47 Video Marketing Statistics You Can’t Ignore in 2022

Updated Dec 2, 2022.
video-marketing-statistics

As technology continues to evolve, so too does the way businesses market themselves. No longer are businesses limited to print advertisements and television commercials; they can now reach their target audiences through various digital channels, including social media, email, and, most notably, video.

Video marketing is the most effective way to connect with your target audience and promote your business. In fact, the latest video marketing statistics show videos to be more effective than any other form of marketing tool or tactic.

But will the effort be worthwhile with so many businesses jumping into this trend?

The short answer is YES, as it’s proven to be the best way to promote products or services and boost your bottom line. But don't just take our word for it. Check out these video marketing industry stats that prove just how powerful video can be:

Key Video Marketing Statistics

  • More than 50% of global internet traffic is now video.
  • In 26% of search results, Google now displays more video thumbnails.
  • 81% of marketers say video has helped them increase sales.
  • Most consumers (80%) prefer watching a video to reading text when researching goods and services.
  • Most marketers invest up to $1,000 on each marketing video.

General Video Marketing Statistics

1. 50% of brands using video marketing today also used it last year.

(Biteable, Wyzowl)

This stat also indicates that 50% of video marketers began using video recently, demonstrating how swiftly video marketing is gaining popularity.

According to a separate Wyzowl report, 24% of marketers only started using online videos in 2020. Of those, 51% said they joined the trend because creating videos had gotten simpler because of their video editing software, while 47% said it was a means to address fresh concerns like the pandemic.

94% of video marketers plan to use video in their campaigns. This statistic demonstrates that the recent surge in popularity of video marketing isn't just a passing trend. The great majority of marketers anticipate using video for a very long time.

When did you start using vedio in your marketing
Source: Biteable

2. Ads are the earliest form of video marketing.

(Statista)

These short videos are like brief presentations that feature your service or product. Although advertisers are moving to digital video, TV advertising is still a booming sector. By 2025, US television advertising revenues will exceed $75 billion.

3. Our emotions are affected more by seeing a review than by reading one.

(Forbes)

Our emotions are also affected by consuming video content. It's one thing to read a customer's review, and it's another to watch it. Online videos can engage internet users differently, increasing the probability of purchasing. Reviews are most effective in the technology and beauty industry, especially when featured in popular video blogs.

Studies have shown that the best review form is a video review taken in an interview-style format. You briefly question the consumer about the product from behind the camera. The most crucial aspect of video interviews or testimonials is that they must seem authentic. For best results, you can combine them with a live video.

4. 86% of businesses use video marketing.

(Small Business Trends)

That represents the proportion of companies that employed a video marketing strategy in 2021. It was at 85% in 2020 and 87% in 2019 and had since been hovering around that same range. However, it has significantly increased from 61% in 2016.

Although investing in creating video content demands you to maintain video spend and time, the ROI can be enormous.

5. 90% of consumers watch videos on their mobile devices.

(Think With Google)

That’s probably due to how easily we can search for and consume content on our mobile devices whenever we want. In 2012 the change to a mobile-first approach started and had since spread.

According to one poll, 68% of customers watch video content on their mobile devices, up 2% from the previous year. This first change, together with the emergence of social media, paved the way for the recent explosion in online video consumption. In actuality, 59% of users spend at least 25% of their time watching online videos.

Quick and easy video marketing statistics from Google show that mobile optimization is critical for companies developing an online presence. People will lose interest and divert their attention if your presentation is not mobile-friendly.

Top marketers are already taking advantage of the mobile-first environment. Statista estimates that global spending on mobile advertising in 2021 will reach a record $288 billion.

According to the most recent video, stats show that spending will amount to $413 billion by 2024. Make mobile content optimization your first goal to make your brand’s video more watchable if you haven't already done so.

6. Many people (exactly 96% of them) use videos to learn more about a particular good or service.

(Wyzowl)

Google claims that videos impact internet users by serving as a reminder of the items they still need to buy, giving them the knowledge and assurance to make purchases, and serving as a source of product reviews.

If giants like Google can say videos are “indispensable,” you know adding them to your digital marketing strategy is a step in the right direction. Consumers are gravitating toward video more and more. Video vs. written content statistics shows that this has been the case for 50 years in some capacity.

Top Online Vedio Qualities for Consumer's Decision Making
Source: SmartInsights

Video Marketing Statistics for Marketers

7. Many content marketers believe their content strategy isn't making the most of video.

(Hubspot)

These video marketing statistics demonstrate the usefulness of creating more videos, yet many marketers still have difficulties producing this content.

