Video continues to dominate the digital landscape, and it’s been like that for a couple of years now. From social media to blog and email campaigns, video is a powerful tool for engaging audiences and driving conversions.
In this post, we’ll explore 40+ video marketing statistics that highlight its potential and offer insights into how you can make the most of this dynamic medium.
We’ve divided this list into a couple of categories to make it all easier to consume for you
Video marketing statistics you should know 📊
A HubSpot blog survey from 2022 reported that the demand for video content continues to increase at a rapid pace [1].
In fact, according to a Wyzowl’s survey, 86% of businesses used video marketing in 2022, and 92% of marketers saw it as an essential part of their marketing strategy [2].
General video marketing statistics to know first 📈
Video marketers know by now that video content is highly effective. But how effective is it? And can we expect the trend to continue growing?
Let’s see some numbers:
- 36% of marketers say that their main goal when making online videos is to reach new audiences and increase awareness of their brand [1].
- 87% of video marketers have reported a positive ROI for content created in 2022 [2]. 86% also said that video was highly effective for generating new leads [2].
- 66% of businesses increased their year-over-year content marketing budget from 2021 to 2022, with more than half of those funds being used for some type of video marketing [3].
- Most marketers spend between $100 and $1000 on average per video [4]. 💳
- 49% of video creators feel they are effective at engaging audiences, and 52% believe they help build customer trust [2].
Statistics about type of content that works in video 🎞️
Not all videos are the same, so here are some key video marketing statistics based on the type of content being created and how it performs when used as a marketing tool:
- The purpose of all videos created for 2022 was 74% explainer videos, 68% social media videos, 50% presentation videos, and 46% testimonial videos [2].
- 📺 The least used types of videos created were onboarding new hires videos (12%), app demos (15%), and customer service videos (20%) [2].
- On average, 65% of all marketing videos made are actually presentations [4].
- Short-form 🩳 videos have, on average, the highest audience engagement compared to all other types [5].
- 51% of marketers say that the videos with the highest ROI are webinars and webcasts [4].
Statistics about the process of video making 📹
Here are some numbers about the process of making videos and the software and equipment used by the experts:
58% of marketers turn to professional software 📀 to produce their videos, and 38% use only their phones [4].
About 61% of video creators use Adobe Premiere Pro as their primary editing software, and 44% use their iPhone 📱 as a way of capturing video [1].
⏲️ When asked about how much time it might take to create a video, 30% of experts said about two weeks [1].
💼 About 37% of businesses make their videos in-house, while 14% work with an agency and 49% do a little bit of both [1].
🏭 69% of companies creating video marketing content own their own production equipment [1].
18% of video creation experts use templates, while 35% make them from scratch [4]. 🎨
Statistics about creators and teams 🎮
Let’s now take a look at 🔎 some numbers regarding how videos are created in the context of a company or agency and why more people are choosing to use this format:
- About 81% of marketers state that their company has a specific budget dedicated to video content creation [1].
- 88% of companies have their own team dedicated exclusively to creating video content. In 45% of the cases , the team size is two to five people [1].
- 24% of marketers started using video marketing in 2020, with 51% of them saying they did it because it became easier and 47% because they had to respond to new challenges [2].
- 22% of marketers create more than one video per week, and 14% make one video per day [2].
- 42% of marketers state that videos created through an agency are generally better than those made in-house [1].
Statistics about platforms 📼
Videos perform differently depending on the platform where they are shared.
Here are some video marketing stats and social media stats:
- 🎈 According to one survey, 78% of creators host their videos on YouTube [1]. A second survey shows an even more significant number, 88% [2].
- 70% of consumers have made a product purchase because they saw it in a YouTube ad [6].
- Other social media platforms 📉 used by video marketers include LinkedIn Video (69% used them), Instagram Video (67%), Facebook Video (59%), Webinar (49%), and TikTok (27%) [2].
- 🤼 60% of people prefer watching videos on online platforms compared to live TV [6].
- LinkedIn videos generate 24x more comments and 7x more reactions than text posts [7].
- Tweets that involve videos or video streaming generate 10x more engagement than those without [8]. 🚀
Statistics about video audience 📺
Not all video marketing statistics are about marketers. Here are some numbers about how consumers watch videos:
🎬👨🎓🖱️🛒📢🕸️
96% of people use videos to learn more about services and products that interest them [2].
On average, internet users spend 33% of their online time watching videos, and 54% want to see more content from brands they follow [9].
69% of people watching online videos do so with the sound off in public spaces and 25% when in private [10].
50% of people who watch videos say that captions are very important because they like to have the option to turn off the sound [10].
28% of Gen Z viewers are willing to share their online history with a brand [11].
Audiences are more likely (twice as much) to share videos compared to other types of content, such as articles or social media posts [2].
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[2] https://www.wyzowl.com/video-marketing-statistics/
[3] https://contentmarketinginstitute.com/articles/b2b-power-content-marketing-research
[4] https://biteable.com/blog/video-marketing-statistics/
[5] https://www.hubspot.com/state-of-marketing
[6] https://www.thinkwithgoogle.com/intl/en-apac/marketing-strategies/video/full-funnel-marketing-examples-for-video-ads/
[7] https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/products/pdfs/2790_LKIN_PMM_Live_and_Events_creative_Playbook_E3_V10.pdf
[8] https://business.twitter.com/en/blog/how-video-is-reshaping-digital-advertising.html
[9] https://www.unh.edu/inquiryjournal/spring-2022/examining-effectiveness-video-marketing-based-consumer-attitudes-differences-between
[10] https://www.forbes.com/sites/tjmccue/2019/07/31/verizon-media-says-69-percent-of-consumers-watching-video-with-sound-off/
[11] https://glukoze.com/retail-generation-z.PDF
