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Marketing Stats that prove the Value of a Video

What’s the value of a video? I get asked some variation of this question all of the time on sales calls. While I’m more than happy to talk anyone’s ear off about how video is evolving as the best tool for engaging an audience, numbers can speak louder than words. So, by popular demand, we decided to put together a consolidated (yet concise) resource for anything from video marketing statistics to higher-level video industry statistics.

Before we dive into the numbers

There’s one important caveat that no “social media video statistics 2019” blog posts talk about but is very important for anyone getting into video to understand: there are good videos and there are bad videos. While 87% of marketing professionals use video as a marketing tool, only 51% of marketing professionals worldwide name video as the type of content with the best ROI. Yes, that ROI stat is actually a pretty solid number but the point I’m trying to make is that, in order to make a video valuable, you need to make an amazing video and you need to use it right. This comes in the form of establishing goals, identifying key branding guidelines for the video to align with, and investing some money in purchasing a successful video.

I set myself up for it so I have to take the time for the shameless plug: if you want to learn more about what goes into making a successful video, don’t hesitate to reach out to the Explainly team. We’re experts in video marketing and regardless of if you’re ready to invest in a video for yourself, we’re happy to talk you through some things to consider when jumping into the industry. Oh, and if you’d like to learn more about video marketing, check out The Ultimate Online Video Marketing Guide.

Alright, let’s get into the reason you’re here: video marketing stats. First things first, let’s follow the cash. Will you make your money back?

The ROI of Video Marketing

Now that we’re all on the same page about the ROI of videos, let’s back up. We’ll get more into online video growth statistics and how other businesses are using video but, first, we need to understand some higher-level, online video viewing statistics.

Videos Online

Okay, so it’s clear that people are watching videos online but that leads us to our next question: is anyone else using video? One of the best ways to research the success of video marketing is to see how other businesses are using video.

Are other businesses using video marketing?

On the other hand, maybe it’s more important to know how your customers interact with video or if they care in the first place. If your customers don’t care, why should you?

What do your customers think?

Let’s dive even deeper into some specific video marketing statistics. If you don’t have much experience in digital marketing, these stats might feel a bit more complex. For those who understand all of the video and digital marketing terminology, this should be an awesome resource for understanding some more about the potential opportunities for success using video in your digital marketing strategy.

Benefits of Video Marketing

For those of you still here, let’s take a deep breath together – that was a lot of numbers.


Maybe we should have a stats video instead. If you’d be interested in us developing a video version of this resource, let us know. If there’s enough demand, we’ll make it happen. Regardless, I hope this post has helped you understand the value of a video. Like I mentioned at the beginning of this post, there is still an important distinction between successful videos and un-successful videos. At Explainly, we specialize in creating custom, 2D & 3D animated videos that are built with your goals in mind to make sure it succeeds.

Have more questions about video marketing and the value of a video? Even if you’re not interested in starting a project with us right now, let’s find a time to talk through the video industry in general or some ideas for how you can implement video in your organization.


