In mild of the speedy growth of on-line video consumption over the previous few years, video has change into a content medium that brands can not afford to ignore. It’s now an irreplaceable part of most advertising methods.

On this post, we’ll check out some video advertising statistics that present simply how fashionable video has turn out to be amongst both customers and entrepreneurs, and that shed helpful insights you can apply to your video advertising technique.

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

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

These are our most interesting statistics about video advertising:

- 86% of companies make the most of video advertising and marketing. (Source: Wyzowl)- The whole time spent watching movies increased by around 249% in 5 years. (Source: Wistia)- 22% of marketers create just a few movies per week. (Source: Biteable)

Key video advertising statistics

First off, let’s check out some of a very powerful video marketing statistics it's essential know.

These stats inform us more about the current usage/adoption of video advertising amongst companies, and the current progress in consumption of video content material amongst consumers.

1. 86% of businesses utilize video advertising and marketing

This is the percentage of businesses that used video as a advertising device in 2021. It’s hovered round the same mark for the previous couple of years, having been at 85% in 2020 and 87% in 2019. However, it’s up considerably from 61% in 2016.

2. 50% of those who use video advertising have been doing so for at the least a year

That is in keeping with information by Biteable. It also means that the other 50% of video entrepreneurs have only not too long ago began using video, and exhibits simply how quickly video marketing is growing in reputation.

Wyzowl reported separately that 24% of marketers only started using video in 2020, and that 51% of these new to video advertising stated they jumped on the bandwagon as creating movies had grow to be easier, whereas 47% mentioned it was a manner to respond to new challenges such as the pandemic.

Source: Biteable and Wyzowl

3. 94% of video advertising and marketing plan to proceed using video sooner or later

As this stat exhibits, the sudden reputation of video marketing doesn’t appear to be a ‘flash within the pan’, either. The overwhelming majority of marketers plan to continue to make use of video long into the future.

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

That is in response to information gathered by Wistia and specifically refers to videos uploaded to their platform. The expansion of uploads on the platform represents a a lot wider pattern.

Interestingly, the largest bounce in uploads got here between 2019 and 2020, with the entire number of video information created nearly doubling from round 9 million to 17.5 million. That is compared to a much smaller enhance of just 32% the 12 months before and suggests the worldwide pandemic might have accelerated video marketing adoption.

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

Other popular non-marketing makes use of of video content embrace use in administration and operations messages (29%), human sources messages (27%), leadership messages (24%), product management (20%), and customer help (19%).

6. The full time spent watching videos elevated by round 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 most important bounce got here between 2019 and 2020: an 84.8% enhance. This large leap was likely due indirectly to the pandemic, as nationwide lockdown meant shoppers spent more time at house consuming content.

7. 96% of shoppers say they’ve watched extra video content on-line because of the pandemic

This stat further proves that current occasions have rapidly accelerated video consumption. The overwhelming majority of shoppers admit to watching extra since the onset of the pandemic.

Video advertising effectiveness and benefits

One in every of an important questions determination-makers wish to know before they invest in video marketing is what sort of returns they'll anticipate. Listed below are some statistics that shed some light on that query by revealing extra about its many benefits.

8. 87% of entrepreneurs suppose video provides a positive return on funding (ROI)

In the event you had been still on the fence about whether or not it’s worth investing in video, this stat should assist to persuade you. That many entrepreneurs can’t all be mistaken, right?

9. 74% of marketers think video has a better ROI than static imagery

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

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

That’s proper, video content could also be in a position to provide even higher returns per dollar spent than paid ad campaigns.

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

This is in line with a recent survey of 694 entrepreneurs and small enterprise owners.

12. 63% of marketers look at video engagement to measure success

Measuring the success of selling campaigns is all the time a problem. With regards to video marketing, 63% of marketers look at engagement metrics like shares, comments, likes to get an concept of their efficiency, whereas 58% consider general attain to be an important market of success. Interestingly, solely 29% looked at sales to measure success.

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

Lead generation includes finding new potential clients, capturing their interest in your product/service, and getting them into your sales funnel.

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

Publishing movies may be an excellent solution to drive more natural traffic to your website. This figure is up by 1% from final year.

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

Apart from constructing site visitors, video may also be nice for reaching giant audiences and constructing consciousness of your model.

16. 49% of marketers assume video is efficient at partaking audiences

As this stat shows, almost half of all entrepreneurs think video is a useful gizmo to enhance viewers engagement.

