Video Marketing Statistics: Platforms, Consumption, COVID-19

Posted by Elma Mrkonjić
video marketing statistics

Video marketing is one of the most effective ways to promote a brand and generate new leads. Whether you’re a small business owner or have a large firm, video is essential for any good marketing strategy.

The following video marketing statistics to know for 2021 will provide you with an excellent insight into video marketing and show you why you should invest in it. Moreover, we will cover some of the latest trends and show you how other companies are already using video to their advantage. The reality is that you’re already falling behind if you’re not creating videos to showcase your products or services. 

Top Video Marketing Statistics | Editor’s Choice

  • Around 86% of video marketers claim that video has increased traffic to their websites.
  • 66% of B2C marketers use video marketing.
  • One or two videos per month is a go-to number for 37% of small business owners.
  • 42% of video marketers haven’t been affected by COVID-19.
  • People watch around 18 hours of online video in a single week.
  • Approximately 80% of surveyed consumers would watch an entire video if captions were available.
  • 87% of video marketers have reported using YouTube for marketing in 2021.
  • Video marketing on social media platforms yields good results and positive ROI for 91% of video marketers.

What Is Video Marketing?

As the name suggests, video marketing is the process of using video to promote a brand, product, or service. Video marketing works similar to other types of marketing and involves implementing one or more videos in a marketing campaign.

Many businesses have already reported a positive ROI from video marketing. This strategy can be used to help generate leads, increase sales, and improve brand awareness.

General Video Marketing Statistics

The usage of video in marketing has significantly increased in the past several years. Today, it feels like video marketing is essential for any successful marketing campaign.

Check out the following statistics and find out how many marketers already use video to promote products or services and how beneficial it is. 

1. Approximately 86% of businesses use video as a marketing tool.

According to the latest video marketing stats from Wyzowl, the number of businesses that use video as a marketing tool has increased by 41% since 2016, when only 61% of marketers reported using video for marketing purposes. The number gradually increased to 81% in 2018 and 85% in 2020.

2. Around 24% of marketers started using video for the very first time in 2020.

Of that number, 51% agreed that it became way easier to create videos in-house, while 47% said that video was necessary because of new challenges, like the pandemic.

Additionally, the latest video marketing facts revealed that video was more convenient for 44% of marketers because it became more affordable. On the other hand, 19% of marketers who started using video in 2020 said it was easier to calculate ROI when using video, which motivated them more to invest in it.

3. Video has increased website traffic for 86% of video marketers.

Even though this is a 1% decrease compared to last year, statistics like these are an excellent testament to the power of video since they show that it’s undoubtedly one of the best approaches for marketers. 

Additionally, 83% of marketers claim that video has helped increase the time visitors spend on websites. That’s a 2% increase compared to 2020. 

4. Video has helped 84% of marketers generate leads. 

Video has proven beneficial for lead generation, marking a 1% increase in leads from 2020. Moreover, video conversion rates show that landing pages that contain a video have a 86% higher conversion rate

In fact, around 78% of marketers reported that video directly increased their sales. Furthermore, 84% of surveyed consumers said that watching a video convinced them to buy a product or a service from a brand.

5. Lack of time is the main issue for 55% of video marketers.

Video marketers also face other challenges, such as the lack of a strategic approach for 39% of them. Moreover, 33% of video marketers believe the cost of video production is too high. 

Additionally, the latest video marketing stats show that 32% of marketers don’t have enough team resources to dedicate to video marketing. Furthermore, 21% say their biggest challenge is poor results from previous campaigns.

6. Approximately 96% of people have watched an explainer video to learn more about a brand’s products.

In addition to helping businesses generate new leads and increase sales, explainer videos can also help businesses in many other ways. 

Namely, the latest video engagement stats show that around 43% of video marketers have reported a decreased number of support calls they receive because of explainer videos.

In other words, while explainer videos won’t directly increase your ROI, they allow businesses to allocate their resources better, making them as effective as other types of video.

7. Around 66% of B2C marketers use video marketing.

However, B2C marketers aren’t the only ones who use video to raise brand awareness. In fact, the newest B2B video marketing statistics from the Content Marketing Institute show that around 71% of B2B marketers use video for marketing and generating sales.

Video Marketing and Small Businesses

One of the biggest advantages of video marketing is that it’s accessible to virtually everyone, from large companies to small businesses. 

