The State of Inbound Marketing 2021, According to HubSpot (Part 2)

We’re discussing HubSpot’s State of Inbound Marketing 2021 in our blog posts this month. Our last post talked about social listening and highly personalized email marketing [Link  to post.]

Content creation also is huge this year and this post will provide an overview of the type of content that marketers are using.

Content continues to rule inbound marketing

But blogs – while still critical – have been usurped by video content marketing.  Millions (409 million) of people read  about 20 million blog pages PER MONTH, a number that has increased by 12 percent in the past 5 years. Still, it’s impossible to ignore the fact that 2 billion people watch YouTube videos a month (120 million per day), for at least 18 minutes per day.

That said, it’s no surprise that the HubSpot marketing report says that 82 percent of marketers state they “actively” use content marketing (which is up 70 percent from 2020).

And the top form of content marketing? Video (55 percent of marketers). Number two? Blogging (about 42 percent of marketers)!

In fact, HubSpot reports that media uploads increased 80 percent in 2020 compared to 2019. (The peak was 103,603 uploads on April 22). Video uploads did start to slow down as we all “got used” to being at home more and watching a ton more videos as a result, yet while uploads started slowing May-August 2020, they’re still 88 percent higher than they were pre-pandemic.

But are people watching? Yes!

The minutes we watched video last year increased by 85 percent: 12.2 billion minutes! (23,211 years’ worth!)

Type of videos created? Mostly short-form (0- to 30-seconds), a 62 percent increase from 2019.

Still, long form (30-60-minutes) videos saw the largest growth: up 140 percent. (Suggestion: business videos tend to be longer and the fact that viewership grew by such a large amount hints that long-form video could be a terrific B2B strategy.)

But did video actually convert? Yes!

Conversion “events” increased by 30 percent last year. In fact, to better drive engagement, conversion events at the beginning of a video result in the highest conversion rate (12.7 percent).  

In addition, email collection forms were best at converting viewers (15 percent conversion rate), which suggests that if your video is compelling enough, prospects are more willing to provide you their contact information. 

Video length matters for conversion

Short-form video (less than 60 seconds in length) converted best (55 percent), followed by 1-3 minutes (53 percent), 3-5 minutes (50 percent), 5-30 minutes (40 percent), 30-60 minutes (25 percent), and 60-minutes-plus (15 percent).

So what are the best video marketing strategies?

  • Consider live video/live streaming. Your prospects love to see real people talking. Or activities/events taking place.
  • Embed videos in your email marketing. Videos in an email message can increase your click-through rate by as much as 300 percent.
  • Put the meat in the first 30-seconds of the video: 33 percent of viewers watch the first 30 seconds; 45 percent watch less than one minute. Get to the point quickly and make sure that the “interesting” stuff is within the first 30-seconds or one minute.

Ready to bring your inbound marketing into 2021?

Contact Ingenex Digital Marketing.