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40+ Video Marketing Statistics You Should Know in 2022

Written by, Eme Emilija

Updated March, 19, 2022

Video marketing is an essential part of an online strategy, and every business can harvest its power.

Top 7 Interesting Video Marketing Stats [Editor’s Choice]

  • Over 90% of customers prefer watching a video over reading text
  • Videos longer than 2–3 minutes have better engagement
  • 88% of all marketers use YouTube for their video marketing campaigns
  • Videos generate 80% of internet traffic
  • In 2021, 70% of marketers aim to increase their video marketing budget. 
  • Almost 90% of marketers suggest that video marketing generates great leads and has a positive ROI
  • 93% of marketers say videos are an essential part of their marketing campaigns.

Video marketing statistics show that a lot of marketers aren’t using the format to its full potential. It’s essential to learn about this type of content if you want to develop an effective business strategy.

Here’s a curated list of video marketing statistics that can help you gain perspective on the field.

Video Marketing Trends

1. Engagement on Facebook increases with longer live videos.

Source: (Social Insider)

Regular videos are different from live ones. Video advertising trends show that live streams over an hour can increase engagement from 0.19% to 0.86%.

2. 95% of users have watched explainer videos to learn about services or products.

Source: (YumYum Videos)

Animated explainer videos have become popular because they inform users about a product or service. They help by:

  • Boosting online visibility
  • Building awareness about the brand
  • Improving sales and conversions
  • Calling to action
  • Increasing shareability

3. Advertisers are spending more on shoppable ads and stories.

Source: (IAB Research)

The shift towards shoppable ads helps marketers because it’s a fun way for shoppers to learn more about the products and buy them through the ad. Other video ad formats becoming increasingly popular are stories on social media platforms. While they disappear in just 24 hours, they can still increase traffic and engagement for any business.

Video Marketing Usage

4. 80% of all internet traffic in 2021 will be generated by video content.

Source: (TubularInsights)

A study by Cisco predicts that in 2021, 80% of internet traffic will consist of video watching. The number of users who focus on videos is expected to increase to 1.9 billion this year.

5. 3 trillion minutes of videos will be watched monthly in 2021.

Source: (TubularInsights)

The demand for video-based content is increasing. Cisco predicts that, on average, users will watch 1 million hours of video per minute due to the increase in video popularity.

6. 88% of marketers will use YouTube for video marketing.

Source: (Wyzowl), (HubSpot)

Following the latest video surveys (2021), it’s more than apparent that YouTube is the favorite platform for video marketers.

YouTube comes in first as the most popular place to share videos. Marketer’s next platform widely used is LinkedIn Video (around 70 percent), which is a notable difference.

7. 58% of marketers will use Instagram in 2021 for video marketing.

Source: (Wyzowl)

Instagram is emerging as a popular video marketing social media app. 41% of marketers say that it’s a crucial part of their strategy, and over 70% have posted product explainer videos on IGTV. Research also found that one out of four customers makes a purchase after watching a video on Instagram.

8. 57% of marketers use live videos.

Source: (Smart Insights)

Live videos have become a great way to engage with customers. 34% of marketers have used the streaming options on Facebook to interact with viewers in real-time. This can make the engagement more meaningful since the users and marketers interact more directly.

9. 60% of customers visit social media pages of brands before they buy something.

Source: (Animoto)

Social media apps play a crucial role in internet video marketing because customers regularly use them to get more information about a brand or product. Online video marketing statistics show that 60% of customers use social media to better understand the brand before purchasing.

10. Sales departments use videos most frequently.

Source: (Biteable)

Video usage depends on the department, too. Sales departments use video marketing the most, but its popularity is high in other divisions too.

Here’s a breakdown of video use in an average company:

Department % of Businesses Using Videos
Sales 32%
Administration and Operation 29%
Human Resources 27%
Leadership 24%
Product Management 20%
Customer Support 19%
Finances 10%

 

11. 95+ percent of marketers will continue investing in video marketing.