Granted, while a limited budget may affect the number of videos a business is able to create daily or weekly, some businesses have decided to circumvent the issue of a limited budget by making videos in-house.

The following video marketing trends and statistics will tell you more about the number of small businesses that already use video for marketing and give you a better insight into how often they make new videos.

8. Approximately 69% of surveyed small business marketers create videos for ongoing campaigns.

Of that number, nearly half of respondents (45%) have seen positive results after implementing video into their marketing strategies. In addition, 35% have noticed improvements but want better results.

Lastly, the latest video content statistics show that 13% of respondents haven’t noticed any changes, and 7% haven’t measured the impact of marketing videos.

impact of video marketing on small businesses

9. 72% of small business marketers create videos themselves.

It doesn’t come as a surprise that most small business owners don’t outsource video production but rather make videos themselves. Around 20% of them create videos alongside their team, while 5% hire an agency to make a video for them. Only 3% of small business owners have reported having an in-house video maker. 

10. The latest digital video advertising trends show that 37% of small business marketers create at least one or two videos a month.

In addition, 42% create two videos a week, while 5% of them make more than five videos a day. Furthermore, 93% of respondents spend anywhere between $0 to $1000 a month, while 7% spend between $1,000 and $10,000 on video production a month. 

11. Only 32% of small business marketers plan in advance how to add video content to their marketing funnels. 

According to the latest video content statistics for 2021, marketers use video marketing to raise awareness (72%), generate new sales (66%), and grow social media (64%). Surprisingly, only 31% of marketers use video marketing to boost SEO.

12. 31% of small business marketers don’t use videos in marketing because they don’t have a strategy. 

Additionally, 21% of small business marketers don’t use video because the cost of video production is too high. On the other side of the video advertising market, the latest blogging statistics reveal that the cost of video making is also why 90% of bloggers who add visual content to their blog posts prefer images. Moreover, only one in four bloggers add videos to their blog posts.

Other reasons why small business owners don’t include video in their marketing campaigns are lack of talent (29%), lack of time (26%), and lack of team resources (22%).

13. Around 42% of small business marketers said that training would encourage them to use video as a marketing tool.

Even though the latest statistics show that video improves lead generation and can even increase sales, there are many reasons marketers refrain from using video in their campaigns. 

Apart from training, other reasons that would motivate marketers to include video in their campaigns are success stories from businesses in their niche (31%) and a lower cost of video production (29%). Interestingly, 12% of them would use video for marketing if their managers and colleagues motivated them more. 

The Importance of Video Marketing During COVID-19

The pandemic has affected people and businesses on a global scale. However, while numerous businesses have suffered negative effects because of the pandemic, some industries haven’t been affected at all, while others have even thrived during the pandemic.

The following statistics show how the pandemic has affected video marketers and whether the number of businesses using video has increased or decreased during the pandemic. At the same time, we will show you how the pandemic has affected consumers and the time they spend watching videos.

14. According to the latest video content statistics, COVID-19 hasn’t affected 42% of video marketers.

Even though the pandemic has touched virtually everyone, nearly half of video marketers say that coronavirus hasn’t affected video marketing campaigns.

Furthermore, 23% of marketers have learned how to create videos for a lower price, while 16% have reported reusing old materials more. Only 15% of marketers have paused video production.

15. Around 40% of marketers say their video marketing plans have been affected by the pandemic.

Still, the pandemic hasn’t harmed all marketers. In fact, it has even helped businesses realize the importance of video marketing, which is why 74% of video marketers say that the pandemic has made them more likely to use video.

16. As a result of the pandemic, 91% of marketers think that video is now more important for brands than ever. 

This coincides with the latest data showing that 68% of consumers think that the pandemic has affected the amount of video content they consume. In fact, a whopping 96% of consumers have reported watching more videos during the lockdown.

Online Video Consumption Statistics

Making sure that your message reaches the right audience is essential for a good marketing campaign, which is why SEO goes hand in hand with digital marketing. 

In other words, the effectiveness of your video marketing campaign will depend on whether your blog, website or channel follows the latest SEO trends. Therefore, apps like SerpWatch can track your keyword ranking on YouTube and help with on-page SEO, among other things. 

At the same time, it’s important to know your target audience. That’s why we’ve prepared several statistics to show you some of the latest consumer trends.

 

17. 69% of consumers prefer watching a short video to learn about a product or service.

