I recently came across the State of Video 2015 report from Crayon, a site that mentions it has the most comprehensive collection of marketing designs on the web. The 50-page research report focused primarily on detailed breakdowns of which companies use video, whether they used free hosting platforms like Youtube or paid platforms like Wistia or Vimeo, and which industries are most likely to use video.
While that was interesting, the most intriguing part of the report was where they broke down which companies and industries took advantage of using videos on their homepage. Surprisingly, only 16% of the top 50,000 websites feature videos on their homepage, so they're still plenty of room for growth.
The five industries that are most likely to have videos on their homepages are Software, Marketing, Healthcare, Nonprofit, and Education. Even though they're more likely to have videos on their homepages, only about 1 in 5 websites in those industries feature homepage videos.
Among the least likely industries to feature videos on their homepage were a few surprises. Only 14% of travel businesses, 8% of restaurants and 7% of retail websites feature videos prominently on their homepages. The Tourism, Food & Beverage, and Retail industries should be among the leaders in video because of what they're selling.
For each of those industries, their potential clients have a strong desire to see what they're getting before making a purchase decision. Just think of the last time you saw a great video for a vacation destination or a restaurant. Didn't you want to go there immediately? Even at our company, we've seen a solid return on investment from featuring a video on our homepage.
Since we updated our homepage video on 12 Stars Media, we've had multiple 5-figure contracts that we've closed in which the client specifically cited the homepage video as a major influence on their decision. – Rocky Walls, CEO of 12 Stars Media.
The biggest takeaway from this report is that, while businesses are starting to feature videos on their homepage – and seeing positive results because of it – there's still plenty of room to take even more advantage of video and see the impact it can have an companies' bottom lines.