If You are a marketer and planning to add video marketing to your marketing strategy, or you already use video strategy and want to know the current scenario of video marketing. In both cases, this article will help you.
In this article, I have compiled all the latest research about video marketing to help you understand video marketing in detail.
Video Marketing Statistics (Top Picks)
Video marketing is a powerful tool for businesses. Discover key statistics on its effectiveness, engagement, and consumer preferences.
- 91% of marketers use video in their marketing strategy.
- 9% of marketers do not use video in their marketing strategy.
- 86% of explainer video landing pages convert into sales.
- 42% of marketers spend $0 to $500 on their video marketing budget.
- 92% of marketers reported Video marketing gives them good ROI.
- 63% of marketers measure video marketing success by the engagement rate of the video.
- 96% of marketers said video marketing increases user understanding of their product or service.
- By watching videos, 89% of people were convinced to buy a product or service.
- YouTube is the top video marketing channel used by Marketers.
- 34% of marketers use Facebook Live for live video content.
- 66% of marketers say short-form videos are the most engaging in-feed video content.
- The average engagement rate of short-form videos is nearly 50%.
- 51% of marketers start using video marketing because videos have become easier to create in-house.
- 39% of marketers believe video marketing become more expensive in 2023.
- 60% of marketers say video marketing is essential to them.
Usage Of Video Marketing
In this section, we will see how many marketers use video marketing in their marketing strategy, how many businesses use it, etc.
- 91% of marketers used video marketing in their marketing strategy in 2023.
According to the latest study, 9 out of 10 marketers use video marketing in their marketing strategy as of 2023, and Only 61% of marketers were using videos as their marketing tool in 2016. The use of video marketing is increasing year by year. Here are some more insights into video marketing used by marketers from 2016 to 2023.
- 2016- 61%
- 2017- 63%
- 2018- 81%
- 2019- 87%
- 2020- 85%
- 2021- 86%
- 2022- 86%
- 2023- 91%
- 96% of businesses say video marketing is an important marketing strategy.
The highest-ever portion of the businesses continues to value videos as an essential part of their marketing strategy in 2023. In 2022, 92% of businesses were considering video marketing important. Here sharing the percentage of businesses that were saying video marketing is an integral part of their marketing strategy from 2015 to 2023.
- 2015- 78%
- 2016- 88%
- 2017- 82%
- 2018- 85%
- 2019- 91%
- 2020- 92%
- 2021- 93%
- 2022- 92%
- 2023- 96%
- 9% of marketers do not use video in their marketing.
We have discussed using videos in marketing strategy, but some marketers do not use video marketing for some reasons. The biggest reason for not using video marketing is lack of time (30%), while 18% do not use it because they don’t understand where to start for video marketing. Here sharing the list of reasons for not using videos in marketing.
- Lack of time- 30%
- Marketers do not know where to start for video marketing- 18%
- Marketers can not convince decision makers for video marketing- 10%
- Too expensive- 10%
- Marketers do not feel it is needed- 8%
- Unclear on ROI- 5%
- Others- 20%
But out of these marketers, 70% plan to use video marketing in the future; on the other hand, 30% do not want to use video marketing in their marketing strategy.
What Types Of Videos Do Marketers Use In Their Video Marketing Strategy?
Marketers use many types of videos in their video marketing strategy. But in this section, you will learn about the top video content types marketers uses in their video marketing strategy in 2023.
- 71% of marketers create social media videos the most.
7 out of 10 marketers create social media videos for their video marketing. The second choice of marketers is explainer videos, with 70%. Here is the complete list of types of videos that marketers create for their marketing strategy.
- Social media videos- 71%
- Explainer videos- 70%
- Presentation videos- 50%
- Testimonial videos- 46%
- Video Ads- 46%
- Teaser videos- 42%
- Sales videos- 40%
- Product demo videos- 36%
- Video graphics- 23%
- Customer Onboarding videos- 21%
- Customer Service videos- 21%
- Staff training videos- 20%
- App demo videos- 15%
- Employee onboarding videos- 15%
- 66% of companies create live-action videos.
According to Wyzowl, 66% of companies create videos in a live-action style, while 57% create screen-recorded videos.
The same study shows that 55% of companies create animated videos.
- 86% of explainer video landing pages convert into sales.
According to the Dash App, 96% of people want to watch explainer videos to understand a service or product better. 68% of customers watch explainer videos to fix their products.
The same research shows that 85% of customers are likelier to buy a product after watching an explainer video. People interact more with explainer videos.
- 53% of companies use live videos at some point in their marketing.
