Using video is a basic tool for increasing conversion in online marketing, or at least that’s what Brightcove stands for in an infographic. Video achieves better ratios for brands that use it than those achieved by brands that don’t use it, and it also reduces costs to get quality users. What are the points that most concern brands in relation to consumers? 59% of companies say that their objective is to get new consumers. In addition to this situation, the priority for 47% of brands is conversion and the fact that for 83% the biggest headache is generating leads. In other words, brands want to turn their investment into something of value, but at the same time they suffer to find valuable information and contact details of their potential consumers in the process.

The common answer to all these demands and the way to improve positions in all these points is, according to Brightcove, to bet on video content. The conversion, they highlight, in corporate sites that use video is 4.8%, a figure that far exceeds that of those pages that do not use video (and that remain at a conversion of only 2.9%).

Users respond, therefore, much better to a page that offers videos than to one that does not, and it does so in practically all segments. 85% of consumers are more willing to buy on a page that  Spain WhatsApp number list   has videos than on one that does not, but also to open an email that incorporates it more (the opening rates of newsletters that include the word video go from Usual 7% to 13 %). Landing pages that use video as a resource have an 80% higher conversion.

Getting a lead is also cheaper if you use video: it costs $ 93 per lead (compared to the cost of $ 115 for those who do not use video on their website). The consumer also needs fewer visits to respond to the stimuli proposed by the brand. With 37% fewer visits, you get a response from the consumer. The findings highlighted by the Brightcove infographic aren’t the only arguments in defense of video as a conversion enhancer. In recent years, different studies and analyzes have confirmed the power of video as a booster for sales and as an element of attraction for consumers, wherever it comes from.

Videos, in general, serve consumers to improve their knowledge of the products and services offered by companies. Thus, for example, purchasing processes are increasingly marked by online video product reviews. More than half of consumers trust the products they have seen on video and more and more, before buying, go to YouTube to look at the opinions and experiences of other buyers. To see, they even see videos of unpacking, that surprising trend that consists of recording (and uploading to the network) what the packaging of a product is like and what the consumer will find when they open it.

Although, to succeed online, videos have to follow certain characteristics, in light of what is happening with the consumption patterns of online video consumers. For example, it cannot be too long. The 90% of videos viewed on smartphones had a duration less than 10 minutes, being even shorter mark (31 to 120 seconds).

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