The idea of using video as a marketing tool isn’t anything new – it’s been around for a century. However, what has changed is just how important and widespread video marketing has become.
Video content now dominates more or less every marketing platform. The global population consumes millions of hours of video content every single week. As such, video is no longer a type of content that marketers can afford to ignore.
In this post, we’ll be sharing some useful video marketing statistics and insights to show you the state of video marketing this year.
Ready? Let’s get started:
Video marketing statistics – Editor’s picks
- 86% of businesses engage in video marketing, which is a rise of 25% since 2016. (Wyzowl)
- 87% of video marketers reported positive ROI from their video marketing efforts. (Wyzowl)
- 92% of consumers watch videos without any sound. (Verizon and Publicis)
Key video marketing statistics
Let’s get started by taking a look at the most important statistics relating to video marketing. The stats below give us an insight into the meteoric growth of video marketing over the past few years and reveal some of the reasons why it’s so popular right now.
86% of businesses engage in video marketing, which is a rise of 25% since 2016
Video marketing has been steadily growing in popularity amongst marketers and saw a 1% rise in usage since last year. (Wyzowl – State Of Video Marketing Report 2021)
68% of consumers say that the pandemic has affected the amount of online video content they watch
Most of this 68% reported that their time spent watching videos had overwhelming increased, making video marketing a much more viable option in the current climate. (Wyzowl – State Of Video Marketing Report 2021)
93% of marketers regard video as an important part of their marketing strategy
This figure has risen steadily from 78% in 2015, according to Wyzowl’s video marketing report 2021.
87% of video marketers reported positive ROI from their video marketing efforts
Reports of positive ROI from video marketing campaigns grew by 54% since 2015 which is a testament to the growing popularity and effectiveness of video marketing in 2021. (Wyzowl – State Of Video Marketing Report 2021)
60% of video marketers expect their budgets to change in 2021
As video marketing grows in popularity, marketers are set to spend more of their budget on video marketing campaigns. 70% of these marketers said their budget would change in 2021 also said they expected to spend more on video marketing in 2021, whilst 30% said they would be spending less of their budget on video content. (HubSpot)
Online video consumption is on the increase, with the average weekly viewing time increasing by 1.1 hours over the last year
According to a study conducted by Limelight, the average weekly viewing time has increased year on year, and this growth spans all age groups. The biggest increase in viewing times was in viewers aged 46 and over. The takeaway – Video marketing isn’t just for businesses targeting Gen-Z and Millennials (Limelight)
Video content is 12x more shareable than images and text
According to an infographic created by Jeff Bullas about the power of digital content, video content is the most likely to be shared by users and gets shared 12x more on average than images or text-based posts. (Jeff Bullas)
Video marketing benefits statistics
Next, let’s take a look at some statistics that highlight the biggest benefits of video marketing and the ways in which marketers use it within their campaigns.
84% of marketers say video has been effective for lead generation
This is up slightly (by 1%) from 2020. (Wyzowl – Video Marketing Statistics)
Almost 80% of marketers think video directly improves sales
This is good news for brands concerned about ROI and proves that video marketing isn’t just good for raising brand awareness but can also drive revenue. (Wyzowl – Video Marketing Statistics)
94% of marketers say video has helped increase understanding of their product
A video speaks a thousand words. Video content is great for explaining tricky product concepts and services without boring your customers with walls of text. (Wyzowl – Video Marketing Statistics)
43% of marketers report that video has reduced product support calls
Creating helpful video content is a great way to provide your customers with visual product support and guidelines, thus reducing demand for support calls and saving your business money. (Wyzowl – Video Marketing Statistics)
Video marketing content trends & consumer preferences
Below are some statistics that reveal the most popular and effective types of video content, as well as the latest video marketing trends and consumer preferences.
