Video: the most engaging medium for conversion tunnel
By Nicolas Pagniez
To measure the impact of video in marketing automation, we have listed some figures for you to discover in this article.
Reputation & interest Evaluation & conversion
97% of companies believe that video allows users to better understand their offer (1).
79% of consumers believe that video is the easiest way to get to know a brand (2).
62% of companies using video believe that video increased their organic traffic (3).
Intention & Consideration
of consumers say that there is a link between a video on a social network and their decision to buy (4)
Evaluation & Conversion
74% of prospects are twice as likely to buy a product after seeing a video embedded in the buying process. They are even 3 times more “likely to perform the purchase” if the video contains a relevant call-to-action (CTA) (8)
46% some consumers believe that the purchase act stems from viewing a branded video.
90% of customers report that video helps them make a buying decision one way or another (5).
81% of consumers now interact with brands on social networks – two-fifths (43%) did so by watching brand videos (7).
1/3/4/9 Wyzowl, Video marketing statistics, 2018 – 2 Wistia, The global survey, 2018 – 5 Forbes, Marketing Survey, 2018 7/8 Brightcove, The state of interactive video in marketing 2017
Video and e-mailing, the winning couple
- The role of a good CTA A video that includes a CTA in the first 20% of the video has a conversion rate of 43%.
The video and how to present it play a major role in the click rate of your campaigns. Sales force teams have found that using a thumbnail video instead of a simple image results in a 300% increase in click-through rate (CTR). Wistia, a video hosting platform, explains that with a database of more than 250,000 prospects, their e-mailing campaign has a conversion rate of 16% in new leads thanks to the use of videos! In the same vein, a report published by Forrester suggests that including a video in an email increases the CTR from 200% to 300% (9).
- Trends: Video, the most engaging medium for each moment of the conversion tunnel
- Strategy: What types of video should you integrate into your marketing automation strategy?
- Expert Advice: When should you integrate video into your marketing automation strategy?
- Complete demo
- Examples of customer video creations
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