In fact, the latest digital marketing trends show that 52% of consumers are more confident in their purchases thanks to product videos. In addition, the latest video consumption trends for 2021 show that only 18% of consumers prefer a text-based article, website, or post, and 4% prefer an infographic to a short video. 

Only 3% of consumers would rather download an ebook or a manual, while only 2% would enjoy a sales call or demo instead of a short video. 

18. Consumers watch around 18 hours of online video per week.

This marks a two-hour increase compared to 2020 and a staggering 7.5-hour increase per week in the last three years. Additionally, the latest live video statistics show that around 80% of consumers would rather watch a video than read a blog, so it shouldn’t come as a surprise that the time people spend watching videos each day increased from 1.5 hours in 2018 to 2.5 hours in 2021.

19. Around 80% of consumers are likely to watch an entire video if it has captions.

The latest Facebook video stats from HubSpot show that a platform like Facebook has around 8 billion daily video views, so knowing how to create an engaging video should be essential for every video marketer. The research shows that captions can significantly increase the time a user spends watching videos since 92% of consumers prefer watching videos with the sound off.

Furthermore, 37% of consumers say that captions make a video more interesting, encouraging them to turn the sound on. Another 29% say that it’s easier to understand the video if captions are available.

20. Captions increase ad recall by 8%.

Additionally, the latest video attention span statistics show that captions increase ad memory quality by 10% and improve brand linkage by 13%. However, the same report found that using both captions and brand logos in videos can have an adverse effect on consumers and results in a 12% decrease in ad memory.

21. Around 66% of consumers prefer watching video content on their mobile phones.

The average mobile phone user spends around four hours per day on their smartphone. In addition, Facebook’s mobile video advertising research has shown that people are 1.5 more likely to watch a video on their phone than on a computer. For that reason, it’s important to make sure that your video content is optimized for various devices.

22. Only 1% of consumers said they watched ads during the pandemic.

In other words, marketers should make sure to create engaging videos rather than focus solely on promoting their brand. In fact, according to social media video statistics, while 59% of consumers decided to watch entertaining videos amid the pandemic, 26% opted for informational and educational content. Additionally, 9% of consumers decided to watch videos with relatable stories, and 5% watched content that offered support.

There’s a close link between social media platforms and SEO, which is just one of the reasons why marketers are active on social media. When it comes to video, in particular, the latest YouTube video statistics show that YouTube is undoubtedly the most popular platform for video marketers. 

Apart from YouTube, marketers often use platforms like Facebook, Twitter, Instagram, as well as new and emerging platforms like TikTok.

We’ve prepared a few statistics to show you which platforms marketers use most often and whether they consider their marketing campaigns successful based on the platform they use.

video marketing on social media

23. Approximately 87% of video marketers have used YouTube in 2021.

YouTube is widely regarded as the best platform for video marketing. Based on the latest YouTube demographics, the platform has more than 2.3 billion monthly users. It’s an ideal place for marketers to raise brand awareness and generate new leads, which is just one of the reasons the number of marketers who use YouTube for video marketing has increased by 2% since 2020.

24. Around 87% of video marketers report positive ROI from YouTube.

This marks a small increase of 4% compared to last year. Alongside YouTube, marketers report that webinars were extremely successful in 2020. Namely, in 2019, only 46% of marketers used webinars as a marketing tool as opposed to 62% in 2020. Furthermore, 91% of those marketers reported that webinars were successful, noting a 10% increase compared to 2019.

25. With 63%, video ads are the most commonly used video content type in marketing.

Based on the newest YouTube advertising rate, an ad on YouTube will cost you anywhere between $0.10 and $0.30 per view. However, ads are extremely effective, and the latest PPC statistics show that video ads are clicked 73% more than display banners. Apart from video ads, 54% of marketers create videos about their company to increase brand awareness.

Additionally, nearly half (47%) of marketers create how-to videos, and 25% of them create Q&A videos. Some other popular video types include product tours, customer testimonials, live shows, educational webinars, and more.

26. The majority of marketers (91%) report positive ROI from videos on social media.

In fact, 93% of brands managed to get a new customer because of a video they posted on social media channels. Additionally, around 90% of brands post at least one video per week on YouTube. As far as other platforms go, around 64% of businesses said they acquired a new client in the past because of a video on Facebook, while 79% said the same for a video posted on Instagram.

