Video marketing in social networks: the most important indicators in 2017

Did you know that a Facebook video gets an average 135% more organic coverage than a photo? Or that 73% of B2B marketers talk about the positive impact of video on ROI?

Video- captures social networks. In our survey, 83% of marketers said they would like to create more video content, if they were not limited by time and resources. We also learned that 30% of marketers in 2017 are going to spend more time on video on Facebook.

We collected 50 of the most important statistical indicators on marketing in social networks to help you effectively use video marketing. We provide video statistics that cover topics such as:

  • marketing trends,
  • user behavior,
  • involvement, and much more.

1. Trends

1. By 2020, online video will account for more than 80% of all consumer Internet traffic (CISCO, 2016).
2. On Facebook daily more than 8 billion videos or 100 million hours of video are watched (TechCrunch, 2016; TechCrunch, 2016).
3. Snapchat watches 10 billion videos a day (Bloomberg, 2016).
4. From December 2014 to December 2015, the number of views of the video on Twitter increased 220 times (Twitter, 2015).
5. Periscope users conducted more than 200 million broadcasts (Periscope, 2016).
6. Users Periscope daily view broadcasts totaling more than 110 years (Periscope, 2016).
7. On Yutoub daily more than 500 million hours of video are watched (Business Insider, 2016).
8. The number of users who search for Youtube how-to videos, from 2014 to 2015. Grew by 70% (Google, 2015).
9. On YouTube in the first five months of 2015 in North America, watched over 100 million hours of how-to videos (Google, 2015).

2. Use in marketing

10. Video for social media marketing in 2016 was used by 60% of marketers (Social Media Examiner, 2016).
11. Video broadcasts for marketing in social networks in 2016 were used by 14% of marketers (Social Media Examiner, 2016).
12. To expand the use of video, 73% of marketers plan (Social Media Examiner, 2016).
13. 50% of marketers plan to use video broadcasts (Social Media Examiner, 2016).
14. In the sphere of small and medium business, 44% of owners of companies and marketing specialists plan to invest in the promotion of their video on Facebook in 2017 (Animoto, 2016).
15. To create more video materials, if the time, resources and budget constraints did not interfere, 83% of marketers would like (Buffer, 2016).
16. To conduct more video, if restrictions on time, resources and the budget would not interfere, 43% of marketing experts would like (Buffer, 2016).

17. A quarter of marketers and owners of companies in the sphere of small and medium-sized businesses experience a lag in the field of video marketing (Animoto, 2016).

3. Behavior during video playback

18. Videos with a duration of no more than 2 minutes receive more attention (Wistia, 2016).

19. Among users who watched the first three seconds of video on Facebook, 65% will look at it for at least 10 seconds, and 45% will watch for 30 seconds (Facebook, 2016).
20. Entirely viewed video 55% of users – the highest rate among all types of submission of material (HubSpot, 2016).

21. On Facebook, 85% of the video is played without sound (Digiday, 2016).
22. More than 50% of the videos are viewed on mobile devices (Ooyala, 2016).
23. More than 93% of the video on Twitter is viewed on mobile devices (Twitter, 2016).
24. Half of the subscribers in Youtube at the age of 18-34 will postpone their occupation for viewing a new video from their favorite author (Google, 2016).

4. Involvement

25. According to estimates, Facebook is the most effective social channel for video: it is 8.4 times more efficient than others (Animoto, 2016).
26. On Facebook, video receives an average of 135% more natural (organic) coverage than the photo (Socialbakers, 2015).
27. On average, for a week in the hours of mass viewing of TV channels, only on mobile devices Youtube covers more than 18 years old than any cable TV network (Google, 2016).
28. Approximately 43% of users would like in the future more video from marketers (HubSpot, 2016).
29. Own video on the platform of Twitter in comparison with third-party players increases the number of answers 2.5 times more efficient, retweets – 2.8 times, additions to favorites – 1.9 times (Twitter, 2015).
30. Video retweet is 6 times more often than pictures, and 3 times more often than GIF animation. (Twitter, 2016).

5. Video broadcasts

31. On Facebook, users spend an average of more than 3 times the viewing time of an ongoing broadcast than a video that has been broadcasted (Facebook, 2016).
32. Facebook users comment on video broadcasts 10 times more often than regular videos (Facebook, 2016).
33. Respondents interviewed by Lifestream poll in 80% of cases will prefer viewing the video from the brand reading the blog entry (Livestream, 2016).
34. Respondents of the Lifestream poll in 82% of cases will prefer the video from the brand of the record in social networks (Livestream, 2016).
35. The video broadcast of the event on the air raises the brand’s appeal by 63% (Twitter, 2016).

6. Video advertising

36. Subtitles in Facebook video ads increase the video viewing time by an average of 12% (Facebook, 2016).
37. The effectiveness of video advertising in Snapchat in attracting visual attention is at least 2 times higher than on Facebook, 1.5 times higher than in Instagram and 1.3 times higher than on Youtube (MediaScience, 2016).
38. Video advertising in Snapchat provides more than double the intention to buy, when compared with video advertising on TV, in Instagram, Facebook and Youtube (MediaScience, 2016).
39. The response rate of video advertising in Snapchat is 5 times higher than the average CTR on comparable platforms (Snapchat, 2017).
40. Video advertising on Twitter is considered 10% more relevant, 8% more pleasant and 8% less intrusive than similar advertising (before the main material, with the possibility of skipping) on ​​publishers’ websites (Twitter, 2016).
41. Video advertising on Twitter is almost twice as good as advertising on premium-class websites (before the main material, with the ability to skip) (Twitter, 2016).

7. Purchasing behavior

42. In Youtube, 6 out of 10 subscribers on the boards of what to buy will listen more to their favorite author than their favorite television star or movie (Google, 2017).
43. Watch a video about the product will be 4 times more consumers than reading about it (Animoto, 2015).
44. Milleniales in making a purchase decision in 4 cases out of 5 take into account video materials (Animoto, 2015).
45. Among the millenials, 70% when shopping on the Internet is likely to see the company’s video (Animoto, 2015).

8. Return On Investment (ROI)

46. ​​Companies that use video in marketing for a year increase revenue by 49% faster than those that do not use (Aberdeen Group, 2015).
47. In the sphere of small and medium business, 76.5% of professional marketers and business owners see the effectiveness of video marketing (Animoto, 2016).
48. In the corporate segment, 73% of marketers say that video has a positive impact on the return on investment in marketing (Tubular Insights, 2015).
49. The presence of the brand logo in the video may increase the intention to buy by 9% (Twitter, 2016).
50. Companies using video in marketing have a 27% higher response (CTR) and a 34% higher level of website conversion (Aberdeen Group, 2015).

Do you use video as part of your marketing strategy? Share the ideas in the comments!



By | 2017-05-22T21:10:05+00:00 May 22nd, 2017|Categories: Content Marketing, Social Media|