Statista ran a survey with a group of content marketers headquartered in the US who optimized their video creation process to find out their top video issues. The results of that survey are as follows.

  • According to 43% of respondents, there was a lack of in-house expertise (filming, editing, etc.).
  • Additionally, 40% of respondents cited a lack of funding for video production as their top obstacle to using video for marketing.

It should be no surprise that many companies are beginning to incorporate video content into their digital marketing strategies, given the rise in demand for this marketing tool since video content can offer marketing professionals opportunities.

According to the latest video marketing statistics, 86% of marketing professionals utilize videos as a marketing tool. These marketing experts believe that video content has the potential to help them expand their businesses.

Most (78%) claim that videos have directly increased sales, while 86% of marketers say video has increased website traffic.

8. Video marketers receive 66% more qualified leads each year.

(OptinMonster)

Additionally, according to video marketing statistics from Optinmonster, brand recognition has increased by 54% because of a brand’s video.

93% of marketers also claim that a social media video has helped them gain a new client. Tour businesses can now get quality leads easily thanks to video's quality education.

Customers not only develop a sense of trust in your business, but they can also learn more about what you sell through interactive images. These figures demonstrate that there’s no justification for doubting the advantages of video marketing for your business.

9. Videos reduce the number of customer calls.

(PostFunnel)

That’s according to 41% of respondents from a survey. This stat is important since it implies that product videos lower the price of product support.

Create a high-quality explainer video so clients who have already bought your product will watch it when there’s an issue. Let's face it: nobody likes to use technical assistance, so they try to avoid it as much as possible.

Owner's manuals and assembly instructions aren't always as helpful as we'd like them to be. Engaging video reduces the need for tech support calls, which reduces expenses and creates happy consumers – a win-win.

10. 78% of marketing experts claim that videos have boosted sales.

(Hubspot)

86% of marketing experts who responded to a poll said they used video as a marketing strategy. 78% of those marketers believed that videos directly impacted their company's sales. 86% of respondents claimed that videos increased website traffic.

This number has increased by 1% since last year. A fantastic tip to increase your website's organic traffic is publishing videos and using these SEO tools and techniques.

83% of marketers believe that videos have boosted the average time visitors spend on pages, which indicates to Google that people love what they see. Videos hold your attention longer than large blocks of text. As a result, integrating videos into your posts and pages can encourage your audience to stay on the page longer.

Marketers who've increased sales with video
Source: Wyzowl

11. 63% of marketers see video engagement as a success indicator.

(Hubspot)

It can be difficult to gauge the performance of marketing campaigns. To do that, 63% of marketers look at engagement metrics like comments, likes, and shares, while 58% view overall reach as the key performance indicator (KPI). It's interesting to note that only 29% used sales to gauge success.

12. 53% of marketers claim that videos are effective at raising awareness.

(Biteable)

In addition to increasing traffic, videos may be a terrific way to connect with a wide audience and increase brand recognition. 52% of marketers believe that video fosters customer/client trust. Video can be useful if one of your key marketing objectives is to increase brand trust.

94% of respondents believe that video has improved their clients' understanding of their brand. Several businesses use video to educate clients/customers about their goods or services. That is where product tutorials and how-to videos excel.

13. 88% of B2B marketers believe that producing high-quality videos helps to improve brand awareness.

(Content Marketing Institute)

According to video marketing stats from Content Marketing Institute, 65% of executives visit a company's website after seeing their YouTube video. 71% of B2B marketers utilize video in their campaigns, and 73% claim that it positively affects ROI.

The two forms of video material they produce frequently are storytelling and promotional. 71% of B2B marketers are adopting video marketing, according to research gathered by the Content Marketing Institute in 2021. 66% of B2C marketers produce videos.

14. Compared to other marketing strategies, videos result in a 49% faster increase in revenue.

(PostFunnel)

Videos are simple to recall and are frequently shared on social media. They are amusing, which is one reason why. People need regular amusement even when performing basic activities because they hate being bored.

Video Creation Statistics

15. 22% of video marketers say they produce a few videos each week.

(Biteable)

14% of them even make videos every day! Rather than outsourcing their video content, 37% of marketers create their own. Only 17% of videos are completely outsourced. and 58 of them use professional-level software to produce videos. Brands can now create video content more quickly, easily, and affordably thanks to professional video software.

16. 38% of marketers use their smartphones to create videos.