27. Social media statistics show that 20% of marketers used TikTok for video marketing in 2020.

2020 was a big year for TikTok since the platform boomed in popularity. Naturally, many marketers managed to take advantage of the platform’s popularity—the number of marketers using TikTok went from 10% in 2019 to 20% in 2020. Unfortunately, only 67% had successful campaigns. 

28. Around 35% of Snapchat users send Snaps about products they want to purchase.

According to the latest Snapchat advertising statistics, Snapchatters are 60% more likely to make impulse purchases, and 20% of them are likely to purchase on their phone. At the same time, 35% of Snapchatters send Snaps of products they are interested in buying, while 39% often ask friends about a purchase.

29. In 2020, 18.3% of US adults made a purchase via Facebook.

While YouTube dominates the pre-recorded video scene, Facebook is an excellent place for influencer marketing. In fact, Facebook Live videos have six times higher engagement than standard videos. 

Furthermore, the latest Facebook Live stats show that Facebook Live viewership increased by 50% in 2020.

30. 58% of people get more interested in a product or a brand after seeing it in Stories.

Even though Instagram is a platform predominately designed for images, more than 500 million people use Instagram stories daily. 

Not only that, but the latest Instagram video stats show that 50% of them have visited a website and made a purchase after seeing a product or service in Stories. Furthermore, Stories have a 86% completion rate, which is a small increase from 85% in 2019.

31. YouTube is the second most popular website in the world, right after Google.

Not only that, but YouTube is also the second most used search engine. This means that YouTube SEO is just as important for video marketers as website optimization. 

Therefore, it’s important to know various factors such as the average YouTube video length, which depends on a target audience, channel type, and much more.

Of course, figuring out what works best takes time. Therefore, various tools like YouTube analytics or apps like SerpWatch that track YouTube keywords are an excellent starting point for marketers who wish to create engaging video content on YouTube. 

Video Marketing Statistics | The Takeaway

Over the past several years, the number of marketers who use video in their campaigns has increased significantly. Additionally, the latest data shows that video will make up an even bigger part of the entire web’s traffic, making it an integral part of every digital marketing strategy.

In today’s time, there are numerous benefits of using video, such as the potential to generate new leads and increase sales, improve traffic to your website, and more. At the same time, video can help you effectively engage consumers and promote your brand in an entertaining way.

Of course, as is the case with all types of marketing, research plays a big part. Therefore, it’s extremely important to learn more about your target audience and create a strategy that works best for your business.

Frequently Asked Questions | FAQ

How many videos are uploaded to YouTube every day?

According to the latest data, approximately 500 hours of video are uploaded to YouTube every minute, which is around 720,000 hours of content every day. If we take into consideration that the average length of a YouTube video is around 11 minutes, we can assume that users upload around 3.9 million videos in a single day. 

Why use video marketing?

There are numerous reasons to use video for marketing. For starters, videos are an excellent way to explain your product or service in detail. Furthermore, many marketers (91%) have already reported that videos from social media give them great ROI. Additionally, video marketing can help generate new leads, build trust, and engage consumers.

How effective are marketing videos?

Based on the latest statistics, video has helped increase website traffic for 86% of video marketers. In addition, 69% of consumers prefer watching videos to learn about a product or a service. By comparison, the next best thing consumers would use to learn about a brand are text-based articles, with only 18% of consumers preferring them to videos. 

Of course, the effectiveness of a video greatly depends on the quality. For example, statistics show that videos with captions perform better as they increase ad recall by 8%, ad memory quality by 10%, and brand linkage by 13%.

What percentage of web traffic is video?

According to the latest statistics, approximately 81% of the entire web traffic is video. This represents a significant increase from 2016 when around 72% of all web traffic was video. Additionally, the newest data indicates that online videos will make up more than 82% of all web traffic by 2022.

Do videos increase sales?

Yes, videos can help businesses increase sales. In fact, data shows that 84% of marketers generate new leads thanks to video marketing, which is also a 1% increase compared to 2020. Furthermore, 78% of surveyed video marketers confirm that video helps increase sales. In addition, 84% of surveyed consumers bought a product after viewing a video, according to the latest video marketing statistics

Sources: 3PlayMedia, Animoto, Business of Apps, Content Marketing Institute, Content Marketing Institute, eMarketer, Facebook, Facebook, HootSuite, HootSuite, HootSuite, HootSuite, HubSpot, MotionCue, Next TV, Wave, Wyzowl

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