Dash App’s study shows that 28% of marketers agree that live videos are suitable for ROI. 45% of internet users in China watch live e-coomerce videos to find new products.
What Are The Video Marketing Financials?
Every organization has a different video marketing budget. Some organizations spend less than $500, and others spend over $20K. To know more about it, keep reading this section. You will get complete insights into the video marketing financials.
- 42% of marketers spend $0 to $500 on their video marketing budget.
The highest portion of marketers only spends $0 to $500 on video marketing, while 25% of marketers spend between $$1K to $5K. Here are detailed insights into this topic.
- $0 to $500- 42%
- $500 to $1K- 18%
- $1K to $5K- 25%
- $5K to $10K- 9%
- $10K to $20K- 3%
- More than $2`0K- 4%
- 39% of marketers believe video marketing become more expensive.
According to Wyzowl, almost 4 out of 10 marketers think video marketing become more expensive in 2023. 26% of marketers say it is become less expensive, while 35% of markers reported no change in the cost of video marketing.
ROI: What Does Success Looks Like?
Many marketers use video marketing in their marketing strategy. But do you know how they measure their video marketing success?
This section will give you an answer to it.
- 92% of marketers reported Video marketing gives them good ROI.
In 2023, the highest percentage of marketers reported that video gave them good ROI, with 92%. This number increases yearly, and marketers report good ROI through video marketing.
- 2016- 76%
- 2017- 83%
- 2018- 78%
- 2019- 83%
- 2020- 88%
- 2021- 87%
- 2022- 87%
- 2023- 92%
- 63% of markets say to measure the ROI of their video content by video views.
Marketers use many metrics to measure their ROI of video content. Most marketers measure ROI by video views, with 63%, while 61% measure it by audience engagement. Here is a list of essential metrics marketers use to measure their ROI.
- Video views- 63%
- Audience Engagement- 61%
- Leads/Clicks- 56%
- Brand Awareness- 43%
- Retention- 42%
- Bottom line sales- 26%
- Do not track ROI- 11%
- Other- 3%
- 63% of marketers measure video marketing success by engagement.
Another study shows that 63% of marketers measure their video marketing success by engagement rate, while 58% measure by the reach rate of the video. The same research shows that 29% of marketers measure success by sales.
- 96% of marketers said video marketing increases user understanding of their product or service.
According to Wyzowl, In 2022, 94% of marketers said they increased user understanding of their products and services through video marketing. This percentage increased by 2% in 2023. Here is giving the marketer’s response about this from 2015 to 2023.
- 2015- 80%
- 2016- 93%
- 2017- 97%
- 2018- 97%
- 2019- 94%
- 2020- 95%
- 2021- 94%
- 2022- 94%
- 2023- 96%
The same study shows that 95% of markets say video marketing increases their brand awareness among customers, while only 5% of marketers said no to it.
- 91% of marketers say videos have increased their traffic.
Many marketers have seen different benefits from video marketing. 91% of markets say they have seen increased traffic in 2023. Here is a list of benefits of video marketing according to marketers in 2023.
- Increase user understanding- 96%
- Increase brand awareness- 95%
- Increase traffic- 91%
- Increase leads- 90%
- Increase sales- 87%
- Increase Dwell time- 87%
- 53% of marketers say video marketing reduced their support queries.
From 2015 to 2023, the percentage of marketers increased by 23% who say video marketing reduced their support queries. In 2022, this percentage was 49%.
- 2015- 30%
- 2016- 36%
- 2017- 53%
- 2018- 47%
- 2019- 41%
- 2020- 43%
- 2021- 43%
- 2022- 49%
- 2023- 53%
Video Marketing’s End-Users Statistics
Every marketer must know customer behavior or how customers respond to video content. These statistics are vital for marketers to build their video marketing strategy.
Let’s get into it.
- 96% of people watch the video to learn about products or services.
In 2023, 96% of people watch a video about a product or service to learn more about it. Video plays a vital role in making purchase decisions for customers. Last year this percentage was 94%. Here is a list of the percentage of people who watch videos to learn about products from 2015 to 2023.
- 2015- 80%
- 2016- 93%
- 2017- 97%
- 2018- 97%
- 2019- 94%
- 2020- 95%
- 2021- 94%
- 2022- 94%
- 2023- 96%
- By watching videos, 89% of people were convinced to buy a product or service.
Many customers watch product videos before buying it. In 2015, just 73% of people were convinced to purchase products or services by watching videos.
