Some statistics about video content on the internet
By telling a story through video marketing, you have the power to connect with your audience on a much deeper level.
This can ultimately help you generate brand awareness, provide value, and direct more traffic back to your website. And yes, it can even assist you in landing conversions as well.
However, producing video content can be costly when you consider the time, effort, and equipment that’s involved – whether that’s working with a video marketing agency or doing it in-house. For that reason, many brands are hesitant to jump on board.
If you’re on the fence about whether or not it’s worth the investment for your brand, this post is for you.
We’ve compiled some video marketing statistics that highlight how effective it’s been for other businesses so you can see how valuable it can be to your online presence.
Top Video Marketing Statistics
The right time to create video content is now. And no, you don’t have to be a pro with the camera in order to get started. These statistics show just how popular video marketing currently is and that it shows no signs of slowing down any time soon.
In 2020, There Were Over 3 Billion Internet Users Consuming Video Content
According to data collected by Statista, there were over three billion internet users watching streaming or downloaded video at least once per month in 2020. This number is projected to increase annually, ultimately reaching nearly 3.5 billion by 2023. In the U.S. alone, there were approximately 244.4 million video viewers in 2020.
Online Videos Have an Audience Reach of 92% Worldwide
In 2021, it was reported that online videos had an audience reach of 92% among internet users worldwide. The most popular types of videos during this timeframe were: music videos, comedies and viral videos, and tutorial or how-to videos.
Video Marketing for Business Statistics
Finally, let’s dive into a couple of video marketing for business statistics that show why video is a great move for any business. Although video requires time and financial commitment from businesses they chose to invest in it, the return will likely provide tremendous benefits.
Videos Are a Favourite Among Consumers
To make it quite simple, consumers love video content. According to Animoto, 73% of consumers have been influenced by a brand’s social media presence when making purchasing decisions. So if a consumer loves your content, they’ll be more inclined to buy. All the more reason to create great videos!
71% of B2B Marketers Use Video Marketing, While 66% of B2C Do
Video marketing is popular with both B2B and B2C companies, as it’s a beneficial way to reach audiences of all demographics. According to data gathered by Content Marketing Institute in 2020, 71% of B2B marketers are using video marketing. 66% of B2C marketers are creating videos.
96% of People Turn to Videos to Learn More About a Product or Service
It turns out, a lot of people rely on videos to learn more about various products and services. 96% of people, in fact! That’s a good reason for brands to get on board with video marketing so they can have content ready and waiting should potential customers search for what they’re offering.
Wyzowl’s State of Video Marketing Survey is an annual report, now in its eighth iteration. Every year, we ask a range of questions — many of them the same from year-to-year — to evaluate how the video marketing landscape is changing and growing.
This time around, our survey was taken by a sample of 582 unique respondents (only around 7% of whom were Wyzowl customers) consisting of professional marketers and consumers.
The key findings …
86% of businesses use video as a marketing tool, holding steady from last year.
This is the high point in a general story of video usage growing which can be traced back to 2016 (the first time we asked this particular question in this way).
Also, 92% of marketers who use video say that it’s an important part of their marketing strategy.
Perhaps most strikingly, 87% of video marketers reported that video gives them a positive ROI — a world away from the lowly 33% who felt that way in 2015. This could well be attributed to greater understanding of how to use video, as well as how to track and quantify its impact.
Most marketers feel that video is a brilliant investment for lead generation. 86% of video marketers say video has been effective for generating leads, up another 2% from 2021 and up 5% since 2019.
81% of marketers feel that video has a direct, positive impact on sales.
To Sum Up
The rise of video as a marketing tool seems inexorable.
Nearly nine out of ten people report wanting to see more videos from brands in 2021, making video an excellent tool for lead generation and brand awareness.
In many ways, with people spending more time at home – working remotely – the demand (and consumption) of video has accelerated.
Video looks set to continue its ten-year overnight success story into the coming decade. These stats paint a picture of a media type that’s almost universally popular among both marketers and their audiences, helping achieve a number of incredibly important goals.
The HubSpot Blog surveyed 550 marketers to learn about the latest video trends. The most recent data shows that video content isn’t just effective — the demand for it is growing at an impressively rapid pace. Here are the key video marketing statistics you should keep in mind to inform your strategy.
General Video Marketing Stats
36% of marketers say the primary goal of their company’s video marketing efforts is to increase brand awareness and reach new audiences.
88% of companies surveyed have a team dedicated to creating video content, and 45% of companies with dedicated video support have a team of two to five people.
81% of marketers say their primary company has a budget specifically for video marketing, and 52% of marketers said their video marketing budget remained the same for 2022.
42% of marketers surveyed say creating video content through an outside agency has resulted in better videos.
When asked what the biggest benefit of working with an agency to create video content is, 68% of marketers point to higher-quality videos that look more professional.
38% of marketers say pre-production (ideation, writing the script, and casting) is the most time-consuming part of the video creation process.
74% of companies optimize videos for silent auto-play.
31% of brands publish two to four videos per month.
29% of companies started prioritizing video marketing in 2019.
Video Marketing Performance Stats
According to marketers the top three most important factors for creating effective video content are capturing viewers’ attention in the first few seconds (36%), effectively promoting videos (36%), and keeping videos concise (33%).
The most effective video promotion strategies according to marketers are promoting videos on social media platforms (63%), adding videos to the company website or blog, optimizing the title and description for SEO, and running paid ads for videos (47%).
59% of marketers found video marketing to be somewhat effective for reaching their company’s overall business goals.
47% of marketers say video marketing is moderately important to the overall marketing strategy at their company.
55% of marketers claim video marketing has an average ROI, and 41% of marketers report video marketing having a high ROI.
32% of marketers found the most effective way to generate leads from marketing videos is to place links to landing pages on social media video ads.
The top metrics marketers use when measuring video content performance are view count (44%), watch time (43%), and engagement (41%).
40% of marketers claim the biggest benefit of creating video content is to help customers understand its products and services. 36% of marketers say the biggest benefit of video content is that it gets more engagement than other types of marketing.
59% of marketers have created a video that has gone viral.
According to marketers, the most important factors in creating a viral video are making relatable content (28%), keeping videos short (27%), and capturing viewers’ attention in the first few seconds (26%).
Find links to other statistics on video marketing below