(Marketing Insider Group)

Interestingly, over a third of marketers generate films on their smartphones rather than on their computers. That merely serves to demonstrate how far smartphone technology has advanced. 48% of marketers use pre-made templates, whereas 35% always create videos from scratch.

17. Explainer videos make up about 73% of all marketing videos produced.

(Marketing Insider Group)

Due to this, marketers choose them over other video formats. Social videos (67%) are the second-most popular sort of video content, followed by presentation videos (51%).

Most Common Marketing Videos by Type
Source: Hubspot

Statistics on Online Video Marketing Costs

18. 60% of content marketers anticipate raising their digital video budgets next year.

(Statista)

Clearly, some content marketers are aware of the effectiveness of video marketing. Statista surveyed a group of content marketers in America who are already producing videos in August 2022. 24% said they intended to raise their budget by 9% to advance their video marketing.

19. The US spent $55.34 billion on video advertising in 2021.

(Forbes)

Video advertisements bring in billions of dollars annually and don't appear to be declining anytime soon. By the end of 2023, the figure's expected to rise to $78.5 billion.

By 2024, US marketers will spend 41.9% more on video marketing campaigns, according to video marketing statistics from Statista. From $10.18 billion in 2019 to $12.66 billion in 2024!

20. The Average Cost-Per-View for YouTube Ads is $0.01 to $0.030

(Leighton Interactive)

As 2.3 billion people use YouTube at least once a month globally, it’s one of the most popular channels for video advertisements. You'll need to pay about $2,000 to reach 100,000 views.

This video marketing statistics can give you an indication of what to anticipate, albeit this will vary depending on the style of advertisement and your industry:

21. Most marketers invest up to $1,000 on each video.

(Wistia)

There's no getting around the fact that you'll probably need to invest some cash upfront to get started with video marketing. If you're not going to record using your smartphone, you might want to spend money on equipment like a camera and microphone. The price of editing software or hiring an editor is another consideration.

Depending on how much you decide to spend, these costs will vary. The cost of making video material is often high. You should budget from $1000 to $10,000 to generate just ten videos. However, in 2021, most advertisers spent under $300 on video. 23% of marketers spent less than $300 last year.

Quarterly Video Marketing Budget
Source: Hubspot

Video Marketing ROI Statistics

22. 87% of marketers say that video offers a good return on investment (ROI).

(BrightEdge)

Naturally, the ROI is the deciding factor in whether or not video marketing is a profitable investment. As with anything in business, you want to ensure that the content you're putting out there produces results (traffic, engagement, conversions).

This statistic should persuade you to invest in video marketing. Surely not all advertisers could be wrong. More marketers believe videos have a higher ROI than still images. Any stationary visual material is called static imagery.

23. 68% of video marketers say that social videos have a higher ROI than Google Ads.

(Animoto)

That's correct; video content may offer even higher returns on investment than paid advertising.

Which Social Media Channels does Your Company See the Most ROI from
Source: Hubspot

24. 88% of video marketers say they are happy with the return on investment from their social media video marketing.

(Animoto)

Similarly, 80% of respondents indicated they were pleased with the return on investment (ROI) of the video adverts they had run on social media sites. It's a solid indication that something is worthwhile to explore if other companies are happy with the outcomes they've obtained.

Video statistics can verify numerous approaches to assess the ROI of video. You can attempt to retain current consumers, build brand awareness, or attract new ones.

However, marketing professionals have largely discovered that videos are worth the money they demand, regardless of the objectives of a specific campaign and the sorts of video content employed.

Instagram, YouTube, and Facebook are the platforms that marketers utilize the most to post social media marketing videos and video advertising. Tutorial or explainer videos, particularly, are well-liked by end users.

25. The video streaming market has grown by 55%.

(eMarketer, What's New In Publishing)

Video marketing statistics show that the global streaming market increased from $104.11 billion in 2020 to $161.37 billion in 2021.

26. 66% of marketers believe that voiceovers improve the performance of videos.

(Vimeo)

64% of them believe captioned videos perform better. With captions, viewers can follow the speech in your video even when the sound is off. Diversity in videos is very important, according to 65% of marketers.

Customers value diversity. Keep this in mind when making your video content if you want to present what you offer to your brand’s social media presence in the best possible light.

27. 34% of marketers post videos to social media channels in the afternoon.

(Meta)

Video posts on social media are most common in the afternoon, followed by the morning (22%) and evening (25%). Fewer than 2% of marketers upload videos at night on social media.

28. The highest conversion rates are produced using interactive components at the beginning of videos.

(Meta)

In the past five years, interactive components added to videos towards the very end have produced an average conversion rate of 8.7%, as opposed to 7.9% at the beginning and 3% in the middle.