Source: (Levitate), (HubSpot), (Invideo)

Following the latest video production trends, the use of video is drastically increasing, and so are the marketers’ investments in the industry.

Therefore, recent stats revealed that as much as 96 percent won’t give up on video ad investments, and others are determined to increase their video expenditures.

Video Engagement Stats

12. Video-based tweets have ten times higher engagement than tweets with just text.

Source: (Twitter)

Twitter reports that over 2 billion views of videos occur daily. Tweets with videos in them have higher engagement than any other type of content on the platform, which results in better ROI for marketers.

13. Videos on Facebook of 2 to 5 minutes have better engagement.

Source: (Social Insider)

Facebook users don’t stick around for longer than 5 minutes on a video. The best length to aim for is 2–5 minutes.

14. Video thumbnails can help increase engagement by over 40%.

Source: (Webdew)

Video strategies focus on increasing engagement with customers, and the same is the case for video use in emails.

Simply including a thumbnail in an email raises the interest of the user. This can cause an increase in conversions and engagement.

15. Engagement increases through vertical videos.

Source: (Social Insider)

Mobile users have increased through the years, and it’s important to target them too. Marketers who switch to vertical videos specifically designed for mobile devices find that video engagement rises from 0.18% to 0.39%.

16. An increase in organic traffic of 150% occurs from video content.

Source: (Wordstream)

Brightcove research has found that one simple way to increase organic traffic online is to make easily consumable and shareable videos. This leads to a spike of 157% in the time users spend on your content.

Demographics of Video Marketing

17. Men watch more videos online than women.

Source: (WordStream)

Men spend 40% more time watching videos online than women. For products and services targeted to men, video content is the best way for marketers to increase conversion rates.

18. 66% of teens in the US watch videos online daily.

Source: (Commonsense Media)

Younger viewers tend to be particularly interested in watching videos online. 66% of teens watch videos online daily, while 56% of 8 to 12-year-olds do the same. These percentages have been increasing every year since 2015.

ROI of Video Marketing

19. 92% of marketers suggest video marketing is crucial.

Source: (Wyzowl Research)

The video usage marketing rate has been steadily increasing for the last few years. Consequently, 92% of marketers indicate that video marketing is an important part of their overall strategy. This number has grown from 78% in 2015.

20. 88% of marketers suggest that video marketing has a positive ROI.

Source: (Wyzowl Research)

88% of marketers say that video marketing has a positive ROI. This number was 33% back in 2015, which shows that customers are drifting towards video content more than ever.

21. Marketers spend $100–$1,000 on average for every video.

Source: (Biteable)

Most marketers in 2020 spent around $300 per video. The second most common video budget range is $301 to $1,000. The rarest is the bracket of $1,001 to $5,000 per video.

22. On average, customers spend 100 minutes watching online videos daily.

Source: (Marketing Charts)

The time spent watching videos online has increased in the past few years. Customers spend 67 minutes a day watching videos in 2018. In 2019, this number jumped to 84 minutes and then expanded to over 100 minutes in 2020.

Video Marketing Sales and Traffic

23. 80% increase in conversion rates occurs on landing pages that use videos.

Source: (Conversion Sciences)

One study revealed that using videos on your landing pages can increase your brand’s conversion rate by 80%. It can cause a spike in the time spent on the website too. This ensures that there is more time for the products you’re offering to sink in. Rather than reading text online, viewers are increasingly choosing to watch videos.

24. 66% of B2C and 71% of B2B marketers use videos for marketing.

Source: (Socialmediaexaminer)

Video marketing is popular for B2B and B2C marketers. 81% of all businesses use video as a part of their marketing strategies. In 2019, 57% of marketers used live videos in their approach as well.

Social Video Statistics

25. Facebook gets 4 billion video views every day.

Source: (99Firms)

With around 4 billion views daily, Facebook is one of the most popular platforms to watch videos. There are approximately 500 million users who watch around 100 million hours of content each day. Notably, 65% of Facebook video views come from mobile users.

