Key takeaways
- Video dominates online traffic and drives stronger engagement through storytelling and emotional cues.
- Emotional response matters: higher unconscious engagement (EEG) during ads correlates with increased sales.
- Adding video to a landing page can boost conversions substantially (about 80% reported).
- Video campaigns deliver higher click‑through and conversion rates versus non‑video campaigns (≈27% and 34% improvements).
- Explainer videos act as pre‑purchase reassurance as about 50% of online shoppers look for product videos before visiting a store.
- Effective results require more than a phone clip: skillful production plus expert distribution are essential.
Introduction
When was the last time you were on the internet and didn’t see a video? Whether it’s on social media, entertainment platforms like YouTube, or even a landing page, videos are taking over the internet. In 2020, it is believed that consumer internet traffic will be 80% video related. The massive growth in video content online not only represents a shift in the technology, but also the marketing industry’s understanding of what consumers want.
The Psychology of Video Marketing
From a psychological standpoint, video content is more easily consumed for multiple reasons. Most predominantly, videos allow a marketer to tell the consumer a story that can hit on multiple emotional cues. Research firm Nielson Holdings did a study measuring unconscious brainwaves during communication with an electroencephalogram (EEG) during advertisements. Nielson Holdings were able to distinguish that above average EEG scores during a commercial lead to in an increase in sales, while a below average EEG score lead to a decline in sales. Knowing the range of emotions that a video can produce and the effectiveness of advertisements that ignite emotional responses are the main reasons that make video marketing a vital tool for anyone producing content.
The Numbers Don’t Lie
As more and more information is released about the effectiveness of video marketing, many companies have worked video ads into their marketing campaigns. Whether it be on a company website, through social media or google analytics, the proof that video is making an impact on companies bottom line comes through. For example, companies can expect and 80% increase in conversion rates after adding a video to a landing page. Furthermore, a company that takes the video marketing campaign route can expect a 27% higher clickthrough rate and 34% higher conversion rates in comparison to non-video campaigns. If you’re wondering exactly what the clickthrough rate of a video ad is, benchmarks are somewhere around 1.84%, which outranks all other digital ads. Stats like these are seemingly endless, which is why companies are making the move to video marketing campaigns regularly.
Product Explainer Videos
One of the major ways video has affected the way populations consume is through product explainer videos. Google reports that around 50% of the online population are looking for videos about a product or service before they visit a store. This represents a sort of “reassurance video marketing” in which marketers can create a sense of satisfaction prior to purchase through a video narrative. In this sense, video marketing ads become a ubiquitous and infinite lineup of salesman for your brand, selling your brand all over the internet. These explainer videos are often the first impression a consumer has of your product; thus, it is important that you are cultivating the right emotional response in your video.
The Verdict
The statistics and advice in this article are enough to convince any company to implement a video marketing strategy into their campaign. But — just posting a video from your iPhone isn’t enough. As the internet becomes inundated with millions of videos all trying to grab consumer’s attention from left and right, only the perfect combination of a skillfully produced video and an expert marketing distribution strategy will be able to produce tangible results.Looking for someone to help manage your next campaign? Contact us here!
FAQ
Video lets marketers tell a story that triggers multiple emotional cues. A Nielsen EEG study found that above‑average unconscious engagement during a commercial correlated with increased sales, while below‑average engagement correlated with declines in sales.
Companies can expect an 80% increase in conversion rates after adding a video to a landing page.
Video ad click‑through rate is around 1.84%. Also, video campaigns deliver about a 27% higher click‑through rate compared with non‑video campaigns and outrank other digital ads.
Roughly 50% of online users look for videos about a product or service before visiting a store. Explainer videos provide reassurance and form many consumers’ first impression of a product, so they should aim to produce the right emotional response.
Simply posting a phone video isn’t enough. Tangible results require a skilfully produced video combined with an expert marketing distribution strategy and videos should be crafted to elicit the intended emotional response.
Conversion rates and click‑through rates are key metrics (examples: 80% lift on landing pages, 27% and 34% higher CTR and conversion for video campaigns). Also, EEG‑measured unconscious engagement as linked to sales outcomes in a research example.