That is only the 5-year average, though. Interactive video marketing statistics from 2021 alone offer a different story, though.

In 2020, interactive components positioned in the beginning appeared to be significantly more effective, resulting in a conversion rate of 12.7% as opposed to 6.8% when positioned at the end.

29. A short video typically has an engagement rate of around 50%.

(Wistia)

In particular, videos under one minute had an average engagement rate of 53.9%. The average was 50.3% for videos between one to three minutes long, while the average was 48.9% for ones three to five minutes long.

Engagement rates begin to decline significantly as we approach the five to thirty-minute point. Long-form videos (60 minutes or more) typically have an engagement rate of roughly 17%.

When watching videos, social media users appear to have a short attention span. The conclusion is to concentrate on short-form content to increase your engagement rates.

Average Engagement Loss by Vedio Length
Source: Wistia

30. A suitable length for a social media video is two minutes.

(Digiday)

Why two minutes? According to the latest video marketing stats, buyer attention spans typically last two minutes. Even if the study doesn't go into detail, a lot of it might be related to the kinds of online videos.

Customers will frequently watch a lengthier “commercial” or a video discussing a more sophisticated product or service to get the necessary information.

31. 82% of people hate it when you don’t optimize your videos for their devices.

(Digiday)

That means you should consider whether your video will be viewed more frequently horizontally or vertically. For instance, YouTube's full-screen option makes it ideal for horizontal videos. On the other hand, Instagram anticipates that everything will be played vertically.

YouTube Video Marketing Statistics

32. The second most popular video-sharing platform for posting videos is YouTube.

You may not be aware, but YouTube is also a search engine. Despite what many believe, the site is far more than just social networking. After all, even those who haven’t uploaded videos or merely watched videos have their own “YouTube channel” that may include a variety of video projects.

Because YouTube users may comment on, like, and subscribe to videos and other channels, it behaves much like a social network. Additionally, you may search for anything in the search bar to locate various videos on any topic you desire.

33. More than 2.5 billion people actively use YouTube.

(Google)

That’s a huge chunk of global internet traffic! At the start of 2022, only Facebook had more active users, suggesting that YouTube has an enormous market. Considering this stat, you may get an idea of how many individuals this is.

34. YouTube surpassed Facebook as the most effective medium for influencing customer behavior, but TikTok may soon overtake it.

(Hubspot)

Consumer behavior is shifting due to the power of video, the popularity of YouTube, a movement in demographics in online video consumption, and other factors. However, the viral video app – TikTok may unseat YouTube in 2022, making it a crucial platform for your brand to optimize your video marketing strategy.

Facebook Video Marketing Statistics

35. Facebook is the most popular social channel for video ads.

(PostFunnel)

Most video marketers anticipate using this platform in the upcoming year. Instagram and YouTube follow closely behind Facebook.

The most efficient way is to swiftly and affordably create a custom audience, add a Facebook pixel to your site, and then retarget them via Facebook video ads.

36. 2.38 billion people use Facebook monthly.

(PostFunnel)

Every day, Facebook users watch almost

Every day, 4 billion hours are spent watching videos on Facebook by consumers. That implies that you absolutely CAN NOT disregard Facebook's influence on your video marketing efforts. Facebook’s trending features include Facebook Live and Stories.

You don't have to focus your video marketing efforts on pre-recorded videos. Live video is still a common way to discuss your company and its offers with your target audience. According to video marketing statistics, Facebook is the most popular platform for going live to generate leads.

Most used social media platforms worldwide
Source: Backlinko

37. Up to 85% of videos shared on Facebook are watched without sound.

(Meta)

Make sure you carefully create your videos to accommodate the most typical usage behaviors, whether you use closed captioning or build ads that do not require sound to offer coherent information.

TikTok Video Marketing Statistics

38. TikTok is still mostly untapped, with about 1 in 10 video marketers using it.

(Wyzowl)

66% of those who have used it say it has been successful. Although it’s constantly expanding and incredibly cheaper than other social media platforms, marketers don't use it much.

TikTok Trends
Source: Shakr

39. 63% of videos with the highest click-through rates highlight what they offer within the first three seconds.

(TikTok)

TikToks that were shot vertically (9:16) have a 25% higher watch-through rate than TikToks shot horizontally.

Twitter Video Marketing Statistics

40. People engage with video tweets ten times more than with tweets without videos.

(Twitter)

Promoted Tweets with videos save cost-per-engagement by more than 50%. 2 million people view videos on Twitter daily.