Explainer videos are the most common type of video marketing content
73% of video marketing videos are explainer videos. Sales videos and videos for social media are also very popular. (Wyzowl – Video Marketing Statistics)
The use of webinars in marketing grew by 16% in 2020
Wyzowl also reported that webinars grew in popularity in the midst of the pandemic and 91% of marketers that used webinars said they were an effective marketing tool. (Wyzowl – Video Marketing Statistics)
92% of consumers watch videos without any sound
This is a surprising response to research conducted by Verizon and Publicis. As a result of this finding, many marketers are adapting their video content to include captions for users. (Verizon and Publicis)
Video marketing platform statistics
Video marketing is used across many different social platforms and marketing mediums. Here are some statistics that reveal useful insights about these different marketing platforms.
YouTube and Facebook are the most popular platforms for video marketing
According to Wyzowl, YouTube was the most widely used platform amongst video marketers at 89%, with Facebook a close second at 70%. (Wyzowl – State Of Video Marketing Report 2021)
77% of marketers have used IGTV at least once for marketing purposes
According to a study into social media trends conducted by Animoto, 77% of marketers have posted video content to IGTV, Instagram’s dedicated video platform. (Animoto)
According to Twitter, video content is 6x more likely to be retweeted than photo-based content
According to Twitter’s own blog about using video on the platform, videos are much more likely to get shared than other types of content, making the platform a great choice for your video marketing efforts. (Twitter)
The number of marketers using TikTok has doubled in the last year
TikTok was all the rage in 2020, so it’s no surprise that the number of marketers using TikTok rose from 10% to 20% in the space of 1 year. However, most marketers still favor more established platforms like Facebook and Instagram. (Wyzowl – State Of Video Marketing Report 2021)
58% of marketers planned to include video content in their Instagram marketing campaigns
Instagram is a great platform for sharing video content, as there are a number of different formats available. Marketers can choose from IGTV, Reels, Stories, and regular feed videos, so it’s no surprise that so many marketers plan to utilize the platform for video marketing. (Wyzowl – Video Marketing Statistics)
Video marketing challenges statistics
Despite the many clear benefits of video marketing, many brands are still reluctant to include it in their marketing strategy. Here are some of the top challenges holding businesses and marketers back from investing in video marketing.
Marketers #1 video challenge is that video creation is too time-consuming
This is according to a survey by Animoto, and it comes as no surprise. Between planning, filming, and post-production editing tasks, it’s certainly true that creating a high-quality marketing video takes a lot longer than other marketing materials.
Other top challenges identified in the survey were budget restraints and that video creation tools were seen as too complicated.
Almost one-fifth of non-video marketers don’t feel video is needed
According to Wyzowl’s latest State of Video Marketing report, 19% of marketers who don’t use video simply don’t think it’s important to their marketing efforts.
17% of marketers avoid video content because it costs too much…
Amongst marketers who don’t currently use video, 17% say the reason is that it’s too expensive. Outsourced corporate video production can cost anywhere from $1000 to $50,000 or more. For small businesses with a limited marketing budget, these kinds of costs are often out of the question. (Wyzowl – Video Marketing Statistics)
… and the same number avoid it because they don’t know where to start
A further 17% of those who don’t use video aren’t sure where to begin. This reflects the fact that video is still a relatively new type of marketing content for many businesses. It represents unfamiliar territory for marketers that have spent years focusing their efforts on other content formats, like blog posts and social images. (Wyzowl – Video Marketing Statistics)
84% rate video creation as an important skill when looking to hire for a new marketing
Given that many marketers don’t know where to start with video marketing, it makes sense that brands are looking to bring in new talent that does. The takeaway from this is clear: if you’re a marketer, learning video creation skills is a great way to give your CV and open up more future employment opportunities. (Animoto – 2018 State of Social Video)
There you have it – over 25 video marketing statistics to inform your strategy this year. We hope you found them interesting and useful!
If you’re still hungry for more data, here a few other statistics articles you might want to check out while you’re here: