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4 Takeaways from the State of Video Marketing 2019

by Article by Dan Moyle Dan Moyle | December 16, 2019 at 8:15 AM

Video. It’s not just “the future of marketing” anymore. It’s the now. Of everything. 

We watch videos in our personal lives. All. The. Time.

A new report is just out that highlights the data from a consumer point of view.

Did you know that basically half of us all watch at least five videos on a daily basis? 

Eight out of ten people say video ads are more relevant to them than any other advertising. 

People love subtitles and captions, but most of us still watch videos with the sound on!

As evangelists of inbound marketing, we often preach the importance of using video in your content strategy. We were stoked to see the data from this report back up what we’ve been seeing in the last few years.

The State of Video Marketing 2019

Check out the interview we did with Digital Consultant for the report and its authors at Promo.com, Sarah Evans. 

Here’s a look at some of the trends we thought were worthy of discussion. 


Takeaway 1: Sound? Subtitles? Both?

We hear all the time that people watch videos without sound. Anecdotes of why viewers skip the sound—especially on mobile—have led marketers to use subtitles or captions.

This report shows something a little surprising. Seven out of ten people watch videos with the sound actually on. Only 15% said they prefer to watch with the sound off. 

In their report, Promo asks if this is happening due to the popularity of bluetooth headphones and earbuds like Apple Airpods. Those were introduced in December of 2016 and a lot of consumers now sport them.

This could lead to people using wireless earbuds everywhere, so they can listen without worrying about cords or people around them.

Don’t turn off the subtitles just yet. While consumers in the study show a preference for watching videos with the sound on, that hasn’t stopped them from craving subtitles: 

  • 46% prefer subtitles
  • 33% do not care for subtitles
  • 21% have no opinion

What This Means for Your Marketing

Cover all your bases by providing subtitles—or on-screen text—in all of your videos. After all, 67% of respondents like to read them. Give the people what they want!

While your videos should work even without sound, they’ll work even better with the sound on. 


Takeaway 2: We Don’t All Hate Ads, Apparently

For years we’ve heard that consumers hate ads. Pop-up blockers, DVRs and commercial-free satellite radio seem to prove it. 

But something has shifted. 

According to the State of Video Marketing 2019, about 80% of people surveyed find video ads very relevant or somewhat relevant to them.

Organic reach on Facebook is nearly non-existent for Business Pages. If you’re looking to drive business results such as traffic, leads, or online sales, you’ll need to pay. Whether it’s their goal to increase revenue or battle the influx of content, advertising is the best way to reach people. 

Fortunately, the study shows that people are receptive to them when you put thought into the audience you want to reach, the message they will receive and the ad you’ll create. Relevancy is key.

What This Means for Your Marketing

How do you make sure you’re taking full advantage of the current advertising landscape? Make sure you’re writing compelling copy to accompany your videos. Most people (85%, to be exact) read the text above your video “all the time” or “often.” 


Takeaway 3: People Love Facebook, But YouTube Wins for Video

It’s the 800-pound gorilla of the social media world. Facebook gets (and keeps) the most attention. The blue F dominated all other platforms as the preferred platform users reported spending time on: 

  • Facebook: 56%
  • Instagram: 21%
  • YouTube: 12%
  • Twitter: 3%
  • LinkedIn: 3%
  • Snapchat: 1%

However when it comes to watching video specifically, YouTube owns the airwaves. And it’s not just for the educational “how do I hang cabinets” queries. We’re there for entertainment and more. 

In fact, two-thirds of the audience surveyed said YouTube was their go-to resource for watching online video overall. That’s up from 41% from the 2018 study. 

Facebook accounts for 26% of this audience, down from 47%, while Instagram comes in at 6%. 

What This Means for Your Marketing

While YouTube can certainly be used as a promotional tool, especially the ads platform, it really differentiates itself from the other platforms when used to provide information and entertainment. 

Since users go to YouTube specifically to watch a video, you have a much more captive and engaged audience that will entertain longer videos. Consider loading your YouTube channel with tutorials, product demos, case study stories and reviews. Bonus points for categorizing your videos into playlists. 


Takeaway 4: Videos Drive Consumer Action

Video really does help your business grow. Let’s consider what actions consumers take after they watch online videos.

According to the study, 61% of respondents will “sometimes” visit the publisher’s social media page after watching a video. As much as 13% will “very often” click through to the page. 

The viewers’ actions aren’t limited to activity on social media. Many viewers are willing to check out a website after viewing an online video. After watching a business’s video, 13% “very often” visit the company website, 64% visit sometimes do and only 23% said “not often.” 

That means three out of four people who watch your video will likely visit your website. That’s where they can take action and become a lead and even a customer!

What This Means for Your Marketing

Since people are willing to continue to engage with your brand after watching your video, think of all the ways your video will payoff if you embed it on your website, landing pages and blog articles. 

Give them clear next steps to building a relationship with your company; whether through an effective landing page, an email subscription, or another video. 

One tip: Add a relevant URL to the beginning of your YouTube description!

Video Marketing (and Sales) is Here to Stay

This study uncovered connections between platforms and the content types that can help guide marketers in their video strategy and creation. Your mission, should you choose to accept it, is to go forward with creating videos for your business.

Tutorials, product demos, instructional videos, educational material, stories about your customers, cultural videos of your employees and fun spoofs are all marketing videos you can create.

Personalized 1:1 connection videos are great for sales. 

The point is you’ll want to get in the game if you aren’t yet. And if you are, it’s time to up your game. 

Video marketing

Video photo by Sam McGhee on Unsplash