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Video Marketing Statistics – 2023

Last updated: 07.01.2023
Author: Branka

Millennials and Gen Z have grown up with the likes of YouTube, Twitch, and Netflix and use them for both information and entertainment. Videos are now fully integrated into all social media and it’s only a matter of time before they become the main content for attracting customers. That’s why we prepared a list of eye-opening video marketing statistics that will hopefully give you some good ideas for your brand’s digital marketing strategy and will ultimately help you generate profit.

Video Marketing Statistics (Editor’s Picks) 

  • Video marketing is a lead generation channel for 66% of marketers. (Oberlo)
  • 95% of marketers plan to spend more money on videos. (HubSpot)
  • 68% of consumers would rather watch a video to learn about a new product. (Wyzowl)
  • Explainer videos are used by 82% of B2B marketers. (Renderforest)
  • 30% of posts by Instagram accounts with more than 10 million followers are videos. (Statista)
  • Instagram reports an 80% increase in time users spend watching videos. (Instagram)

Video Marketing Stats Rundown

1. 85% of US internet users love watching online videos on any of their devices.

It seems that videos are everyone’s cup of tea. 25-34-year-olds, however, hold the record as the group that watches most videos online. Compared to females, adult males’ fondness of watching online videos is 40% higher. Online video trends also reveal internet users in Saudi Arabia and Turkey are the #1 fans of online video content with a whopping 95% watching videos on any device. 


2. Stats about video marketing confirm 85% of marketers use video as a tool. 

A total of 92% of marketers meanwhile have listed videos as a vital part of their strategy. In 2016, a little over half of marketers (61%) used videos as a tool. Within two years this percentage increased to 81% and as it seems, will continue to grow. 


3. Video marketing is a lead generation channel for 66% of marketers.

Lead generation, brand awareness, and new customers are all courtesy of video marketing as shown by the latest video marketing trends. Why? Because interactive visuals shown on videos educate customers on the company’s product/service. Because videos will scale your brand awareness by 54%. And because 93% of marketers say video marketing lands them fresh customers.


4. Over half of consumers want to see more videos of their favorite brand. 

More videos of a business or brand they love and support. This was the answer provided by 54% of consumers when asked what type of video content they would like to see more of. The latest video marketing facts show that consumers tend to skip audio and written content and pay more attention to video content. 


5.  88% of video marketers see positive video marketing ROI.

In 2015, when asked whether videos offer positive ROI, only 33% of marketers said yes. A year later, another research on the state of video marketing showed an incredible jump to 76% in the number of marketers believing video marketing pays off big time. Since 2016, stats on video marketing have been constantly pointing to a growing trend in the percentage of marketers who trust the ROI videos bring to their marketing efforts and by 2020, it reached 88%.


6. You can increase your user engagement by 88% with videos.

Instead of attempting to engage your viewers with words, make them watch something worth their while. A viewer spends an average of 3 minutes on a website that contains a video. And video engagement statistics indicate the majority of viewers can barely spend a minute on a website with none. 

(Oberlo, MarketingSherpa)

7. Adding a video to your campaign can boost your conversion rates.

Recent studies show that 80% of video consumers are able to recall the specifics of a video that they’ve seen within the last 30 days. So if you want to present your marketing ideas in a way that no image can dare to match, use video. Stats about video marketing and SEO show that campaigns that include videos show a 34% increase in conversion rates.  

(Unbounce, 50wheel)

8. Nearly 60% of marketers use live video as part of their video marketing strategy.

It is not just pre-recorded and edited footage, live videos too work their charm on consumers. The latest video marketing industry trends indicate that going live is the new tactic used by 57% of marketers. Consumers, as live video statistics show, find such videos particularly enticing because they provide a unique opportunity for them to see how the person promoting the product or service feels about the brand. Plus, live video trends further show streaming live events is a great way of developing brand awareness.


9. 95% of marketers plan to spend more money on videos.  

Video marketing statistics reveal a staggering 99% of marketers will continue to rely on videos as a means to increase leads, engagement, and fulfill their marketing targets. And with 95% planning to increase the spending on videos or maintain it at the same level throughout 2020, the percentage is likely to continue to grow in the years to come. 


10. 94% of video marketers rely on videos to improve user understanding of their products or services. 

Seeing is believing and videos create believers. Facts about video marketing indicate that when people watch something, they understand it better. 96% of people, therefore, learned more about a product or service after they watched an explainer video. The percentage is almost the same as the number of marketers (94%) who claim videos are an awesome way for them to spread the word and increase user understanding of the goods they are promoting. 


11. At 44%, informative videos receive the highest online engagement.

Most businesses use videos either on their landing page or as part of their marketing campaign. But video engagement stats show informative videos are potentially most efficient as they tend to engage 44% of prospects. With 37%, entertaining videos are ranked second while promotional videos get as little as 19%. 


12. 17% of marketers that do not use video say they don’t feel the need to.

Another 17% non-video marketers, according to the latest video marketing facts, complain they do not use it because they don’t know where to start. Then, 20% simply don’t have the money to start investing, while another 13% reveal they have no funding problem but lack time to invest in building a video marketing strategy. In the meantime, 43% of marketers that actually find the time and money to invest in videos, say the number of support calls has dropped significantly since they’ve started using them.


13. 68% of consumers would rather watch a video to learn about a new product. 

People would rather watch a video than read. Video marketing statistics further show that 96% of consumers prefer to watch unboxing or informative videos to get familiarized with a product. Then, 79% of respondents say they would definitely buy an app or a software product of a specific brand, after watching a video.


