Video marketing statistics are super important when planning your marketing strategy.
There is a ton of data available online, but not all of it is up to date.
And being “up to date” is very important in the fast-changing world of digital marketing.
We gathered the most recent data we could find about video content and you can find it all below.
Facing various business challenges (such as a lockdown), many of us have realized the importance of video content.
Its power not only to entertain but also to unite and educate has shown that video content in its various forms is the future of online marketing.
Luckily for us, I did not see any decrease in the demand for our video editing services, so that’s one thing to be happy about.
For those who are already using video content; it’s time to redouble your efforts.
Step up your video production game.
Are you in two minds? Unsure whether to invest in video marketing?
Today, we share important video marketing statistics that’ll show investing in video content will prove to be the best decision you’ll make in 2020, or, the second-best after social distancing.
We’ll highlight the popularity of video production among marketers and consumers.
Moreover, we’ll look at the predictions and plans that the brands, businesses, and video marketers have for this type of content.
Finally, draw attention to social media and video channels that are doing well and those that have huge potential going forward.
This is the only resource you need to stay up-to-date and stay on top of the video marketing game.
Why is Video Marketing Important?
People are leaning towards online video content more than ever before. The numbers are there for everyone to see:
- According to Cisco, soon 82% of all web traffic will move towards video content.
- In 2021, an average person will spend as much as 100 minutes of his/her everyday life watching videos online.
- Users are twice as likely to share videos compared to other content types.
- 54% of people want to see more video content in 2020.
- In the United States, 56% of the young ones (8 to 12-year-olds) and 66% of the teens (13 to 19-year-olds) view videos online every day.
Bottom Line: In 2019, people spent 84 minutes a day watching online videos. The data shows, we can expect a 19% increase in time spent on videos in just 2 years.
The Head of Forecasting at Zenith, Jonathan Barnard, agrees that online video consumption has rapidly increased. Users now spend on online videos more than half of the time that they normally devote to regular television programs.
According to him, the boost in viewership has increased the demand for video marketers.
The demand for advertisers and the increase in expenditure shows that at present video marketing is the fast-growing digital channel.
Video Marketing and Return of Interest (ROI)
Video marketers seem to be real gung-ho about including video in their marketing plan for 2020.
But, is it really worth spending time, money, and effort? The following statistics seem to suggest that it is.
- 89% of marketers say using video content increases their ROI.
- 87% of all marketers say using video content has helped drive traffic to their website.
- 83% of all marketers feel using videos improves lead generation.
- 80% of marketers feel video content has increased their sales.
Bottom Line: The majority of video marketers are obsessed with videos for a reason.
No one can deny the benefits of video content in promoting and marketing brands and businesses.
For example, SAP received millions of impressions after their video marketing campaign.
Further, a marketing campaign with heavy video content helped Tiger Fitness achieve a 60% repeat customer rate, which is 3x times the industry average.
Video Marketing: Who Is Using It?
Let’s not assume anything. It’s best to start from scratch. How widespread is video marketing? Who is using it and their plans for the future?
- As high as 92% of all marketers agree that video content is a vital part of their marketing strategy.
- 66% of B2C marketers have used video content in their marketing strategy.
- 71% of B2B marketers have used video content in their marketing strategy.
- 99% of marketers that are already using video marketing will continue to do so in 2020.
- 59% of marketers who did not use video marketing in 2019, said they’ll make it part of their marketing strategy in 2020.
- 95% of marketers say they will maintain or even increase the spending on video marketing.
Bottom Line: In 2020 and beyond, two-thirds of marketers are planning to use video marketing.
You don’t want to miss out on this opportunity. But, bear in mind, the competition for user attention is going to be fierce.
To beat the competition, make sure you learn your customer behavior and their decision-making process.
How Does Video Content Help Brands and Businesses?
Video Marketing Promotes Brand Awareness
Compared to other marketing channels, video content is more popular, engaging, and memorable, which is why it’s the right tool to promote brand awareness.
Here are the numbers to back that up.
