In gentle of the speedy development of online video consumption over the previous couple of years, video has become a content medium that brands can no longer afford to ignore. It’s now an irreplaceable part of most advertising strategies.

On this put up, we’ll take a look at some video advertising and marketing statistics that show just how popular video has change into amongst both customers and entrepreneurs, and that shed helpful insights you can apply to your video advertising and marketing technique.

We’ll study extra about platforms, audiences, developments, and challenges shaping the video advertising and marketing industry.

Editor's high picks - video advertising and marketing statistics
Key video marketing statistics
Video advertising and marketing effectiveness and advantages
Video advertising audience statistics
Video creation statistics
Video marketing platforms and channels statistics
Video advertising and marketing ideas, benchmarks, and best practices
Video marketing developments
Video advertising challenges
Video marketing statistic sources
Final thoughts
Editor’s prime picks - video marketing statistics

These are our most attention-grabbing statistics about video advertising:

- 86% of businesses utilize video marketing. (Source: Wyzowl)- The total time spent watching videos elevated by round 249% in 5 years. (Source: Wistia)- 22% of marketers create a couple of movies per week. (Source: Biteable)

Key video marketing statistics

First off, let’s check out a few of crucial video advertising and marketing statistics you could know.

These stats tell us more about the current utilization/adoption of video advertising amongst businesses, and the current development in consumption of video content material amongst customers.

1. 86% of businesses utilize video advertising

That is the share of companies that used video as a advertising and marketing software in 2021. It’s hovered around the same mark for the last few years, having been at 85% in 2020 and 87% in 2019. However, it’s up substantially from 61% in 2016.

2. 50% of those that use video advertising have been doing so for no less than a 12 months

That is in keeping with information by Biteable. It additionally means that the other 50% of video marketers have solely not too long ago started using video, and exhibits simply how rapidly video advertising and marketing is growing in reputation.

Wyzowl reported individually that 24% of entrepreneurs solely started utilizing video in 2020, and that 51% of those new to video advertising and marketing stated they jumped on the bandwagon as creating videos had turn into simpler, whereas 47% mentioned it was a means to answer new challenges such as the pandemic.

Source: Biteable and Wyzowl

3. 94% of video advertising and marketing plan to continue using video in the future

As this stat shows, the sudden reputation of video advertising doesn’t appear to be a ‘flash in the pan’, both. The overwhelming majority of marketers plan to proceed to use video long into the future.

4. Video uploads have elevated by 263.4% in 5 years

This is in line with information gathered by Wistia and particularly refers to videos uploaded to their platform. The expansion of uploads on the platform represents a much wider trend.

Interestingly, the most important jump in uploads came between 2019 and 2020, with the entire variety of video recordsdata created nearly doubling from around 9 million to 17.5 million. This is in comparison with a a lot smaller increase of just 32% the year before and suggests the global pandemic could have accelerated video advertising and marketing adoption.

5. 32% of companies use video as a gross sales software

Other well-liked non-marketing makes use of of video content include use in administration and operations messages (29%), human resources messages (27%), management messages (24%), product administration (20%), and buyer support (19%).

6. The whole time spent watching movies increased by around 249% in 5 years

Total watch time rose from 3.5 billion minutes to 12.2 billion minutes (which is around 23,211 years) from 2016 to 2020. The largest jump got here between 2019 and 2020: an 84.8% improve. This huge soar was seemingly due not directly to the pandemic, as nationwide lockdown meant consumers spent extra time at home consuming content.

7. 96% of customers say they’ve watched extra video content online as a result of pandemic

This stat additional proves that latest events have quickly accelerated video consumption. The overwhelming majority of customers admit to watching extra since the onset of the pandemic.

Video advertising effectiveness and benefits

One of the most important questions decision-makers wish to know earlier than they put money into video marketing is what sort of returns they will expect. Listed below are some statistics that shed some mild on that query by revealing more about its many benefits.

8. 87% of marketers assume video gives a optimistic return on funding (ROI)

For those who have been nonetheless on the fence about whether it’s price investing in video, this stat should help to persuade you. That many marketers can’t all be improper, proper?

