Few topics in marketing have generated as much buzz recently as video. We’ll get right to the point: The video engagement stats are astonishing and highlight the fact that video is one of the most powerful mediums in marketing.
To help paint a clear picture of where video has been and where it’s going, we’ve rounded up several video content marketing statistics. These range from overall video marketing effectiveness to specific tactics on each major platform. The overall message is: Video is huge, and it’s here to stay.
What we'll cover
Table of contents
- Online Video Consumption Statistics
- Video ROI Statistics
- B2C Video Marketing ROI Statistics
- B2B Video Marketing ROI Statistics
- YouTube Video Marketing Statistics
- Facebook Video Marketing Statistics
- Instagram Video Marketing Statistics
- TikTok Video Marketing Statistics
- LinkedIn Video Marketing Statistics
- Mobile Video Marketing Statistics
- Video Proofing Statistics
- The Future of Video Marketing
- Are You Investing in Video Marketing?
Online Video Consumption Statistics
- As of last year (2020), over 83% of internet users in the US accessed digital video content on their devices (Statista).
- By 2022, over 80% of all global internet traffic will come from streaming and downloading videos (Cisco).
- Social media video statistics tell us that 73% of consumers want to see social media videos that are “entertaining” (HubSpot).
- One million minutes of video cross the internet every second (Cisco).
- 54% of consumers want to see more video content in the coming years (HubSpot).
As the online video statistics above reveal, video is hot, and trends over the last several years indicate that it’s only getting hotter. People consume a tremendous amount of video content, and that’s not likely to change any time soon. Additionally, as we’ll see in the other sections below, video tends to be much more engaging and provide much higher conversion rates than other content types.
Video ROI Statistics
- 93% of marketers who use video consider it an important part of their strategy, a number that is continuously increasing (Wyzowl).
- 87% of video marketers report a positive ROI — a number that is also trending upwards over time (Wyzowl).
- 78% of video marketers say that video marketing has improved their company’s bottom line (Wyzowl).
- Marketers who incorporate video see nearly 35% higher conversion rates than those that don’t (Vidyard).
- Social media videos result in up to 1,200% more shares than text and image content combined (G2 Crowd).
- 48% of first-time video marketers commit to the medium because it’s easier to persuade colleagues of its value (Wyzowl).
Video is a powerful tool. It tends to be the most engaging form of content, far surpassing text and images. Video also presents a unique opportunity to provide a more interactive feel, since even pre-recorded content has a bit of a “live” feel.
Video marketing stats clearly show that the higher engagement from video turns directly into higher conversion rates — it’s hard to pass up a 35% increase. Additionally, there’s some evidence that it may be easier to get buy-in from colleagues and managers on video campaigns, which always helps.
B2C Video Marketing ROI Statistics
- 87% of video marketers say video has helped increase website traffic (Wyzowl).
- 66% of B2C marketers use video as part of their marketing campaigns (Content Marketing Institute).
- 92% of consumers watch video content with the sound off, and 50% rely on captions as a result (Verizon).
- Videos get the most engagement when they’re at most 2 minutes long (Wistia).
When it comes to B2C video marketing, video is king. However, when you look at video content statistics, some interesting trends emerge, particularly around watching videos with sound. This behavior could be due to viewing social videos in public places on smartphones. Your best bet is to include sound in the video but also include captions, so users can get either experience as needed.
B2B Video Marketing ROI Statistics
- 51% of B2B decision-makers use YouTube videos to research purchases (Hootsuite).
- 71% of B2B marketers have used video in their marketing (Content Marketing Institute).
- 72% of videos made by marketers are “explainer videos,” walking the viewer through a process or concept (Oberlo).
- 83% of video marketers claim it helps with lead generation (Wyzowl).
Video appears to be just as effective in a B2B environment as it is in a consumer-facing one. In fact, it would seem that it’s even more popular among B2B marketers.
As with any format, it’s generally best to include video alongside blog posts or other written content, to provide a more well-rounded campaign. However, going all-in on video may be a possibility in the relatively near future if things continue to trend as they have.
YouTube Video Marketing Statistics
- YouTube’s audience watches more than 1 billion hours of video per day (Brandwatch).
- YouTube has over 2 billion monthly logged-in users (that doesn’t include users who watch videos without logging in or creating an account) (Hootsuite).
- Over 70% of watch time on YouTube comes from mobile devices (Oberlo).
- Apple was the largest advertiser on YouTube in 2020, with over 2.2 billion impressions, while TurboTax ranked second with 1.99 billion (Semrush).
- 60% of marketers said they were planning to increase their YouTube marketing budget in 2020 (Semrush).
- YouTube is the second-most popular site on the internet, globally — only Google outranks it (Alexa).
YouTube is a huge platform, and with that comes huge potential. Naturally, there’s a lot of competition on the platform, but there are also a lot of opportunities. The unique thing about YouTube marketing is that there are opportunities for a variety of types of content, from long-form tutorial-style videos to paid advertising.
That flexibility means that YouTube can be a great place to cut your teeth and get started with video for the first time. It can also be a useful platform for brands that want to use video but not necessarily make it their primary format.
Facebook Video Marketing Statistics
- Facebook Live saw a 50% increase in viewers in the spring of 2020 (Facebook).
- More than 75% of marketers claim Facebook Live has helped increase sales (makeawebsitehub.com)
- The average engagement rate for a Facebook video post is 0.26% — notably higher than the overall post engagement rate of 0.18% (Hootsuite).
- Facebook Watch sees over 1.25 billion visitors every month (Facebook).
- Vertical videos generate higher engagement rates than horizontal or square, at 0.35% (Socialinsider).