26. 2 billion users watch live streams on Facebook.

Source: (MediaKix)

In the past few years, there have been over 3.5 billion Facebook live broadcasts in total. They have received more than 150 billion reacts from users.

27. 2 billion users visit YouTube monthly to watch videos.

Source: (YouTube)

Every single day users watch around a billion hours of video content on YouTube. Daily views are also in the billions on this platform. Marketers should note that 70% of the watch time on YouTube comes from mobile devices.

28. The average YouTube video view rate is slightly over 8% (2022).

Sources: (Social Status), (strikesocial)

Following the data provided by the Social Status’ Profile Analytics tool, we can stay up to speed with YouTube’s video view rate (VVR).

Additionally, the analytics tool indicates that for February 2022, the average YouTube VVR is exactly 8.03 percent. This, in fact, is a downfall of almost 6 percent compared to January’s benchmarks (around 14 percent).

29. Users watch 2 billion videos through Twitter daily.

Source: (WordStream)

We have learned that tweets with videos in them receive ten times more engagement than text-based tweets. Watching videos is the third most common reason to use Twitter among users. Marketers should note that it’s 50% cheaper to use Twitter ads with videos in terms of engagement.

30. On LinkedIn, business audiences are most likely to view video content.

Source: (BusinessofApps)

LinkedIn advises B2B marketers to use video content if they want to get the most out of the platform. Viewers prefer humorous, short videos on LinkedIn.

31. 66% of Instagram users watch videos from brands.

Source: (BusinessofApps)

Instagram has been focusing more and more on video content since the introduction of IGTV and stories. 66% of users watch videos by brands, while 62% watch content by influences and celebrities.

More About Brand Using Video Marketing In This Infographic

brands-using-video-marketing-infographic

32. 22% of registrars watch webinars live.

Source: (RingCentral)

Users are less likely to watch webinars live—they prefer going back to recordings and watching them on their own time. Only 22% of users watch all events they sign up for live.

33. Snapchat users watch 10 million videos every day.

Source: (Word Stream)

Since WhatsApp, Facebook, Instagram, TikTok, and now Twitter introduced their versions of stories, Snapchat has become outdated. About 10 million Snapchat videos are watched daily, which is relatively low.

34. In the second quarter of 2020, the average completion rate was 84 percent.

Sources: (Extreme Reach), (Playwire)

You need to understand your video completion rate if you utilize video advertisements. According to the Extreme Reach Video Benchmarks Report, average video completion rates (VCR) have been declining marginally and were at 84% in Q2 2020.

Furthermore, in Q2 2020, the average video completion rate (VCR) decreased by less than 1 percent, from 85% in Q1 to 84% in Q2.

Mobile Video Marketing

35. More than half of all video content is watched through mobile devices.

Source: (Word Stream)

Mobile use is increasing day by day. Around 92% of mobile viewers also share videos with others. This means that marketers can make shareable videos and target them to mobile users to increase their traffic and engagement.

36. Over 90 percent of mobile video users share videos with other people.

Source: (invideo)

Each year, mobile video utilization increases, i.e., doubles. In fact, recent mobile video marketing stats reveal that around 60% of executives would choose video over text (if both are offered on a specific subject).

Furthermore, statistics indicate that an incredible 92 percent of mobile video users share videos with other people. And this is not a surprise since social media videos are 12x more shared than images/text combos.

Video Making Perceptions

37. 80% of users have increased their consumption of digital content during the COVID-19 pandemic.

Source: (Forbes)

With consumers quarantining at home, video content has become even more popular. Users seek out digital video content more often than before, and this trend is expected to continue.

Video Marketing Tips and Trends for 2022

38. The most common video content type for marketers are presentations at 65%.

Source: (Biteable)

Presentations are the most common type of video content used by marketers at 65%, followed by video ads at 57% and explainers at 47%.

39. 81% of marketers suggest that videos with music perform better.

