Top 6 Video Marketing Metrics Your Boss Actually Cares About Conventional wisdom tells us that views, especially three-seconds ones, are a vanity metric. But Facebook tracks them for a good reason. In 2016, they analyzed their users’ video consumption data and discovered that 45% of people who watch the first three seconds of a video will keep watching it for at least 30 seconds. Facebook’s study suggests that views are a good indicator of how well your video’s hook performed. But view count, as a metric, also has drawbacks, like not being able to tell you who your audience is or whether your video resonates with them. That’s why we created this list of video marketing metrics that shed light on the things your boss actually cares about — like how much your audience engages with your video, conversion rates, and how video affects your website’s performance. Which Metrics are Brands Tracking? We surveyed over 500 global video marketers to find out what metrics they believe are important in measuring a video's success. Each respondent could select more than once answer, and in our survey we found the following metrics were mentioned as being important: Engagement (60%) Conversion rate (56%) View count (53%) Click-through rate (52%) Follower/subscriber growth (52%) Average view duration (50%) 1. Engagement Engagement is one of the most important factors in boosting your video’s organic reach — if a video resonates well with part of your...

50 Video Marketing Statistics to Inform Your 2022 Strategy As marketers find more innovative ways to attract audiences, video has become a meaningful part of the strategic conversation. Video marketing is no longer an "up-and-coming" content strategy. It's here, and it's an increasingly powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects. The HubSpot Blog surveyed 550 marketers to learn about the latest video trends. The most recent data shows that video content isn't just effective — the demand for it is growing at an impressively rapid pace. Here are the key video marketing statistics you should keep in mind to inform your strategy. General Video Marketing Stats 36% of marketers say the primary goal of their company’s video marketing efforts is to increase brand awareness and reach new audiences. 37% of companies exclusively create video content in-house, 14% rely on an agency, and 49% share a mix of both in-house and agency-created video content. 69% of marketers say their company owns the production equipment used to create video content. The most popular video editing software is Adobe Premiere Pro, which is used by 61% of marketers. 44% of marketers use an iPhone as their primary camera for video content. 88% of companies surveyed have a team dedicated to creating video content, and 45% of companies with dedicated video support have...

Why You Should Leverage Interactive Videos A 2021 Wyzowl report found that the use of video content from brands has increased roughly 25% over the past six years. Lately, the conversation has been focused on short-form video lately, but interactive video is one we should be talking more about. Learn what interactive video is, how to create one, and examples from some top brands. You can use interactive videos for a number of purposes, including increasing engagement, fostering two-way communication, and boosting conversions. In Q1 2022, we surveyed over 500 global video marketers to ask about their video strategy. Roughly a quarter of marketers surveyed (28%) said they currently leverage interactive content in their videos. Of those who do leverage it, 8% plan to invest in it more than any other video type. There are multiple types of interactive videos: Branched stories – This allows viewers to choose their own path when watching a video and decide what they will watch. Hotspots – These are clickable areas within a video that allow viewers to discover something new in the video. Polls and quizzes – You can engage your audience with questions related to the content in your video. 360-degree view – This allows viewers to immerse themselves in the video and get an augmented reality experience. Interactive video is still relatively new to many marketers with 27% leveraging it for the first time this year. Considering leveraging it? Let’s go over...

3 Super Bowl Ads Consumers Loved in 2022 & What Marketers Can Learn from Them Each year, the Super Bowl teaches us a lot about healthy competition. But -- we don't always see it play out on the football field.  In fact, when the commentators send us to a commercial break, that's where some of the biggest game-day face-offs take place. While football teams compete for trophies, companies spend millions trying to get more views, leads, and revenue than other brands advertising in their industry on the same day. Think about it. When haven't you seen 10 competing car ads during one big game? And, despite the noise of dozens of ads with blockbuster budgets, viewers might only recall just a few commercial spots.  If you're a video marketer, even for a small brand, you can learn a lot from the top Super Bowl ads. Although they have budgets we couldn't imagine, they still leverage creativity and cleverness that have allowed them to grow mass awareness and stand out among their fiercest competition. To help you zone in on key takeaways from the Super Bowl ads that resonated most with viewers, we asked more than U.S. 150 consumers to vote on their favorite big-game ads within three major product categories this year. Below are three consumer favorites, plus takeaways that any marketer can leverage to fend off their biggest competition.   The 3 Most Popular 2022 Super Bowl Ads, According to 150+ Viewers Consumers' Favorite Auto Company...

8 Best Video Hosting Sites for Businesses in 2021 In middle school, my best friend and I used to have a show on YouTube where we performed a dare from our audience each week. We actually had some fans that would watch our videos and dare us to do something on a weekly basis. While hosting these types of videos on YouTube made sense because they were for entertainment purposes, your business needs a platform with more features so you can create videos for marketing campaigns, sales pitches, and customer service knowledge base articles. In this post, let's review some of the best video hosting sites for your business. Video Platforms 1. HubSpot If you're a HubSpot customer, you might already have access to HubSpot's video hosting, creation, and management tool. With this tool, you can host and manage video files inside the HubSpot platform and then embed those videos on your website pages, blog posts, social media channels, or knowledge base. Using the same platform that you use for your marketing, sales, or service tool is a great idea because everything is all in one place. You can optimize your videos for SEO right in the tool. This video hosting product also allows you to insert CTAs and forms into videos, trigger video workflows that provide targeted content to leads, and video analytics so you know which videos resonate with your audience. For sales reps, you can use the video hosting tool to send video voicemails...

The 4 Go-To Social Media Video Platforms & How to Engage Their Audiences Last week, HubSpot's 2021 State of Marketing Report reveals that video is the top content marketing strategy used by brands while social media is ranked as the top marketing channel. With data like that above -- and all the growing social media video platforms out there -- it's become obvious that social media marketing and video content go hand in hand. While creating great social media videos for your company can be an incredibly effective marketing tactic, each social media content strategy shouldn't be a one-size-fits-all approach. To ensure that your videos are seen and spread quality brand awareness, you'll need to ensure you're making the right videos for the right audiences on the right platforms. With new video publishing options appearing on social platforms regularly, determining where your content will live is part of the content marketing battle. To help you figure out where to publish your video content -- and which types of videos to post -- we surveyed 300+ consumers to find out where they most commonly watch videos on social media. Below, we'll reveal the results and a few expert tips for building the best social media video-sharing strategy for 2021 -- including one from an expert at Wistia. Where are Consumers Watching Social Media Videos? In recent years, Gen-Z-targeting platforms like TikTok and Instagram have been on the rise. But if you think that everyone's primarily watching video on...

Vimeo's 4 Tips for Generating Leads With Your Videos As a marketer, you're often tasked with accomplishing two main goals: making beautiful content that builds your brand recognition and tells your story ... and generating qualified leads that will help you grow your business. Traditional marketing ethos may consider those to be two different streams of work — crafting impactful video ads, and digging up lower-funnel users — but it doesn't have to be that way. If you're not using video as part of your lead generation tactics, you're missing out on a serious opportunity to create impactful content that directly translates to more leads for your business. Megha Muchhala, Product Marketing Manager at Vimeo, shares some key insights on how to integrate your video efforts with your lead generation tactics. Vimeo's Tips for Generating Leads Straight from Video We all know how useful including video on a landing page or an email campaign can be in boosting your conversion rates, but there are also optimizations you can make to your videos themselves that will give you a marketing edge. 1. Add customizable contact forms. Rather than simply relying on CTAs to boost your follows or website traffic, marketers should utilize in-video contact forms to capture specific information from leads. This can be as simple as gathering their email, or more detailed to capture demographic information, short answers to collect personal insight, or other actionable data.  Include these forms on videos embedded throughout your digital ecosystem across your website, landing pages, and even...

The Top 5 Reasons Brands Make Videos Video is fast-becoming the preferred tool for most marketers to connect with and reach new audiences. Video marketing is undeniably effective, too — in fact, including a video on a landing page is capable of increasing conversion rates by over 80%, and the mere mention of the word "video" in your email subject line increases open rates by 19%. But, even if you already know about the importance of video, I'm willing to bet you aren't completely aware of how other brand's are using video … or, more importantly, why. Each business will use video for a completely different goal — ranging from increasing brand awareness, to boosting SEO. Here, we dove into new research from Wave.video to explore the top five reasons brands use video. Hopefully, these statistics will inspire you to use video in new, unique ways in 2021 and beyond. Let's dive in. 1. Brands use videos to increase brand awareness. Video can help your business reach new audiences and attract new viewers to your social media pages and website, which is likely why "increase brand awareness" is the number one reason brands use video. Take this video from Tasty, a Buzzfeed brand: Ultimately, Tasty's video isn't meant to sell any products (at least, not directly) — instead, it's simply meant to entertain new audiences and, ultimately, increase awareness of Tasty's brand. 2. Brands...