9. 74% of entrepreneurs suppose video has a larger ROI than static imagery

Static imagery means any visual content that doesn’t transfer. We’re speaking about infographics, pictures, and so forth.

10. 68% of marketers think video has a greater ROI than Google Ads

That’s proper, video content may be able to provide even higher returns per dollar spent than paid advert campaigns.

11. Over 60% of entrepreneurs consider video to be very/extraordinarily important to their marketing strategy

That is in line with a latest survey of 694 entrepreneurs and small enterprise owners.

12. 63% of entrepreneurs take a look at video engagement to measure success

Measuring the success of selling campaigns is all the time a challenge. Relating to video advertising, 63% of entrepreneurs take a look at engagement metrics like shares, feedback, likes to get an thought of their performance, while 58% consider overall reach to be crucial market of success. Interestingly, only 29% looked at gross sales to measure success.

13. 84% of video entrepreneurs assume video has helped with lead technology

Lead generation involves finding new potential customers, capturing their curiosity in your product/service, and getting them into your sales funnel.

14. 86% of video entrepreneurs say video has boosted their website site visitors

Publishing movies might be a terrific approach to drive more natural site visitors to your web site. This figure is up by 1% from last 12 months.

15. 53% of marketers say video is nice for constructing awareness

Apart from building visitors, video will also be nice for reaching large audiences and building consciousness of your model.

16. 49% of entrepreneurs suppose video is effective at partaking audiences

As this stat reveals, almost half of all entrepreneurs think video is a great tool to improve audience engagement.

17. 52% of marketers think video helps construct customer belief

If improving belief in your brand is one in every of your essential advertising and marketing objectives, video might help.

18. 83% of entrepreneurs assume video has elevated their visitors’ average time on web page

Videos are extra participating than lengthy walls of text. As such, together with videos on your posts and pages may help to encourage your prospects to stay round and increase time spent on page.

19. 94% think video has increased their prospects understanding of their enterprise

Many companies use video as a way to inform customers about their products or services. Explainer movies, how-to videos, and product tutorials are especially effective at this.

20. 78% of video marketers assume it’s had a direct constructive influence on sales

Regardless that most entrepreneurs don’t look to gross sales figures as a marker of the success of their video advertising and marketing campaigns, this stat shows that it may possibly still help to spice up gross sales figures.

21. 43% of video entrepreneurs assume video has reduced the variety of support calls

Providing how-to videos and tutorials on your website data base will be an effective way to provide visual support to your prospects in order that there’s much less need for telephone support.

Video advertising and marketing viewers statistics

The video marketing statistics below inform us extra in regards to the audiences which are watching movies, how typically they’re watching them, and why they’re watching them.

22. People client 18 hours of video every week, on average

That works out at around 2.5 hours per day. It’s additionally 2 hours extra per week than a 12 months in the past and an increase of around 7.5 hours per week over the last 3 years.

23. 96% of shoppers have watched explainer videos to be taught about a services or products

Explainer videos are short-type (usually animated) movies used in advertising and marketing and gross sales to focus on a company’s product or business concept in a compelling, simple-to-digest way.

24. 84% of people have made a purchase order after watching a brand’s video

Videos provide visual context and detailed details about products that might help present customers with all the pieces they should make an knowledgeable purchase decision.

25. 69% of people want watching short videos to study a couple of product/service

This makes it the people’s preferred strategy to obtain product data. Only 18% of people would rather learn more by reading a textual content-based web page or post, 4% by viewing an infographic, 3% by reading an e book or attending a webinar, and 2% by a gross sales call or demo.

26. Audiences are twice as prone to share video content

This is compared to some other type of content material, similar to social posts, weblog posts, etc.

Video creation statistics

Here are some video creation statistics that tell us more about how marketers make video content, and the prices concerned.

27. 22% of marketers create a number of videos per week

… and 14% even make videos each single day!

28. 39% of entrepreneurs create their own video content material in-home

More marketers produce their own video content than outsource it. Only 17% fully outsource video creation.

