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It’s probably no surprise to you that video is a pretty integral part of any successful marketing strategy. But just how well does video perform? We’ve put together 25 video marketing statistics to showcase how important this tactic is.
Let’s dive in to help you understand a bit more about why you should be incorporating video into your strategy.
Video marketing covers a wide range of content types and platforms, and marketers certainly have their pick of the litter on what video content they want to create.
What matters most is that your brand creates video at all.
Furthermore, of those marketers who are taking advantage of video marketing, 92% of them say it’s an important part of their strategy.
Part of this is because video creation is becoming more and more accessible. Marketing teams don’t need professional videographers with expensive video editing software to create short video clips anymore.
Especially with the rise in live streaming across various social networks, many types of marketing videos are very DIY.
In fact, 46% of marketers just started using video in 2019 because it’s becoming so much more affordable.
It’s no surprise, then, to learn that 70% of brands are creating more videos this year than they did last year.
But other than affordability and accessibility, what are the reasons that video has become so incredibly popular among both marketers and consumers?
The short answer is that it’s worth it.
The long answer is that 87% of marketers say video has increased website traffic, 43% say it results in fewer support calls, 88% say video gives them a positive ROI and 85% say video is an effective way to grab their audience’s attention online.
But if your brand is going to start creating video, where is the best place to start?
You might want to give it a try on popular video channels where you know your audience is, but it also might be smart to try out little-used platforms to see if you can get a competitive advantage.
Here’s a quick overview of the video channels most used by marketers.
And when it comes to going live on social media, it spans out a little differently. 54% of marketers actually don’t take advantage of live video at all even though it can be a great way to communicate directly with your audience.
Out of those using live video, 38% of use Facebook Live, 17% use Instagram Live and 8% use YouTube Live.
Don’t feel alone if you’re just starting your video marketing strategy, or if you plan to ramp up video production for your brand.
70% of businesses are creating more video content this year than they did last year, so you’ll fit right in.
We talked briefly about marketing channels that are most commonly used, but let’s dive a little bit deeper into these channels.
You’re here for hard facts, right? So let’s show you the proof of why these channels are most popular and why your brand might want to try them out as well.
We saw that YouTube is the most used video channel by marketers and, well, since YouTube is the second most popular website in the world, we can easily see the correlation there.
Not only that, but YouTube has more than 2 billion users worldwide – which is more than a quarter of the earth’s entire population. So there’s no doubt that you’ll find an audience on this video platform.
And with 1 billion hours of YouTube videos being watched every day, those users are notably active.
Let’s move onto the second most popular social media video channel – Facebook.
While Facebook only launched their Watch section, prioritizing video, back in 2017, video has grown rapidly on the platform (probably thanks to Facebook’s strategic algorithm changes favoring video content).
However, they’ve obviously done something right as Facebook gets a whopping 8 billion video views each day.
This massive number is partially due to the fact that Facebook offers a mix of longer informational videos – a lot of what you’ll find on YouTube – and short, easy-to-digest video content.
And while only 12% of marketers are taking advantage of Twitter, that’s also not a platform you want to discount. There are over 2 billion video views on Twitter every day, so sharing your video content on your profile could have a great ROI.
Speaking of ROI, the return on video content is absolutely worth it, especially with how little the investment can be.
91% of marketers state that they’re satisfied with the ROI of their social media video marketing, which speaks volumes about how well video content must perform.
Furthermore, 93% of brands say they’ve gotten a new customer due to a video they shared on social media.
Bottom line – want more customers? Create more videos.
Now let’s dive into the good stuff. We’ve covered some top-level statistics about video marketing and the platforms you might choose to share video content on.
But now we want to talk about how consumers actually feel about video content and if it actually works.
(Spoiler alert – it does.)
Starting with a big statistic, 84% of consumers say they’ve bought a product or service after watching a brand’s video.
So if you put together a video presentation, for example, and all it takes is a bit of time and the monthly cost of your video tool, then you start to see purchases coming in specifically because of your video, that’s a pretty impressive ROI.
And while there are several types of videos you should consider creating, one of the most important is explainer videos.
That’s because 96% of consumers have watched explainer videos to learn more about a product or service before deciding whether or not to make a purchase or sign up.
Plus, out of all of the ways to learn about new products and services, 66% of people prefer to watch a short video explaining how it works.
As a matter of fact, 54% of people watch YouTube videos specifically to help them solve a problem – what a perfect way to get your product or service in front of potential customers.
Video content is enticing as well. While it’s an essential strategy to use videos on your website, when you also share them on accessible platforms like Facebook and YouTube, people can easily send them to friends and colleagues.
With that in mind, people are actually twice as likely to share video content with their friends than any other type of content, including graphics, photos, blog posts and the like.
A lot of this, though, is because these platforms make it so easy to share videos on their mobile apps. And when it comes to YouTube usage, over 70% of their videos are consumed on mobile devices versus the desktop app.
However, whether it’s on mobile or desktop computers, viewers are watching an average of 6 hours and 48 minutes of online video content each week.
Video watching trends even lean way more towards online video than they do to TV shows and movies.
In a recent survey, Google found that 6 out of 10 people would much rather watch online videos than they would television. Sorry Netflix – looks like branded online video content is king.
Are you starting to get convinced? If so, we recommend that you start small. Create a couple of basic explainer videos.
After all, videos shorter than two minutes actually generate the most engagement from viewers, so bite-sized video is key – as long as it works for your needs.
Videos like explainer videos or tutorials should always be around one or two minutes, but a longer, more educational video – not unlike our Make Information Beautiful series – might be a bit longer.
Which is absolutely okay! Your videos will still get a great response from your audience.
And if you’re still on the fence, let me leave you with this – 86% of consumers would like to see more video content from brands. So if you haven’t gotten started with video marketing, there’s definitely space for you out there.
Ready to launch your video marketing strategy? Let these video marketing statistics guide you so you know where to publish your video content and what kind of videos to create.
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