Video marketing is only getting bigger, better, and more competitive. Anywhere you scroll, you're seeing more branded media, from packaging videos to how-tos to customer testimonials.
What are your plans for video in your marketing strategy? Maybe our statistics on the state of video marketing can help you decide.
Video is taking over the web.
Eighty-two percent of all consumer internet traffic will come from online video by 2022. (Social Media Week)
Viewers have seen 50,000+ years of product review YouTube videos on mobile in the past two years. (Google)
One third of online activity is spent watching video. (WordStream)
The number of United States video viewers is projected to reach 248.9 million in 2022 — that's about two thirds of the United States! (Statista)
Video marketing has grown to a $135 billion industry in the United States. (Social Media Week)
Video marketing drives engagement.
Ninety-six percent of people have watched an explainer video to learn more about a product or service. (Wyzowl)
Eighty-three of video marketers say video has helped increase the average time their visitors spend on page. (Wyzowl)
Mentioning the word "video" in your email subject line increases open rates by 19 percent. (SocialMediaToday)
Combining video with full-page ads boosts engagement by 22 percent. (Small Business Trends)
Viewers retain 95 percent of a message when they watch it on video. (Forbes)
Video marketing drives conversion.
Eighty-four percent of marketers say video has helped them generate leads. (Wyzowl)
Seventy-four percent of marketers say video has a better return on investment than static imagery. (Biteable)
Video ads are the number one way consumers discovered a brand they later purchased from. (Animoto)
Eighty-four percent of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl)
Using video on landing pages could increase conversion by eighty-six percent. (Smallbizgenius)
Companies that use video achieve a growing revenue of 49 percent faster compared to non-video users. (Social Media Week)
Video is good for SEO.
Having a video on a landing page makes it 53 percent more likely to show up on page 1 of the SERP. (WordStream)
Increased dwell time: Users spend 88 percent more time browsing on websites that have video. (Social Media Week)
Time your videos for the best results.
Mid-week is the most popular time for business video views. Thursday between 9 and 11 a. m. PST sees the most engagement. (Vidyard)
When it comes to how long your videos should be, media that's longer than 15 minutes accounts for over half of all video engagement despite being 8 percent of all video produced. Don't be afraid to go in depth on the right channels! (Twenty Three)
The formatting for your videos matter.
Eighty-seven percent of business video views take place on a desktop or laptop. (Vidyard)
Mobile business-related video views have increased from 11 to 13 percent in the past year. (Vidyard)
If your users are watching on mobile, vertical video ads are completed 90 percent of the time. Horizontal ones are completed 14 percent of the time. (Mediabrix)
If your users are watching on browsers, 61 percent of watchers are on Chrome and 15 percent are on Internet Explorer. (Vidyard)
Your audience wants video content.
Most customers would prefer to learn about about a product or service through a short video — 69 percent of survey respondents. Eighteen percent would want to read an article or website page, 4 percent would like to see an infographic, 3 percent want to see an ebook, 3 percent want to see a webinar or pitch, and 2 percent want a salls call or demo. (Wyzowl)
Fourty-eight percent of people want videos to reflect the specific products and services they own or are interested in; 43 percent an interactive video letting them decide what to view and when; 33 percent recommendations for what they could or should to next. (Marketing Charts)
Seventy-two percent of your customers will only engage with a marketing message if it's personalized. (Think explainer videos about specific products services and features suited to their needs.) (Smart Insights)
Choose your platform wisely.
Your social channels will matter: 58 percent of consumers check a brand's social pages before visiting their website. (Animoto)
Most marketers post video on Facebook — 75 percent. Seventy percent post on YouTube, and 58 percent post on Instagram. (Biteable)
Sixty-two percent of viewers are more interested in a brand or product after seeing it in a Story. Over half of viewers say they've made a purchase because of Facebook Stories. (Facebook, via MarketingLand)
Thirty-eight percent of marketers use video on LinkedIn. (Wyzowl)
Video can increase your LinkedIn engagement five-fold. You'll get 25 times more engagement with live video on LinkedIn. (LinkedIn)
Thirty-one percent of marketers are going to use video on Twitter in 2021. (Wyzowl)
Twitter users actually want branded content. Thirty-seven percent of users say they want to see more video from brands. (Twitter)
Twenty percent of marketers are using TikTok. (Wyzowl)
Where are users watching video from brands? The top three platforms are Facebook, Instagram Stories, and Snapchat. (Animoto)
Which channel has the best ROI according to marketers? YouTube, with Facebook and Instagram trailing behind. (Biteable)
With that in mind, 51 percent of video marketers host their content on free platforms like YouTube. Twenty-three percent self-host, and 17 percent use paid hosting. (Biteable)
Twenty-three percent of people watch 58 seconds of a Youtube video, 14 percent watch 20 seconds of Facebook video, and 66 percent spend almost four minutes on owned media. (Twenty Three)
Video marketing doesn't have to be hard.
Sixty-four percent of marketers consider video the most difficult content to create. (Small Business Genius) Let's show you why it isn't too much fuss with the right resources.
Marketers have four concerns when making a video: No strategic approach to video marketing, a lack of talent, a lack of time, and not enough team resources. (wave.video)
When viewers are asked to rank the reasons they watch a video, "high production quality" and "famous celebrities" are near the bottom of the list. (HubSpot)
The younger the audience, the less they care about high-value production quality. Gen Z and millennials are more accepting toward user-generated content, too. (HubSpot)
Ninety-two percent of video marketers are making content with assets they already have. (Animoto)
Most companies use external resources to some extent to get the job done, with only 26 percent of businesses relying entirely on internal resources. (Vidyard)