29. 58% of marketers use professional software program to create videos

A part of the reason video advertising is turning into extra prevalent is due to technological advancements. Professional video software program now makes it a lot simpler, cheaper, and sooner for manufacturers to create their very own video content.

30. 38% of entrepreneurs create videos from their smartphones

Interestingly, more than a 3rd of marketers use smartphone apps to create movies, quite than utilizing their desktops. This simply goes to point out how far smartphone expertise has come.

31. 48% of marketers make some videos from scratch and others using pre-made templates

Only 18% use pre-made templates on a regular basis, whereas 35% make videos from scratch every time.

32. The majority of entrepreneurs spend up to $1000 per video

Creating video content material isn’t low cost. To supply just 10 movies, it is best to count on to pay wherever from $a thousand to $10,000 USD.

33. Most entrepreneurs spent below $300 on video in 2020

This year, 23% of marketers spent beneath $300, https://xfans.tube/ which is more than any other spending bracket.

34. 65% of promoting videos created are shows

This makes presentation the most common video format amongst entrepreneurs. The second most popular kind of video content is ads (57%), followed by explainer movies (47%).

Video advertising and marketing platforms and channels statistics

Next, let’s take a look at some video marketing statistics concerning the platforms and channels mostly used to distribute video content.

35. 60% of individuals want online video platforms to stay Tv

Not only that but by 2025, it’s estimated that half of all viewers below age 32 won’t subscribe to a paid Tv service at all.

Source: Google

36. YouTube is the platform with the greatest ROI for video content material

Unsurprisingly given that it’s the second greatest web site on the planet, 35% of marketers assume YouTube offers the very best returns on their funding. If you’re not publishing your brands’ video content material on YouTube, try to be.

37. 87% of marketers say YouTube is an effective channel for them

Again, this just goes to show how YouTube is a video platform that entrepreneurs can’t afford to disregard.

38. 70% of entrepreneurs publish their movies to YouTube

More than half of marketers publish their videos to YouTube. However, this is definitely a little bit decrease than you might anticipate, given that…

39. 75% of video entrepreneurs put up videos to Facebook

Making Facebook the marketers’ prime selection relating to social media platforms to post videos to. It’s more standard than each YouTube (70%) and Instagram (58%).

40. 70% of video marketers plan to use Facebook in their strategy this 12 months

This is definitely down by 6% from final yr and will reflect the falling reputation of Facebook amongst the youthful era of shoppers.

However, Facebook isn’t the one platform to see a drop in utilization amongst video marketers this 12 months. Most different social platforms noticed similar declines.

For instance, 63% of video marketers plan on utilizing LinkedIn this yr (down by 3%), 58% plan to use Instagram (down by 7%), 31% plan to make use of Twitter (down by 7%). Only TikTok noticed a rise in use by video marketers this yr.

41. 85% of Facebook videos are watched with the sound off

The upshot: don’t rely on audio to get your message across. Be certain your videos are captioned or make sense without sound.

Source: Digiday

Note: Want to learn more? Check out our roundup of Facebook video statistics.

42. Tweets with movies generate 10x the engagement

Twitter’s by no means been a highly regarded video advertising channel but as this stat reveals, together with video in your Tweets can definitely boost your engagement on the platform.

Source: Twitter

43. 20% of marketers distribute content material on TikTok

This is up from 10% in 2019. However, it’s nonetheless very low compared to different platforms. Despite TikTok being considered one of the most well-liked video-sharing social platforms (and one that’s rising quickly), it’s still not well-liked amongst entrepreneurs.

44. Only 6% of video marketers plan to use Snapchat video

Snapchat stays one other one of many least in style platforms amongst video entrepreneurs. It’s even much less widespread this 12 months (6%) than final 12 months (9%).

45. 34% of marketers publish video content material to social platforms within the afternoon

This makes afternoon the preferred time of day to publish videos on social platforms. It’s adopted by evening (25%) after which morning (22%). Only 2% of marketers publish video content material to social media at evening.