Despite the popularity of other platforms, Facebook remains a major social platform with tremendous potential for video marketers. The sheer number of users means that paid ads have plenty of reach. At the same time, Facebook Groups and Facebook Watch provide excellent options for hosting other types of video content.
Instagram Video Marketing Statistics
- 1 in 4 consumers made a purchase after seeing an Instagram Story (Animoto).
- Video ads on Instagram see 3x the engagement of image ads (Databox).
- Stories shot on mobile outperform those shot in a studio 63% of the time (Instagram).
- How-to videos are the most popular type of video content on Instagram (Wibbitz).
- Instagram is among the top five most popular apps on both the Apple App Store and Google Play (SensorTower).
- Instagram boasts over 1 billion global users (eMarketer).
With video advertising statistics like these, it’s clear that Instagram remains a powerful global platform. The addition of new video formats like Stories has only made this more true. It doesn’t appear that this social network is losing steam — at least not anytime soon.
With Instagram, the general advice is to keep videos short and highly focused — avoid the temptation to try to fill the entire time limit. Make sure your thumbnails are eye-catching, since it’s easy for them to blend into the sea of image thumbnails. Finally, don’t neglect the paid ad options.
TikTok Video Marketing Statistics
- TikTok has been downloaded over 2 billion times (SensorTower).
- TikTok has nearly 100 million monthly active users in the U.S. alone (CNBC).
- In the U.S., the majority of TikTok users are under 30 (Pew Research)
- Ocean Spray earned 15 billion impressions in less than a month on the platform (Yahoo! Finance).
- TikTok users spend an average of over 850 minutes per month in the app (Statista).
TikTok surged onto the social media scene just a couple of years ago, and in that time has quickly grown to a dominant position. It’s a platform with a wide reach and a young and engaged demographic.
TikTok has been a highly successful platform for affiliate marketers, such as Rachel Meaders, who has built a highly successful Amazon affiliate program and now has about 1.7 million followers.
Finally, that Ocean Spray stat is very telling — predicting success on this platform may be a little tougher than others. However, the payoffs could be well worth it. If you’re looking for a video marketing platform, don’t forget about TikTok.
LinkedIn Video Marketing Statistics
- LinkedIn members are 20x more likely to share video posts than other types of content (LinkedIn).
- The best length for a LinkedIn video appears to be between 30 and 90 seconds (LinkedIn).
- LinkedIn has 774 million members — quite a bit less than some other platforms, but still nothing to sneeze at (LinkedIn).
- Overall content created on LinkedIn increased 60% in 2020 (LinkedIn Business).
- The number of LinkedIn Live streams increased rapidly in 2020, jumping nearly 90% from March to June alone (LinkedIn).
LinkedIn Live is a major resource that people are starting to take more seriously. Live video streams offer a fresh new option for the B2B-oriented platform.
Mobile Video Marketing Statistics
- A full 90% of consumers watch video content on their mobile devices (Wyzowl).
- Users spend an average of 40 minutes per day watching YouTube videos on mobile devices (BroadbandSearch).
- 93% of Twitter video views occur on mobile devices (Social Media Today).
- Over 75% of all videos are viewed from mobile devices (eMarketer).
- Conversely, over 85% of business-related videos are viewed on desktop computers (Vidyard).
Mobile is where it’s at — especially when it comes to video. Video content, particularly social video content, is overwhelmingly viewed on mobile devices, and as such should be optimized for mobile.
Additionally, the rise of TikTok and other similar vertical-video platforms has shifted the format preferences from horizontal to vertical in a lot of cases. At the very least, vertical video is no longer considered a mortal sin. However, the platform you’re on should be taken into consideration here.
Video Proofing Statistics
- Video projects have the longest average project review turnaround time of any media type, taking about 65 days to complete. (Ziflow)
- 43% of all video projects in Ziflow utilize workflow. (Ziflow)
- Video projects that used an automated workflow saw a 35% reduction in turn-around time versus videos that didn't use a workflow at all. That averages to 26 days of time savings in project completion. (Ziflow)
- Video projects utilizing workflow on average actually have 2x the number of versions but faster turnaround times — up to 70% faster in some cases. (Ziflow)
Video projects are among the most involved types of content to create. Turnaround times on project reviews are especially long. However, teams using automated workflows can drastically reduce the review and turnaround times of video projects — by up to 70%. This enables the creation of more, and better, content with less work, ultimately driving more sales.
The Future of Video Marketing
- The number of businesses using video in their marketing has been trending upwards for over five years (Wyzowl).
- The number of marketers who say video provides a positive ROI has also drastically increased during this time period (Wyzowl).
- Over 90% of marketers believe the pandemic has made video more important than ever for brands (Wyzowl).
- 40% of marketers say their plans for video marketing have changed due to the pandemic, with 74% of them saying they’re more likely to use video going forward (Wyzowl).
- 96% of current video marketers plan to increase or maintain their video spend, a number that is up from last year (Wyzowl).
If there is one single medium to invest your marketing budget in next year, it’s video. No other format shows the levels of engagement, conversion rates, and ROI of video, and the huge numbers of marketers getting on board is a highly convincing demonstration.
While it’s certainly not necessary to make video your primary content format — especially if it doesn’t mesh with your brand image — it would be wise to at least include it in the mix.
Are You Investing in Video Marketing?
Video has been growing at a rapid pace for years, but the last year of quarantine has really seen the format explode. Now more than ever, marketers need to be making video a major part of their strategies.
The good news is that there are more platforms, tools, and content strategies than ever for video marketers. Getting started doesn’t have to be expensive or difficult — you just need to find your platform and jump in. When you’re ready to add video to your marketing mix, you’ll want to see how Ziflow streamlines the video creation and approval process. Start your free trial anytime!
based in Long Beach, CA