Online video content is a powerful force in marketing, driving engagement and purchase intent better than other methods alone. 75 million U.S. consumers watch online video each day. Views of video ads reach over 10 million every day. Video is no longer a “new” marketing tactic, and it should have a place in your marketing strategy right now.

online video content


Online video is an effective tool in website design, in-person sales, social media, and advertising. Here are some amazing statistics that illustrate important features you should consider when creating video:


Consumers are more likely to share and remember enjoyable videos. Enjoyment of video ads increases purchase intent by 97% and brand association by 139%. Humor is the leading attribute to gain video shares, but online video does not always have to be funny. Thought-provoking, unique, and highly informative videos also perform well. “Good causes” are also sharable.


There is no set rule for video length but make sure to capture attention within the first 10 seconds. Research has shown that 20% of viewers will click away from a video in 10 seconds or less. When it comes to garnering video shares, shorter is better. Online videos that are 15 seconds or shorter are shared 37 percent more often than those that last 30-60 seconds.


Many websites and social media networks require user-initiated sound for auto-play videos. This means that your video content may need to communicate the message with no sound at all. Creative teams have had to break from old television habits like the delayed reveal and tell stories immediately and visually. Per Mark D’Arcy, chief creative officer of Facebook’s Creative Shop, “If you have LeBron in your ad, don’t wait until 34 seconds to show him.”


The success of video marketing relies on where you put it. The tone or look and feel of a brand video may be slightly different on the company website vs. social media. Understand the video placement, the viewers, and how that specific audience will perceive it. As with all marketing, content relevance and audience targeting remain a cornerstone for effectiveness.