- People will spend 88% more time on a website with video content.
- 72% of consumers prefer video to text content while researching a product or service.
- 53% of people engage with a brand after watching one of their videos on social media.
- 68% of consumers prefer to engage with brands that use video.
- 96% of people view explainer video to understand a product or service.
Bottom Line: The first and perhaps the most important influencer that drives the sales process is none other than Brand Awareness.
It isn’t enough that the customers know your name. Customers also want to know the values you stand for.
No other content type, except videos, give businesses the opportunity and freedom to get creative and develop quality content that best explains their vision and mission to the customers.
Video Marketing Helps Generate Leads
From the above statistics, we know that video marketing promotes brand awareness. Does it also generate leads? Yes, here are the key numbers you should know:
- 81% of video marketers state videos help generate leads.
- 84% of video marketers state videos boost traffic to their website.
- 80% of video marketers say that videos increased the time visitors spend on the website.
- 41% of video marketers say the use of videos has led to lesser support calls.
Bottom Line: Videos, even the short ones, give you the opening needed to move the customers along the sales funnel. For example, a short 30-second introduction video from Campaign Monitor explains the benefits of signing up with them.
How do marketers use such videos for lead generation?
Marketers encourage customers to use the link provided in the video description to visit an e-mail opt-in landing page.
Marketers send a thank you message to viewers who have shared, reacted, or commented on the video. Along with the ‘Thank You’ message, they encourage viewers to subscribe to their newsletter.
Video Marketing Boosts Sales
All the effort a marketer makes is directly or indirectly aimed at driving sales. And, as the stats show, video marketing helps generate sales.
- 84% of consumers have made up their mind to purchase a product or service after viewing a brand’s video.
- 74% of consumers have made up their mind to download or buy an app or software after viewing a video.
- At least 55% of people engaged in shopping watch videos while in the store.
Bottom Line: Brands believe that interacting and connecting with their customers will boost trust and pave way for more sales.
A good example, Adobe found that people who watch demo videos of their products are 1.8x times more likely to buy, than those who don’t.
Testimonial videos have pretty much the same impact too.
What Does the Video Marketing Statistics Say about Customer Behavior and Preferences?
Only good, creative, and personalized content resonates with the customers.
Millions of videos and billions of hours of content are added to the online pool every day. You need to stand out from the crowd.
For that, video marketers need to provide content that’s personalized and tailored to their individual tastes, needs, and preferences.
Why Personalized Video Is the New Mantra in Video Marketing?
- 60% of all marketers say the personalization of video content will improve the quality of the leads.
- 48% of people want videos to reflect the products or services they are interested in.
- 72% of people say they will only show interest in personalized video content.
- 43% of consumers want to decide what videos they want to watch and when to watch.
Bottom Line: Tailored content seems to be on-trend for 2020.
Personalized content allows video marketers to provide highly targeted solutions to the user’s needs.
It also helps develop a customer-brand relationship and allows customers to arrive at buying decisions faster.
By giving personalized content, brands become more memorable and trustworthy.
90% of customers prefer to purchase from brands and businesses that are memorable and trustworthy.
What Does that the Statistics Say about Video Length?
- Longer videos, those that are more than 15 minutes garner 50% of all video engagements.
- Only 8% of all marketing videos are 15 minutes or longer.
- In the case of business videos, 68% of people will watch the whole video if its length is 1 minute or less.
- Nearly 80% of all marketing videos produced are under 5 minutes.
Bottom Line: The old belief that the attention span of people is shrinking will be put to test in the coming years.
The statistics show that marketers prefer to use shorter videos. There are different theories on this subject.
Some feel that shorter videos fail to create emotional connections with customers.
In contrast, there are many who root for shorter videos because they are easily digestible and more suitable for social media.
So, video marketers need to consider several factors like the nature of the business, type of content, marketing platform, etc. before deciding the length of the video.
What Type of Video Content do Customers Want to See?
- 86% of consumers would want brands to use more videos in 2020, and out of these, 36% prefer explainer videos and 14% want more product demonstrations.