- 2015- 73%
- 2016- 77%
- 2017- 74%
- 2018- 81%
- 2019- 84%
- 2020- 84%
- 2021- 84%
- 2022- 88%
- 2023- 89%
- 79% of people become ready to buy software or app by watching videos.
For every product, customers watch videos before buying it. But, in 2023, for software and Apps, 79% of customers watch videos. Over the years, this percentage was changing.
- 2018- 69%
- 2019- 79%
- 2020- 74%
- 2021- 79%
- 2022- 78%
- 2023- 79%
- 91% of customers want to see more videos from brands.
Customers who want to buy a product from brands want to watch more videos of that brand. In 2023, more than 9 out of 10 customers want to see more videos from their favorite brand. This percentage has been increased by 3% from 2022.
- 2018- 85%
- 2019- 87%
- 2020- 86%
- 2021- 85%
- 2022- 88%
- 2023- 91%
- 51% of people like video content.
There are many kinds of content available on the internet. But, five out of 10 people like video content on the internet. After video content, Social media posts are famous among people, with 26%. Here is a list of people’s favorite online content as of 2023.
- Videos- 51%
- Social Media Posts- 26%
- Blog Posts- 13%
- Product Page- 8%
- Other- 2%
- On average, each person watches 17 hours of video content weekly.
In 2022, weekly watch hours of video content were the highest of all time; people watched 19 hours of weekly video content. In 2018, watch hours were 10.5 hours weekly.
- 2018- 10.5 hours
- 2019- 14 hours
- 2020- 16 hours
- 2021- 18 hours
- 2022- 19 hours
- 2023- 17 hours
- 85% of internet users watch online video content in the United States.
85% of internet users, accounting for 92.95% of the total population of the United States, watch online videos. That means 264.60 million people watch online videos in the United States.
- Saudi Arabia is at the top in internet users watching online videos.
According to Statista, 95% of Internet users in Saudi Arabia watch online video content. Turkey (95%) comes next to Saudi Arabia, then China 92%), and New Zealand (91%) comes next. Here are the top countries where most internet users watch online video content.
- Saudi Arabia- 95%
- Turkey- 95%
- China- 92%
- New Zeland- 91%
- Mexico- 88%
- Australia- 88%
- Philippines- 87%
- Spain- 86%
- India- 85%
- Brazil- 85%
- The United States- 85%
- Canada- 83%
- France- 81%
- Indonesia- 80%
- Germany- 76%
- South Korea- 71%
- Japan- 69%
- Nigeria- 65%
- South Africa- 64%
- In 2021, digital video penetration was 83.8% in the United States.
According to Statista, digital video penetration in the United States was 83.8% in 2021. From 2016 to 2021, digital video penetration was above 80% continuously. Here is giving more insights into Digital video penetration from 2013 to 2021.
- 2013- 75.7%
- 2014- 77.5%
- 2015- 79.2%
- 2016- 80.3%
- 2017- 81.1%
- 2018- 81.8%
- 2019- 82.6%
- 2020- 83.3%
- 2021- 83.8%
- Music Videos are the most favorite video content type worldwide by weekly usage reach.
Statista says music videos are the more famous video content type, with 48.7% of the share of respondents. How-to-videos also have a significant impact on users. Here is a list of top favorite video content types.
- Any kind of videos- 91.8%
- Music Video- 48.7%
- Comedy, meme, or viral videos-34.8%
- Tutorial or how-to videos- 26.4%
- Video Live Strem- 28.5%
- Educational Video- 25.7%
- Product review video- 25%
- Sports clips or highlights video- 26%
- Gaming video- 23.7%
- Influencer videos and Vlogs- 23.4%
- YouTube videos have the maximum watch time.
According to Soocial.com, the average video view duration on YouTube is 7 minutes and 2 seconds. Other social media platforms such as Facebook, Instagram, TikTok, and Pinterest watch time in seconds. Here are detailed insights into it.
- Pinterest- 15 seconds
- Facebook- 18 seconds
- TikTok- 21 seconds
- Instagram- 26 seconds
- YouTube- 7 minutes and 2 seconds
What Are The Video Marketing Channels?
There are many video marketing channels, but some are popular among marketers because they give them better results.
You can also use these video marketing channels to get good results.
- YouTube is the top video marketing channel used by Marketers.
