71% of Marketers Confirm Video Converts Better Than Other Content [Study]

71% of Marketers Confirm Video Converts Better Than Other Content [Study]

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If you are reading this article on ReelSEO, then you’ll already be aware that incorporating video content into your digital marketing strategy is an incredibly effective way of reaching your target audience. But it never hurts to have some research that backs that approach up, right? A new study based on feedback from marketers, confirms that video has been found to convert better than other forms of digital content, with 71% of respondents indicating it performs better for them than text and images.

86% of those surveyed in the report from Vidyard and Ascend2, “Video Content Marketing: Identifying Metrics and Measuring Impact” also confirmed that they were seeing very positive engagement rates from using video, while 69% of respondents indicated that video had been a good vehicle for lead generation.

Video Content Marketing 2014: Report Highlights

  • Over a third of large brands produce more than 100 content marketing videos a year
  • 71% of respondents confirm that video converts better than other content
  • Brands are seeing greatest ROI from hosting video on their own sites, and on their YouTube Channels
  • 86% of study participants are using some form of measurement of video marketing effectiveness

The Importance of Video in The Marketing Life-cycle

95% of respondents to the survey confirmed that video was an important and valuable form of marketing content. The overwhelming majority indicated that video was far more important now than it had ever been, with another 32% acknowledging it was somewhat more important. None of those polled (from a pool that were using video as part of their marketing campaigns) said that video wasn’t important to them.

importance of video as content

The Performance of Video as a Conversion Tool

How well does video perform compared to other types of content at generating conversions (sales, downloads etc) for organizations? 71% confirmed that video was better at driving conversions than other type of content, with a further 27% indicating that it held its own. Only 2% of those polled said that video wasn’t performing as well as it should for them.

video conversion

Self-hosting Plus YouTube Visibility Brings Greatest ROI

Brands and companies that are using a combination of self-hosting, and exposure on other websites, like YouTube, are seeing the greatest Return on Investment (ROI) for their video marketing efforts. Only 11% were choosing to host videos exclusively on their own properties, while 43% were exclusively posting content to external platforms like YouTube and Vimeo. However, the majority of those polled understood the value of combining both of those strategies. Each have their pros and cons, so a combination of distributing to both gives the marketers a much wider range of control.

video hosting
In terms of ROI, publication to a brand-owned property, plus an external portal such as YouTube, provided the best investment return, particularly if there were 51+ videos being created per year.

roi of video publishing strategy

Methodology & Report Access 

The poll was conducted by marketing research firm Demand Metric and sponsored by Vidyard. 235 respondents took part representing B2B, B2C and agencies. Study data was collected only from participants that acknowledged using video as a form of marketing content.

The full report can be downloaded from Vidyard (registration required).


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