- 39% of consumers want explainer videos on products or services from brands.
Bottom Line: Why is explainer video so effective? Interestingly, there is a scientific explanation for their success.
Explainer videos use the visual and audio stimulus to explain a product, service, or concept in a simple and easily comprehensible way.
The use of both communication mediums boosts message retention in the customers.
The first and foremost requirement to make an excellent explainer video is the script.
A well-written script will greatly increase the chances of the explainer video going viral.
Plus, apart from brand awareness, an explainer video is a great way to generate leads and increase sales.
What Do the Statistics Say about Video Orientation and Features?
- 39% of the marketers now go for square or vertical videos as compared to horizontal videos.
- 82% of consumers are put off by videos that are not optimized to their preferred orientation.
- 75% of consumers say they didn’t purchase a product due to annoying video voiceover.
- 83% of consumers prefer chatty and informal tone in the videos.
- 92% of people want to view video content with the sound off.
- 50% of people say that captions for videos are a must because they watch without sound.
- According to Verizon, 55% of consumers want captions for tips videos, 53% want captions for food and 52% want captions for news videos.
Bottom Line: Most social media platforms have adopted square or vertical video orientation.
The reason is simple, 94% of the users hold their mobile vertically and 57% of all video views are on a hand-held device.
Next to the script and quality of the video, the tone and voice style are the most important factors that determine the success of a video. This is clearly reflected in the video marketing statistics.
Even if you have a great video in your hands, with an excellent script and casual, informal, and friendly tone, there is always a way to make it better.
One of the best video tips for marketers is to add captions. Customers like captions because it improves accessibility, boost SEO, and help the audience better understand the content.
What Other Video Marketing Tactics have Gained Traction among Customers and Marketers?
- According to Magnifyre, the viewership of 360-degree video was 29% higher than regular video.
- The Click-through Rate (CTR) of a 360-degree video was 4.51%, whereas the CTR of the regular video was only 0.56%.
- 15% of all marketers plan to use 360-degree videos for marketing in 2020.
- 57% of all marketers are using live videos; of which, nearly 34% of marketers use Facebook Live and 13% use Instagram Live feature.
- 79% of consumers feel live videos make the content more authentic and 63% feel live videos add a human touch to marketing.
- 21% of marketers say they’ll use interactive video in 2020.
- 12% of marketers say they’ll use Virtual Reality (VR) for video marketing in 2020.
Bottom Line: Use of 360-degree, Virtual Reality, and Live videos are a great way to increase viewer count, engage with customers and make them stay longer, retain their attention, develop a relationship, and, most importantly, offer them a unique experience.
These new marketing techniques also help the brand stand out from the crowd.
The Importance of Having Videos on Social Media Platforms
Most social media networks, except YouTube, started out as text-rich networks.
Lately, video content has gate-crashed their party. There has been an explosion of video content on almost all social networks.
As you’ll find out soon, after reading the statistics which are to follow, the numbers are huge.
Social Media is indispensable for video marketing because that’s where a large percentage of the online population spends their time every day.
Besides, videos and social media are good examples of a mutualistic relationship.
Social media is important for video marketing. Equally, video content is also important for the success of the social media campaign.
- 58% of people visit the social media page of a brand before accessing the brand’s website.
- 60% of users who bought a product learn about the brand from social media.
- Compared to last year, 24% of users are buying a product or service because of ads on social media platforms.
- YouTube, Facebook, and Instagram are the top three purchase-driving social media platforms.
Why should you Use YouTube for Video Marketing?
- Each day, 1.5 billion people watch 1 billion hours of video on YouTube
- 65% of senior executives access the website after watching a related YouTube video.
- 85% of all marketers have used YouTube in 2019 for video marketing.
- 83% of marketers feel YouTube has boosted their marketing efforts.
- On YouTube, there has been a 70% increase in users who search for ‘How-to’ videos.
- In the past two years alone, the number of people viewing shopping-related video content on YouTube has increased 5 times.