17. 52% of entrepreneurs suppose video helps build customer belief

If enhancing belief in your model is considered one of your fundamental advertising and marketing objectives, video may also help.

18. 83% of marketers suppose video has increased their visitors’ common time on web page

Videos are more partaking than long walls of textual content. As such, including videos on your posts and pages may also help to encourage your customers to stick around and enhance time spent on web page.

19. 94% assume video has elevated their customers understanding of their business

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

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

Despite the fact that most marketers don’t look to sales figures as a marker of the success of their video advertising campaigns, this stat exhibits that it might probably nonetheless help to boost gross sales figures.

21. 43% of video entrepreneurs assume video has diminished the variety of assist calls

Providing how-to videos and tutorials in your website information base might be an effective way to supply visible assist to your clients so that there’s much less want for cellphone assist.

Video marketing audience statistics

The video advertising and marketing statistics below tell us extra in regards to the audiences which might be watching videos, how typically they’re watching them, and why they’re watching them.

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

That works out at around 2.5 hours per day. It’s additionally 2 hours more per week than a year ago and a rise of round 7.5 hours per week over the past 3 years.

23. 96% of customers have watched explainer movies to learn a couple of product or service

Explainer movies are quick-kind (often animated) videos used in marketing and gross sales to highlight a company’s product or business concept in a compelling, simple-to-digest manner.

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

Videos present visual context and detailed information about products that can help provide clients with every part they should make an informed purchase determination.

25. 69% of individuals favor watching brief movies to learn about a product/service

This makes it the people’s most popular way to obtain product information. Only 18% of individuals would slightly learn more by studying a textual content-primarily based page or submit, 4% by viewing an infographic, 3% by studying an e-book or attending a webinar, and 2% via a sales name or demo.

26. Audiences are twice as likely to share video content material

That is compared to any other sort of content material, corresponding to social posts, blog posts, and so forth.

Video creation statistics

Here are some video creation statistics that tell us extra about how marketers make video content, and the costs involved.

27. 22% of entrepreneurs create a couple of videos per week

… and 14% even make videos every single day!

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

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

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

A part of the explanation video advertising is becoming extra prevalent is due to technological advancements. Professional video software program now makes it much simpler, cheaper, and faster for manufacturers to create their own video content.

30. 38% of entrepreneurs create videos from their smartphones

Interestingly, more than a 3rd of entrepreneurs use smartphone apps to create videos, moderately than using their desktops. This simply goes to indicate how far smartphone know-how has come.

31. 48% of marketers make some movies 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 $a thousand per video

Creating video content isn’t low-cost. To produce simply 10 movies, you must count on to pay anywhere from $1000 to $10,000 USD.

33. Most marketers spent under $300 on video in 2020

This yr, 23% of entrepreneurs spent beneath $300, xfans.tube which is more than another spending bracket.

34. 65% of promoting videos created are displays

This makes presentation the most common video format amongst marketers. The second hottest type of video content material is commercials (57%), adopted by explainer movies (47%).

Video advertising platforms and channels statistics

Next, let’s have a look at some video advertising statistics concerning the platforms and channels most commonly used to distribute video content.

35. 60% of people desire on-line video platforms to live Tv

Not solely that however by 2025, it’s estimated that half of all viewers beneath age 32 won’t subscribe to a paid Tv service in any respect.

Source: Google

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

Unsurprisingly provided that it’s the second greatest website on the planet, 35% of marketers assume YouTube provides one of the best returns on their funding. If you’re not publishing your brands’ video content material on YouTube, you should be.

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

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

38. 70% of marketers publish their videos to YouTube

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

39. 75% of video entrepreneurs post movies to Facebook

Making Facebook the marketers’ high choice in relation to social media platforms to publish movies to. It’s extra widespread than each YouTube (70%) and Instagram (58%).

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

This is definitely down by 6% from final year and should reflect the falling recognition of Facebook amongst the younger generation of customers.

However, Facebook isn’t the only platform to see a drop in usage amongst video entrepreneurs this year. Most other social platforms noticed comparable declines.

For example, 63% of video entrepreneurs plan on using LinkedIn this 12 months (down by 3%), 58% plan to make use of Instagram (down by 7%), 31% plan to use Twitter (down by 7%). Only TikTok saw an increase in use by video entrepreneurs this 12 months.

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

The upshot: don’t rely on audio to get your message throughout. Make sure that your videos are captioned or make sense without sound.