90% of marketers use YouTube as a video marketing channel to promote their brand. Facebook is used by 86% of marketers. There are many channels that marketers use for video marketing. They are as follows:
- YouTube- 90%
- Facebook- 86%
- LinkedIn- 79%
- Instagram- 79%
- Webinar- 60%
- Twitter- 54%
- TikTok- 35%
- Interactive Video- 31%
- 360 videos- 17%
- 3D video/AR- 15%
- Snapchat- 13%
- Virtual Reality (VR)- 13%
- LinkedIn is the second most effective channel for video marketing.
We have seen which channels marketers use for video marketing, but the percentage of effectiveness of video marketing channels varies from the most used video marketing channel list. YouTube holds first place, with 78%, and LinkedIn is second, with 69%. Here giving more insights into the most effective video marketing channels.
- YouTube- 78%
- LinkedIn- 69%
- Instagram- 67%
- Facebook- 59%
- Webinar- 49%
- Interactive videos- 27%
- TikTok- 27%
- Twitter- 24%
- 360 videos- 10%
- 3D videos/ AR- 10%
- Virtual Reality (VR)- 8%
- Snapchat- 6%
- 34% of marketers use Facebook Live for live video content.
According to Finance Online, Facebook Live is the marketer’s first choice for live video content. 34% of marketers use it. Additionally, 13% of marketers use Instagram Live.
- Facebook Live- 34%
- Instagram Live- 13%
- YouTube Live- 7%
- Twitter/ Periscope Live- 3%
- Twitch- 1%
What Are The Statistics For Short-Form Videos?
With the entry of TikTok in social media, short-form videos grabbed users’ attention like never before.
Short-form video content is very popular among users, and using a short-form video content strategy will add extra benefits to your sales.
- 66% of marketers say short-form videos are the most engaging in-feed video content.
When it comes to more engaging video content in-feed, then short-form video wins here. 66% of marketers say short-form videos are more engaging than other content. 37% of marketers say live videos are more engaging in-feed. Here is the list of the most engaging in-feed content.
- Short-form videos- 66%
- Images- 61%
- Live Video- 37%
- GIFs/Memes- 32%
- Text-based posts- 32%
- User-generated content- 26%
- Long-form video- 24%
- Audio- 13%
- URL/Link to other content- 11%
- The average engagement rate of short-form videos is nearly 50%.
Videos under 1 minute run time generate 53.9% of an average engagement rate, while 1 to 3-minute long videos generate a 50.6% engagement rate. As the run time of video content increases, the engagement rate decreases.
The same research shows that a 3 to 5 minutes video can generate a 48.9% of engagement rate.
Some General Statistics On Video Marketing
Here are some general video marketing statistics that will help you understand video marketing in more detail.
- 60% of marketers say video marketing is essential to them.
According to Blogging Wizard, 29% of marketers believe video marketing is essential to their business, while only 3% say it is not important to them.
- Extremely Important- 29%
- Very Important- 31%
- Moderately Important- 25%
- Slightly Important- 11%
- Not at all Important- 3
- 14% of marketers create video content every day.
The frequency of creating video content varies from marketer to marketer. 22% of marketers produce video content a few times a week, while 12% create it once a month.
- Every day- 14%
- A few times a week- 22%
- About once a month- 7%
- A few times a month- 14%
- Once a month- 12%
- Once every few months- 7%
- A few times a year- 7%
- Once a year- 4%
- Once every few years- 3%
- Never- 10%
- 51% of marketers start using video marketing because videos have become easier to create in-house.
Finance Online’s research shows why marketers start using video marketing for the first time. Here are those reasons.
- The video has become easier to create in-house- 51%
- The video has become necessary in light of recent events- 47%
- Producing videos has become more affordable- 44%
- Less time-consuming and easier to create- 39%
- The videos are a more effective strategy- 36%
Related Read:
Conclusion: Video Marketing Statistics (2023)
We have seen enough evidence from marketers’ point of view to customers’ point of view for you to start leveraging video content to grow your company and brand.
I hope these video marketing statistics will help you to increase your user engagement, traffic, ROI, and sales.
For more updates, keep revisiting this article; we will be updating this from time to time.
FAQs
The global video marketing industry will reach $712.6 billion by the end of 2023, with a CAGR of 29.6% from 2021 to 20231.
More than 9 out of 10 marketers say they get a good ROI from video content marketing, while marketers who use video in their strategy get 66% more leads annually
Top video marketers make around $8,666 monthly and $104,000 annually. The average video marketer makes $4,909 monthly and $58,916 annually.
Recent data shows 90% of customers say they have made purchasing decisions after watching product or service videos. This trend will grow in the future.
Marketers use many metrics to analyze video marketing, such as View count, play rate, engagement, CTR, social sharing, Conversion rate, feedback, etc.
