Influencing Your Audience Through Online Video

Influence visitors with video

An increasing number of people are moving toward online video for news and entertainment. This means the influence of video marketing services are rising, too. In fact, 89 million people in the United States will watch 1.2 billion online videos today alone. What does this mean for brands? Brands can now influence consumers more than ever through video content marketing. And it means that our very own video, film and digital departments can help you with that process.

Tweet: “89 million people in the United States will watch 1.2 billion online videos today alone.”

Why Does Online Video Work?

Let’s delve into why video influences people. It comes down to human nature — we are innately lazy. Or rather, our brains evolved to avoid cognitive stress and watching moving pictures creates almost no stress when compared to reading copy. In addition, we process video 60,000 times faster than text. It’s all about passive versus active cognition. Reading requires active cognition because we have to translate symbols into letters and letters into words. And we have to create a mental image in our head to understand the information. Watching videos, however, only requires us to sit there and watch the screen create the images for us. Plus, watching online video means we don’t have to pay for TV service, which sways one in four people to choose the online route.

What Do Online Videos Do?

In this age of information everyone wants results now. Online video provides instant gratification, even more so than text. Sixty percent and one minute of video is considered equal to 1.8 million words. This means that if you want to grab your audience’s attention and persuade them, video marketing is extremely important to your campaign. In addition to capturing attention, online video has a high retention rate — 80% of people remember an advertisement that they saw in the last 30 days.

Videos on YouTube influence audiences:

  • Sixty percent of millennials watch new videos within 24 hours
  • Sixty percent of people would listen to YouTube people over TV/movie people
  • Seventy-eight percent increase in in-store sales

In terms of activation after viewing, the numbers are promising:

  • Ninety-two percent of mobile video viewers share videos
  • Twenty-six percent of people look for further information about the product
  • Twenty-two percent of people visit the product’s website
  • Twelve percent of people purchase the product in the video

Research shows that marketing campaigns with online video result in improved favorability and consideration toward the product advertised. As previously bulleted, video content marketing also affects purchase intent — 12% of people purchase the product. As with any online platform, the objective is engagement with the audience and video is shared 1200% more times than texts or links.

Tweet: “80% of people remember an online video advertisement that they saw in the last 30 days.”

Why Does Online Video Matter For Your Brand?

With all of this research, online video sounds like a wonderful medium to reach and influence audiences, but here’s the most surprising statistic: Only 24% of national brands are using online video to market to consumers. Although surprising, this is also a wonderful opportunity. The online video market is ready for more advertisers, and you can get in on the ground floor before this channel becomes oversaturated.

We excel in commercials, motion graphics, website videos and more to help your business succeed. Appleton Creative is an award-winning, full-service video and film production studio located in Orlando, Florida. Appleton works with local, national and international clients to deliver compelling visual stories that speak to audiences in the most influential way — through their emotions. Your video and film production goals are worth a conversation: contact us at 407-246-0092 or

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