halligan, CEO of Hotspot says “50% of your content in 2017
should be video.”
Mark Zuckerberg, the founder and CEO of Facebook says, “Video is a mega trend, in a decade, video will look as big a shift in the way we share and communicate ​as mobile has been.”

This week I created a free video on a mega-trend that is delivering powerful results for internet marketers. This new video is about using video and it’s just three minutes long:

video mktg slide

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8 Essential Video Ad Metrics

Whether you’re using video on your website, social media, or in an email, video ad metrics can give you great insight into how you’re doing.

YouTube, Facebook, SnapChat, Instagram, or a variety of other social media channels, are platforms where video shines as a powerful means for advertising and marketing.  According to 17 Production, 60% of people prefer video over reading text.  YouTube reports that video watching on mobile devices is growing 100% every year.

There’s a very good reason why 93% of marketers are using video in their campaigns today – video sells.  Diode Digital tells us that video promotion is 600% more effective than print and direct mail combined. But how do you know whether your video efforts are optimized?

Certainly your sales is the most important metric, but what else should you measure?

  1. Interactivity is a means to higher engagement.  Your audience prefers to be involved, rather than just passive observers.  If you want to see interactivity in action, look at this video by Coldplay that won the 2015 Webby Award for Best Use of Interactive Video.
  2. Just like with blog posts, shares are a good measure of effectiveness.  If your video content is shareable, it’s definitely made an impression on your audience.  Here’s a metric within a metric: according to Invodo, 92% of mobile video watchers share videos with others.  Is your video being shared?
  3. Vidyard reports that 71% of marketers say that their conversion rate is higher with video than with any other form of marketing.  The bottom line is the most important line, so how does your conversion rate using video compare with your other forms of marketing?
  4. eMarketer tells us that American adults watch on average 5 hours and 31 minutes of video every day.  Total time spent watching, or simply watch time, is an important metric to watch.  Are your videos being watched all the way through, or are you losing your audience at some point in your videos.  This is important information to know.
  5. Video views is an important metric, but not as important as watch time.  A view is counted when someone has watched 30 seconds or more of your video, or anything up to 30 seconds for a video of 30 seconds or less.  Knowing how many people clicked to play your video tells you about your general interest level, but if those views aren’t leading to more traffic, leads, and sales, you have some more work to do.
  6. Video has the highest click-through rates of any digital ad format.  The average is 1.84% according to  Use this figure as a benchmark for your video marketing.  Video ads average three times as many click-throughs as other ad formats.
  7. Cost per View (CPV) is the video equivalent to Cost per Click (CPC).  They’re both extremely important metrics for online advertisers.  CPV or CPC measures the expense that each click costs the advertiser, so, the lower the CPV or the CPC, the cheaper or more extensive the ad buy.
  8. Impressions are counted every time someone views your ad regardless of how long they viewed it.  In fact, someone may see a video on your website, or Facebook, or wherever, and not click on it, but if they “saw” it for two seconds, it counts as an impression.  You can see why this is not as important a metric as the seven metrics above. projects that 74% of all internet traffic in 2017 will be driven by video.  As you plan for 2017, does video have a prominent place in your advertising and marketing mix?

As always, I welcome your comments and questions, and your likes and shares.