Source: (Biteable)

Using music is an excellent way to ensure your videos perform well. 66% of marketers suggest that videos with voiceovers are effective, too, while 64% have found that captioned videos work better than those without captions.

78% of marketers also report that videos with less text also perform better.

Notably, 65% of marketers suggest that it’s “extremely important” or “very important” to make sure there’s diversity in their videos.

40. 75% of businesses have a team tasked with making video content.

Source: (Biteable)

In-house videos are made by only 39% of marketers, while around 17% outsource video production. Almost 60% of marketers use professional software to make videos, while 49% rely on other easy tools online. 38% of marketers use apps on their phones to produce videos.

18% of marketers depend on pre-designed templates for video creation, while 35% make the videos from scratch. 48% mix both to create their content.

41. There are five types of short form videos for small businesses to make profits in 2022.

Source: (BeverlyBoy Productions)

Social media platforms (Instagram Reels, YouTube Shorts, TikTok) opened the way for making short form videos for small businesses. Consequently, there are five types of short form videos in particular that small businesses can benefit from:

  • Short product description videos
  • Challenge videos (where you challenge a more popular brand).
  • Back-stage videos, or behind-the-scene videos (offer brand transparency)
  • Use influencer videos
  • Explainer videos (explanation of compound process videos, educational/solution offering videos, DIY videos, how-to videos).

42. Videos between 2 and 3 minutes in length are classified as short-form videos.

Sources: (HubSpot) (BeverlyBoy Productions)

On average, two or three-minute-long videos are regarded as short-form videos. Though, for most social media, a minute-long video, or less, is a true short-form video.

43. YouTube has videos with 0 views.

Source: (Fact/Myth)

You must be shocked to learn that there are YouTube videos with no views at all. The assumption is that not even the person who uploaded the video has watched it yet.

However, the reality is that YouTube records views in a specific manner following strict patterns. Therefore, if the video creator opens it and watches enough to register as a view, it will no longer be a 0-views video.

44. More than 50% of consumers are eager to see more branded video content.

Sources: (Oberlo), (Wyzowl), (CadesignForm)

Oberlo’s recent stats indicate that precisely 54 percent of people like seeing more video content from their favorite brand/s. And for their happiness, marketers worldwide are making this happen. After all, video plays a vital role in today’s marketing strategy. Additionally, 85+% consumers felt more convinced about buying a specific item or service after seeing a brand’s video.

45. Top five reasons why your youtube videos are not getting views.

Sources: (Vidico), (Out of the 925)

Following 2020 statistics, more than a billion YouTube videos are being watched on a daily basis. So, it’s only natural to ask yourself: why are my YouTube videos not getting views?

Here are our top 5 reasons for it:

  1. Wrong choice of video tags
  2. The video thumbnails lack engagement
  3. Content inconsistency
  4. Low audience retention rate
  5. Your videos are too lengthy.

All processes mentioned above are connected one to another, and nailing them and others too, will get you to increase your YouTube video view rate.

46. YouTube ad revenue accounts for more than 11 percent of Google’s complete revenue (2021).

Sources: (Statista), (Oberlo)

YouTube is an excellent way of increasing profits. Especially if taken the fact that billions of hours are being watched on this very platform. Additionally, the platform has introduced YouTube triple ads — another efficient way to increase revenue.

47. 80+ percent of people state 6 seconds videos are productive.

Sources: (WARC), (Animoto), (Facebook Business)

Adweek’s study on video ads indicated that 81 percent of the responders stated 6 second videos are highly efficient.

Furthermore, Champ Sports tested six and 30 seconds long videos revealed some exciting results. The six-second video ads performed better:

  • 10+ percent rise in ad recall
  • 12 percent in returns
  • 250+ percent in video completion rate

However, the average watching time for 6 second and 30-second videos marked no difference.

Conclusion

Video marketing has become a crucial marketing tool for businesses. It’s important to think of videos as part of a good marketing strategy because customers are increasingly gravitating towards such content. We hope our video marketing statistics gave you the insights you were looking for.