87.9% of statistics are made up

Ok, this is going to be short and sweet. Like you, I read a lot of blog posts, many covering "why this type of marketing is so effective...", and I often find myself being bombarded with statistics about the efficacy of said marketing. Normally, I'll just breeze over them, but one post I read this morning went too far and lead me to post this micro rant. Ok, deep breath, here goes...

The article in question extols the benefits of video marketing with some extraordinary information. I've added a link at the end for the full article but wanted to run through some of the finer points here.

After quoting Chris Sandoval from his "Why You Need a Video Marketing" (!) this writer goes on to reveal four statistics about the wonders of video marketing, padded out by vague truisms such as "Videos can help explain complex concepts and processes over written text".

The first statistical claim is "64% of consumers are more likely to buy a product after watching a video about it" and the source is cited as comScore with a link to their home page. I'm sure it's in there somewhere. Let's read on.

After a little more waffle we are told "Videos Increase People‚Äôs Understanding Of Your Product Or Service by 74%", the source being which leads you to a DNS error. I guess we'll never know the lengthy research involved in qualifying this fascinating stat.

Ok, let's plough on; there are more facts and figures to learn. Next, we are educated with a well-kept secret, "An audience will choose watching a short 5 minute video over reading a 25 page manual" before the incredible stat, "90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text". Wow! The sources for this extraordinary claim are 3M Corporation and Zabisco. No links. I'm sure you'll find it though if you have a little look around.

Following that astonishing piece of research, I couldn't help feel a little underwhelmed with the claim, "Video has a 30 day retention rate of 65% vs.10% for text-only". If you want to see where this statistic came from, just visit the homepage of, they'll tell you all about it.

If you would like to read the article in full -

Final thought: I did eventually stop laughing at this article and found myself wondering how any businesses can take content marketing, or digital marketing in general, seriously when there is so much of this type of nonsense being distributed. It harms all of us involved in digital marketing. If you have any thoughts on this topic, just let it all out - share and rant with me!

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