14. Video content can deliver 300% more traffic and nurture leads.

If you are a marketer trying to sell a complex concept to consumers, video is the way to go, as indicated by video production trends. Surveys from businesses working with video production companies show that content marketing with video will spike your website traffic by 200% to a staggering 300% per month. And we are talking about unique visitors. Plus, videos produce 100% longer average time-on-site per visitor.


B2B Video Marketing Statistics

15. Video marketing is used by 71% of B2B marketers. 

B2C marketers don’t fall behind either, according to what latest stats about B2C and B2B video marketing reveal. The fact is, more than half or 66% claim they use video marketing. Videos used by B2C marketers put emphasis on the usefulness of the content watched. These are usually demos or how-to videos. 


16. Explainer videos are used by 82% of B2B marketers. 

The latest video marketing stats indicate 8 out of 10 B2B marketers prefer to use short videos where they explain a company’s product or service. Ideally, they place these videos on landing pages or on the site’s home page. Explainer videos are the #1 choice for 62% of video marketers as well but they are also fans of presentation videos (43%) and demos (33%).


17. Nearly 60% of B2Bs use logo animation in their videos.

There is nothing more powerful than presenting a company logo with animated elements. Stats about video marketing reveal that 58% of B2Bs rely on animated videos to bring their logo to life in an engaging way. Syncing sound effects and subtle music with the animations, for a more dynamic intro, can work wonders too. 


18. 73% of B2B marketers believe videos deliver positive ROI.

B2B video marketing, as agency and management professionals confirm, positively impacts marketing results, according to statistics on video marketing. A massive 73% of B2B professionals firmly believe in video marketing ROI and its positive impact on their marketing efforts. For B2B brands and companies, a video is not just a medium for lead generation and communication, but a means to reach satisfactory ROI.


19. Videos are ranked third on the list of marketing and sales strategies B2B marketers want to explore in 2020.

Personalization (47%) and account-based marketing (42%) are the top priority for B2Bs. B2B video marketing trends, however, show that two-fifths (41%) of B2B marketing professionals have set 2020 as the year they would try dedicating more time and resources to producing exciting videos. And since video marketing strategy development was flagged as one of the priorities for B2Bs for this year, chances are marketers that have yet to incorporate it into their arsenal, will do so in 2021. 


Social Media Video Statistics

20. Instagram reports an 80% increase in time spent watching videos.

Instagram video content statistics show a massive 60% of people discover new products on Instagram. Also, at least 200 million users visit a business profile on a daily basis. Developing and actively engaging your customers on your Instagram Business profile by providing them with relevant content is something you might want to consider as the platform has already reported that users are now spending much more time watching videos.  


21. 75% of all Facebook mobile traffic is projected to be video in 2020. 

We remember that Facebook was popular because of messaging, sharing some articles, or playing Farmville, but that’s all in the past now. Social media video stats show that video is the future for this platform. Whether to inform or entertain ourselves, we will be spending even more time watching videos on the social network, which is likely to result in some pretty interesting facts and figures in the future once marketers catch up with that trend.


22. Twitter has more than 2 billion video views daily.

Twitter states that video is their quickest-growing ad tool. Maybe marketers have started investing more in that field because video statistics confirm there are more than 2 billion video views on Twitter. Also, promoted videos reduce the cost per engagement. What this means is that if marketers run an ad without a video, they will spend more money on a post ad than a video ad. 


23. Facebook videos have more than 8 billion views each day.

Not even YouTube has hit those numbers yet. Whether Facebook will dethrone YouTube in the amount of content streamed per second, we’ll know in just a couple of years. Online video consumption statistics reveal that over 80% of Facebook users have their sound turned off by default while watching a video. This suggests that the focus should be on delivering an alluring visual message composed of captions, activity, and logos.

(The Verge, Digiday)

24. Video Website Cards have 2X higher clickthrough-rates than a normal video.

Video Website Cards on Twitter helps your audience to get to your site, as confirmed by video content marketing stats. Twitter further claims that the tool doubles the click-through-rate compared to a normal video ad. Plus, they also increase user retention for more than 50%, because the user still watches the video while the website loads.


25. 30% of all the posts made by Instagram accounts with more than 10 million followers are videos. 

Videos are the future of Instagram, which is arguably the fastest-growing mobile social media app with more than a billion active monthly users in 2019. In the same year, 30% of all posts made by influencers with 10 million followers or more were videos, according to Instagram video statistics. The video format (whether 30-second video or IGTV) is slowly but surely becoming the platform’s main content type. 


26. Video ads have been Twitter’s highest revenue-generating ad format since 2016. 

Making money from video ads for Twitter is nothing new. Since 2016, video ads have become the platform’s highest revenue-generating ad format. In Q4 2019, more than half of Twitter’s revenue, as video advertising stats confirm, came from video ads paid for by corporate clients.


Wrapping It Up

We have come to a point where some methods in digital marketing have become overused and obsolete, at the expense of others, video marketing included. That said, while online videos may be the future of digital marketing, without data, no business can develop a successful strategy. That’s where video marketing statistics come in — they give you some fun, yet useful insight that you can apply to build a stronger digital strategy.

Sources: Oberlo, HubSpot, MarketingSherpa, Unbounce, 50wheel, Aumcore, LemonLight, Renderforest, Wyzowl, Wyzowl, OptinMonster, Biteable, MarketingCharts, Instagram, Facebook, Twitter, The Verge, Digiday, Statista, Statista, Reuters

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