Did you know that 4.25 billion videos are viewed on YouTube every day and that the number of hours of video watched each month totals 3.25 billion? Also, in 2013 the total percentage of U.S. families that did not buy a book was 80%. With these kinds of figures, it seems safe to say that information seekers are more drawn to and engaged by visual messaging than ever before. Bottom line is, consumers are reading less and watching more.
Why? Maybe it’s because the average human attention span is only 8 seconds* (squirrel!), and the average length watched of a single Internet video is 2.7 minutes. With statistics like these, it seems obvious that a brief video message is more likely to be viewed in its entirety than several paragraphs of written text. If your website features a 7-minute video that manages to capture the attention of its audience, viewers are more likely to seek additional information and continue to peruse your Web content, lingering longer. According to ComScore, an internet technology company that measures what people do as they navigate the digital world, retail site visitors who view video stay two minutes longer on average and are 64% more likely to make a purchase than other site visitors.
Consumers are also more likely to share a video via social media or email than a lengthy written piece. An average social network user receives 443 minutes of video daily. Your video could be included in a few of those minutes. To be the leader in SEO (search engine optimization) is complicated, but adding video increases your chance of getting to that No. 1 slot. A 2010 Forrester study suggested that a product page with a video is 53 times more likely to achieve a first-page listing on Google.
Ideally, a captivating video will keep the visitor glued to the site long enough to convey the message and get as many shares as possible. Go forth and embed!
*That’s one second less than the average attention span of a gold fish!