How Online Video Drove a 40% Traffic Increase to Healthcare.gov

If you’re one of the 11 million+ people that have seen President Obama’s Between Two Ferns interview with Zach Galifianakis, bear with me. That’s not all we’re going to talk about today. This video will act as a primary example of how online video can influence viewers to take action or purchase a product. But, if you haven’t seen it yet, I’ve included it below for your viewing pleasure.

Online video creation site, Animoto, released an infographic today based on a survey of 1,000 adult consumers in the U.S. The company’s findings reflect the popularity of online video viewing: 94% of consumers watched a video online last week, 76% of smartphone owners watch videos at least once per week from their phones, and 40% of 18 to 24-year-olds watch videos more than 10 times per week.

Okay, so people watch a ton of online video content; that still doesn’t explain the significant uptick in traffic to the Healthcare.gov website after President Obama appeared on Galifianakis’ show. This statistic from Animoto, however, may shed some light on the subject: 73% of all U.S. adults are more likely to purchase after watching an online video that explains the product or service.

In an attempt to reach young adults, Obama teamed up with Funny or Die and Zach Galifianakis, two extremely popular entities amongst America’s youth. He didn’t drone on about Healthcare, but instead focused on a few key points he thought would be valuable to young Americans. Galifianakis, all the while, peppered in humorous side comments to keep viewers entertained and engaged.

Taking into consideration the statistics from Animoto below, one could say that with this video, President Obama was able to foster more trust, positive sentiment and engagement around his Healthcare plan.

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Promoting the Healthcare program on Galifianakis’ humorous show also encouraged more video sharing among viewers. Animoto found that 94% of respondents were more likely to share funny videos online and 89% were likely to share educational videos. As this episode of Between Two Ferns saddled both, President Obama was able to create a shareable message that resonated with a young demographic.

Online video is an invaluable marketing tool not only because of its ability to generate awareness and engagement, but also due to its power over consumer behavior and purchase decisions. Clearly, President Obama used the right channel to deliver his message on Healthcare and as a result, prompted interest in the program and drove over 890,000+ visitors to the site.

 

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