41. Twitter users watch 2 billion videos daily.

(Twitter)

According to Twitter video marketing statistics, Twitter video views climbed by 62% between 2020 and 2021, and 90% of video views take place on a mobile device.

Instagram Video Marketing Statistics

42. Over a billion people log in to their Instagram accounts each month.

(Hubspot)

Although it's not the biggest social network, this one is perfect for video marketing based on your target user demographics. Why are demographics crucial to the implementation of your video strategy?

Instagram is used by 43% of US women, compared to just 31% of men. Why? Perhaps women are more inclined to flaunt their possessions. But the takeaway is that if your business is more geared toward women, you might reach a wider audience.

Given that Instagram video ads are costly, you should consider this. It's a good area to add videos that “push” viewers to your website.

43. Single video ads make up almost 25% of Instagram ads.

(Instagram)

Mobile-shot Stories' commercials perform 63% better than studio-shot Stories' ones. More exciting is that 79% of consumers believe a video advertisement persuaded them to purchase a service or piece of software.

Video Marketing Statistics for Other Channels

44. The size of the worldwide live streaming market might rise to $223.98 billion by 2028.

(Industry Research Future)

Live streams helped us connect during the pandemic's peak when social distance had kept us away. People watched live concerts and weddings from the comfort of their homes.

Statista shows us that in 2021, 3 billion internet enthusiasts watched streaming or downloaded video content at least once monthly.

We observed the popularity of hybrid events as the world became more accessible. More immersive experiences that combine the digital and real worlds are now possible because of this trend. Roblox's virtual concert with Lil Nas X is a good example of what we'll see more of.

The lesson learned: Live streaming may be a terrific method for businesses with warm audiences to interact with customers in real-time. You may immediately solicit feedback from viewers and respond to inquiries.

Estimated live streaming market value in 2025-2028
Source: Epiphan

45. A video on your landing page can increase conversion rates by 80%.

(OptinMonster)

Your landing page's conversion rate nearly doubles just by including a video. You're looking at a spectacular return on your investment (ROI) for video marketing, given that making videos is now quite inexpensive.

A landing page's likelihood of appearing on page 1 of the SERP increases 53% when a video is on it. That’s also if you also implemented SEO fundamentals on your site.

Average Time Spent on Page
Source: Wyzowl

46. In 2020, 62% of marketers used webinars to engage internet users.

(LiveWebinar)

Webinars are another powerful form of video marketing that marketers use. According to the best webinar software, the usage of this medium increased from 46% in 2020.

Furthermore, 91% of marketers said their webinars were a big success, making them one of the most efficient distribution avenues in 2021.

Making the Case for Webinars
Source: Doneforyou

47. Google, in 26% of search results, now displays video thumbnails.

(BrightEdge)

The growing usage of video content in SEO techniques is another trend that has emerged in recent years. You may be able to rank for competitive keywords in the search results snippets by publishing video content.

For those of you who wish to strengthen your organic search strategy, this SEO statistic is crucial. Another stat that will intrigue you is that most Google users will click on a video search result. Google search statistics also state that companies that use video see 41% more search traffic than non-video users and report a 76% increase in website traffic.

Grow Your Business With Video Marketing

We are sure these video marketing statistics have given you enough justification to use video content to advance your brand. However, creating videos is the first piece of the puzzle. The second is choosing the right video hosting site to host your videos.

  • YouTube is hands down the best video hosting site on the planet. It has an intuitive user interface and unlimited cloud storage, and it’s free!
  • Dailymotion has minimal restrictions on what you can post. The solution has a bulk upload feature and robust live streaming functionalities.
  • Vimeo has over 90 million members – and for a reason. The platform allows you to upload ultra HD videos for video marketing and internal communications needs and integrates seamlessly with many other 3rd party solutions.

Sources

  1. Wyzowl
  2. PostFunnel
  3. Statista
  4. BrightEdge
  5. Leighton Interactive
  6. Twitter
  7. Google
  8. eMarketer
  9. Digiday
  10. Forbes
  11. Marketing Insider Group
  12. HubSpot
  13. Wistia

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Anastasia Belyh

Editor at FounderJar

Anastasia has been a professional blogger and researcher since 2014. She loves to perform in-depth software reviews to help software buyers make informed decisions when choosing project management software, CRM tools, website builders, and everything around growing a startup business.

Anastasia worked in management consulting and tech startups, so she has lots of experience in helping professionals choosing the right business software.