- In a week, compared to all cable TV networks, YouTube reaches more people in the 18 to 49-year-old age group.
Bottom Line: YouTube is still the best platform for video marketing. In addition, YouTube also helps brands improve SEO, gain authority, and build trust. Although YouTube is the natural home of the video content, there are many ways to market videos without YouTube. Here are other social media platforms for videos.
Why Use Videos on Facebook?
- On average, nearly 8 billion videos are viewed on Facebook every day.
- 79% of marketers say they use Facebook for video marketing and 85% of them feel the move has been successful.
- 75 million people use the Facebook Video platform on a daily bases.
- 60% of the users don’t go beyond the two-minute mark to watch a video.
- 65% of people say they skip the video if the first ten seconds doesn’t interest them.
- 81% of businesses say they like to use the social media platform (Facebook) for their video marketing.
Bottom Line: Let’s start with the obvious reason. At any given time, millions of people around the world use Facebook. If you want your brand to be right under the noses of your target audience, then Facebook is the platform to use. Plus, having your videos on Facebook increases their chance of going viral.
What Do the Statistics Say about Using Videos on Instagram?
- Instagram has nearly 800 million active monthly users.
- 72% of people buy a product after viewing a video on Instagram.
- 75% of people take action after watching a brand video on Instagram.
- 65% of ad impressions on the platform come from video content.
Bottom Line: Research shows that customers have expressed interest in knowing a brand after watching a video on Instagram Stories. On top, many brands have seen a spike in sales thanks to the video content on the platform.
Why Use LinkedIn for Video Marketing?
- 51% of all marketers said they use LinkedIn for video marketing.
- 87% of video marketers who used LinkedIn say the platform proved to be a successful channel for video marketing in 2019.
- Videos on the company page produce 5 times more engagement in comparison to other content types.
Bottom Line: LinkedIn is a platform for professionals, entrepreneurs, and businesses. The platform was created for building relationships between these three categories of people. As you see in the stats, LinkedIn is a great place to connect with others, present your brand, tell your story, and spread awareness about your product, service, or brand. Moreover, brands can boost their popularity and trustworthiness by displaying customer testimonials on their LinkedIn business page.
How Does Twitter Help in Video Marketing?
- Although Twitter is a text-based platform, 82% of people say they mainly view videos on the platform.
- 72% of marketers use Twitter for video marketing and 84% say this strategy is working for them.
- 90% of all videos on Twitter are watched using hand-held devices.
- 45% of people using Twitter want more celebrity videos.
Bottom Line: Twitter can be used to share small snippets or teasers of larger videos. Twitter videos are ideal for generating hype and interest in a product or business.
Should You Be Using Snapchat for Video Marketing?
- In 2019, only 11% of the video marketers have used Snapchat and less than 50% of them have benefited from using the platform.
- 10 billion videos are watched on Snapchat every day.
- On average, 25 minutes of video content is consumed daily on Snapchat.
Bottom Line: Video marketers haven’t really gravitated towards this platform because Snapchat accepts videos that are only 10 seconds long. Hence, regular videos won’t fit in this platform.
What Do the Statistics Say About Other Platforms?
- TikTok remains underused with only 10% of all video marketers using the platform and 66% of them tasting success.
- 15% of all marketers say they’ll use TikTok for video marketing in 2020.
- 79% of all marketers that have used video channels say they have benefited from the move.
Dice and slice, and analyze these video marketing statistics in every possible way. All the hard facts and figures needed to frame a video marketing strategy for 2020 and beyond is here.
If you want to reach the top of the marketing game or stay up there, it isn’t enough to simply create videos. You need to know ‘what type of videos to create?’, ‘when to create?’, ‘whom to target?’, ‘where to use?’, ‘when to use?’ Etc. The answers to all your queries are in these statistics.
Resources used in this article:
Cristian Stanciu is a freelance video editor, owner, and post-production coordinator of Veedyou Media – a company offering video editing services to videographers, marketing agencies, video production studios, or brands all over the globe.