One of the first things we often talk about with potential clients is the importance of video in marketing. That’s because we want our clients to understand how powerful video can be, and we want them excited about the possibilities! And when you work with companies that build like we do, there are so many possibilities!

Bringing the as-yet-unbuilt to life.

Visualizing hard-to-see concepts.

Showing progress over time.

Construction video conveys information like no other form of media and has become a go-to contractor marketing tool for firms big and small.

But let’s be real.

Video – when done well – is an investment. And while we like to throw around words like “engaging” and “captivating” to describe video content, decision-makers need more concrete data to feel comfortable that the investment is worthwhile. So, we pulled together five recent statistics that drive home how making video a key part of your marketing strategy can pay dividends.

Five stats that highlight the importance of video in marketing

1. Viewers spend more time on websites with video.

How much more time? According to one study, viewers spend 2.6x more time on a page that has video than one without. Video is engaging, and the reality is that people would rather watch content than read it. And isn’t keeping viewers engaged on your website a key to converting them to customers? The bonus is that the increased engagement can also give your SEO a boost and drive more traffic to your site.

Website header video created for Lamar Johnson Collaborative.

2. Viewers want more video.

85% of consumers want to see more video content from their favorite brands according to Hubspot. As mobile device screens grow in size and video becomes easier to access on the go, it’s no wonder the demand is high. You’re missing a key way to connect with your audience if you’re neglecting video.

3. Video boosts retention.

Are you ready for this? Viewers retain 95% of a message when they see it in a video compared to just 10% when they read it in text. The difference is so significant it’s almost hard to believe. So the next time you’re thinking about how to convey critical information, consider how you might use video to do it. Safety training? Policy changes? Just want to make a lasting impression? Think video.

PayneCrest Electric Safety Short

4. Video delivers a return on investment.

According to Hubspot, 87% of video marketers report that video gives them a positive ROI. Given that video is so impactful and engaging, the return on your spend is worth it. When considering ROI, it’s also important to remember that video is adaptable. You may decide to create a brand video for your website, but the assets can be used in a myriad of other ways. Once your film is complete, snippets can be used for social media posts, a YouTube channel, or even email newsletters (hello, better open rates!).

5. Video is the future.

OK, I’m going to throw two numbers at you here, but they both support one key idea: video is the future. According to Cisco, by next year 82% of content consumed online will be video. 82%! That’s remarkable! (And also has me second guessing why I’m writing this post instead of recording a vlog.) How does that translate into how people interact with online content? Well, according to a SmartInsights report, people spend an average of 100 minutes a day watching online video. The importance of video in marketing is only going to grow as the months go on. If you’re not using video, you risk not having a voice in a crowded marketplace.

Like what you see?

If you’re interested in learning about how your project can come to life through film, we’d love to chat! Our team can help you craft a strategy that keeps your brand values in mind AND delivers the most bang for your buck. Your investment is worth it!

About the Author

Lori Dowd

Lori Dowd is an award-winning filmmaker and founder of StoryTrack Studio. For over 20 years, she has directed and produced programming for a range of corporate, non-profit, online and broadcast partner/client.