Why video is so big … and what you need to know about it

The numbers are clear: people would rather watch video than read about your school. Give your audience what they want and keep up with your competition at the same time.

As this SMJ compilation of vital video statistics shows, video is not a fad. As long as it is the preferred way for people — especially prospective parents — to engage with your school, you should be using this tool to its maximum benefit.

Data-driven tips for your video

• 85% of Facebook videos are watched without sound.³
  Tip: If you anticipate that your video will be viewed primarily on Facebook, consider a video that doesn’t require sound and/or has subtitles.
  
  
• Only 5% of viewers stop watching videos after one minute, but 60% will stop watching after two minutes.⁹
  Tip: There’s a sweet spot when it comes to video length. If you go beyond it, you risk losing your audience.
  
  
• Average retention rate for videos over 30 minutes is only 10%.¹⁰
  Tip: You may be tempted to try and cram everything you want to say into one video. The danger is that the longer a  video, the less people will be able to remember. Stick to the essentials. If there is a lot you need to say, consider a series of bite-sized videos to break up the content.
  
  
• 95% of consumers believe a video should be less than two minutes long.¹¹
  Tip: Again, it’s best to keep it short and sweet.
  
  

For more insights, download your own copy of the School Marketing and Social Media Survey 2019 here.

References
¹ imageseven, School Marketing and Social Media Survey 2019
² Wyzowl, Video Marketing Statistics 2019
³ Wordstream, 37 Staggering Video Marketing Statistics for 2018
⁴ Hubspot, The Ultimate Guide to Video Marketing
⁵ Bitable, 55 Video Marketing Statistics for 2019
⁶ insivia, 50 Must-Know Stats About Video Marketing 2016
⁷ Impact, 25 New Video Marketing Statistics to Fuel Your Strategy in 2019 (2020 update: 31 new video marketing statistics to fuel your strategy in 2020)
⁸ Unbounce, The Benefits of Using Video on Landing Pages
⁹ Lemon Light, 60 Video Marketing Stats You Need to Know in 2018
¹⁰ Vidyard, 50+ Video Marketing Stats that Prove You’re Doing it Right
¹¹ Wyzowl, The State of Video Marketing 2017