When choosing channels, data shows video works tremendously well. Simple tips can ensure even more people watch.

A potential client who is very active on social media asked me yesterday, “Do people really click on videos?” It threw me for a second because all our company’s team members do all day is create and market video content. It also reminded me that people will continue to question videos’ effectiveness against other forms of marketing, that channels will always be weighed against each other. Questions are best answered with data so this post gives some quick stats about videos’ effectiveness and tips to make your current videos even more click-able. Some stats by the outlet:

Social – If a post includes a video, audiences are 10X more likely to engage and share your post, according to Hubspot.

A viewer decides in a second whether your video is worth watching. A key factor in that decision is the length of the video. It’s good to keep the piece on the shorter side, under a minute is ideal.

 

Website – Including video on any page of your website increases the chance of a front page Google result by 53X, according to Vidyard.

There are tons of tips online about how to use video to increase your SEO. A simple tip is embedding your video on your blog with a link back to the video on YouTube. Few videos on YouTube have links to anywhere so this puts your video above others in the SEO hierarchy.

 

To make videos more clickable, draw people into the content with a great headline. Data reinforces how important it is to take time to craft solid headlines. The co-founder of media platform, Upworthy, Peter Koechley says, “The difference between a good headline and a bad headline can be just massive. When we test headlines we see a 20% difference, a 50% difference, a 500% difference.” If you want to know what goes into making a clickable headline, this is a post worth reading. 

According to Hubspot’s analysis of over 3.3 million headlines, including certain words in your title can drive click-through rates and conversions. For example, including the bracketed word [Video] can increase click-through rates by 38%, consumer engagement by 14% and conversions by 112%. [Video] in an e-mail subject line works wonders as well.

 

E-mail – Adding Video to an e-mail creates 2-3 times as many click-throughs, according to Forrester. For landing pages, videos power conversions. Vidyard says, Adding video to a landing page can increase conversion by up to 80%.

It’s important to think about a landing page differently than other pages on your website. The goal of a landing page is to get people to convert. Using a video to interest people on the landing page is the first step. When they are ready to convert, know that the copy you use in the Call-to-Action button

 

of your offer matters tremendously. According to top blogger, Neil Patel, “Your CTA copy shouldn’t exceed 60 characters and should have words that are at most two syllables or under. Otherwise, you lose your chance at a significant conversion.”

I’m looking forward to showing this blog post to our potential client to remind him how much people are interested in video. As marketers we have so many avenues available to distribute a message that sometimes it’s mind-boggling. I hope data helps you in your decision making.