Technical Terminology in Video Production

Animators, editors, and film experts of all kinds use a vast vocabulary of terms during video production. Whether you’re brand new to the video world or a seasoned expert in need of a refresher, the following terminology is a must-know! Frame Rate The frame rate refers to the number of frames per second (fps) that a camera captures or that a video displays. While 24 fps is typical, 25, 29.97, 30, and 60 fps are all also common for different purposes. Higher frame rates result in larger file sizes and are not always necessary. However, depending on your video's purpose, it can provide more crisp, appealing movement. Color Correction vs. Color Grade Color correction is the vital process of adjusting the colors and tones of a video in order to remove off-color casts, brighten light objects, and to darken dark objects. After color correction, color grading is the adjustment of a video’s colors in order to achieve a specific aesthetic effect. Audio Mix / Audio Production During the final stages of production, the team mixes a video's individual audio tracks to balance dialogue, music, sound effects, room tone, and more. Rudimentary audio mixing can be done within some basic softwares, but fine tuning can be achieved in post-production softwares such as Adobe Audition & Adobe Premiere, or Logic Pro. Resolution Professionals use resolution as a term to describe the length and width of pixels. High resolution looks better but results in larger files. Compression lowers resolution slightly, but it’s usually negligible between 4k and 1080p. Even 720p is good enough for most phone screens! Compression Beautiful high res video often means large files! To avoid taking up storage space, and to post on Instagram, Twitter, Facebook, LinkedIn, and more, use compression. Compressing videos can minimize file sizes while preserving key qualities by removing unnecessary, redundant, or non-functional data from your video file. While it does take a bit of time to reduce the amount of data in a video file, compression is usually recommended for online uploads because of the time and storage it’ll save you later. Bitrate (Mbps / Kbps) The amount of data used per second in a video defines the bitrate or data rate. Bitrate affects the way fast-moving objects look, and can also contribute to overly large file sizes. We stick to 10 to 16 Megabits-per-second VBR/CBR as a high-quality bitrate for most HD videos. Rendering & Exporting Exporting a video means combining all clips, images, sounds, and effects into one final file. This final file can be in formats like .mov or .mp4. Although, professionals also sometimes refer to exporting as rendering; a render typically describes the real-time view within the editing software. This gives you an idea of what your export will look like. Most computers cannot view high-quality renders in real-time. This is why high processing power is essential for a video production studio. Codec & Container All video files are made up of two parts: the codec and the container. Codecs are different specific algorithms that compress and decompress all data contained in a video file. This is necessary because most videos contain elements that are too large to result in a playable final video. Different codecs used in softwares like Adobe Premiere, Adobe Media Encoder, Adobe After Effects, iMovie, or QuickTime will determine which media players can play back a video. Here are a few common codecs and which file formats they work with: X264 compresses H.264 standard HD videos FFmpeg works with formats including MPEG-2 DVD and MPEG-4 files DivX works will certain MPEG-4 files Different codecs result in different video qualities and different containers, such as MP4, MOV, and AVI file types. ProRes 422 can be great for high-res archival purposes. Although, you can’t go wrong with H.264 for most types of online videos! File Types Video file types and formats - made up of the codec and the container - define the type of computer file that a video is stored as. Different file formats have different purposes, so it’s important to choose the correct type for different projects. MP4 (MPEG-4 Part 14) is the most common video format, preferred by Apple, YouTube, and many social networks and devices. However, it has a slightly lower definition than other file formats. MOV (QuickTime Movie) files generally have higher quality output, which unfortunately comes with larger file sizes. MOV files are ideal for high quality viewing in QuickTime, on TV, or on YouTube. AVI (Audio Video Interleave) is one of the oldest video file formats used today. Fun Fact: it was created in 1992 for Windows operating systems! While AVI files are large, they provide some of the highest-quality playbacks. Plus, they work with nearly every Mac, Windows, and Linux web browser. Other formats like WMV, AVCHD, FLV, F4V, SWF, MKV, WEBM, HTML5, and MPEG-2, all have purposes for different devices and viewing platforms, such as DVDs, website embeds, and streaming services. Ready to learn even more? Reach out to the Explainly team with questions anytime at www.explainly.com/contact-explainly!

Customer Service in Video Production

Customer service is extremely important when clients are vetting which agency they want to partner with. At Explainly, we provide all of our clients with ‘white glove’ customer service. Meaning that we work in tandem with them to become an extension of their team, whether it be marketing or internal communications. All our project managers are equipped with the tools to provide seamless project management service to every client, even down to tailoring our communication styles to meet our clients’ preferences.

3 Tips to Utilize Animation Source Files

All digitally animated videos are created in softwares like Adobe After Effects, Adobe Animate, or ToonBoom Harmony. But no matter the software, there is a series of data, drawings, and files that make up every project. These networks of interconnected data, known as source files, collect files, working files, or art files, can enable edits or tweaks for years beyond a project’s completion. Wondering how you can utilize your animation source files? Here are three main steps to better understand your project files!

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