By now, us savvy marketers know the big statistics around marketing videos to consumers:
- Nearly 50% of internet users look for videos related to a product or service before visiting a store – Hubspot
- 65% of executives have gone to the marketer’s site and 39% have called them on the phone after watching a marketing video. (Forbes)
- 52% of marketers say video is the type of content with the best ROI. (HubSpot)
- 64% of consumers will make a purchase after watching branded videos on social platforms. (Tubular Insights)
- Video is expected to make up 82% of internet traffic by 2021. (Cisco)
These stats make perfect sense to me – our brains are hardwired to prioritize information emanating from moving images and sounds over static images – thanks Evolution!
As a marketer whose arch of experience bends toward lead generation, I have found video to be a useful mid-funnel tactic. This is especially true for brands with products/services that are hard to describe in short bursts of text impeded by character limits. As of late, I’ve been testing video remarketing on both YouTube and LinkedIn and I have been surprised by the quality of leads generated by LinkedIn remarketing videos. There are several data points that surprised me when compared to YouTube, so I’d like to share a few. As always though, you should run a test for your own brands – don’t just take my word for it!
Testing Video Ads on LinkedIn and YouTube For a B2B Brand
For context, the following data is from a B2B…