[TRENDS] Video: the most engaging medium for each moment of the conversion tunnel

Reputation & interest Evaluation & conversion

97% of companies believe that video allows users to better understand their offer (1).

79% of consumers believe that video is the easiest way to get to know a brand (2).

62% of companies using video believe that video increased their organic traffic (3).

Intention & Consideration

of consumers say that there is a link between a video on a social network and their decision to buy (4)

Evaluation & Conversion

74% of prospects are twice as likely to buy a product after seeing a video embedded in the buying process. They are even 3 times more « likely to perform the purchase » if the video contains a relevant call-to-action (CTA) (8)

46% some consumers believe that the purchase act stems from viewing a branded video.

90% of customers report that video helps them make a buying decision one way or another (5).

81% of consumers now interact with brands on social networks – two-fifths (43%) did so by watching brand videos (7).

1/3/4/9 Wyzowl, Video marketing statistics, 2018 – 2 Wistia, The global survey, 2018 – 5 Forbes, Marketing Survey, 2018 7/8 Brightcove, The state of interactive video in marketing 2017

Video and e-mailing, the winning couple

• The role of a good CTA A video that includes a CTA in the first 20% of the video has a conversion rate of 43%.

The video and how to present it play a major role in the click rate of your campaigns. Sales force teams have found that using a thumbnail video instead of a simple image results in a 300% increase in click-through rate (CTR). Wistia, a video hosting platform, explains that with a database of more than 250,000 prospects, their e-mailing campaign has a conversion rate of 16% in new leads thanks to the use of videos! In the same vein, a report published by Forrester suggests that including a video in an email increases the CTR from 200% to 300% (9).