Source: Digiday

Note: Need to be taught more? Check out our roundup of Facebook video statistics.

42. Tweets with movies generate 10x the engagement

Twitter’s by no means been a very talked-about video advertising channel but as this stat exhibits, including video in your Tweets can definitely enhance your engagement on the platform.

Source: Twitter

43. 20% of marketers distribute content on TikTok

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

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

Snapchat remains another one of many least standard platforms amongst video marketers. It’s even much less widespread this 12 months (6%) than final 12 months (9%).

45. 34% of entrepreneurs publish video content to social platforms in the afternoon

This makes afternoon the preferred time of day to post movies on social platforms. It’s adopted by night (25%) after which morning (22%). Only 2% of entrepreneurs submit video content to social media at evening.

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

That is up from 46% in 2019. What’s more, 91% of marketers think their webinars have been an enormous success. This makes it the most effective distribution channel of 2020.

Video advertising tips, benchmarks, and greatest practices

Next, we’ll share some statistics that provide helpful tips which you'll be able to apply to your video advertising and marketing campaigns.

47. 81% of marketers suppose videos that include music perform better

And an extra 66% assume movies carry out better after they embrace a voiceover. The takeaway: be sure to suppose carefully about audio.

48. 64% of entrepreneurs think videos that include captions carry out higher

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

49. 65% of entrepreneurs suppose it’s essential to indicate range in movies

Consumers care about diversity. If you need to point out your brand in a constructive gentle, consider this when creating your video content material.

50. Interactive components placed at the beginning of videos generate the highest conversion rates

55% of interactive elements utilized in videos are positioned firstly, and for good purpose.

During the last 5 years, interactive components placed at the top of movies have generated a median conversion price of 8.7%, in comparison with 7.9% when placed firstly, and 3% in the center. However, this is simply the 5-12 months common. If we have a look at just the info from 2020, it tells a special story.

In 2020, interactive elements positioned firstly seem to be far more practical, generating a 12.7% conversion rate in contrast to simply 6.8% when positioned at the top.

51. The average engagement charge of quick-kind movies is around 50%

To be specific, movies under 1 minute generated an average engagement rate of 53.9%. Meanwhile, those between 1 and 3 minutes lengthy averaged 50.6%, and people between 3 and 5 minutes averaged 48.9%. Engagement rates solely start to drop considerably as we enter the 5-30 minute mark.

52. The average engagement rate of lengthy-type movies (60+ minutes) is around 17%

Audiences appear to have a limited attention span in the case of videos. The upshot: if you want to see higher engagement rates, focus on short-type content.

Video advertising developments

Listed here are a handful of stats that reveal current developments which are altering the way we create, distribute, and devour video content.

53. Over three-quarters of movies are now watched on cellular

One clear development over the previous few years is the growth of mobile content consumption. 78.4% of digital video viewers watch content on their mobile gadgets, in line with forecasts by eMarketer.

Source: eMarketer

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

In 2020, round 4.8m videos under a minute in length had been uploaded to the Wistia platform, compared to simply 2m within the 1-3 minutes category, and only 795k within the 30-60 minutes category.

However, while the overall volume of lengthy-type videos being printed to Wistia remains to be low, the evidence suggests they’re gaining traction.

Over 5 years, the variety of lengthy-form videos (30-60 minutes) being created elevated by 446%, and people between 5 and 30 minutes elevated by 288%. Comparatively, quick movies that have been 0-1 minutes in length solely increased by 100.3%.

Source: Wistia

55. Google now shows video thumbnails in 26% of search outcomes

Another development we’ve seen over the previous couple of years is the increasing use of video content material inside Seo methods. Publishing video content can show you how to to rank for aggressive key phrases in the Google search results snippets.

This is a crucial Seo statistic for these of you who want to improve your organic search technique.

Source: BrightEdge

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

91% of them now really feel video is extra important for manufacturers, 74% of those affected say the pandemic has made them extra more likely to put money into video content, and 26% say it made them less possible.

Source: Wyzowl

Video advertising and marketing challenges

Most companies now utilize video advertising. However, those that don’t usually cite particular limitations and challenges. Listed here are some statistics that tell us more about those challenges.

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

Making a video takes much more time than writing a blog publish. For some businesses, the time investment required outweighs the benefits.

Source: Biteable

58. 37% of entrepreneurs assume making videos is too expensive

There are costs involved in buying recording tools, editing movies, creating animations, and hiring voiceover artists and actors. It all shortly adds up!