46. 62% of marketers used webinars to distribute video in 2020

That is up from 46% in 2019. What’s extra, 91% of entrepreneurs assume their webinars have been an enormous success. This makes it the simplest distribution channel of 2020.

Video advertising suggestions, benchmarks, and greatest practices

Next, we’ll share some statistics that present useful suggestions which you can apply to your video marketing campaigns.

47. 81% of marketers think movies that embrace music carry out higher

And an additional 66% suppose videos perform better after they include a voiceover. The takeaway: make sure you assume carefully about audio.

48. 64% of marketers assume movies that embrace captions perform higher

Captions provide a method for audiences to observe the dialogue in your video even with the sound off.

49. 65% of marketers think it’s essential to indicate range in videos

Consumers care about variety. In order for you to point out your brand in a constructive gentle, consider this when creating your video content.

50. Interactive parts placed firstly of videos generate the best conversion charges

55% of interactive components utilized in videos are positioned initially, and for good reason.

During the last 5 years, interactive parts placed at the top of videos have generated a mean conversion price of 8.7%, compared to 7.9% when placed firstly, and 3% within the middle. However, this is simply the 5-year average. If we look at just the info from 2020, it tells a unique story.

In 2020, interactive elements positioned firstly appear to be far more practical, producing a 12.7% conversion price compared to only 6.8% when positioned at the tip.

51. The common engagement fee of quick-type movies is around 50%

To be specific, movies beneath 1 minute generated an average engagement fee of 53.9%. Meanwhile, these between 1 and three minutes lengthy averaged 50.6%, and those between 3 and 5 minutes averaged 48.9%. Engagement charges solely start to drop substantially as we enter the 5-30 minute mark.

52. The average engagement fee of lengthy-kind videos (60+ minutes) is round 17%

Audiences appear to have a limited attention span on the subject of videos. The upshot: if you want to see larger engagement rates, deal with quick-type content.

Video advertising and marketing traits

Listed here are a handful of stats that reveal current traits which can be altering the best way we create, distribute, and consume video content material.

53. Over three-quarters of videos are now watched on mobile

One clear development over the previous couple of years is the expansion of cell content material consumption. 78.4% of digital video viewers watch content material on their cell units, in response to forecasts by eMarketer.

Source: eMarketer

54. Short-form movies are the mostly created, but long-kind movies are catching up

In 2020, around 4.8m movies beneath a minute in length had been uploaded to the Wistia platform, compared to just 2m within the 1-3 minutes category, and only 795k in the 30-60 minutes class.

However, whereas the general quantity of long-kind videos being printed to Wistia remains to be low, the proof suggests they’re gaining traction.

Over 5 years, the number of lengthy-type videos (30-60 minutes) being created elevated by 446%, and those between 5 and 30 minutes increased by 288%. Comparatively, short videos that were 0-1 minutes in size only increased by 100.3%.

Source: Wistia

55. Google now reveals video thumbnails in 26% of search results

Another trend we’ve seen over the last few years is the rising use of video content inside Seo methods. Publishing video content can help you to rank for aggressive keywords within the Google search results snippets.

This is a crucial Seo statistic for those of you who need to improve your organic search strategy.

Source: BrightEdge

56. 40% of marketers mentioned their video marketing technique has been affected by the pandemic

91% of them now really feel video is extra essential for manufacturers, 74% of these affected say the pandemic has made them extra prone to invest in video content material, and 26% say it made them less doubtless.

Source: Wyzowl

Video advertising and marketing challenges

Most businesses now make the most of video advertising and marketing. However, those that don’t usually cite specific boundaries and challenges. Here are some statistics that tell us more about those challenges.

57. 66% of entrepreneurs don’t make videos as they suppose it takes too much time

Making a video takes a lot more time than writing a blog put up. For some companies, the time funding required outweighs the advantages.

Source: Biteable

58. 37% of entrepreneurs suppose making movies is simply too costly

There are costs involved in purchasing recording equipment, enhancing movies, creating animations, and hiring voiceover artists and actors. It all rapidly adds up!