When I think about corporate video production, the first thing that comes to mind are those contrived mission statement videos that so many companies have.
You know the ones I’m talking about – cliché cringe fests filled with enough platitudes to choke a politician.
But no matter how cringey they are, people are way more likely to watch a video on your company’s mission than they are to read about it.
There are statistics to back this up, but at this point, it’s basically common sense – people prefer video.
And as a result of video’s explosion in popularity, businesses are looking to make use of video production services in any way they can.
Whether it’s for branding, recruiting, training or sheer virality, corporate video production provides numerous benefits for businesses.
Including a video in your job ads or on your careers page can spark the interest of job seekers and make you stand out from other organizations.
If you want to attract the best candidates, differentiating yourself is crucial, especially in industries where there’s tough competition for talent.
In a survey from Kaltura, 31 per cent of respondents said their organization uses video for recruiting and onboarding, and nearly half of respondents from large organizations (more than 10,000 employees) said they use video for recruiting purposes.
According to what’s known as the picture superiority effect, people have better memory of items studied as pictures than items studied as words.
In other words, people will remember more of what they see in a video or an image than they will from something they’ve read.
This is likely one of the reasons why so many companies are using videos to train their employees.
In the Kaltura survey I referenced above, 69 per cent of respondents said their organization uses video for employee training, with 89 per cent of respondents from large organizations saying the same.
Looking for ways to improve click-through rates? Try including videos.
Split testing from Wistia shows just how irresistible videos are when it comes to getting people to click on something.
They did several A/B tests to see if people would be more likely to click on an image or a video.
In one test, they found that over 40 per cent more people chose to engage with an email that included a video.
After doing 7 tests, they saw an average of 21.52 per cent more clicks on the emails that included a video.
Cisco’s Visual Networking Index states that by 2022, video will account for 82 per cent of all Internet traffic.
And as a result of how popular video content has become, Google tends to prioritize videos in its search results.
This makes your video content easier for people to find, which drives traffic to your website.
Responding to a survey from Wyzowl on the effectiveness of video marketing, 76 per cent of marketers said that video has helped them to increase traffic.
Dwell time refers to how much time people are spending on your website, so obviously more dwell time is great because you want people to spend more time on your site.
But it’s also super important when it comes to your website ranking.
What do I mean by this?
Well, when Google’s algorithms are ranking websites, they consider all kinds of factors, including usability.
And when determining the usability of a website, they look at things like dwell time and bounce rate, which refers to how quickly people navigate away from your site.
More dwell time equals a lower bounce rate, and videos are known to increase dwell time.
In the survey from Wyzowl I referenced above, 80 per cent of marketers said that video has increased dwell time on their website.
When you’re giving consumers what they want (e.g. more videos) they’re more likely to consume your content and keep coming back for more.
Then, when it’s time for them to purchase something that your company offers, who are they going to think of first?
You guessed it.
A survey from Animoto found that 96 per cent of consumers feel that videos are helpful when they’re making purchase decisions.
And in that survey from Wyzowl (I know, I know, I keep harping on this survey – I swear this is the last time) 76 per cent of respondents said video has helped them increase sales.
Though they might not realize it, when you provide people with the content they want, they’re more likely to associate your brand with positive emotions.
In the Animoto survey I referenced above, 71 per cent of respondents said that watching a video produced by a business gives them a positive impression of that brand.
More importantly, when you’re giving people what they want, and they have positive feelings about your business, they’re going to be more likely to trust you.
In that Animoto survey, 58 per cent of respondents said they feel companies that produce videos are more trustworthy.
To anyone who spends any time on the Internet, it’s common sense that videos are shared more than other forms of content.
If you think about the word viral, the next thing that comes to mind is video.
I mean, when was the last time you heard about a blog post going viral?
But here’s some research to put things in perspective.
Digiday looked at analytics from NewsWhip on which kinds of content get the most shares on Facebook.
Not surprisingly, video outperformed everything else, being shared 7 times more than links to articles.
Knowing how much better video performs compared to other kinds of content, it’s safe to assume that video production services will provide a better return on investment.
But just to be sure, let’s look at what marketers have to say.
A study from Demand Metric and Vidyard asked marketers about the performance of video content.
70 per cent of respondents said that video converts better than other kinds of content.
In addition, 44 per cent of respondents said that the return on investment they get from video marketing is improving.
At The Best Media, our CEO often talks about how indecisive people will get stuck in what he calls ‘maybe land’.
Often, people just aren’t convinced that a product or service is going to work for them, and they need that little nudge to push them into yes territory.
As many studies have shown, video can give them that little push and be the deciding factor for many people, including residents of maybe land.
For example, a case study from EyeView Digital found that including a video on a landing page was able to boost conversions by 86 per cent.